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研究生:陶鳳儀
研究生(外文):FENG-YI TAO
論文名稱:女性內衣產業關係品質、服務品質對顧客滿意度與顧客忠誠度關係之研究-以台北地區為例
論文名稱(外文):A Research on the Relationship among Relationship Quality ,Service Quality, Customer Satisfaction, and Customer Loyalty for the Women’s Underwear Industry -An Example in Taipei Area.
指導教授:洪大為洪大為引用關係
學位類別:碩士
校院名稱:實踐大學
系所名稱:企業管理研究所
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:82
中文關鍵詞:內衣產業關係品質服務品質滿意度忠誠度
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我國女性內衣市場屬於成熟期的產業,在品牌眾多與競爭激烈的市場中,內衣產業成長有限,惟有創造顧客,才能在競爭市場中脫穎而出。由於顧客是企業的基石,也是企業存活的命脈,提昇顧客滿意度是企業永續生存之不二法門,由此可知顧客滿意度對於內衣廠商的重要性。高滿意的顧客可能成為公司的忠誠顧客,而維持一個忠誠顧客,可讓企業減少尋找新的顧客的成本。由於服務是無形的,當顧客對所知覺的服務品質不滿意時,他們會考慮轉換公司;而顧客和銷售人員的有較佳的關係時,顧客有較高的留存傾向與引薦的意願。因此維持良好的服務品質與關係品質,對於顧客滿意度與忠誠度有相當的影響。
本研究以台北地區有購買內衣經驗的女性為研究對象,採用非隨機抽樣的便利抽樣進行問卷調查,共抽樣1000份問卷,回收有效問卷822份。並以線性迴歸模式來探計關係品質、服務品質、顧客滿意度與顧客忠誠度的關係,另外將人口統計變數與消費者購買行為列為控制變數,以探討各構面間的關係。為了探討關係品質與服務品質的構成要素,本研究先將關係品質與服務品質經因素分析法萃取後,關係品質萃取出信任與承諾二個變數;服務品質萃取出保證、反應與有形性三個變數,以便之後的實證分析。
經實證結究發現,關係品質的信任與顧客滿意度有正向關係,獲得部份支持;服務品質的保證、反應和有形性與顧客滿意度有正向關係,獲得支持;關係品質的信任與承諾與顧客忠誠度有正向關係,獲得部份支持;服務品質的保證和有形性變數與顧客忠誠度有正向關係,獲得部份支持;顧客滿意度與顧客忠誠度有顯著正向關係。本研究驗證出關係品質與服務品質可以透過顧客滿意度影響顧客忠誠度,而內衣產業若要藉由顧客忠誠度之提升來增進利潤、維持成長,則需提升關係品質、服務品質與顧客滿意度,以達到提升顧客忠誠度的目標。
第一章 緒論
第一節 研究背景與動機 1
第二節 研究問題 2
第四節 研究範圍與限制 2
第五節 研究流程 4
第二章 文獻探討
第一節 內衣產業概況 6
第二節 關係品質 10
第三節 服務品質 17
第四節 顧客滿意度 27
第五節 顧客忠誠度 32
第三章 研究設計
第一節 研究架構的建立 36
第二節 研究假設 37
第三節 研究變項定義與衡量 40
第四節 問卷設計 45
第五節 資料蒐集 46
第六節 資料分析方法 47
第四章 實證研究結果
第一節 樣本描述 49
第二節 問卷之信度與效度 57
第三節 迴歸模型複共線性診斷 62
第四節 顧客滿意度與顧客忠誠度的實證分析 64
第五章 結論與建議
第一節 研究結論 77
第二節 管理意涵 79
第三節 後續研究建議 80
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