臺灣博碩士論文加值系統

隨著消費者意識的抬頭，廠商必須重新檢視與顧客之間的關係，提供高品質的產品成為競爭優勢的來源，因此尋找有助於顧客滿意度的因素成為行銷領域中重要的議題，對任何企業而言，首要活動就是維持顧客，若想在競爭激烈的市場中脫穎而出，滿足顧客的需求是非常重要的，許多公司為了找出顧客滿意度、品牌忠誠度，不惜投入大量的時間和資源。
本研究之主要目的為探討筆記型電腦之服務品質、產品品質對顧客滿意度與品牌忠誠度之影響，了解品牌對於消費者之關連特性。利用問卷調查的方式，並將回收之資料進行統計分析，以了解此研究之架構。
服務滿意度評估的模式中以Parasuraman 、Zeithaml和Berry三位教授提出的服務品質觀念模式，又簡稱P.Z.B 模式，最為學術界、企業界所常引用，本研究以P.Z.B.模式為基礎，以問卷調查方式，期盼了解廠商所提供的各項「服務品質」、「產品品質」與「顧客滿意度」、「品牌忠誠度」之間的相關性問題。
研究發現：服務品質、產品品質將對顧客滿意度造成正向影響，並且顧客滿意度會對忠誠度造成正向之影響。透過此研究，期望能提供企業提升顧客滿意度與品牌忠誠度之參考依據。

With the rising awareness of consumerism, firms need to reexamine their relationship with consumers. As a result, services provided to satisfy consumers become strategic tools. To provide careful and high quality service will undoubtedly be a source of competitive advantage. Hence, searching for factors conducive to consumer satisfaction is an important issue in the marketing area. To any business, retaining consumers is the business activity prior to all others. If they want to be the winners in the competitive market, meeting customer’s demand is very important. That is, pursuing consumer satisfaction is their objective. Besides, consumer satisfaction can affect brand loyalty, and customer brand can also affect consumer-purchasing behavior. In an intensely competitive environment, many companies spend substantial time and resources on finding out customer satisfaction and their brand loyalty issues.
The main purpose of this research is to study the influence of service quality, product quality of notebook PC on the customer satisfaction and brand loyalty and join concept of brand, understand brand correlation of characteristic regarding the consumer. Using questionnaire survey''s method, and carry on data of recovery by statistics analysis to understand structure of this research.
Among all the service satisfaction evaluation patterns, the service quality level, by Parasuraman 、Zeithaml and Berry, is the most common quoted and adapted one, also called, P.Z.B. Model. This thesis research is under the base of P.Z.B.Model, through the census data to profoundly exam the connection which the Post-Sale service offered, service quality, product quality, customer satisfaction level and brand loyalty.
The research finds that service quality, product quality will have forward influence to customer degree of satisfaction, and customer satisfaction will have forward influence to brand loyalty. By this research, expected that can provide enterprise to understand how to promote customer degree of satisfaction and brand loyalty of reference.

目錄
目錄 I
表目錄 III
圖目錄 V
第一章 緒論 1
1.1研究背景 1
1.2研究動機 3
1.3研究目的 4
1.4研究流程 5
第二章 文獻探討 7
2.1品質認知、產品品質之相關文獻 6
2.2服務品質相關文獻 12
2.3顧客滿意度 17
2.4品牌忠誠度 22
第三章 研究方法 27
3.1研究架構 27
3.2研究假說 28
3.3研究變數之定義與衡量 29
3.4問卷設計抽樣設計 37
第四章 研究結果與分析 40
4.1 研究對象基本分析 40
4.2 因素分析 43
4.3信度與效度檢定 48
4.4各變數之相關分析 51
4.5各變數的關聯性分析 53
第五章 結論與建議 56
5.1研究結論 56
5.2管理意涵與行銷建議 57
5.3研究限制 58
參考文獻 59
附錄一 本研究問卷 64


表目錄
表1- 1 2003年~2007年全球筆記型電腦桌上型電腦的出貨量比較 1
表1- 2 2007年全球品牌筆記型電腦出貨量 3
表2- 1 學者對認知產品品質的定義 9
表2- 2 SERVQUAL(PZB)量表的衡量 17
表2- 3 忠誠度衡量構面整理表 26
表3- 1 研究假說 29
表3- 2 產品特性衡量問卷題項 30
表3- 3 產品利益衡量問卷題項 31
表3- 4 產品形象衡量問卷題項 31
表3- 5 網際網路線上服務及原始SERVQUAL構面之比較 32
表3- 6 服務保證性衡量問卷題項 33
表3- 7 服務可靠性衡量問卷題項 34
表3- 8 服務反應性衡量問卷題項 34
表3- 9 服務關懷性衡量問卷題項 35
表3- 10服務有形性衡量問卷題項 35
表3- 11顧客滿意度衡量問卷題項 36
表3- 12品牌忠誠度衡量問卷題項 37
表4- 1 研究樣本回收之整理表 40
表4- 2 研究樣本基本資料之整理表 42
表4- 3 KMO統計量的判斷原理 43
表4- 4 產品品質量表之因素負荷量 44
表4- 5 服務品質量表之因素負荷量 45
表4- 6 顧客滿意度量表之因素負荷量 46
表4- 7 品牌忠誠度量表之因素負荷量 46
表4- 8 本研究萃取因素之命名與因素負荷量 47
表4- 9 本研究問卷各問項信度檢定表 49
表4- 10 本研究分析變數各相關分析係數表 52
表4- 11 產品品質各構面對顧客滿意度之模式摘要 53
表4- 12 產品品質各構面對顧客滿意度迴歸分析 53
表4- 13 服務品質各構面對顧客滿意度之模式摘要 54
表4- 14 服務品質各構面對顧客滿意度迴歸分析 54
表4- 15 滿意度對品牌忠誠度模式摘要 54
表4- 16 顧客滿意度面對品牌忠誠度迴歸分析 55
表4- 17 假說驗證結果 55


圖目錄
圖1- 1 2003年~2007年全球筆記型電腦桌上型電腦的年成長率比較 2
圖1- 2 2007年台灣筆記型電腦市場佔有率分配圖 4
圖1- 3 研究流程 6
圖2- 1 產品品質的組成要素 10
圖2- 2 認知服務品質模型 14
圖2- 3 PZB服務品質模型 16
圖2- 4 美國顧客滿意度指標模式 21
圖3- 1 本研究架構圖及假說 27

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