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研究生:姜建年
研究生(外文):Chien Nien Chiang
論文名稱:服務品質、顧客滿意度與再購意願關係之研究
論文名稱(外文):The Correlation Research in Service Quality,Customer Satisfaction and Repurchase Intentions
指導教授:楊台寧
指導教授(外文):Tai Ning Yang
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:65
中文關鍵詞:服務品質顧客滿意度再購意願
外文關鍵詞:Service QualityCustomer Satisfaction Repurchase Intentions
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本研究問題是探討壽險業務員服務品質、顧客滿意度與再購意願之關係,經由文獻探討之引用及統計分析方法,瞭解三者間之影響關係,提供壽險公司與壽險業務員提升顧客服務之依據。
本研究是透過電話問答與受訪者親自做答兩種方式填答問卷。總共發出350份問卷,總共回收306份,回收率為87%。
經研究結果顯示,壽險業務員的服務品質確實會正向影響顧客滿意度,顧客滿意度對再購意願也會產生顯著正向關係,再者壽險業務員的服務品質對再購意願也具有正向影響,且顧客滿意度對壽險業務員服務品質與再購意願會產生中介效果。
因此全面提升服務品質會使顧客滿意度增加,藉此建立其整體壽險業與業務人員之專業形象對於再購買意願也會相對提高,以此達成良性循環之模式。
This thesis discusses about service quality of life insurance consultants, customer satisfaction and re-purchases intentions of customers by analyzing articles to understand how these three factors affect each other. As a result, we use this result to evaluate life insurance company and consultants service to customers.
This studying is made from either calling to the customers or direct interviews. We interviewed 306 of 350 people for our survey, which means that we archived 87% of our project.
Regarding to our result, we found out that service quality of life insurance consultant would effect customer satisfaction. It has positive affection. Also, the service quality of life insurance consultant would affect re-purchase intentions of customers positively. The mediator variables are caused by customer’s satisfaction and re-purchase intentions of customers. Therefore, increasing service quality is most important factor in order to increase the satisfaction of customer.
Consequently, building up the good image of life insurance consultant and industry would have a good effect on re-purchase intentions of customers. This result would lead to a good circulation between life insurance consultant, industry and customers.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究動機與目的............ 5
  第三節  研究範圍............... 6
第二章  文獻探討................. 7
  第一節  服務品質............... 7
  第二節  顧客滿意度.............. 15
  第三節  再購意願............... 20
  第四節  各變數間之關係............ 23
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  操作性定義與問卷設計......... 27
  第四節  抽樣方法............... 31
  第五節  資料分析方法............. 32
第四章  實證結果分析............... 34
  第一節  基本資料分析............. 34
  第二節  敘述性統計分析............ 39
  第三節  信度分析............... 41
  第四節  Pearson相關分析............ 43
  第五節  階層迴歸分析............... 44
第五章  結論與建議................ 50
  第一節  研究結果............... 50
  第二節  研究發現............... 52
  第三節  研究建議............... 53
  第四節  研究限制與未來研究方向........ 53
參考文獻 ..................... 55
附錄  研究問卷.................. 63
中文部份

劉崇義(2001),顧客滿意之研究--以壽險業為例,私立中原大學企
業管理研究所未出版碩士論文。

郭炳宏(2003),金額控股公司合併後顧客滿意度之研究--以日盛國
際商業銀行為例,義守大學管理研究所未出版碩士論文。

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