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研究生:林士傑
研究生(外文):Shih-Chi Lin
論文名稱:服務品質、關係品質與顧客滿意度之關連性研究-以保健食品為例
論文名稱(外文):A Study on the relationships between Service Quality, Relation Quality and Customer’s Satisfaction- A Case of health food
指導教授:廖森貴廖森貴引用關係
指導教授(外文):Sen-Kuei Liao
口試委員:蔡瑤昇李易諭
口試日期:2006-07-10
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:商業自動化與管理研究所
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:118
中文關鍵詞:服務品質關係品質顧客滿意度保健食品
外文關鍵詞:Service qualityrelation qualitycustomer satisfactionhealth food
相關次數:
  • 被引用被引用:9
  • 點閱點閱:522
  • 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:9
保健食品的行銷人員必須對顧客做深入的產品說明,以滿足的顧客購買的需求。消費者在選購保健食品時,資訊取得通常經由外部線索得知或仰賴家人、親友、同儕提供建議。行銷人員是企業提供服務的重要媒介,不同人格特質的行銷人員,會影響到周圍的人際關係。保健食品行銷人員與顧客互動過程中的關鍵人物,也是影響企業本身與顧客關係能否維持的重要因素。本研究以案例公司進行全員行銷的員工及購買保健食品的顧客為對象,由員工所自認的人格特質與顧客所感知的服務品質與滿意度做整體面向的探討,試圖提供較具整體的研究架構以探討員工人格特質是否對所傳遞服務品質、企業形象、關係品質與對消費者滿意度與忠誠度產生影響,研究結果並提供企業對內作為員工適才適所選任,對外作為瞭解顧客需求與改善顧客關係之參考。針對案例公司員工,發出535份問卷,回收有效問卷302份,利用SPSS與LISREL等統計資料分析研究結果證明服務品質與關係品質的信賴有正向關係,服務品質與關係品質的承諾有正向關係,企業形象對於關係品質之信賴構面有顯著的正向關係,企業形象對於關係品質之承諾構面有顯著的正向關係,關係品質的信賴構面與顧客滿意度有正向關係,關係品質的承諾構面與顧客滿意度有正向關係,顧客滿意度與顧客忠誠度有顯著正向關係。
In order to meet the customer’s demand, the sales personnel of the heath food must do the deep description of products to the customer. While consumers purchase the health food, the information is received and usually learned from family, relatives, friends and peer groups and offered via the external clues. Since sales personnel are the important media that enterprises provide services, their different personal characteristics will influence the relationships of customers whom around with. Sales personnel of health food are not only the key persons during interactive process with customers but important factors of maintaining relationships between the customer and enterprise. The participants of the research are the employees of the case company implementing the whole-employees marketing and the purchasing customers. The research discusses the whole dimensions of personal characteristics perceived by employees themselves and service quality and satisfaction perceived by customers and attempts to provide the research structure which explained whether employees’ personal characteristics influence on the service quality, enterprises image, relation quality, consumer satisfaction and loyalty. The result of the study offers the enterprise internally as the reference of employee hiring and training, and externally as the reference of understanding and improving of customer’s demand and customer relationships. The surveys were sent to he 535 employees of the case company and 302 valid surveys were analyzed. Data analysis was used by SPSS and LISREL software program. The result of study proves that the service quality is significant positively related to the trust of relation quality, the service quality is significant positively related to the commitment of relation quality, the enterprises image is significant positively related to the trust of relation quality, the enterprise image is significant positively related to the commitment of the relation quality, the trust of relation quality is significant positively related to the customer satisfaction, the commitment of relation quality is significant positively related to the customer satisfaction, and the customer satisfaction is significant positively related to the customer’s loyalty.
摘 要 i
誌 謝 v
目 錄 vi
表 目 錄 ix
圖 目 錄 x
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 5
1.3研究流程 5
第二章 文獻回顧 7
2.1服務品質 7
2.1.1 服務的特性 7
2.1.2 服務品質定義 9
2.1.3 服務品質的構面與衡量 15
2.2人格特質 21
2.2.1 人格特質的定義 21
2.2.2 服務品質與員工人格特質 27
2.2.3 員工人格特質與顧客滿意 30
2.2.4 人格特質的評量模式 31
2.3關係品質與服務品質 33
2.3.1 關係品質的定義 34
2.3.2 關係品質模式與構面 37
2.4企業形象與關係品質 38
2.4.1 企業形象的定義與構面 38
2.4.2 企業形象與品牌形象 42
2.4.3 企業形象、關係品質與顧客忠誠度 43
2.5關係品質與顧客滿意度與顧客忠誠度 45
2.5.1 關係品質與顧客忠誠度 46
2.5.2 顧客滿意與顧客忠誠度 47
2.6保健食品 55
2.6.1 保健食品的定義 56
2.6.2 保健食品分類 57
2.6.3 保健食品的消費行為 61
第三章 研究方法 65
3.1研究架構與假設 65
3.1.1 概念性架構 65
3.1.2 研究對象 67
3.1.3 研究架構 68
3.1.4 研究假設 69
3.2研究變數的操作性定義與衡量 69
3.3問卷抽樣與設計 81
3.3.1 問卷設計 81
3.3.2 抽樣設計 82
3.4資料分析方式 85
3.4.1 敘述統計 85
3.4.2 信度檢定 85
3.4.3 效度檢定 86
3.4.4 線性結構關係模式 88
3.4.5 LISREL架構分析 90
第四章 資料分析與結果 95
4.1樣本結構分析 95
4.1.1 樣本結構分析 95
4.2統計資料分析 98
4.3相關分析 104
4.4因素分析 105
4.5 LISREL架構分析 106
4.5.1 整體模式適配度分析 109
4.5.2 模式內在結構適配度分析 111
4.5.3 路徑分析 112
第五章 結論與建議 114
5.1研究結論 114
5.2研究貢獻 117
5.3管理意涵 118
5.4研究限制與未來發展方向 119
5.4.1 研究限制 119
5.4.2 未來發展方向 120
參考文獻 122
(一)中文部分 122
(二)英文部分 129
附錄一 148
參考文獻
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