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研究生:葉吉祥
研究生(外文):Chi-Hsiang Yeh
論文名稱:部落格的服務品質與忠誠度之研究
論文名稱(外文):A Study of Service Quality and Loyalty for Blog
指導教授:洪德俊洪德俊引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
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
論文頁數:67
中文關鍵詞:忠誠度服務品質部落格
外文關鍵詞:Service QualityBlogLoyalty
相關次數:
  • 被引用被引用:5
  • 點閱點閱:161
  • 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:15
網際網路的興起帶動了服務的E化,各式部落格也紛紛出現。部落格藉由提供符合需要的服務,以提昇顧客的滿意度、信任感與忠誠度,進而強化其網頁本身的到訪率,以期在眾多的部落格網頁架設中脫穎而出。本研究利用線性結構關係模式進行分析,目的在探討部落格之服務品質對顧客滿意度、信任感的影響,進而提昇顧客的忠誠度。

本研究採問卷調查以進行實證研究並依問卷回收之資料進行統計分析,而樣本為使用Blog服務之顧客,經由套裝軟體STATISTICA進行分析,以了解服務品質、顧客滿意度、顧客信任感與顧客忠誠度四者之關聯性。

本研究經實證研究後之發現如下:
假設一、部落格之服務品質會顯著正向影響顧客滿意度。
假設二、落格格之服務品質會顯著正向影響顧客信任感。
假設三、顧客滿意度會顥著正向影響顧客忠誠度。
假設四、顧客信任感會顥著正向影響顧客忠誠度。
The rise of the internet network drives e-service, and all kinds of Blog thrive in recent years. Blog advance the customer satisfaction, trust and loyalty by offering the service of meeting customer’s needs, then strengthen one’s own competition advantage, expect to show one’s talent in the blooming internet environment. This research executes statistics analysis by using linear structure relationship (LISREL), and focus on the different effects among Blog’s service quality, and customer satisfaction, and trust , then improving customer loyalty.

This research takes Blog as target, try to discuss the relationship among service quality, customer satisfaction, customer trust and customer loyalty. We hope the findings of this research can do some help to the Blog service environment.

The major research conclusions are listed below:
To begin with, Hypothesis 1 is supported. The positive relationship is demonstrated between service quality and customer satisfaction. Secondly, Hypothesis 2 is also supported which indicates that service quality has a direct and significant impact on the customer trust. Thirdly, the results of the model support Hypothesis 3 , which indicates that customer satisfaction has a direct and significant on customer loyalty.
Finally, there is significant positive correlation between customer trust and customer loyalty.
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 章節架構與研究流程 3
第二章 文獻探討 5
 第一節 部落格 5
 第二節 服務品質 7
 第三節 滿意度 12
 第四節 信任 16
 第五節 忠誠度 20
第三章 研究方法 25
 第一節 研究架構 25
 第二節 研究假設 26
 第三節 變數定義與問卷設計 28
 第四節 抽樣與研究設計 31
 第五節 資料分析方法 34
第四章 實證分析 36
 第一節 基本資料敍述 36
 第二節 信度分析 39
 第三節 敍述性分析 41
 第四節 背景變數對主要構面之影響 45
 第五節 相關分析 49
 第六節 整體模型之線性結構分析 49
第五章 研究結論與建議 54
 第一節 研究結論與建議 54
 第二節 研究限制 55
 第三節 後續研究建議 56
參考文獻 57
附錄(一)前測問卷 61
附錄(二)正式問卷 64
附錄(三)後續可進行之結構模式 67
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