臺灣博碩士論文加值系統

隨著人民的生活水準逐漸提高，消費者在購買商品時，不但考慮產品的實體品質外，對於無形的服務品質也愈來愈重視，而產品品質與服務品質這兩項因素決定了消費者是否感到滿意的重要依據。但隨著各類型零售通路逐漸被消費者所接受，消費者購買產品或服務的通路，已不再侷限於傳統的實體零售商店，例如電視購物、網路購物等都是消費者可選擇的零售通路類型。這些零售通路類型逐漸普及化下，不同的通路型態對於消費者所知覺到的品質與滿意度是否有所不同?
有鑑於此，本研究將以產品品質、服務品質與顧客滿意度來探討彼此間的關係，並將通路型態列入考量，以瞭解不同通路型態在這三者間所扮演的角色。結究結果發現，產品品質、服務品質能直接顯著正向的影響顧客滿意度，且不同通路型態對於產品品質、服務品質與顧客滿意度有顯著差異。
最後根據推論，我們可以驗證產品品質、服務品質的提升能夠增強顧客的滿意度，消費者在產品品質因素上的「產品效果」及「美觀及產品形象」會顯著影響消費者滿意度；在服務品質上，服務品質中的「可靠性」、「確實性」及「有形性」會顯著影響消費者滿意度。因此，香水產品製造商可以則藉由改善這些因素來提升顧客滿意度，此外，香水產品製造商應注意在不同通路上顧客所知覺到的顧客滿意度及服務品質有所差異，應該對於不同通路做適度調整以提升滿意度。

As the people's living standard improves gradually, consumers, while buying the goods, not only consider it outside the entity quality of the products also pays attention to invisible service quality more and more, and quality of the products and service quality , these two factors , have determined the important basis whether consumers feel satisfied. But along the line, people are accepting all kinds of retail channels gradually, and not scared by unconventional virtual outlets anymore; for example, TV and Internet shopping. But based on the popularity of new buying ways, are consumer behavior changed satisfaction have?

In view of this, this research will probe into the relation between product quality, service quality and customer satisfaction, and list the all channel type in considering, in order to understand different channel type that the influence customer satisfaction and service quality . From the result of studying, product and quality service can directly influence customer satisfaction, and there is difference of product quality, service quality and customer satisfaction in different channel type.

According to the inference finally, we can prove the improvement of product quality, service quality can strengthen the customer's satisfaction. So perfume products manufacturers can by improve these raise customer satisfaction. In addition, perfume manufacturers should notice customer percept different product quality and service quality in different channel type, so they should do appropriate adjustment in different channel in order to improve satisfaction.

目 錄
中文摘要 i
英文摘要 ii
目 錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第四節 研究範圍和對象 4
第五節 研究架構與假設 5
第二章 文獻探討 7
第一節 化妝品香水產業現況 7
第二節 服務品質 9
第三節 產品品質 19
第四節 通路 23
第五節 顧客滿意度 25
第六節 產品品質、服務品質與顧客滿意度之間 29
第三章 研究設計 30
第一節 研究架構 30
第二節 研究變數的操作型定義 31
第三節 問卷設計 35
第四節 研究假說 37
第五節 資料蒐集方法 39
第六節 研究方法 39
第四章 研究結果 42
第一節 樣本分析 42
第二節 信效度檢定 46
第三節 因素分析 48
第四節 各構面因素對顧客滿意度的影響 52
第五節 通路型態干擾效果之檢測 55
第六節 人口統計變數對各變數之分析 59
第五章 結論與建議 61
第一節 研究結果討論 61
第二節 管理意涵 62
第三節 研究限制與未來研究建議 63

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