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研究生:莊毓慧
研究生(外文):Yu-Hui Chuang
論文名稱:國內航線與高速鐵路服務品質、服務補救、顧客滿意度及顧客忠誠度關係之研究-以台南站為例
論文名稱(外文):The Research on the Relationships among Service Quality, Service Recovery, Customer Satisfaction and Customer Loyalty- An Empirical Study of Tainan Airport and Taiwan High Speed Rail Tainan Station
指導教授:彭俊揚彭俊揚引用關係
學位類別:碩士
校院名稱:長榮大學
系所名稱:經營管理研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:104
中文關鍵詞:服務品質服務補救顧客滿意度顧客忠誠度
外文關鍵詞:Service QualityService RecoveryCustomer SatisfactionCustomer Loyalty
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高鐵通車後,運輸業起了變化,因此本研究以國內航線與高速鐵路之台南站為例,探討服務品質、服務補救、顧客滿意度及顧客忠誠度之關係,以期能提升品質,使企業永續經營。
本研究共發出問卷640份,回收616份,有效回收問卷計有518份,有效問卷回收率為80.93%。運用敘述性統計分析、信度分析、效度及因素分析、平均數差異檢定、結構方程模式等統計分析方法;並歸納出本研究結論如下:
在各構面因素平均數值比較上,若不納入人口變項,則在「服務品質」構面「有形服務」因素、「顧客滿意」構面「有形滿意」因素及「顧客忠誠」構面「推薦忠誠」因素中搭乘高鐵者平均數顯著高於搭乘航空者平均數,其餘無明顯差異。若納入人口變項,則搭乘高鐵者因素平均數顯著高於搭乘航空者。

1.服務品質對顧客滿意度有正向顯著性之影響。
2.服務品質對顧客忠誠度無正向顯著性之影響。
3.服務品質對服務補救有正向顯著性之影響。
4.服務補救對顧客滿意度有正向顯著性之影響。
5.服務補救對顧客忠誠度有正向顯著性之影響。
6.顧客滿意度對顧客忠誠度有正向顯著性之影響。
摘要.............................................................................................................I
Abstract .....................................................................................................II
目錄......................................................................................................…IV
表目錄......................................................................................................VI
圖目錄...................................................................................................VIII
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 研究範圍與對象....................................................................3
第四節 研究流程............................................................................…4
第二章 文獻探討....................................................................................5
第一節 服務品質................................................................................5
第二節 服務補救..............................................................................11
第三節 顧客滿意度..........................................................................17
第四節 顧客忠誠度..........................................................................24
第三章 研究方法..................................................................................31
第一節 研究架構..............................................................................31
第二節 研究假說..............................................................................32
第三節 問卷設計..............................................................................33
第四節 抽樣設計..............................................................................39
第五節 資料分析方法......................................................................39
第四章 研究結果與討論......................................................................41
第一節 樣本結構與研究構面之敘述性分析..................................41
第二節 信度、效度及因素分析......................................................58
第三節 各構面在高鐵及航空之差異性分析..................................67
第四節 結構方程模式分析..............................................................75
第五章 結論與建議..............................................................................85
第一節 研究結論..............................................................................85
第二節 研究限制..............................................................................86
第三節 研究建議與後續研究方向..................................................87
第四節 研究貢獻..............................................................................89
參考文獻..................................................................................................90
問卷......................................................................................................... 99
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