臺灣博碩士論文加值系統

中文摘要

廣播電台透過電波將表達意向傳達給聽眾，屬低接觸服務，要做好服務品質並非易事。尤其大陸近年來在思想觀念上已逐漸開放，民眾汲汲於各種新知的探索，電台究竟要強化何種服務品質，才不會讓既有聽眾群流失；要如何利用資產專屬之特性，才能締造更高的滿意度與忠誠度。因此，本研究以過去學者提及有關服務品質、資產專屬的特性，建構出電台服務品質、資產專屬性、信任與閱聽人滿意度和忠誠度之完整模型，並期望能從中找出影響之關鍵因素，以作為電台調整策略時的依據。
本研究經由路徑分析結果顯示，各個研究假說皆獲成立，茲將說明如下：
一、電台所提供的服務品質與滿意度呈現正相關，代表其電台若能提供一個優質的服務平台，將會提高閱聽人的滿意程度。
二、服務品質的良窳會牽動閱聽人之信任度，呈現出正相關，表示電台在服務品質提昇的同時，會加深閱聽人的信任感。
三、資產專屬性與閱聽人滿意度呈現正相關，這代表著電台如能在節目的製作上力求多元，在訊號品質上力求清晰穩定，在定位上力求專業，則將會使閱聽人滿意度提昇。
四、資產專屬性與閱聽人忠誠度之間呈正相關，表示電台之專屬資產，會影響閱聽人的忠誠度。
五、信任與閱聽人滿意度之間呈正相關，表示電台取得閱聽人的信任是建立滿意度的重要因素之一。
六、信任與閱聽人忠誠度之間呈正相關，表示閱聽人的高信任度的確會將一般聽眾轉化為忠實聽眾，並且帶來強化口碑等好處。
七、閱聽人忠誠度與滿意度之間呈正相關，表示電台要創造高的忠誠度，必須先讓閱聽人有高的滿意度，且滿意的閱聽人會展現出具有更高的推薦收聽及繼續收聽等忠誠行為。

ABSTRACT

Radio stations broadcast thru radio wave to the public. As a low contact service, to achieve satisfactory service quality is not easy. Specificity, since the opening of market in mainland China, people are eager for all sorts of novelty knowledge. To what extend of the service quality should radio stations provide in order not to loss the existing listeners? And, how to enhance the characteristics of asset specificity to achieve higher satisfaction and loyalty? By referring to the pass researches, this study intends to construct a complete model, in which key factors of influences can be identified for radio station’s future strategic planning; such as service quality, and characteristic of asset specificity, satisfaction, and loyalty.
By route analysis, this study can confirm that all hypotheses are valid with the following description:
1.Quality service provided by radio station is positively related to the satisfaction. Meaning, if the radio station can offer a fine quality service platform, the listeners’ satisfaction will be lifted.
2.Quality service is positively related to the listener’s trust. Meaning, when radio station is improving its service quality, listener’s trust will increase at the same time.
3.Asset Specificity is positively related to the listener’s satisfaction. Meaning, if the radio station can provide better, more diverse, and more professional programs thru better reception and clarity of the radio signal, then the listener’s satisfaction will be enhanced.
4.Asset Specificity is positively related to the listeners’ loyalty. Meaning the higher the asset specificity, the higher the listeners’ loyalty.
5.Listeners’ trust and satisfaction are positively related to each other. Meaning, Trust is one of the key factors for building satisfaction.
6.Listeners’ trust and the loyalty are positively related to each other. Meaning the higher the trust, the better the loyalty, and therefore the positive referrals.
7.Listeners’ royalty and satisfaction are positively related to each other. This statement indicates that in order to achieve high royalty, high satisfaction level must be ensured, while the satisfied listeners will conduct loyal behaviors such as continual reception of the programs and positive referrals to others.

目錄

封面內頁
簽名頁
授權書 iii
中文摘要 iv
英文摘要 vi
誌謝 viii
目錄 ix
圖目錄 xiii
表目錄 xiv

第一章 緒論
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
1.4 研究範圍與限制 5
1.5 論文內容 5
第二章 文獻探討
2.1 服務品質 7
2.1.1 服務的定義與特性 7
2.1.2 服務品質的定義 9
2.1.3 服務品質模式 10
2.1.4 服務品質的衡量 12
2.1.5 服務品質的改善 16
2.2 資產專屬性 17
2.2.1 資產專屬性的定義 17
2.2.2 資產專屬性的類型 17
2.3 信任 20
2.3.1 信任的定義 20
2.3.2 信任與服務品質關係 21
2.3.3 信任與顧客滿意度關係 22
2.3.4 信任與顧客忠誠度關係 22
2.4 顧客滿意度 24
2.4.1 顧客滿意度定義 24
2.4.2 顧客滿意指標 26
2.4.3 顧客滿意度的衡量 28
2.4.4 資產專屬性與顧客滿意度關係 28
2.4.5 服務品質與顧客滿意度關係 28
2.5 顧客忠誠度 30
2.5.1 顧客忠誠度定義 30
2.5.2 顧客忠誠度的衡量 31
2.5.3 資產專屬性與顧客忠誠度關係 32
2.5.4 顧客滿意度與忠誠度關係 33
第三章 研究方法
3.1 研究架構 36
3.2 研究推論與假說 37
3.2.1 服務品質與閱聽人滿意度關係 37
3.2.2 服務品質與信任關係 38
3.2.3 資產專屬性與閱聽人滿意度關係 39
3.2.4 資產專屬性與閱聽人忠誠度關係 39
3.2.5 信任與閱聽人滿意度關係 40
3.2.6 信任與閱聽人忠誠度關係 40
3.2.7 閱聽人滿意度與忠誠度關係 40
3.3 變數定義與衡量 41
3.3.1 服務品質 41
3.3.2 資產專屬性 42
3.3.3 信任 43
3.3.4 閱聽人滿意度 44
3.3.5 閱聽人忠誠度 44
3.4 研究對象 45
3.5 問卷設計 45
3.6 資料分析方法 46
3.6.1 敘述性統計分析 46
3.6.2 因素分析 46
3.6.3 信度分析 47
3.6.4 路徑分析 48
3.6.5 T檢定 48
3.6.6 變異數分析 48
3.7 前測施行及結果分析 49
3.7.1 因素分析結果 49
3.7.2 信度分析結果 54
3.7.3 彙整前測分析結果 54
第四章 研究結果分析
4.1 樣本基本資料分析 56
4.1.1 樣本敘述性統計分析 56
4.2 因素分析與信度分析 58
4.2.1 因素分析結果 58
4.2.2 信度分析結果 63
4.3 獨立樣本T檢定及單因子變異數分析 64
4.3.1 獨立樣本T檢定(T-test) 64
4.3.2 單因子變異數分析(One-Way ANOVA) 65
4.4 假說檢定之路徑分析 67
第五章 結論
5.1 研究結論與意涵 76
5.2 研究貢獻 77
5.3 研究建議 78
5.3.1 針對電台之建議 78
5.3.2 未來研究之建議 80
參考文獻 82
附錄一 91
附錄二 93

圖目錄

圖1-1　本論文之研究流程 4
圖2-1　服務品質概念性模式 10
圖2-2　服務品質決定因素模式 13
圖2-3　重視程度-績效水準座標圖 15
圖2-4　改善服務過程模式 16
圖2-5　信任-承諾理論模式 23
圖2-6　顧客滿意指標模式 27
圖2-7　知覺品質與顧客滿意度關係圖 29
圖2-8　服務—利潤鏈 34
圖2-9　便利商店「品質—滿意度—忠誠度」模型 35
圖3-1　研究架構圖 36
圖4-1　研究架構之路徑分析圖 74


表目錄

表2-1　服務品質的定義 9
表2-2　衡量服務品質構面及變項意義 12
表2-3　SERVQUAL量表的五個構面與評量項目 14
表2-4　Williamson資產專屬性彙整表 18
表2-5　大陸網的資產專屬性 19
表2-6　資產專屬性衡量變項 20
表2-7　信任的定義 20
表2-8　顧客滿意度定義 25
表2-9　顧客忠誠度定義 30
表2-10 顧客忠誠度衡量方式 32
表2-11 顧客滿意度與忠誠度關係 33
表3-1　服務品質衡量問項 41
表3-2　資產專屬性衡量問項 43
表3-3　信任衡量問項 43
表3-4　滿意度衡量問項 44
表3-5　忠誠度衡量問項 45
表3-6　服務品質因素分析結果 50
表3-7　資產專屬性因素分析結果 51
表3-8　信任因素分析結果 52
表3-9　閱聽人滿意度因素分析結果 53
表3-10 閱聽人忠誠度因素分析結果 53
表3-11 各構面之信度衡量表 54
表3-12 前測彙整表 55
表4-1　樣本敘述性統計分析 57
表4-2　服務品質因素分析結果 58
表4-3　資產專屬性因素分析結果 60
表4-4　信任因素分析結果 61
表4-5　閱聽人滿意度因素分析結果 61
表4-6　信任因素分析結果 62
表4-7　各構面之信度衡量 63
表4-8　不同性別的收聽者之平均數 64
表4-9　性別與各構面之獨立T檢定 65
表4-10 年齡與各構面之單因子變異數分析 66
表4-11 教育程度與各構面之單因子變異數分析 66
表4-12 毎週收聽時間與各構面之單因子變異數分析 67
表4-13 因果關係影響路徑及效果分類表 68
表4-14 路徑分析結果摘要表 69
表4-15 影響各反應變數之路徑效果推導彙總表 70
表4-16 路徑分析各項效果總表 71
表4-17 服務品質各個子構面對閱聽人滿意度之迴歸分析 72
表4-18 服務品質各個子構面對信任之迴歸分析 72
表4-19 閱聽人滿意度及忠誠度子構面摘要表 73
表4-20 本研究之研究假說彙整表 73

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