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研究生:高雋程
研究生(外文):Chun-Cheng Kao
論文名稱:顧客行為意向之實證研究-以台灣某一物流企業為例
論文名稱(外文):Empirical Research on Customer Behavioral Intention-A Confirmatory Research of One Logistics Firm in Taiwan
指導教授:廖年欣廖年欣引用關係
指導教授(外文):Nelson N. H. Liao
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:工業工程與管理系碩士班
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:105
中文關鍵詞:行為意向顧客滿意服務代價服務價值服務品質
外文關鍵詞:Customer SatisfactionBehavioral IntentionSacrificeService ValueService Quality
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本研究以Jr. Cronin, Brady and Hult (2000)所提出之品質、價值、顧客滿意於服務業對顧客行為意向之影響模式,作為本研究之概念性研究架構,以台灣某一物流企業之內部員工及其國內顧客為研究對象,探討顧客行為意向與服務品質、服務價值、服務代價、顧客滿意之間的相互關係,以了解何為影響顧客會持續購買的行為意向之重要因素。
本研究針對內部員工發出問卷360份,國內顧客發出問卷500份,最後研究採用內部員工之問卷數為248份,國內顧客為134份,採用問卷回收率為44.4%。依據本研究之研究目的及假說,透過因素與信度分析、獨立樣本t檢定、Pearson相關係數檢定、路徑分析與逐步多元迴歸分析,本研究之實證發現如下:
一、該物流企業之內部員工與其國內顧客對於服務價值、服務代價這兩個構面之看法上具有顯著的差異性。
二、服務品質、服務價值、顧客滿意及服務代價對於行為意向兩兩構面間,均具有顯著的相關性。
三、服務品質、服務價值、顧客滿意對於行為意向具有顯著之直接影響力。
四、服務品質是影響顧客行為意向的關鍵因素。
The conceptual framework of this study is based on the framework of quality, value, and customer satisfaction on consumer behavioral intentions model in service environments (Jr. Cronin, Brady and Hult in 2000). This study would like to test and verify the degrees of agreement of employees and its domestic customer of one logistics firm in Taiwan on service quality, service value, sacrifice, customer satisfaction and behavioral intentions, and aims at a better understanding of the important factors how to influence customer behavioral intentions.
This research submitted 360 questionnaires to the employees of the sample firm, and submitted another 500 questionnaires to its domestic customers, the returned and final valid questionnaires were 248 returned and 134 respectively. The rate of valid questionnaires was 44.4%. According to the research objectives and hypotheses, by way of factor analysis, reliability analysis, independent-samples t test, Pearson correlation coefficient test, stepwise regression analysis and path analysis, the major findings of this study are as follows:

1.There degrees of agreement service quality, service value, sacrifice, customer satisfaction, behavioral intention of the employees on service value and sacrifice are significant difference from those of its domestic customers.
2.Behavioral intention has significant correlation with the dimensions of service quality, service value, customer satisfaction and sacrifice.
3.Service quality, service value and customer satisfaction have significant direct effectiveness to behavioral intention.
4.Service quality is the key factor to influence customer behavioral intention.
目 錄
摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 9
第三節 研究流程 10
第四節 研究限制 11
第五節 論文架構 12
第二章 文獻探討 13
第一節 服務品質 13
第二節 服務價值 20
第三節 服務代價 23
第四節 顧客滿意 25
第五節 行為意向 31
第三章 研究方法 39
第一節 研究架構 39
第二節 各構面之操作性定義 39
第三節 研究假說 43
第四節 研究步驟 45
第五節 問卷設計 46
第六節 資料分析方法 47
第四章 實證分析 53
第一節 回收樣本結構 53
第二節 敘述性統計 62
第三節 因素與信度分析 67
第四節 獨立樣本t檢定分析 71
第五節 Pearson相關係數檢定 74
第六節 路徑分析 76
第七節 逐步多元迴歸分析 81
第八節 研究假說之驗證結果 84
第五章 結論及建議 86
第一節 研究結論 86
第二節 研究貢獻 90
第三節 後續研究與建議 93
參考文獻
中文部分 94
英文部分 94
附錄
研究問卷 101
個人簡歷 105

圖目錄
圖 1-1 行為意向之研究模式圖 3
圖 1-2 國內流通服務業之市場規模圖 6
圖 1-3 研究流程圖 11
圖 2-1 PZB服務品質模型圖 16
圖 2-2 服務品質之決定要素圖 18
圖 2-3 Dodds, Monroe and Grewal 之感受價值形成模式圖 22
圖 2-4 ACSI模式圖 28
圖 2-5 ECSI模式圖 29
圖 2-6 企業規模影響顧客滿意模式圖 30
圖 2-7 顧客滿意度與感受服務品質模式圖 30
圖 2-8 信念、感受、態度、行為意向與最終行為之關係圖 31
圖 2-9 消費者態度對於購買行為之影響模式圖 32
圖 2-10 服務品質與行為意向及財務結果模式圖 33
圖 2-11 Jr. Cronin, Brady and Hult之實證模式圖 38
圖 3-1 本研究之概念性研究架構圖 39
圖 4-1 內部員工對各構面看法上之路徑分析圖 77
圖 4-2 國內顧客對各構面看法上之路徑分析圖 79
表目錄
表 1-1 本研究樣本物流業之基本資料 7
表 1-2 本研究樣本物流業2000~2004營業收入統計表 7
表 1-3 本研究樣本物流業之主要顧客類型表 7
表 1-4 本研究樣本物流業之商品營收與顧客數量比例表 8
表 1-5 樣本物流企業之每股盈餘表 8
表 1-6 樣本物流企業與主要競爭同業之市場佔有率表 8
表 2-1 服務品質的意義彙整表 14
表 2-2 SERVQUAL 五個構面與原始十個構面之關係對照表 19
表 2-3 SERVQUAL 量表之構面與評量項目彙整表 20
表 2-4 顧客滿意之定義彙整表 25
表 2-5 PZB所發展之行為意向量表 33
表 3-1 各構面題項之衡量變數表 40
表 3-2 相關係數的強度與意義表 51
表 4-1 有效客戶之定義表 54
表 4-2 有效客戶之ABC分類表 54
表 4-3 問卷發放回收統計表 55
表 4-4 內部員工填答者教育程度、年齡、年資及職級彙整表 55
表 4-5 內部員工填答者部門別彙整表 57
表 4-6 國內顧客填答者使用商品、教育程度及年齡彙整表 58
表 4-7 國內顧客業別彙整表 60
表 4-8 國內顧客填答者職級、年資彙整表 62
表 4-9 服務選用、移轉因素與接受服務滿意狀況彙整表 63
表 4-10 因子構面之主成份分析表 67
表 4-11 因子構面轉軸後之因素矩陣表 68
表 4-12 研究構面之主成份分析表 69
表 4-13 研究構面轉軸後之因素矩陣表 69
表 4-14 各相關構面及對應問卷題號及內容表 70
表 4-15 問卷整體信度及各構面信度分析表 70
表 4-16 內部員工及國內顧客之獨立樣本t檢定表 71
表 4-17 問卷填答者在看法上具有顯著差異之各構面題項表 72
表 4-18 內部員工對各兩兩構面看法上之Pearson相關係數表 74
表 4-19 國內顧客對各兩兩構面看法上之Pearson相關係數表 75
表 4-20 內部員工之路徑迴歸係數之比較表 77
表 4-21 國內顧客之路徑迴歸係數之比較表 79
表 4-22 內部員工各構面對行為意向之逐步多元迴歸分析 82
表 4-23 內部員工逐步迴歸共線性判別表 82
表 4-24 國內顧客各構面對行為意向之逐步多元迴歸分析 83
表 4-25 國內顧客逐步迴歸共線性判別表 84
表 4-26 研究假說之驗證結果彙整表 85
一、中文部分
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3.林傑斌、陳湘、劉明德,SPSS 11 統計分析實務設計寶典,博碩文化公司,台北(2002)。
4.邱皓政,結構方程模式-LISREL的理論、技術與應用,雙業書廊有限公司,台北(2004)。
5.孫明源,「服務品質、服務價值、滿意度與顧客行為意向關係之研究─以固網寬頻上網服務為例」,碩士論文,成功大學電信管理研究所,台南(2003)。
6.李森峰,「服務品質、服務價值、顧客滿意度與行為意向關聯性之研究─以統一超商為實證」,碩士論文,成功大學管理學院,台南(2004)。

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