臺灣博碩士論文加值系統

本研究主要在探討PZB的服務品質對顧客信任的影響，將服務品質分為有形性、可靠性、確實性、關懷性與反應性五個構面，但由於科技資訊時代的轉變相當迅速，消費者之消費型態及習性也隨之改變，而不易與顧客維持長期的信任關係，所以又根據(Jap and Ganesan, 2000)所提出的關係發展歷程進行探討，將關係發展歷程分為探索期、建構期、成熟期與衰退期四個階段。
此外本研究係以資訊電子產業---量販店為研究對象發放問卷，根據有效問卷共334份進行研究，重要發現如下:
一、在服務品質對顧客信任的影響方面:本研究結果發現服務品質中的五個構面對顧客信任均具有顯著的正向影響。
二、在不同關係發展歷程下，其服務品質對顧客信任的影響是否有顯著差異方面:本研究發現服務關係愈長，服務品質的可靠性、確實性、關懷性對顧客的信任強度有減弱的趨勢。在探索期間，服務品質中的五個構面對顧客信任均具有顯著的正向影響。建構期間，除了服務品質中的可靠性沒有達到顯著，其他的四個構面均達到正的顯著效果。成熟期間，僅有反應性、關懷性、有形性達到正的顯著效果。最後，衰退期間，僅有反應性、有形性達到正的顯著效果。

A focal issue of this research has been the effect of service quality on the establishment of customer trust. The service quality is divided into tangibles, reliability, assurance, empathy and responsiveness. Because the age of technology information changes, the consumptioin type and temperament of the consumer also comes after the changes, so do not establish the customer trust. Therefore, this research focuses on how the different relationship phase affects the relationship between Service Quality and Customer Trust. The relationship phase is divided into exploration, buildup, maturity, decline.
Thus this research conducted an empirical study based on 334 respondents of the customer of 3C. The summery of salient findings are as follows:
1. All characteristics of service qualities have significant effects on customer trust.
2. As the length of the service relationship increases, the impact of reliability(assurance, empathy) on trust will decrease. In exploration phase, the impact of the five factors(tanibles, reliability, assurance, empathy and responsiveness) on client trust would increase. In buildup phase, finding no significant effects between reliability and client trust. In matruity phase, finding no significant effects between reliability(assurance) and client trust. In decline phase, finding no significant effects between reliability(assurance, empathy) and client trust.

目 錄
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 服務 6
第二節 服務品質 8
第三節 信任 18
第四節 關係發展歷程 20
第三章 研究設計與方法 22
第一節 觀念架構 22
第二節 變數定義 23
第三節 變數衡量 25
第四節 研究假設 29
第五節 研究過程 34
第六節 資料分析方法 35
第四章 研究結果 37
第一節 填答者基本資料分析 37
第二節 問卷之信度與效度分析 42
第三節 研究假設之統計分析 45
第五章 結論與建議 52
第一節 研究結論 52
第二節 研究貢獻 57
第三節 研究限制 59
第四節 後續研究建議 60
參考文獻 61
附錄:研究問卷 68

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