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研究生:高鉦宛
研究生(外文):Kao cheng-wan
論文名稱:服務品質與顧客忠誠度關係之研究—以東森電視購物為例
論文名稱(外文):Relationship of Service Quality and Customer Loyalty — A Case on Eastern TV Shopping
指導教授:陳榮方陳榮方引用關係
指導教授(外文):Chen Rong-Fang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:商務經營研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
中文關鍵詞:服務品質態度忠誠行為忠誠電視購物
外文關鍵詞:service qualityattitude loyaltybehavior loyaltyTV shopping
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在電視購物市場中,東森購物是最早以Live直播進入市場並擁有最多會員人數的業者,由於民眾消費型態的改變和該通路營業額的持續攀升,更是吸引富邦及中信集團加入競爭來瓜分市場,目前電視購物即將進入三強鼎立的時代。在競爭激烈的環境裡,企業提供之商品或服務日益同質化,顧客的忠誠度確實面臨到考驗,為使顧客滿意及增加顧客再購次數,企業唯有加強本身服務品質及提升顧客忠誠度,以建立競爭優勢並穩定獲利。因此,提升顧客忠誠度也就成為企業經營重要課題。
本研究旨在探討服務品質、態度忠誠與行為忠誠三者之間的關係。以Dabholkar et al.(1996)學者所提出的零售業服務品質量表作為設計問卷之理論基礎,利用結構式問卷方式進行抽樣調查,並以高雄市的東森電視購物顧客作為研究對象,共得有效問卷264份。經因素分析、成對樣本T檢定、典型相關分析、迴歸分析、單因子變異數分析與線性結構關係模式的實證分析後得到以下結論:
1、電視購物行業的服務品質衡量構面共有四個,分別是「可靠性」、「視覺性」、「便利性」與「政策性」。
2、期望服務品質與認知服務品質間確實存在顯著差異,期望服務品質平均分數均高於認知服務品質,亦即顧客對於業者所提供的服務品質感覺不滿意。
3、服務品質與顧客忠誠度之間確實存在正相關。
4、影響顧客忠誠度的主要因素為「可靠性」,其次為「政策性」。而影響顧客的態度忠誠主要因素則是「可靠性」。影響顧客行為忠誠的關鍵因素則是「可靠性」,其次則是「便利性」。
5、不同職業的顧客對認知服務品質有顯著差異,其餘人口統計變數對認知服務品質則無顯著差異。另外,不同人口統計變數之顧客對於顧客忠誠度則均無顯著差異。
6、線性結構模式證實認知服務品質會直接顯著正向影響態度忠誠與行為忠誠;此外,態度忠誠亦會直接顯著正向影響行為忠誠。最後根據推論,本研究可以驗證服務品質能透過態度忠誠間接顯著正向影響行為忠誠。因此,東森電視購物業者若要藉由行為忠誠之提升來增加利潤、穩定成長,則可透過服務品質或態度忠誠的提高來影響行為忠誠,達到企業獲利之目標。
In the TV shopping market, Eastern shopping entered the market first by Live broadcasting and had most members. Due to the change of consumers purchasing style and this channel’s turnover is on the rise, it attracted Fubon Group and Chinatrust Group to join in and shared the market. The TV shopping market will be tripartite equilibrium era soon. In the competitive environment, the goods or services companies offer are more and more similar. For satisfying customers and increasing the times of repurchasing, companies need to improve service quality and customer loyalty to build competitive advantage and gain stable profits. So, improving customer loyalty becomes the most important issue of business management.
This study attempts to test the relationship of service quality, attitude loyalty and behavior loyalty. We use structural questionnaire on the basis of Dabholkar et al.(1996) Retailing Service Quality Scale. In 264 valid samples of Eastern TV shopping customers in Kaohsiung, we get the empirical results by exploratory factor analysis, pair-sample T test, canonical correlation, regression analysis, one-way ANOVA and Linear Structure Relation model.
1. There are four service quality measurement dimensions of the TV shopping industry. They are “reliability”, “vision”, “convenience” and “policy”.
2. There is a significant difference between expectative service quality and perceptive service quality. All expectative service quality average score is higher than perceptive service quality, it means customer unsatisfied with service quality enterprise offers.
3. Service quality and customer loyalty have positive correlation.
4. The main factor of affecting customer’s loyalty is “reliability”, and the second is “policy”. The main factor of influencing customer’s attitude loyalty is “reliability”. And then the key factor of influencing customer’s behavior loyalty is “reliability”, and the second is “convenience”.
5. There is a significant difference in different occupation of customer for perceptive service quality, the other demographic attribute variables are not significant difference in perceptive service quality. On the side, there is not significant difference in different demographic attribute variables for customers on customer’s loyalty.
6. Linear Structure Relation(LISREL)model proved that perceptive service quality has directly significant positive effect on attitude loyalty and behavior loyalty. Besides, attitude loyalty also has directly significant positive effect on behavior loyalty. Finally, according to inference, service quality affects behavior loyalty indirect significant positive through attitude loyalty. Consequently, if Eastern home shopping wants to raise profit and stabilize grow up by increasing behavior loyalty, they could increase service quality or attitude loyalty to influence behavior loyalty, and achieving the objective of business profit.
摘 要 I
ABSTRACT III
致 謝 V
目 錄 VI
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍 3
第五節 研究流程 4
第二章 文獻回顧 5
第一節 服務品質 5
第二節 顧客忠誠度 20
第三節 服務品質與顧客忠誠度關係 24
第四節 國內電視購物產業現況 26
第三章 研究方法 32
第一節 研究架構 32
第二節 研究假說 32
第三節 研究變數之操作性定義與衡量 34
第四節 問卷設計 36
第五節 資料蒐集與問卷前測 41
第六節 統計方法 42
第四章 資料分析與實證研究 45
第一節 敘述性統計分析 45
第二節 因素分析 49
第三節 信度與效度分析 51
第四節 期望服務與認知服務差異性分析 56
第五節 PEARSON相關分析 58
第六節 典型相關分析 59
第七節 迴歸分析 61
第八節 人口統計變數差異性分析 63
第九節 整體模式建立與分析 70
第五章 結論與建議 77
第一節 研究結論 77
第二節 管理意涵 81
第三節 研究限制 83
第四節 未來研究方向 84
參考文獻 85
附錄一 研究問卷 93
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51.Stum, D.L. and A. Thiry(1991), “Building Customer Loyalty”, Training and Development Journal, Vol.45, No.1, pp.34-36.
52.Van Dyke, T.P., L.A. Kappelman, and V.R. Prybutok(1997), “Measuring Information System Service Quality: Concerns on the Use of the SERVQUAL Questionnaire”, MIS Quarterly, Vol.21, No.2, pp.195-208.
53.Woodside, A.G., L.L. Frey, and R.T. Daly(1989), “Linking Service Quality, Customer Satisfaction, and Behavioral Intention,” Journal of Health Care Marketing, Vol. 9, No.4, December, pp.5-17.
54.Zeithaml, V. A., L. L. Berry, and A. Parasuraman(1996), “The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol.60, No.2, pp.31-46.
三、其他
1.袁支翔,電視購物將取代網路購物,電子商務時報,2005/03/08, http://www.ectimes.org.tw/readnews.asp?id=6848。
2.陳博志,電子商務提供中小企業發展契機,台灣商會聯合資訊網,2005/03/06,http://www.tcoc.com.tw/newslist/008700/8762.htm。
3.東森媒體集團,http://www.emg.com.tw/emg/
4.電子商務時報,http://www.ectimes.org.tw。
5.商業快訊,http://www.tcoc.com.tw。
6.經濟日報,2005年07月01日。
7.中國時報,1998年4月8日。
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