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研究生:林叔娥
研究生(外文):Shu-Er Lin
論文名稱:顧客滿意度與忠誠度之關聯性研究-以某驗證公司為例
論文名稱(外文):The Study on Relationship between Customer Satisfaction and Customer Loyalty-as Applied to a Certification Company
指導教授:楊錦洲楊錦洲引用關係
指導教授(外文):Ching-Chow Yang
學位類別:碩士
校院名稱:中原大學
系所名稱:工業工程研究所
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:130
中文關鍵詞:集群分析顧客忠誠服務品質顧客滿意
外文關鍵詞:customer loyaltyservice qualitycustomer satisfactioncluster analysis
相關次數:
  • 被引用被引用:173
  • 點閱點閱:1748
  • 評分評分:
  • 下載下載:196
  • 收藏至我的研究室書目清單書目收藏:14
對任何企業而言,滿足顧客的需求,使顧客滿意,是業者經營企業的重要課題。然而有許多研究指出,顧客滿意愈高會提升顧客忠誠度,而顧客的忠誠度的提升則有助於業者創造利潤及促進公司成長。

提升顧客滿意是重要的,而顧客忠誠度更是企業不可忽視的;因此,本研究建立模式,並利用問卷方式進行顧客滿意度與顧客忠誠度調查,探討此兩者間的關係,以某驗證公司為實證案例分析。採用多變量方法的集群分析分別將顧客區隔為不同程度的滿意群和忠誠群,藉此探討兩群組在顧客認知、顧客期望、附加價值、顧客滿意、顧客認知價值、公司形象及顧客忠誠度等七個構面及構面問項進行分析,了解滿意群和忠誠群在構面問項之顯著差異與認知是否有所異同之處;另外在與行業別及公司規模作分析檢定;最後將滿意群和忠誠度群組做交叉比較。

經研究結果發現:
1.不論是滿意群和忠誠群在各構面及構面問項分析,都有顯著差異,唯有在附加價值的構面問項部分顯著。

2.而兩群體在各構面問項的認知異同處,其中低滿意群和低忠誠群與中滿意群和中忠誠群對各問項的認知大致上都相同,而高滿意群和高忠誠群則對各構面之問項有不同的評價。

3.不同滿意群和忠誠群在行業別與公司規模中,只有忠誠度群與行業別有顯著影響

4.在滿意群和忠誠群交叉比對的結果發現,滿意度高的顧客不一定是高忠誠度,而本文高滿意群為高忠誠群比例有45.69%,再以行業別來看,大部分於高科技產業與製造業佔多數。
For industries, how to satisfy customers’ requirement and satisfaction becomes one of the essential issues in modern corporate operation management. Many investigations suggest that customer loyalty will be affected by customer satisfaction and customer loyalty will help manager to get more high profit and corporate growth.

Customer satisfaction is important, but customer loyalty is more important for industries. The research established model of customer loyalty, analysis on relationship between customer satisfaction and customer loyalty. The thesis takes the certification company as an example in order to discuss the relationship between customer satisfaction and customer loyalty and uses questionnaires and cluster analysis as investigation approach. The satisfaction group and the loyalty group is used to discuss whether the significant influence in dimensions and dimensions item, including the customer perceived quality, the customer expected, the added value, the customer satisfaction, the customer value, the corporate image and the customer loyalty. Then we analyzed business and company scale. Finally, we used intersect analysis on the satisfaction segmentation and the loyalty segmentation. The results of this study include:

1.Whether Satisfaction group and loyalty group have significant influence in dimensions and dimensions item to analysis. There is part significant influence in added value dimensions.
2.The two cluster of customer perceived in dimension item, included low satisfaction group and loyalty group; middle satisfaction group and loyalty group are the same in dimension item. High satisfaction group and loyalty group are different to estimate.
3. In business and company scale, the loyalty group have significantly influence in business.
4. In the satisfaction group and the loyalty group, high satisfaction customer is not necessarily high loyalty. The research’s high satisfaction segmentation reached 45.69% in high loyalty group. The most part of high satisfaction group are high technology industries and manufacturing industries.
中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3案例分析對象 2
1.4研究限制 3
1.5研究流程 3
第二章 文獻探討 5
2.1服務品質 5
2.1.1服務的定義 5
2.1.2服務的特性 6
2.1.3服務業的特性 8
2.1.4品質的定義 9
2.1.5服務品質的定義 11
2.1.6服務品質的衡量構面 12
2.1.7服務品質衡量模式 15
2.2顧客滿意 21
2.2.1顧客的定義 21
2.2.2顧客滿意的定義 22
2.2.3顧客滿意之觀念及理論 23
2.2.4顧客滿意的重要性 25
2.2.5顧客滿意的影響因素 26
2.2.6顧客滿意的衡量尺度 27
2.3顧客忠誠度 28
2.3.1顧客忠誠度的定義 28
2.3.2顧客忠誠度的重要性 31
2.3.3顧客忠誠度的衡量 31
2.3.4顧客忠誠度模式 34
2.3.5顧客滿意與顧客忠誠度之關係研究 35
第三章 研究方法 39
3.1研究架構 39
3.1.1研究模式之形成 39
3.1.2研究變數之定義 41
3.2研究假設 42
3.3問卷結構與內容 44
3.4統計分析工具 50
3.5問卷回收及樣本結構 56
3.5.1問卷回收情形 56
3.5.2樣本結構 56
第四章 統計分析 63
4.1信度與效度分析 63
4.2各構面之敘述性統計 67
4.2.1顧客認知品質調查 67
4.2.2顧客期望調查 69
4.2.3附加價值調查 70
4.2.4顧客滿意度調查 71
4.2.5顧客認知價值調查 71
4.2.6公司形象調查 72
4.2.7顧客忠誠度調查 72
4.3相關分析 73
4.4滿意度集群分析 74
4.5滿意群在行業別和公司規模分析 78
4.5.1滿意群在各行業別之分析 78
4.5.2滿意群在公司規模之分析 80
4.6滿意群與各構面和構面問項分析 82
4.6.1滿意群在各構面之分析 82
4.6.2滿意群在顧客認知品質構面問項之分析 83
4.6.3滿意群在顧客期望構面問項之分析 85
4.6.4滿意群在附加價值構面問項之分析 86
4.6.5滿意群在顧客滿意度構面問項之分析 87
4.6.6滿意群在顧客認知價值構面問項之分析 88
4.6.7滿意群在公司形象構面問項之分析 88
4.6.8滿意群在顧客忠誠度構面問項之分析 89
4.7忠誠度集群分析 90
4.8忠誠群在行業別與公司規模分析 94
4.8.1忠誠群在各行業別之分析 94
4.8.2忠誠群在公司規模之分析 97
4.9忠誠群與各構面和構面問項分析 98
4.9.1忠誠群在各構面平均之分析 98
4.9.2忠誠群在顧客認知品質構面問項之分析 99
4.9.3忠誠群在顧客期望構面問項之分析 101
4.9.4忠誠群在附加價值構面問項之分析 102
4.9.5忠誠群在顧客滿意度構面問項之分析 103
4.9.6忠誠群在顧客認知價值構面問項之分析 103
4.9.7忠誠群在公司形象構面問項之分析 104
4.9.8忠誠群顧客忠誠度構面在之差異分析 105
4.10滿意分群和忠誠分群之分析 106
4.10.1滿意度分群與忠誠度分群之交叉分析 106
4.10.2滿意度分群與忠誠度分群在行業別之分佈情況 107
第五章 結論與建議 111
5.1 結論 111
5.2研究建議 116
5.2.1對業者的建議 116
5.2.2未來研究方向 117
參考文獻 118
附錄 125
自述 129
圖1-1研究流程 4
圖2-1服務水準整合模式 15
圖2-2整體認知服務品質模式 16
圖2-3服務金三角模式 17
圖2-4服務品質觀念模式 19
圖2-5認知服務品質模式 20
圖2-6期待-不一致模式 24
圖2-7 顧客忠誠度五階段 30
圖2-8 忠誠度三角模式 34
圖2-9服務-利潤鏈 36
圖2-10 ACSI模式 37
圖2-11 ECSI模式 38
圖3-1觀念性架構 40
圖3-2問卷設計流程 45
圖3-3集群分析步驟 54
圖3-4資料分析流程 55
圖4-1樹狀圖-顧客滿意度 74
圖4-2滿意度分群在行業別之長條圖 80
圖4-3滿意度分群在公司規模之長條圖 82
圖4-4樹狀圖-顧客忠誠度 91
圖4-5忠誠度分群在行業別之長條圖 96
圖4-6忠誠度分群在公司規模之長條圖 98
表2-1學者對服務四大的特性之研究彙整表 7
表2-2有形產品與無形服務之區別表 8
表2-3衡量服務品質的構面一覽表 12
表2-4衡量服務品質之構面 21
表2-5顧客忠誠度的衡量 33
表3-1本研究問卷所屬構面之問項一覽表 48
表3-2問卷之發放與回收情形 56
表3-3公司背景資料之次數分配表 57
表3-4顧客對選擇驗證機構決策之優先順序表 58
表3-5顧客在導入ISO系列驗證情形 60
表3-6推行ISO 9000所帶來之益處或負面效果次數表 61
表3-7使用之聯絡管道次數表 62
表3-8填卷者職務別次數表 62
表4-1各構面之信度值 63
表4-2顧客認知品質之建構效度值 65
表4-3顧客期望之建構效度值 65
表4-4附加價值之建構效度值 66
表4-5顧客滿意度之建構效度值 66
表4-6顧客認知價值之建構效度值 66
表4-7公司形象之建構效度值 67
表4-8顧客忠誠度之建構效度值 67
表4-9認知品質項目之排名表 68
表4-10顧客期望項目之排名表 69
表4-11附加價值項目之排名表 70
表4-12顧客滿意度項目之排名表 71
表4-13顧客認知價值之排名表 71
表4-14公司形象之排名表 72
表4-15顧客忠誠度之排名表 72
表4-16各構面相關分析表 73
表4-17滿意群最後集群中心點 75
表4-18滿意群的樣本數及比例 75
表4-19滿意群之實際分群與理論分析交叉表 76
表4-20滿意度集群在顧客滿意度構面之變異數分析 76
表4-21滿意群在滿意度構面之平均值與標準差 77
表4-22滿意群在「行業別」之個數及所佔比例 78
表4-23滿意群在「公司規模」之個數及所佔比例 81
表4-24滿意集群與各構面平均值之分析 83
表4-25滿意群在「顧客認知品質」構面問項之分析 84
表4-26滿意群在「顧客期望構面」問項之分析 85
表4-27滿意群在「附加價值」構面問項之分析 86
表4-28滿意群在「顧客滿意度」構面問項之分析 87
表4-29滿意群在「顧客認知價值」構面問項之分析 88
表4-30滿意群在「公司形象」構面問項之分析 89
表4-31滿意群在「顧客忠誠度」構面問項之分析 90
表4-32忠誠群最後集群中心點 91
表4-33忠誠群的樣本數及比例 91
表4-34忠誠群之實際分群與理論分群交叉表 92
表4-35忠誠集群對忠誠度構面之變異數分析 93
表4-36忠誠集群在忠誠度構面之平均值與標準差 94
表4-37忠誠群在「行業別」之個數及所佔比例 95
表4-38忠誠群在「公司規模」之個數及所佔比例 97
表4-39忠誠集群與各構面平均值之分析 99
表4-40忠誠群在「顧客認知品質」構面問項之分析 100
表4-41忠誠群在「顧客期望」構面問項之分析 101
表4-42忠誠群在「附加價值」構面問項之分析 102
表4-43忠誠群在「顧客滿意度」構面問項之分析 103
表4-44忠誠群在「顧客認知價值」構面問項之分析 104
表4-45忠誠群在「公司形象」構面問項之分析 104
表4-46忠誠群在「顧客忠誠度」構面在之分析 105
表4-47顧客滿意分群和顧客忠誠度分群交叉分析表 107
表4-48滿意度分群與忠誠度分群在行業別之分佈情況 108
表4-49不同滿意群在行業別與公司規模方面 109
表4-50不同滿意群在各構面之顯著差異 109
表4-51不同滿意群在各構面屬性項目之顯著差異 109
表4-52不同忠誠群在行業別與公司規模方面 110
表4-53不同忠誠群在各構面之顯著差異 110
表4-54不同忠誠群在各構面問項之顯著差異 110
表5-1滿意群和忠誠度群與各構面平均值之差異分析 112
表5-2滿意群和忠誠度群在各構面屬性項目之差異表 115
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Raphel, N. and Raphel, M., (1995), Loyalty Ladder, Harper Collins Publishers Inc.

Reicheld, F. F. and Sasser W. E., (1990), “Zero Defections: Quality Comes to Service” Harvard Business Review, Vol. 68, No. 5, pp. 105-111.

Reeves, C. A. and Bednar, D. A., (1994), “Defining Quality : Alternatives and Implications”, Academy of Management Review, Vol. 19, No. 3, pp. 419-445.

Reynolds, F. D., (1974), “An Analysis of Catalog Buying Behavior” Journal of Marketing, Vol.38, No. 3, pp. 47-51.

Sasser W. E., Paul, O. R. and Wyckoff, D. D., (1978), Management of Service Operations: Test, Cases, and Readings, Allyn and Bacon, pp. 21.


Schneider, B. and Bowen, D. E., (1999), “Understanding Customer Delight and Outrage”, Sloan Management Review, Vol. 41, pp. 35-46.

Selnes, F., (1993), “An examination of the Effect of Product Performance on Brand Reputation Satisfaction and Loyalty”, Journal European of Marketing, Vol. 27, pp. 19-35.

Shoemaker, S. and Lewis, R. C., (1999), “Customer Loyalty: The Future of Hospitality Marketing”, International Journal of Hospital Management, pp. 345-370.

Smith, B., (1998), “Bonds, Relationship Management, and Sex-Type, Revue Candienne des Sciences de L’ Administration”, Buyer-Seller Relationship, Vol. 15, pp. 76-92.

Solomon, M. R., (1991), Consumer Behavior : Buying, Having and Being Boston: Allyn and Bacon.

Tes, O. K. and Wilton, P. C., (1988), “Models of Consumer Satisfaction Formation: An Extension”, Journal of Marketing, Vol. 52, No.2, pp. 204-212.

Woodside, A. G. F. and Daly, R. T., (1989), “Linking Service Quality, Customer Satisfaction, and Behavioral Intention”, Journal of Care Marketing, Dec., pp. 5-7.

Zeithaml, V. A. and Bitner, M. J., (1996), Service Marketing, London: McGraw-Hill Inc.

二、中文部分

江建良(1995),服務品質與顧客滿意之探討,企銀季刊,第21卷,第2期,頁36-48。

江建良(1998),服務品質管理模式之研究,企銀季刊,第22卷,第2期,頁45-77。

江建良(2000),服務業服務品質管理模式之建構-顧客滿意觀點,商學學報,第8期,頁1-38。

林清山(1983),多變量分析統計法,台灣東華書局股份有限公司

高力行(2000),商業友誼對服務品質、顧客滿意與顧客忠誠影響之研究-以汽車修護業與產險業為例,私立朝陽科技大學企業管理研究所碩士論文

唐麗英,胡安華(1996),滿意度模式建立與滿意構面確認之研究,交大管理學報,第16卷,第1期,頁55-74。

張紹勳,林秀娟(1998),SPSS For Windows統計分析-初等統計與高等統計(下冊),松崗電腦圖書資料股份有限公司。

許展維(2001),銀行兼營保險之服務品質、知覺價格、顧客滿意度及顧客忠誠度之關聯性研究,私立靜宜大學企業管理研究所碩士論文。

陳順宇(2000),多變量分析,華泰書局,二版

彭志宏(2002),關係品質對廠商忠誠度之影響-系統整合廠商為例,國立東華大學國際企業研究所碩士論文

曾正文(2001)消費者對服務品質的期待程度與滿意程度之研究─以電腦門市為例,國立中正大學企業管理研究所碩士論文

黃俊英(1998),多變量分析,中國經濟企業研究所出版,四版。

黃偉松(2001),服務品質、顧客滿意度與顧客忠誠度關係之研究-以證券商為例,私立淡江大學管理科學研究所碩士論文

楊錦洲(2001),顧客需求與滿意度調查,台灣檢驗科技股有限公司
楊錦洲(2002),服務業品質管理,品質學會

溫石松(2002),顧客價值與網路忠誠度之關係,國立中興大學企業管理學研究所碩士論文

葉凱莉,喬友慶,從管理機會方格看顧客滿意度-以百貨公司為例,企銀季刊,第23卷,第4期,頁67-86。

衛南陽(1999)顧客滿意學,台北:牛頓出版股份有限公司,初版

闕山晴(2002),顧客滿意度與忠誠度之研究-以西式速食業為例,國立台灣科技大學管理研究所碩士論文
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