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研究生:賴昭璇
研究生(外文):Lai Jau Shyuam
論文名稱:服務品質、知覺價值與性別差異對口碑活動的影響
論文名稱(外文):The Effects of Service Quality, Perceived Value and the Role of Gender on Word-of-mouth Activity
指導教授:張家齊張家齊引用關係
指導教授(外文):Chang Chia-Chi
學位類別:碩士
校院名稱:國立交通大學
系所名稱:管理學院碩士在職專班國際經貿組
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:英文
論文頁數:52
中文關鍵詞:服務品質知覺價值性別口碑活動
外文關鍵詞:service qualityperceived valuegenderWOM activity
相關次數:
  • 被引用被引用:5
  • 點閱點閱:274
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
本論文旨在研究服務品質、性別對知覺價值和口碑活動的影響關係。
本研究將服務品質分為三個因素:服務人員的服務品質、核心服務品質及消費環境因素。本研究結果顯示服務品質與知覺價值及口碑活動間存在有正向的關係,結果並證明知覺價值在此關係中為中介的角色。除此之外,部份的服務品質對知覺價值的影響也會隨著性別不同而有差異。本文中的模型以服務流程主導與高涉入的服務活動為主要探討的對象,由於目前服務產業發展迅速,經理人可藉由本文的研究更了解口碑活動的發展。
This study investigates the effects of service quality and the role of gender on perceived value and outcome behaviors through word-of-mouth activity. Meanwhile, this research broke service quality into three parts: employee service performance, main service quality and store information. The results showed that perceived value mediated the service quality and the word-of-mouth activity. Service quality, perceived value, and word-of-mouth activity reflected differently based on the gender difference. Specifically, this model investigated the process-oriented and high involvement service activities, which may draw the attention from the service business manager concerned about word-of-mouth marketing.
Table of Contents
中文摘要 i
ABSTRACT ii
Acknowledgement ii
Table of Contents iii
List of Tables v
List of Figures vi
Chapter 1 - Introduction....1
1.1 Research Motivation and Background........1
1.2 Research Objectives.......................2
1.3 Research Process..........................3
Chapter 2 - Literature Review.................4
2.1 Service Quality...........................4
2.2 Perceived Value...........................7
2.3 Gender Difference.........................8
2.4 Word-of-mouth.............................9
2.5 Research Framework........................12
2.6 Hypothesis................................12
Chapter 3 Research Methodology................16
3.1 Industry Selection........................16
3.2 Pretest...................................17
3.3 Sample and Descriptive Analysis...........18
3.4 Measurement...............................20
3.5 Factor Analysis...........................24
Chapter 4 Research Results and Data Analysis..26
4.1 Evaluating the Structural Model by SEM....26
4.2 Hypothesis Testing........................27
1. Multi-sample equality testing..............27
2. Regression models with latent variables....29
Chapter 5 Discussion and Future Research......32
5.1 Discussion of Results.....................32
5.3 Limitations...............................35
5.4 Future Research...........................36
REFRENCE......................................37
APPENDIX 1. Questionnaire (English)...........44
APPENDIX 2. Questionnaire (Chinese)...........46
APPENDIX3. PRETEST 1..........................49
APPENDIX4. PRETEST 2..........................52
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