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研究生:羅學文
研究生(外文):Shung-Wen Luo
論文名稱:服務品質,服務價值,顧客滿意與行為意向之關係研究---以國軍地區福利品供配(應站為例
論文名稱(外文):Assessing the Effects of Service Quality, Service Value, and Customer Satisfaction on Behavioral Intentions─An Empirical Study of the Commissary
指導教授:王維康王維康引用關係
指導教授(外文):Wei-Kang Wang
學位類別:碩士
校院名稱:國防管理學院
系所名稱:資源管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:98
中文關鍵詞:服務品質服務價值顧客滿意行為意向
外文關鍵詞:Service QualityService ValueCustomer SatisfactionBehavioral Intentions
相關次數:
  • 被引用被引用:56
  • 點閱點閱:5979
  • 評分評分:
  • 下載下載:2558
  • 收藏至我的研究室書目清單書目收藏:12
摘 要
由於產業結構變化及經濟發展的結果,服務品質、服務價值、顧客滿意及行為意向概念已成為現代企業經營管理的重要課題之一。近年來,軍方為了強化管理績效,也非常重視服務品質的觀念,因此,如何以「顧客導向」的觀點及角度來推行任務,正是軍事組織提昇績效的方向之一。
本研究是利用問卷調查的方式,以國軍地區福利品供配(應)站實證研究範圍,並以具有現役軍人、聘雇人員、軍眷與遺眷、榮民與遺眷、後備幹部等為身份研究對象,主要目的是從顧客接受服務後的行為意向,探討服務品質、服務價值、顧客滿意與行為意向間之關係,並規劃成綜合系統模式。同時併入直接和間接關係探討服務品質、服務價值與顧客滿意相互關係;及服務品質、服務價值與顧客滿意對行為意向直接之影響關係;服務品質透過服務價值與顧客滿意對行為意向間接之影響關係,服務價值透過顧客滿意對行為意向間接之影響關係,並由排序分析中,來瞭解服務品質改善重點,並提出實務上的管理意涵及建議,以作為管理階層制定政策及管理手段的參考。
研究結果發現,服務品質高低對服務價值有正向影響;服務價值高低對顧客滿意有正向影響;服務品質高低對顧客滿意有正向影響,就服務品質與服務價值二者對顧客滿意相對貢獻而而言,服務品質比服務價值對顧客滿意貢獻度大。同時考慮服務品質、服務價值與顧客滿意對行為意向的影響,服務價值會正向影響行為意向,另二者是不顯著的,就服務品質與行為意向在間接效果部份,服務品質透過服務價值與顧客滿意對行為意向之影響,結果達顯著水準,服務價值透過顧客滿意是不顯著的。而不同滿意程度的高低群對於本研究架構中服務品質、服務價值、顧客滿意與行為意向關係影響路徑有明顯之差異,顯示不同滿意群的認知及看法是有不同的。此外,人口統計變項對服務品質會因學歷、年齡、消費次數及地理區域而有所差異。
關鍵詞:服務品質、服務價值、顧客滿意、行為意向
Abstract
With the changes of the industrial structure and the economic development, service quality, service value, customer satisfaction and behavioral intentions have been important factors for the modern enterprise management. Recently, the military begins to focus highly on the service quality in order to reinforce the management performance. Thus, how to carry out the mission from the customer-oriented view becomes the direction of enhancing the performance for the military.
This research, by means of questionnaires, did an investigation on the Commissary, sampled the active military, the employed civilians, the servicemen’s family, the veterans, and the reserve as the research objects. Its main purpose is to study the relations among service quality, service value, customer satisfaction and behavioral intentions from the customers’ behavioral intentions after they receive the service. Meanwhile, this research organizes the relation into a comprehensive system, in which it involves the direct and indirect relations among service quality, service value and customer satisfaction; the direct effects of the service quality, service value and customer satisfaction on behavioral intentions; the indirect effects of service quality, service value and customer satisfaction on behavioral intentions; the indirect effects of service quality, through service value and customer satisfaction, on behavioral intentions and the indirect effects of service value through customer satisfaction on behavioral intentions. Then, through the analysis on the sequences, this research helps people understand the focus of the improvement for service quality and provide managing meaning and suggestions for practical affairs as the reference for the managers to draw up the policy and managing strategies.
This research indicates service quality has a positive effects on service value; service value has a positive effects on customer satisfaction;service quality has a positive effects on customer satisfaction. For the contribution to customer satisfaction, service quality is more contributive to customer satisfaction than service value does. As alluded to above, specifying direct links between service quality, service value, customer satisfaction and behavioral intentions. Evidence was found only service value has a positive effects on behavioral intentions, while the other two appear insignificant. In additional to the direct effects, we further examined service quality and service value to determine whether they indirectly related to behavioral intentions. The indirect relationship between service value and behavioral intentions via customer satisfaction was also examined. The result service quality shows via service value and customer satisfaction significant effects on behavioral intentions; yet the effects of service value on behavioral intentions via customer satisfaction appears to be insignificant. Groups with different levels of satisfaction show significant difference in the relation among the service quality, service value, customer satisfaction and behavioral intentions discussed in this research. This means groups with different levels of satisfaction possess different cognition and viewpoints. Furthermore, the variables of the population statistics to service quality vary with the educational background, age, consumption frequency and geography.
Keywords: Service Quality, Service Value, Customer Satisfaction, and Behavioral Intentions
目 錄
頁次
中文摘要…………………………………………………………………….Ⅰ
英文摘要…………………………………………………………………….Ⅲ
誌 謝…………………………………………………………………….Ⅴ
目 錄…………………………………………………………………….Ⅵ
圖 目 錄…………………………………………………………………….Ⅸ
表 目 錄…………………………………………………………………….Ⅹ
第一章 緒論……………………………………………………………1
1.1研究背景與動機………………………..………………………......1
1.2研究問題與目的…………………………………..……………......2
1.3論文結構………………………………………………..………......3
1.4研究範圍...……………………………………………………….....4
1.5研究流程…………………………………………………………......4
1.6研究限制…………………………………………………………......5
第二章 文獻探討與研究假說…………………………………………….7
2.1服務品質……………………..…………………………………......7
2.2服務價值………………………………………….……………......21
2.3顧客滿意……………………………………………….………......24
2.4行為意向…………………………………………………….........28
2.5服務品質與服務價值之關係…………………………………….....30
2.6服務價值與顧客滿意之關係…………………….……….…….....31
2.7服務品質與顧客滿意之關係…………………………………….....31
2.8服務品質、服務價值、顧客滿意與行為意向之關係………….....32
2.9小結……………………………………………………………….....34
第三章 研究方法………………………………………………………….37
3.1研究架構……………….………………………………………......37
3.2操作性定義……………………………………………………….....38
3.3問卷設計……………………………………………….………......40
3.4測量工具及預試結果…………………………………..……….....43
3.5抽樣設計…………………………………………..…………….....44
3.6資料分析方法…………………………………………………….....45
3.7信度分析………………………………………..……………….. 47
3.8驗證性分析……………………………………………….……......48
3.9效度分析………………………………………………………….....49
第四章 資料分析與結果……………………………………………….…52
4.1敘述性統計分析………………………..……………………….... 52
4.2排序分析………………………………………………………….....55
4.3多變量變異數分析……………………………………..……….....58
4.4 LISREL模式分析….………………………………..……….......62
4.5集群分析……………………………………………………….......69
第五章 結論與建議…………………………………….………….…….75
5.1研究結論……………………..……………………….…………....75
5.2管理意涵………………………………………………………….....78
5.3後續研究建議………………………………………….………......78
參考文獻………………………………….……………………………….80
中文部份…………………………………………….…………………….80
英文部份…………………………………………….…………………….82
附錄一 正式問卷………………………………………….…………….87
附錄二 衡量構面各變項因素負荷值及T值……………..….…………91
附錄三 LISREL模式說明………………………………………………..93
圖 目 錄
頁次
圖1-1研究步驟圖…………………….……………..………………………5
圖2-1 Gronroos知覺服務品質模式……………………………………….10
圖2-2 PZB服務品質的觀念性模式………...…………………………...11
圖2-3服務品質知覺構面的觀念性架構圖………………………….…….13
圖2-4服務品質缺口及其衡量因素…..……………………………………14
圖2-5服務品質與行為意向模式…………………......………..……..28
圖2-6 Sweeney等人服務價值關係關係…...………………………….. 30
圖2-7 Cronin, Brady, and Hult研究模式....………………………..33
圖3-1觀念性研究架構圖……..……………………………………………38
圖4-1模型架構圖………….……………………………………………….67
圖4-2兩群平均值分佈圖..……………………………..………………..71
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