臺灣博碩士論文加值系統

摘　要
消費者決定報紙產品的生命，而報紙本身負有社會責任與民眾知的權利，若完全是消費者導向的新聞，又恐淪落為八卦之名，因此在新聞品質的維護與消費者導向之間，就必須取得平衡，但消費者的購買決策又受各種主客觀條件與環境影響至深，因此，瞭解消費者的決策模式，不僅是對行銷問題提供解決之道，也是維護新聞品質的參考依據。
有鑑於此，目前唯一公營的媒體─國防部青年日報，也不例外地必須面對媒體環境中新的競爭壓力，有必要深入分析整個產業關鍵成功因素以及消費者購買動機與行為。
本研究採取量化研究方法，主要目的除了要探討不同年齡層統計變數背景之顧客在服務品質之評量項目上是否有顯著性差異，更近一步探究品牌形象、行銷活動、報導品質與讀者服務四大面向對於服務品質的影響，以及服務品質、服務價值、顧客滿意與行為意向四大變數之間的關係，從中瞭解讀者的消費期望與行為模式，以提供報業管理人員一個依循參考準則。
由此，本研究結果可提供以下幾點建議：(1)推展策略性行銷活動，例如「病毒式行銷」或是「置入式行銷」；(2)確立目標市場區隔，將經營模式的典範進行成功複製移轉；(3)設定高服務品質標準，以提升顧客滿意度；(4)組織文化重整，走入大眾市場貼近市場脈動；(5)強化創新企圖心，以不斷的創新來追求持續成長。
關鍵詞：平面媒體、青年日報、服務品質、顧客滿意

Newspaper‘s product life cycle depends on consumers, but yet it has a sense of social responsibility to inform people of correct information and news. Accordingly, it is important to balance newspaper quality and consumer preference for fear of reporting overly consumer-oriented information. In today’s competitive battleground, understanding consumer’s purchasing decision model is not only beneficial for manager to adopt right marketing strategy but useful to offer strong basis of newspaper quality.
For the reasons above-mentioned, the only publicly-owned mass audience-YOUTH DAILY NEWS is no exception to deal with the pressure of competitive environment and analyze the critical success factors of Taiwan’s newspapers as well as consumer’s behavior and motivation.
This study is applying methods of quantification, focusing on whether customers under vary demographic variables generate different levels of customer satisfaction and service quality evaluation. The next objective of this article is to explore the effects of brand image, marketing activities, news report quality, and reader service upon the whole service quality. Especially, it is also important to investigate the relationship among service quality, service value, customer satisfaction, and consumer behavioral intentions.
According to the results of this study, the largest suggestion of this article lies in: (1) Develop strategic marketing activities；(2) Establish right market segmentation and positioning；(3)Set high level of service quality；(4)Reconstruct organizational culture；(5)Strengthen entrepreneurship.
keywords：newspaper, youth daily news, service quality, customer satisfaction

目 錄
摘　要 i
Abstract ii
誌 謝 iii
目 錄 iv
圖目錄 vi
表目錄 viii
第一章　緒論 1
1.1研究背景 1
1.2研究動機 1
1.3研究目的 2
1.4研究範圍 3
1.5研究步驟 3
1.6研究限制 4
第二章　文獻探討 6
2.1服務品質 6
2.1.1服務品質之定義 7
2.1.2服務品質之模式 10
2.2服務價值 18
2.2.1服務價值的定義 18
2.2.2服務價值之形成 20
2.3服務品質與服務價值之關係 22
2.4顧客導向 22
2.4.1顧客(customer)的定義 23
2.4.2顧客導向的定義 24
2.4.3顧客服務的定義 24
2.4.4顧客服務之要素 25
2.5顧客滿意度 26
2.5.1顧客滿意之定義 26
2.5.2顧客滿意度之要素 30
2.5.3顧客滿意理論 31
2.5.4顧客滿意之衡量 32
2.6服務品質與顧客滿意的關係 35
2.7行為意向 36
2.8小結 38
2.9國防部青年日報社沿革簡史 39
第三章　研究方法 41
3.1研究架構 41
3.2研究假設 43
3.3問卷設計 47
3.4抽樣設計 48
3.5信效度分析 49
3.5.1信度分析 49
3.5.2效度分析 49
3.6多變量驗證分析 50
第四章　資料分析與結果 52
4.1報紙品牌的影響因素 52
第五章 結論與建議 78
5.1研究結論 78
5.2研究建議 80
5.3後續研究建議 80
參考文獻 82
附 錄 88

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