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研究生:黃建仁
論文名稱:顧客滿意之雙因子理論分析─以眼鏡行為例
論文名稱(外文):The two-factors theory analysis of customers'' satisfaction - The example of glasses stores
指導教授:楊明璧楊明璧引用關係
指導教授(外文):FRANK YANG
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:94
中文關鍵詞:服務品質顧客滿意雙因子理論
外文關鍵詞:service qualitycustomer satisfactiontwo-factors theory
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本研究以眼鏡行零售和連鎖通路的型態做雙因子理論的顧客滿意探討,主要目的是希望藉由眼鏡行兼具零售和服務業的特性,找出顧客對眼鏡業服務品質構面的保健水準與滿意水準之間的差距,藉此了解有哪些項目是顧客認為最重要且不可或缺的(保健因子)、有哪些項目是顧客認為業者提供後會更好的(滿意因子),以提供眼鏡業者參考與改善的建議。
研究方法首先建立研究架構及說明形成各構面的要素,以學者Naumann and Donald (1999)提出的雙因子理論可運用於服務業顧客滿意度的範疇,並有助於推廣企劃行銷方案,能更接近顧客。本研究以此篇論述的架構為出發點,將顧客滿意度的衡量模式導入行銷策略的概念,希望能提供給眼鏡行業者在調查顧客滿意的同時,能有適合的行銷策略作參考依據。研究架構以PZB模式(1985)作為服務品質衡量模式的基礎,利用統計方法卡方檢定將服務品質衡量項目區分為保健因子和滿意因子,再利用統計方法LISREL找出兩個研究架構(保健因子,滿意因子)個別的潛伏變數及其他變數間的關係。
研究結果顯示,兩個架構的顯現變數對潛伏變數所得的參數估計值皆顯著。在保健因子的評量模式下,顧客期望的服務品質因子中,可以有效衡量顧客期望服務品質水準的要項,以眼鏡行受過良好的專業訓練對顧客期望影響最顯著。知覺績效品質因子中,以眼鏡行對顧客服務態度親切有禮貌的影響最大。
在滿意因子的評量模式下,顧客期望的服務品質因子中,可以有效衡量顧客期望服務品質水準的要項,以眼鏡行店面外觀醒目對顧客期望影響最顯著。知覺績效品質因子中,也是以眼鏡行店面外觀醒目的影響最大。
而兩架構的顧客滿意同樣產生服務滿意及推薦滿意最能影響顧客滿意的結果。藉由上述的研究發現希望能帶給眼鏡業者提升服務品質的參考依據。
This research with two-factors theory intends to display the satisfaction analysis of customers service in the industry sectors of glasses retailers and chain stores; the main goal is, based on the particularities of glasses stores with dual functions of retailers and service sectors, hopefully to find out the difference or diversity degree between the quality levels of actual hygiene service and customers’ motivator.
From these viewpoints, the research provides the glasses sellers for references to understand and for improvement: which service items are most important and necessary (hygiene factor), and which service items would be better, from the viewpoints of customers (motivator factor), if the glasses sellers offered these service items.
The approaches of this research, at first step, are to establish the research structures and to describe the factors of forming each interface; and using the two-factors theory of scholars Naumann and Donald (1999), with its categories of satisfactory degree in service sector to enhance the promotion program and to be able to close to customers. The discourse of this research would also conduct the concepts of marketing strategies into the model of measuring customers’ satisfactory degree; it intends to provide glasses sellers references to adopt suitable marketing strategies at the time of investigating customers’ satisfactory degree. The structures of research are built up on the base of PZB model (1985) for measuring the quality of service, then using the statistical approach of Chi-square Test, to divide the measuring items of service qualities into “hygiene factor” and” motivator factor”; again using the statistical approach LISREL to find out, respectively, the relations between implicit variables and other variables in two research structures (“hygiene factor”, “motivator factor”).
The result of this research shows, the estimated values in two structures are significant under the situation of explicit variables to be in contrast with the implicit variables. Under the model of hygiene evaluation, there exist factors which are effective to measure the service level from the expectation of customers; from the research, it also shows that the most significant factor is professional training of sellers. Under the quality factors of consciousness of service performance, it shows that the service attitude is most effective.
Under the model of motivator factors evaluation, there exist factors which are effective to measure the service level from the expectation of customers; from the research, it shows that the most significant factor is looks of glasses stores. Under the quality factors of consciousness of service performance, it also shows the looks of glasses stores is most effective.
The satisfactions of customers from two structures show that the most influential factors to be subject to the satisfactions of customers are “service and recommend” of the glasses. According to the results of above mentioned research, to improve and enhance the qualities of service from glasses sellers would be expected.
第壹章 緒論………………………………………………….1
1.1 研究背景與動機………………………….………………1
1.2 研究目的…………………………………………….……2
1.3 研究範圍與對象………………………………………….2
1.4 研究流程………………………………………………….3
第貳章 文獻回顧…………………………………………….5
2.1 服務品質的探討………………………………………….5
2.2 顧客滿意相關文獻探討…………………………………17
2.3 雙因子理論………………………………………………29
第參章 研究方法…………………………………………..35
3.1 研究架構及衡量構面……………………………………35
3.2 統計模式…………………………………………………42
3.3 問卷設計…………………………………………………51
第肆章 實證分析…………………………………………..55
4.1 樣本結構…………………………………………………55
4.2 卡方檢定…………………………………………………57
4.3 信度與效度分析…………………………………………62
4.4 模式品質評估 ─ 完整模式……………………………65
4.5 假說檢定─完整模式……………………………………73
4.6 績效與期望差距模式……………………………………76
第伍章 結論與建議………………………………………..82
5.1 研究發現……………………………………………....82
5.2 策略涵意……………………………………………....85
5.3 研究貢獻……………………………………………....87
5.4 研究限制……………………………………………....88
5.5 後續研究建議………………………………………....89
參考文獻……………………………………………………..91
中文部分……………………………………………………………91
英文部分……………………………………………………………92
中文部分
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3.呂堂榮,國道客運業服務品質顧客滿意度與移轉障礙對消費者行為意向之影響,國立交通大學運輸科技與管理學研究所未出版碩士論文,民國九十年。
4.王仲三,家電門市服務品質之顧客滿意度研究,義守大學工業工程與管理學研究所未出版碩士論文,民國九十一年。
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7.龔佩蓉,台鹽公司高雄營業處服務品質之探討,國立中山大學企業管理學研究所未出版碩士論文,民國九十年。
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12.葉凱莉、喬友慶,「顧客滿意評量之再探討」,管理評論,第二十卷,第二期,民國九十年四月,pp.87-111。
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19.黃俊英,企業研究方法,東華書局,二版,民國八十八年。
英文部分
1.Earl Naumann and Donald W. Jackson, Jr. , One More Time: How Do You Satisfy Customers?, Business Horizons, 1999, pp.71-76.
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6.Garvin, D. A., “Quality On The Line”, Harvard Business Review, Vol. 61, 1983,pp.65-73.
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8.Parasuraman, A., V.A. Zeithaml, and L.L. Berry , “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, Vol.49, 1985,pp.41-50.
9.Sasser, W.E., R.P. Olsen, and D.D. Wyckoff, Management of Service Operation:Text and Cases., Allyn and Bacon Inc.,1978
10.Zeithaml, V. ,”Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol.52,1988
11.Holbrook, M.B. and K.P. Corfman, Perceived Quality, J. Jacoby and J. Olson eds., MA:Lexington Books, 1985,pp.31-57.
12.Lehtinen, U. and Lehtinen, J. R., Service Quality : A Study of Quality Dimensions, Unpublished Working Paper, Service Management Institute, Helsinki,1982
13.ECSI, The European Customer Satisfaction Index-First ever Comparable Results, Presentation of European results, Brusseis, Belgium: European organization for Quality,1999.
14.Fornell, C., M.D. Johnson, E.W. Anderson, J. Cha, and B.E. Bryant, “The American Customer Satisfaction Index:nature, purpose, and findings”, Journal of Marketing, Vol.60, 1996,pp.77-18.
15.Helson, H., Adaptation-Level Theory, New York: Harper and Row,1964
16.Hovland, C.L., O.J. Harvey, and M. Sherif, “Assimilation and Contrast Effects on Reactions to Communications and Attitude Change”, Journal of Abnormal and Social Psychology, Vol.55,1957, pp.244-252.
17.Festinger, Leon., A Theory of Cognitive Dissonance, New York:Harper & Row,1957.
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19.Gronroos, C., Strategic Management in the Service Sector, Cambridge, MA: Marketing Science Institute,1983.
20.Churchill G. A. Jr. and Surprenant, C. , “An Investigation Into the Determinants of Customer Satisfaction”, Journal of Marketing Research, Vol. 19, No. 4, 1982,pp. 491-504.
21.Howard, J. A. and Sheth, J. N. , The Theory of Buyer Behavior, New York: John Willy & Sons,1969.
22.Oliver, R. L. , “A Cognitive Model of the Antecedent and Consequences of Satisfaction Decisions”, Journal of Marketing Research, Vol. 17, Nov, 1980,pp. 460-469.
23.ECSI, The European Customer Satisfaction Index- First Ever Comparable Results, Presentation of European Results, 10 November 1999, Brussels, Belgium (Brussels, Belgium: European Organization for Quality).
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25.Armistead, C.G. , Design of Service Operations: OperationsManagement in Service Industries and the Public Sector, NY: John Wiley & Sons, Inc,1985.
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