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研究生:陳美瑤
研究生(外文):Mei-Yau Chen
論文名稱:不同國籍消費者對服務人員滿意度與展現友好行為關係之研究
論文名稱(外文):A Study of The Relationship between Customers to Service Employees' Satisfaction and Disclosing Intimacy from Different Countries
指導教授:劉莉玲劉莉玲引用關係
指導教授(外文):Li-Ling Liu
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
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:68
中文關鍵詞:展現友好行為消費者滿意度友善度可信度
外文關鍵詞:disclosing intimacycustomers’ satisfactionbenevolencecredibility
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經濟環境的日漸改善與台北都會區不斷國際化,大眾運輸系統快速發展,如何使消費者對服務人員的滿意之前置關係成了服務重要經營方針。所以探討東方國籍與西方國籍消費者對於服務人員所提供服務滿意度,是來自於服務人員與消費者建立良好之消費者關係與服務行銷,而消費者所展現之消費者友好行為,是由滿意度所創造出來的。
本研究問題是在探討消費者對服務人員的友善度及可信度變數,以前的研究發現對公司產生有益的影響並且也促進消費者展現友好行為的程度。探討服務人員的友善、可信和滿意度與消費者之間的關係滿意度,來歸納提出增加消費者友好行為之展現。以台北大眾捷運系統消費者為樣本做檢測。
With the gradual improvement of the economic environment and the internalization of the Taipei metropolitan area, the fast development of the mass transportation system renders it as an important business policy to satisfy the consumers. The research indicates that on one hand, the satisfactory degree of the consumers of Eastern and Western nationalities towards the services furnished lies in the service marketing and the establishment of good relations between the service personnel and the consumers; on the other hand, the disclosing intimacy by the consumers are originated from their satisfaction with the services.
This research is to study the variables of benevolence and credibility in relation to the consumers’ satisfactory degree, and the previous research has revealed the satisfactory degree that has favourable influence on the company and puts a premium on disclosing intimacy in the consumers. The research has also studied on the relations between the benevolence, credibility and customers’ satisfaction of the service personnel and the satisfactory degree of the consumers to conclude and propose the incentives for consumers to disclosing intimacy. The consumers have been sampled from the Taipei Mass Rapid Transit System for tests.
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  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 3
  第三節  研究的現象與限制........... 5
第二章  文獻探討................. 7
  第一節  不同國籍消費者............ 7
  第二節  消費者滿意度............. 8
  第三節  消費者展現有好行為.......... 11
  第四節  消費者滿意度與消費者展現友好行為... 11
  第五節  其他影響消費者展現友好行為之因素... 13
第三章  研究方法  ............... 15
  第一節  研究的步驟.............. 15
  第二節  研究的架構.............. 16
  第三節  變數的操作性定義與衡量........ 17
  第四節  研究的假設.............. 24
  第五節  研究樣本、資料收集與問卷量表設計... 25
  第六節  資料分析與統計方法.......... 26
第四章  資料分析................. 29
  第一節  描述性統計分析............ 30
  第二節  問卷效度分析............. 32
  第三節  信度分析............... 34
  第四節  差異分析............... 36
  第五節  相關分析............... 37
  第六節  迴歸分析............... 40
  第七節  東方與西方不同國籍消費者迴歸分析... 42
第五章  結論與建議................ 49
  第一節  結論................. 49
  第二節  研究限制............... 56
  第三節  未來研究的建議............ 56
參考文獻 ..................... 58

表目錄

表 2- 1 消費者滿意度之文獻整理........... 8
表 4- 1 問卷發放及回收情形............. 29
表 4- 2 描述性統計分析............... 31
表 4- 3 消費者滿意度因素分析表........... 33
表 4- 4 消費者展現友好行為因素分析表........ 34
表 4- 5 消費者滿意度信度分析表........... 35
表 4- 6 消費者展現友好行為信度分析表........ 35
表 4- 7 不同國籍與各變項交叉分析表......... 36
表 4- 8 各變數、構面間滿意程度相關係數表...... 39
表 4- 9 消費者滿意度與消費者展現友好行為之關係之階層
回歸分析表................. 41
表 4-10 東方國籍消費者滿意度與消費者展現友好行為關係
之階層回歸分析表.............. 44
表 4-11 西方國籍消費者滿意度與消費者展現友好行為關係
之階層回歸分析表.............. 46
表 4-12 不同國籍消費者滿意度對消費者展現友好行為之影
響分析表.................. 48





圖目錄
圖 3-1 研究流程圖................. 16
圖 3-2 研究架構圖 ................. 17
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