對台灣辦公家具業者而言，如何留住現有顧客已成為重要的經營課題。然而，目前在辦公家具產業中關於顧客保留影響因素的研究卻仍是少數。本研究針對辦公家具消費者進行問卷調查，試圖探討產品品質、服務品質與認知價格顧客滿意度與忠誠度的影響效果。本研究結果顯示：（1）當企業規模愈大時，顧客對產品品質與滿意度的認知較高；（2）高科技產業的顧客對產品品質與服務品質的認知較高；（3）產品品質與服務品質分別會對滿意度與忠誠度會產生顯著影響，且滿意度為產品品質、服務品質對顧客忠誠度之中介變數。

For office furniture manufacturers in Taiwan, it is an important issue to retain existent customers. However, there are few researches concerning the factors of customer retention. We chose the customers of office furniture as the subjects and a questionnaire was conducted to investigate the impact of product quality, service quality, and price perception on customer satisfaction and loyalty. There are three results: (1) customers in the large corporation have a high appraisal on product quality and satisfaction; (2) customers in high technology industry have a high appraisal on product quality and service quality; (3) product quality and service quality will influence the customer satisfaction and loyalty respectively, and satisfaction will mediate the effects of product quality and service quality on loyalty.

目錄
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究重要性 2
第貳章 文獻回顧 3
第一節 辦公家具產業 3
第二節 產品品質、服務品質與認知價格 7
第三節 顧客滿意度 11
第四節 顧客忠誠度 13
第五節 產品品質、服務品質、認知價格與顧客滿意度 14
第六節 產品品質、服務品質、認知價格與顧客忠誠度 15
第七節 顧客滿意度與顧客忠誠度 16
第參章 研究方法 18
第一節 研究架構 18
第二節 變數之操作型定義與衡量 18
第三節 資料收集 21
第四節 資料分析方法 21
第肆章 研究結果 22
第一節 樣本結構分析 22
第二節 信度與效度分析 23
第三節 描述性統計分析 26
第四節 變異數分析 28
第五節 迴歸分析 34
第六節 假設檢定總整理 36
第伍章 結論與建議 37
第一節 研究結論 37
第二節 管理意涵 39
第三節 研究限制 40
第四節 未來研究方向 41
參考文獻 42
附錄　問卷 45

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