臺灣博碩士論文加值系統

現代科技的進步與發達，造成人們生活步驟的加快，如何滿足顧客宅配服務需求，進而強化顧客的再購意願是宅配業者非常重視的問題。本研究以顧客滿意度與忠誠度對再購意願之影響，研究國內宅配服務業的顧客忠誠度、顧客滿意度與再購意願之間的關聯性。研究採用量化方式收集資料及做統計分析。回收的問卷使用t檢定和變異數分析法探討不同的人口統計變數(年齡，婚姻狀況、教育程度、月收入、職業等)對顧客滿意度與顧客忠誠度的影響是否有顯著的差異。運用線性結構方程模式（Linear Structural Equation Models） 來探討顧客滿意度與顧客忠誠度對再購意願的影響。
本研究共發放問卷500份，發放對象為高雄市地區18歲以上曾經使用宅配服務者。回收數量為428份，其中無效問卷為5份，有效問卷為423份，有效回收率為84.6%。經由分析得到下列結果：一、人口統計變數對顧客滿意度有顯著性的影響。 二、人口統計變數對顧客忠誠度有顯著性的影響。 三、顧客滿意度與顧客忠誠度對再購意願有顯著性的影響。

Due to the fast advancement of technology, life steps of many people have geared up. How to satisfy customers’ service requirements and increase their repurchase intention is a very import issue for home delivery service industry. Based on the assumption that customers’ satisfaction and loyalty may affect their repurchase intention, we focus on the relationships between customers’ satisfaction, loyalty and repurchase intention for the domestic home delivery service industry in this study. Quantitative methods have been adopted for data collection and analysis. Statistical t-test and analysis of variance (ANOVA) have been used to study the effect of demographical data on customers’ satisfaction and loyalty. Applying Linear Structural Equation Models to study the joint effect of customers’ satisfaction and loyalty on customers’ repurchase intention.
In total, 500 questionnaires have been distributed to adults (at least 18 years old) who live in Kaohsiung city and have used home delivery service before. 428 questionnaires are returned with 5 of them invalid. Thus, 423 valid questionnaires have been collected and the effective return rate of this survey is 84.6%. After a careful statistical analysis, this study has found: (1) Demographical variables have significant effect on customers’ satisfaction. (2) Demographical variables have significant effect on customers’ loyalty. (3) Customers’ satisfaction and loyalty influence their repurchase intention significantly.

中文摘要 ---------------------------------- Ι
英文摘要 ---------------------------------- Ⅱ
誌謝 ---------------------------------- Ⅲ
目錄 ---------------------------------- Ⅳ
表目錄 ---------------------------------- Ⅶ
圖目錄 ---------------------------------- Ⅹ
壹、 緒論------------------------------ 1
1.1 研究背景-------------------------- 1
1.2 研究動機-------------------------- 8
1.3 研究目的-------------------------- 9
1.4 研究流程-------------------------- 10
貳、 文獻探討-------------------------- 11
2.1 顧客滿意度------------------------ 11
2.1.1 顧客和顧客滿意度的定義------------ 11
2.1.2 顧客滿意的重要性------------------ 16
2.1.3 顧客滿意度理論-------------------- 17
2.1.4 顧客滿意度的測量尺度-------------- 19
2.2 顧客忠誠度------------------------ 20
2.2.1 顧客忠誠度的定義------------------ 20
2.2.2 忠誠度與經濟價值的關係------------ 21
2.2.3 顧客忠誠度的重要性---------------- 23
2.2.4 顧客忠誠度的衡量 ----------------- 24
2.3 顧客滿意度與顧客忠誠度之關係------ 27
2.4 再購意願 ------------------------- 30
2.5 顧客滿意度與再購意願-------------- 31
2.5.1 顧客滿意度與再購意願定義---------- 31
2.6 再購意願與忠誠度------------------ 32
2.6.1 再購意願與忠誠度的定義------------ 32
2.6.2 忠誠度與再購意願的構面------------ 32
叁、 研究方法-------------------------- 35
3.1 研究架構-------------------------- 35
3.2 研究假設-------------------------- 36
3.3 研究設計-------------------------- 36
3.4 研究對象與抽樣-------------------- 37
3.5 問卷設計-------------------------- 38
3.6 資料收集方法---------------------- 39
3.7 資料分析方法---------------------- 40
肆、 資料分析與探討-------------------- 49
4.1 樣本敘述性統計分析---------------- 49
4.2 單一樣本t檢定-------------------- 59
4.3 單因子變異數分析(One-way ANOVA)--- 64
4.4 信度與效度分析-------------------- 74
4.5 線性結構關係模式------------------ 78
伍、 結論與建議------------------------ 93
5.1 研究結果分析---------------------- 93
5.2 管理意涵-------------------------- 97
5.3 研究建議-------------------------- 97
5.4 研究限制-------------------------- 98
5.5 後續研究方向---------------------- 98
參考文獻---------------------- 99
附錄一 問卷調查-------------------------- 106

表目錄
表1-1 統一速達運費表----------------------- 4
表1-2 台灣宅配通收費標準------------------- 6
表1-3 大榮貨運一日配收費標準--------------- 7
表2-1 顧客滿意度的定義--------------------- 12
表2-2 顧客忠誠度的衡量--------------------- 26
表2-3 再購意願與忠誠度定義----------------- 33
表3-1 問卷設計表--------------------------- 39
表3-2 預試問卷的信度分析------------------- 40
表3-3 Cronbach α係數的合理範圍------------ 41
表3-4 LISREL 模式的符號定義表-------------- 45
表4-1 性別分配表--------------------------- 49
表4-2 受訪者年齡分配表--------------------- 50
表4-3 受訪者婚姻分配表--------------------- 51
表4-4 受訪者居住地區分配表----------------- 52
表4-5 受訪者教育程度分配表----------------- 54
表4-6 受訪者月收入分配表------------------- 55
表4-7 受訪者職業分配表--------------------- 56
表4-8 為何選擇宅配分配表------------------- 57
表4-9 一年使用多少次宅配服務分配表--------- 58
表4-10 單一樣本t檢定—性別------------------ 61
表4-11 單一樣本t檢定—婚姻------------------ 63
表4-12 變異數分析—年齡--------------------- 65
表4-13 變異數分析—居住區域----------------- 67
表4-14 變異數分析—教育程度----------------- 69
表4-15 變異數分析—月收入------------------- 71
表4-16 變異數分析—職業--------------------- 73
表4-17 各項變數的Cronbach’α係數分析結果--- 74
表4-18 顧客滿意度驗證性因素分析------------- 76
表4-19 顧客忠誠度二階驗證性因素分析--------- 77
表4-20 再購意願二階驗證性因素分析----------- 78
表4-21 LISREL 潛在變數之符號定義------------ 79
表4-22 觀測變數之符號定義------------------- 80
表4-23 整體模式評估結果--------------------- 86
表4-24 潛在自變數與其觀測變數關係之估計值--- 89
表4-25 潛在應變數與其觀測變數關係之估計值--- 90
表4-26 潛在變數間之因果關係估計值----------- 90
表4-27 理論結構模式之路徑係數--------------- 92
表5-1 研究假設與檢定結論------------------- 95


圖目錄
圖1-1 研究流程圖---------------------------- 10
圖2-1 忠誠度三角模式------------------------ 28
圖3-1 研究架構------------------------------ 35
圖3-2 外因觀察變項測量模式------------------ 43
圖3-3 內因觀察變項測量模式------------------ 43
圖3-4 結構模式圖---------------------------- 44
圖4-1 受訪者性別---------------------------- 50
圖4-2 受訪者年齡---------------------------- 51
圖4-3 受訪者婚姻---------------------------- 51
圖4-4 受訪者居住區域------------------------ 52
圖4-5 受訪者教育程度------------------------ 53
圖4-6 受訪者月收入-------------------------- 54
圖4-7 受訪者職業---------------------------- 57
圖4-8 受訪者一年使用多少次服務-------------- 59
圖4-9 顧客滿意度、忠誠度與再購意願整體模式路徑圖-- 84
圖4-10 顧客滿意度、顧客忠誠度與再購意願整體模式結果- 88
圖4-11 理論結構模式之因果關係路徑係數-------- 91

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