臺灣博碩士論文加值系統

由於近年來由於國民生活水準提高，對於各行各業服務水準的要求也提高。尤其是洗衣業傳統的經營已不能符合現代人的需求，現今的洗衣消費者注重的是高品質、便利快速的服務，洗衣業者應以顧客需求為經營目標，以達到顧客滿意，提升顧客忠誠度。本研究透過文獻歸納出的七個因子，建構一個關聯性架構，以了解洗衣消費者的訴求，作為洗衣業者及學術界的參考依據。
本研究目的在於探討國內洗衣顧客消費之前置因素對於商店印象、滿意度以及忠誠度之影響，以往的研究很少以此方面之關聯性作整合性的探討，本研究以服務品質、產品品質、認知價格、便利性為前置因素，商店印象及顧客滿意度為中介因素，最後對顧客忠誠度產生影響，建構一個線性結構方程模式，研究結果將提供洗衣業者擬定行銷策略時之參考。在研究法方面，本研究採用問卷調查法，研究對象為桃園、新竹、苗栗等三地區之洗衣公會之會員，採用分層比例抽樣。調查期間共發放問卷500份，其中有效問卷290份，並將調查資料以敘述統計、變異數分析、及LISREL統計方法，針對洗衣產業進行實證分析。
本研究實證結果歸納如下：
1、洗衣顧客對各項因素皆有很高之評價，顯示業者不論在品質、價格或服務等各方面有一定的水準。
2、本研究對於模式的驗證以修正後模式獲得支持。
3、商店印象是間接透過滿意度對忠誠度有正向的影響關係。
4、顧客滿意度對忠誠度有正向的影響關係。
5、前置因素中以「便利性」對於商店印象的影響最為顯著。
6、「認知價格」、「服務品質」對於滿意度有相近之顯著影響。
7、產品品質不為滿意度與商店印象之重要的影響因素。

Customer’s demand for higher service quality had increased these years for the reason that the living standard improved gradually. Specially, the operation of traditional laundry did not accord with the needs of customers, what they concern most are high quality, quick and convenient laundry services. The goals of laundries have to include the dimension of customers’ needs for the reason to enhance customer’s satisfaction and loyalty. This research constructs a seven factors framework by literature reviewing to clarify what laundries customers need and to provide some suggestions to the laundries and researchers.
The purpose of this research is probe into the antecedents of shop image, customer satisfaction, and customer loyalty and their influences on laundry’s operation. Although an increasing number of studies is being performed in the field of service management, less work is being done on an integrated framework of these factors. In this model, service quality, production quality, cognitive price, and convenience were used as the antecedents, shop image and customer satisfaction were used as the intermediate factors. These factors were assumed to have influences on customer loyalty. All of these factors construct a Linear Structural Equation Model. The stratified sampling was used to collect data, while descriptive statistic, ANOVA, and used LISREL to analyze that. The major findings are as follows:

1. The customer have highly evaluation on seven factors. It indicated that the laundry shop were qualified in quality, price, and service.
2. The research model we revised is fit with the data we collected.
3. Laundry image has a positive impact on loyalty through satisfaction.
4. Customer satisfaction has a positive impact on loyalty.
5. Convenience has the most significant influence on store image among all the antecedent factors.
6. Cognitive price and service quality almost have the same significant influence on customers satisfaction.
7. Product quality didn’t have a significant influence on both customer satisfaction and store image.

目 錄

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程與步驟 3
第二章 文獻探討與假設 7
第一節 洗衣業之業態 7
第二節 服務之定義與特性 14
第三節 服務品質之定義、衡量構面及其影響 17
第四節 產品品質之定義、衡量構面及其影響 23
第五節 認知價格之定義、衡量構面及其影響 27
第六節 便利性之定義、衡量構面及其影響 33
第七節 商店印象之定義、衡量構面及其影響 37
第八節 顧客滿意度之定義、衡量構面及其影響 41
第九節 忠誠度之定義、衡量構面及其重要性 45
第三章 研究方法 49
第一節 研究架構 49
第二節 各變數之衡量問項 52
第三節 界定範圍、對象以及抽樣方法 59
第四節 資料分析方法 62
第四章 資料分析與討論 67
第一節樣本代表性 67
第二節信度與效度分析 67
第三節樣本結構分析 69
第四節敘述性統計分析 72
第五節變異數分析 79
第六節關係模式與假設驗證 92
第五章 結論與建議 109
第一節 結論 109
第二節研究建議 111
第三節研究限制及後續研究建議 113
參考文獻. 115
中文部份 115
英文部份 116
附錄一 焦點團體會議紀錄 122
附錄二 問卷調查 123



表目錄

表2-1我國洗衣產業之行業分類 9
表3-1服務品質衡量問項 53
表3-2產品品質衡量問項 54
表3-3認知價格衡量問項 55
表3-4便利性衡量問項 56
表3-5商店印象衡量問項 57
表3-6顧客滿意度衡量問項 58
表3-7顧客忠誠度衡量問項 58
表3-8問卷調查範圍 60
表4-1樣本代表性之檢驗 67
表4-2各變數之信度值 68
表4-3人口統計變項統計表 70
表4-4服務品質構面之敘述統計量 72
表4-5產品品質構面之敘述統計量 73
表4-6認知價格構面之敘述統計量 74
表4-7便利性構面之敘述統計量 75
表4-8商店印象構面之敘述統計量 76
表4-9整體滿意度構面之敘述統計量 77
表4-10顧客忠誠度構面之敘述統計量 78
表4-11地區別構面變異數分析 79
表4-12地區別對服務品質之變異數分析 80
表4-13地區別對產品品質之變異數分析 80
表4-14地區別對認知價格之變異數分析 81
表4-15地區別對便利性之變異數分析 82
表4-16地區別對整體商店印象之變異數分析 83
表4-17地區別對顧客滿意度之變異數分析 84
表4-18地區別對顧客忠誠度之變異數分析 84
表4-19消費額度構面變異數分析 85
表4-20消費額度對服務品質之變異數分析 85
表4-21消費額度對產品品質之變異數分析 86
表4-22消費額度對認知價格之變異數分析 87
表4-23消費額度對便利性之變異數分析 88
表4-24消費額度對整體商店印象之變異數分析 89
表4-25消費額度對顧客滿意度之變異數分析 90
表4-26消費額度對顧客忠誠度之變異數分析 91
表4-27修正後各構面問項 95
表4-28理論模式與修正後模式比較表 99
表4-29理論模式與修正後模式路徑比較表 100
表4-30測量模式之契合度指數比較表 102
表4-31各構念的關係檢定 106
表4-32研究模式的直接、間接、整體效果 107



圖目錄

圖1-1研究流程圖 6
圖2-1洗衣業基本作業流程 12
圖2-2服務業的分類 15
圖2-3品質內涵 18
圖2-4 PZB服務品質概念性架構圖 20
圖2-5服務品質模式 21
圖2-6長期整體性評估模式 31
圖2-7短期單次交易評估模式 32
圖3-1本研究架構圖 51
圖3-2統計資料整理流程 61
圖4-1理論模式路徑圖 93
圖4-2修正後模式路徑圖 98

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