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研究生:陸孟節
研究生(外文):Meng-Chieh Lu
論文名稱:影響國際快遞服務顧客知覺價值與顧客行為關係之研究
論文名稱(外文):The Effects of Express Services, Value Perception and Customer Behavior
指導教授:謝佳宏謝佳宏引用關係
指導教授(外文):Cha-Hung Hsieh
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理學院高階經理碩士學程
學門:商業及管理學門
學類:其他商業及管理學類
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:106
中文關鍵詞:服務復原整合能力顧客行為知覺價值價格接受度服務品質國際快遞
外文關鍵詞:ExpressService QualityPrice AcceptibilityIntegration DynamiceValue Perception
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由於全球化的時代來臨,全球企業主基於產業分工策略,紛紛將生產製造及供應鏈佈局全球,在此經濟發展的趨勢下,國際運輸扮演著主要串聯的功能。如何成為一個讓企業(顧客)信賴及提供優質服務品質的快遞業者,是當前重要的課題,來提高顧客對服務價值的認知,以正面影響顧客後續的行為意向。
本研究採用PZB衡量服務品質的方式,修改成適合國際快遞業的問卷,並運用SPSS12.0版本進行統計資料分析。目的在以顧客的觀點探討國際快遞業服務品質、服務復原、整合能力、價格接受度與知覺價值及顧客行為意向等變數之間的關聯性,以提供國際快遞業決策之參考。除此之外,探討不同顧客的產業型態對於國際快遞業服務品質、服務復原、整合能力、價格接受度與知覺價值間的差異性。本研究針對在某家知名全球國際快遞開立帳號之顧客進行問卷隨機抽樣調查,調查期間為97年3~4月,共計發放150份問卷,回收問卷數為125份,其中有效樣本計117份。
研究結果發現:在不同產業類型中,電腦電子業等科技產業對服務品質、服務復原及整合能力的重視度較其他產業來得高,價格接受度亦較高,而進出口貿易及雜貨業的顧客群,對價格接受度具較低。此外,於本研究得知顧客知覺價值受到服務品質及服務復原部分影響,並且會對整合能力與價格接受度顯著的影響,而知覺價值對顧客形為意向亦有顯著的影響及預測力。簡而言之,顧客對服務品質的「有形性」、服務復原的「補救措施」及整合能力重視程度越高及價格接受度越高則顧客在服務認知的價值越高,當顧客的認知價值越高時,對其後之選擇意願也越高。此結果提供給國際快遞業者做為訂定整體服務的方向及策略參考,並給予後續研究者建議。
As the age of globalization has arrived, to implement the strategy of cross work, international corporations are setting up their manufacturing plants and supply chain points worldwide. Under this economy development trend, international logistic solution plays a significant role in linking up their supply chains. At this moment, it’s most crucial for express carriers to provide needed services and become a trusted partner of global corporations. It will then raise customers’ recognition for the value of services, and positively affect their behaviors and decision-makings.
This study has taken the PZB method for evaluating service quality, revised the survey to fit international express industry, and utilized SPSS 12.0 for analyzing data. The objective is to study, from customers’ point of views, about the interconnection of various factors, including service quality, service recovery, integration capability, price acceptance, cognitive value and customer behaviors. Moreover, this report also studies how various customer industries differ in their perceptions on the above factors. This study has been done by randomly interviewing customers who have set up accounts with a worldwide renowned international express carrier. The period of study was between March and April of 2008. In total, 150 questionnaires were distributed, 125 were returned with 117 qualified samples.
The study shows various industries differ in their needs and perceptions. High-tech and computer industries have more concerns on service quality, service recoveries and integration abilities than other industries; therefore, they can accept higher prices. Trading industry is less convinced to pay higher prices. In addition, the study reveals the fact that customers’ cognitive value can be affected by service quality and service recovery, and can in turns impact the perception of integration ability and price acceptance. Furthermore, customers’ cognitive value can be impacted by service quality and service recovery ability; in turns, it has effect on integration capability and price acceptance. Ultimately, cognitive value can affect and forecast on customers’ behaviors. In shorts, once customers have greater value for the tangible characteristics of service quality, the corrective action provided from service recoveries and the ability to integrate, they will have higher price acceptance and cognitive value. When their cognitive value rises, they are more willing to commit to the service. This study result can be provided to international express carriers for establishing services and strategies, and be the reference for future studies.
圖 目 錄 IV
表 目 錄 V
第1章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 3
1.3 研究對象與範圍 4
1.4 研究流程 5
第2章 文獻探討 6
2.1 知覺服務品質 6
2.2 價格接受度 9
2.3 顧客知覺價值 9
2.3.1顧客知覺價值之定義 10
2.3.2 顧客知覺價值之衡量 11
2.3.3 小結 12
2.4 整合能力 13
2.4.1 整合能力之定義及內涵 13
2.4.2 整合能力之構面 14
2.4.3 整合能力的衡量 16
2.4.4 小結 16
2.5 服務復原之意涵蓋論 17
2.5.1 服務失誤之概念與定義 17
2.5.2 服務復原之定義與概述 18
2.6 顧客行為 20
2.6.1行為意向的概念 20
2.6.2顧客行為的衡量 21
2.6.3小結 22
第3章 研究方法 24
3.1 概念性研究架構 24
3.2 研究假說 25
3.3 變數的操作性定義及衡量 27
3.3.1服務品質之構面 27
3.3.2 服務復原之構面 28
3.3.4 價格接受度之構面 29
3.3.5 顧客知覺價值之構面 30
3.3.6 顧客行為之構面 30
3.4 問卷設計 31
3.4.1 衡量構面之問卷內容 32
3.5 抽樣設計 35
3.5.1 研究對象與抽樣方法 35
3.5.2 問卷發放與回收 35
3.6 資料分析方法 36
3.7 統計方法 37
第4章 研究結果與分析 38
4.1 敘述統計分析 38
4.1.1產業概況變數之敘述統計分析 38
4.1.2 服務品質構面之敘述統計分析 42
4.1.3服務復原構面之敘述統計分析 43
4.1.4整合能力構面之敘述統計分析 44
4.1.5價格接受度構面之敘述統計分析 44
4.1.6知覺價值之敘述統計分析 45
4.1.7顧客行為構面之敘述統計分析 45
4.2 信、效度分析 46
4.2.1 建構效度及因素命名 46
4.2.2 信度分析 55
4.3 假說驗證 56
4.3.1 服務品質與知覺價值之關係 56
4.3.3 服務復原與知覺價值之關係 57
4.3.4 整合能力與知覺價值之關係 58
4.3.2 價格接受度與知覺價值之關係 58
4.3.5知覺價值與顧客行為之關係 59
4.4 差異分析 60
4.4.1顧客不同屬性與「服務品質」之差異關係 60
4.4.2 顧客不同屬性與「服務復原」之差異關係 62
4.4.3 顧客不同屬性與「整合能力」、「價格接受度」、「知覺價值」、「顧客行為」之差異關係 64
資料來源:本研究整理 66
4.4.4 顧客不同屬性對「服務品質」及「服務復原」差異之關係之深入驗證 67
4.4.5 顧客不同屬性對「整合能力」、「價格接受度」、「知覺價值」、「顧客行為」差異之關係之深入驗證 68
第5章 結論與建議 71
5.1 研究結論 71
5.2 研究建議 78
5.3 研究之限制 83
5.4 後續研究之建議 83
參考文獻 84
附錄一 問卷內容 89
一、英文部份
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2.Brown, Stephen W., “Service Recovery Through IT Complaint Andling Will Differentiate Firms in The Future,” Marketing Management, Fall, 1997.
3.Christo, B., “An Experimental Study of Service Recovery Options,” International Journal of Service Industry Management, Vol. 8, 1997, pp.110-130.
4.Cronin, J.J.Jr., M.K.Brady and G.T. Hult, “Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intensions in Service Environments,” Journal of Retailing, Vol. 76, 2000, pp.193-218.
5.Daft, Richard L. and Raymond A. Noe, Organizational Behavior, Orlando:Harcourt, Inc., 2001.
6.Dodds, Monroe, K.B. and Grewal, D., “Effects of Price, Brand, and Store Information on Buyers'' Product Evaluation,” Journal of Marketing Research, Vol. 28, 1991, pp.307-319.
7.Dodds, William B., Kent B. Monroe and Dhruv Grewal, “Effects of price, Brand and store information on Buyer’s Product Evaluations,” Journal of Marketing Research, 1991, pp.307-319.
8.Dickson, Peter R. and Alan G. Sawyer, “The Price Knowledge and Search of Suppers,” Journal of Marketing, Vol. 54, 1990, pp.42-53.
9.Engel, J.F., R. D. Blackwell, and P. W. Miniard, Consumer Behavior, 8th Edition, Now York:The Drydden, 1995, pp.365.
10.Fredericks, Joan O. and James M. Salter II, “Beyond Customer Satisfaction,” Management Review, 1995, pp.29-31.
11.Garvin, David A., “What Does Product Quality Really Mean,” Sloan Management Review, Fall, 1984, pp.25-43.
12.Garbarino, Ellen and Mark S. Johnson, “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, Vol. 63, 1999, pp.70-87.
13.Gilly, M. C., “Post Complaint Processes: From Organization Response To Repurchase Behavior,” Journal of Consumer Affairs, Vol. 32, 1987.
14.Goodwin, Cathy and Ivan Ross, “Consumer Responses to Service Failure: Influence of Procedural and Interaction Fairness Preceptions,” Journal of Business Research, Vol. 25, 1992, pp.149-163.
15.Grant, R. M., “Prospering in Dynamically-Competitive Environments: Organization Capability as Knowledge Integration,” Organization Science, Vol.7, No. 4, 1996, pp.375-387.
16.Grewal, A. Parasuraman Dhruv, “The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda,” Journal of the Academy of Marketing Science, 2000, pp.168-174.
17.Grewal, Dhruv, Kent B. Monroe and R. Krishnan, “The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value and Transaction Value and Behavioral Intentions,” Journal of Marketing, Vol. 62, 1998, pp.46-59.
18.Gronroos, Christian, “Service Quality: The Six Criteria of Good Perceived Service Quality,” Review of Business, Vol. 9, 1988.
19.Hoffman, K., Douglas, Scott, W., Kelley and Holly, M., Rotalsky, “Tracking Service Failures and Employee Recovery Efforts,” Journal of Service Marketing, Vol. 9 No. 2, 1995.
20.Iansiti, M., and Clark, K. B, “Intergration and Dynamics Capability: Evidence from Product Development in Automobile and Mainframe Computers,” Industrial and Corporate Change, Vol. 3, 1994, pp.557-605.
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22.Kahn K. B, “Market Orientation, Interdepartmental Integration, and Product Development Performance,” Journal of Production Innovation Management, Vol. 18, 2001, pp.314-323.
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二、中文部分:
1.王瑗,『貨櫃海運業服務品質之研究-以國內某海運公司為研究對象』,國立台北大學企業管理學研究所碩士論文,民國88年6月。
2.余雅文,『企業動態能力之探就與衡量』,嘉義大學管理研究所碩士論文,民國92年7月。
3.杜壯,『服務復原管理概念性模式之建構』,國立交通大學經營研究所之博士論文,民國89年7月。
4.侯孝瑞,『服務品質對顧客滿意度之時正研究-以某國際快遞為例』,銘傳大學國際企業研究所之碩士論文,民國95年6月。
5.許婷婷,『組織整合機制、知識整合與新產品開發績效之關聯性』,義守大學管理研究所碩士論文,民國92年6月。
6.郭福坤,『國際快遞業顧客美意度與忠誠度之時正研究』,高雄第一科技大學行銷與流通管理研究所碩士論文,民國92年7月。
7.黃皓正,『整合能力與創業導向對自數學習績效之影響』,銘傳大學國際企業研究所碩士論文,民國94年6月。

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