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研究生:戴賢智
研究生(外文):Tai , Hsien-Chin
論文名稱:自助式服務技術對顧客滿意度與忠誠度之影響─以銀行服務為例
論文名稱(外文):The Impact of Self-Service Technologies on the Customer Satisfaction and Loyalty in Banking Services
指導教授:賴其勛賴其勛引用關係高立箴高立箴引用關係
指導教授(外文):Lai, Chi-ShiunKao, Lie-Jane
學位類別:碩士
校院名稱:大葉大學
系所名稱:工業關係學系碩士班
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:2003
畢業學年度:91
語文別:中文
論文頁數:103
中文關鍵詞:服務接觸自助式服務技術(SSTs)滿意度忠誠度
外文關鍵詞:Service encountersSelf-service technologies(SSTs)SatisfactionLoyalty
相關次數:
  • 被引用被引用:4
  • 點閱點閱:500
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
傳統的服務接觸是「高接觸,低技術」的傳遞系統,且服務接觸的研究重點多放在顧客與員工face-to-face或是voice-to-voice的互動上。隨著科技的發展,為了滿足消費者的需求,許多服務業者廣泛引進科技來協助服務的提供,不僅改變了原先的人際接觸關係,有些甚至取代了消費者與員工的互動介面,改由消費者自行利用科技來服務自已。因此,本研究以銀行業為例,著重於自助式服務技術,對顧客滿意度與忠誠度之影響。
研究結果顯示:
1、 消費者知覺自助式服務技術有操作容易、科技失敗、省錢與立即性。
2、 當消費者知覺知覺自助式服務技術有操作容易、省錢、立即性時,消費者滿意度愈高。
3、 當消費者知覺自助式服務技術有科技失敗時,消費者滿意度會降低。
4、 消費者的滿意度高,其忠誠度愈高。
The traditional service is a " high-touch, low-tech" of delivery system which the research of service encounters of aimed at the interaction between customers and employee''s face-to-face or voice-to-voice. With the development of technology, many companies have introduced it into service industry in order to satisfy consumers. Not only have it changed at original relationship of interpersonal contact, but also replaced the interactive interface between consumers and employees. Actually, customers can use it to serve by themselves. Therefore, the focus of this study is in banking services, in the Impact of Self-Service Technologies on the customer satisfaction and loyalty.
The results revealed:
1. Consumers perceived that the self-service technologies could contain operation easily, produce technology failure, save money and respond immediately.
2. Consumers perceived that the self-service technologies could operation easily, save money and respond immediately; it could increase the consumer satisfaction.
3. Consumers perceived that the self-service technologies could produce technology failure; it could decrease the consumer satisfaction.
4. The more the satisfaction of the consumer, the more its loyalty.
Key Words: service encounters、self-service technologies(SSTs)、satisfaction、loyalty
目錄
封面內頁
簽名頁
授權書                        iii
中文摘要                       v
英文摘要                      頁碼
目錄                              Ⅰ
圖目錄                             Ⅱ
表目錄                             Ⅲ
第一章 緒論                           1
第一節 研究背景與動機                   5
第二節 研究目的                       5
第二章 文獻探討                         6
第一節 服務接觸                       6
第二節 滿意度                        32
第三節 忠誠度之探討                    37
第三章 研究方法                        41
第一節 研究架構                      41
第二節 研究假設                      42
第三節 資料設計方法                    49
第四節 資料分析方法                    50
第五節 問卷之效度分析                   51
第四章 資料分析與結果
第一節回收樣本資料分析                  61
第二節描述性統計分析                   66
第三節本研究結構模型之評估               70
第四節本研究模型估計結果                 74
第五章結果與建議                        78
第一節 研究結果                      76
第二節 管理意涵                      80
第三節 研究限制                      83
第四節 末來研究方向                    84
參考文獻                       85
附錄:研究問卷                      97
圖目錄
圖2-1服務經營系統觀                      11
圖2-2服務藍圖                       13
圖2-3服務接觸之評估模式                  14
圖2-4服務接觸之分析架構                   15
圖2-5服務接觸三向度為區隔之服務接觸案例         16
圖2-6服務接觸構面與顧客反應間關係之因果模式路徑圖   21
圖2-7服務行銷金字塔                     24
圖3-1研究架構圖                      41
圖3-2 自助式服務技術驗証性因素分析模式圖         58
圖3-3 滿意度驗証性因素分析模式圖              59
圖3-4 忠誠度驗証性因素分析模式圖              58
圖4-1 消費者最常使用自助式服務技術次數分配圖       68
圖4-2本研究之架構圖              73
圖4-3 連續χ2差異性檢定(SCTDs)決策樹模型圖       75
圖4-4本研究結構模型檢視圖              76
圖4-5本研究修正後之因果關係路徑圖             79
表目錄
表2-1服務行銷系統中之有形元素及溝通成份         12
表2-2服務接觸之相關研究              18
表2-3 自助式服務技術在使用上的種類與例子         23
表2-4顧客滿意與不滿意重要事例分析表           27
表2--5科技介入服務接觸滿意與不滿意的來源        30
表3-1自助式服務之滿意衡量部份              45
表3-2自助式服務之不滿意衡量部份              46
表3-3滿意度與忠誠度部份              47
表3-4研究問卷之衡量變數題項              48
表3-5自助式服務技術因素分析轉軸後之成份距陣       52
表3-6自助式服務技術之因素分析              55
表3-7滿意度之因素負荷量              56
表3-8忠誠度之因素負荷量              56
表3-9滿意度之配適度評估              58
表3-10忠誠度之配適度評估              59
表3-11自助式服務技術ψ值之相關矩陣            59
表3-12自助式服務區別分析之結果表             61
表4-1回收樣本之基本資料次數分配表             64
表4-2回收樣本對銀行業自助式服務項目使用頻率之次
數分配表              65
表4-3消費者最常使用自助式服務次數分配表        67
表4-4各構面之描述性統計              70
表4-5本研究模型之隱藏及顯現變數表             72
表4-6巢狀分析之五種模式的定義              74
表4-7巢狀模式分析表              75
表4-8最大概似估計法(ML)之γ估計值             77
表4-9最大概似估計法(ML)之β估什值             79
表5-1實證結果彙整表              80
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