臺灣博碩士論文加值系統

建築師屬於「專業、科學及技術服務業」，提供符合顧客需求之優質服務，是維繫其競爭力、未來獲利能力及追求永續經營的首要課題。然而單是提供完善的服務品質仍是不足的，更重要的是能與顧客建立長期的關係，追求全方位的顧客滿意。越來越多研究以顧客滿意度作為診斷產品或服務績效的準則，然而對於建築師而言，相關之研究仍相對闕如，因此本研究嘗試建構一種評估建築師服務品質與顧客滿意度的模式。
本研究首先探討國內建築師經營現況，再藉由問卷調查國內學校機關對於建築師所提供服務的評價，並運用部分最小平方演算法(Partil Least Square algorithm)分析驗證美國顧客滿意度指標模式(American Customer Satisfaction Index；ACSI)應用於我國建築師的適用性與解釋力，結果發現透過對問卷加入更多引言及說明，能較符合ACSI模式的原意並於模式驗證上得到較好的效果。另外，受訪之承辦人員對於建築師的顧客滿意度分數不高(48.42分)，顯示國內學校機關對於建築師所提供的服務感到不甚滿意，因此建築師必須加以檢討改進，以改善顧客對建築師專業的信賴與滿意。
本研究再透過PZB服務品質概念模式(PZB model)，探討我國建築師服務品質並建構其策略管理矩陣，分析結果找出22個業主期望與建築師實際表現之間落差最大的服務項目，可將其作為優先改善的重點，藉以提供建築師改善服務品質的具體指導方向，進而提升顧客滿意度及維繫其競爭力。

Architect profession belongs to the professional technical service industry. In order to maintain their competitiveness, earning capability in the future, and pursuance of the continuous operation in the business, the most important issue is to provide customers outstanding services which cohere with the customers’ requests. However, perfect service quality is not sufficient. To provide satisfaction to customers in all aspects, the critical issue is to build a long-term cooperative relationship with customers. There is an increase in many research fields on customer satisfaction rate. The customer satisfaction rate has been widely used as a principle to measure the achievement and performance of the products or services. However, in the architect profession, the related research is insufficient. Therefore, the goal of this research is to build a model which evaluates the service quality of the architects and the customer satisfaction rate.
Firstly, we discuss the current operation situation of the domestic architects. Secondly, a questionnaire survey study is conducted at the domestic schools and institutions to investigate the reputation of the architect services. Moreover, we use the questionnaire results and Partil Least Square algorithm to verify the applicability and explanation sufficiency of the American Customer Satisfaction Index (ACSI) applying to domestic architects in Taiwan. By having more introduction and explanation in the questionnaire, we found that a better model verification result can be acquired and the original concept of the ACSI model would be maintained. In addition, the interviewed agency representatives give mid-low grades (48.42) to the customer satisfaction rate of the architects. This fact shows that domestic schools and institutions are not satisfied at the services provided by the architects. Therefore, architects should review and strengthen their services to improve the satisfaction rate and confidence of their customers.
This research also investigates the service quality of the domestic architects and establishes the strategy management matrix by adapting PZB model. The analysis result finds 22 services categories in which the largest differences exist between proprietor’s expectation and architects’ performance. To provide the guidance of improving the service quality to architects, we suggest these 22 service categories as the factors which need to be enhanced at first. Furthermore, architects can improve the customer satisfaction rate and maintain their competitiveness.

摘要 III
Abstract IV
誌謝 VI
目錄 VII
圗目錄 IX
表目錄 X
第1章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究對象與範圍 2
1.4 研究流程 2
第2章 文獻回顧 4
2.1 我國建築師事務所經營現況 4
2.1.1 建築師專業角色之轉變及發展背景 4
2.1.2 我國建築師事務所經營現況 5
2.1.3 建築師於工程生命週期各階段專業服務內容 7
2.2 服務品質 13
2.2.1 服務品質的定義 13
2.2.2 服務的特性 14
2.2.3 服務品質之模式 15
2.2.4 服務品質之衡量 17
2.3 顧客滿意度 21
2.3.1 顧客滿意度的定義 21
2.3.2 顧客滿意評量模式 22
2.4 服務品質與顧客滿意度之關聯性 24
2.5 顧客滿意度指標 25
2.5.1 各國顧客滿意度指標 25
2.5.2 美國顧客滿意度指標模式架構及變量 29
2.5.3 美國顧客滿意度指標模式的特性 32
2.5.4 美國顧客滿意度指標模式的研究效益 33
2.6 小結 35
第3章 研究設計與方法 36
3.1 研究架構 36
3.2 研究假設 37
3.3 問卷設計 40
3.3.1 顧客滿意度問卷 41
3.3.2 服務品質問卷 46
3.4 資料分析方法 51
3.4.1 敘述性統計方法 51
3.4.2 信度與效度分析 51
3.4.3 結構方程模式分析 52
3.4.4 重要程度與績效分析 58
第4章 實證資料分析 60
4.1 問卷回收樣本資料分析 60
4.1.1 問卷回收概況 60
4.1.2 基本資料分析 60
4.2 信效度分析 61
4.2.1 信度分析 61
4.2.2 效度分析 66
4.3 敘述統計分析 68
4.4 研究模型檢定 76
4.4.1 研究假說檢定 76
4.4.2 顧客滿意度分數 78
4.5 IPA策略管理矩陣 80
4.6 課題討論 99
4.6.1 顧客滿意度部分 99
4.6.2 服務品質部分 101
4.7 小結 103
第5章 結論與建議 104
5.1 研究結論 104
5.1.1 建築師顧客滿意度指標模式 104
5.1.2 建築師服務品質 105
5.1.3 建築師顧客滿意度與服務品質評估模式 106
5.2 後續研究建議 106
參考文獻 107
附錄A ACSI結構方程模式 115
附錄B 服務品質問卷平均值分析 117
附錄C 問卷內容 124

一、中文部分
【1】王文楷，「我國建築師服務品質之研究」，國立成功大學建築研究所，碩士論文，2006。
【2】王志中，「以中小企業成長階段理論應用於建築師事務所之研究」，淡江大學建築研究所，碩士論文，1997。
【3】王紀鯤，「建築師執業型態與權責劃分之研究」，內政部建研所籌備處，1991。
【4】王紀鯤，「建築師執業型態與權責劃分之研究摘要」，台北市建築師公會，1999。
【5】王紀鯤，「我國加入世界貿易組織(WTO)對建築師執業衝擊之初探」，建築學會會刊，3月號，2002。
【6】石瑞彰，「台灣地區建築師事務所組織型態之研究」，淡江大學建築研究所，碩士論文，1986。
【7】江宏凱，「從建築師事務所至建設公司─走出一個屬於自己的創作間」，建築師雜誌，2月號，1988。
【8】行政院公共工程委員會，政府採購法， http://www.pcc.gov.tw
【9】李友錚、賀力行、姜吉生、連秋月，「國家顧客滿意指標之發展與建構」，品質月刊，第52-56頁，2005。
【10】李佩娗，「網路銀行服務品質與顧客滿意度之研究」，國立成功大學統計學研究所，碩士論文，2004。
【11】李重耀，「對建築師應有的基本認識」，建築師雜誌，1月號，1976。
【12】卓坤鉎，「台灣地區建築師事務所經營趨勢之研究」，國立成功大學建築研究所，碩士論文，2000。
【13】林季葦，「銀行服務品質與顧客滿意度之研究」，國立成功大學統計學研究所，碩士論文，2006。
【14】周泰華、黃俊英、郭德賓，「服務品質與顧客滿意評量模式之比較研究」，輔仁管理評論，第6卷第1期，第37-68頁，1995。
【15】施正之，「建築師事務所服務品質研究」，淡江大學建築研究所，碩士論文，1996。
【16】徐裕健，「台灣建築師專業角色功能及專業危機」，華梵學報，1月號，1993。
【17】陳怡君，「百貨公司化妝品顧客滿意度之研究」，國立台灣大學國際企業研究所，碩士論文，2006。
【18】陳華偉，「工程專案管理服務品質、服務價值、滿意度與顧客行為意向關係之研究」，國立交通大學土木工程研究所，碩士論文，2006。
【19】陳耀光，「建築師功能角色之轉變」，成大建築簡訊，6月號，2002。
【20】許峰賓，「我國建築師服務品質評估之研究─以公部門觀點為例」，國立成功大學建築研究所，碩士論文，2006。
【21】梁志隆，「台北大眾捷運系統服務品質與顧客滿意度之研究」，國立中山大學公共事務管理研究所，2000。
【22】梁燕，「顧客滿意度研究述評」，北京工商大學學報第22卷，第2期，2007。
【23】張世典，「建築師的執業角色與社會責任」，建築師雜誌，12月號，1987。
【24】游欣怡，「工程專案管理顧客滿意度研究」，國立交通大學土木工程研究所，碩士論文，2007。
【25】黃啟芳，「建築師事務所經營規劃模式之研究」，國立成功大學建築研究所，碩士論文，2000。
【26】曾聖雅，「信用卡產業之消費者滿意模型之研究」，國立台灣大學國際企業學系，碩士論文，1996。
【27】經濟部商業司，顧客滿意提昇計畫，http://sqin.cpc.org.tw/csi
【28】蔣永寵，「國外顧客滿意度技術引介」，http://sqin.cpc.org.tw/csi/2004index.htm
【29】蘇雲華，「服務品質衡量方法之比較研究」，國立中山大學企業管理研究所，博士論文，1996。

二、英文部分
【1】Anderson,Eugene W. & Sullivan, M.W., “The Antecedents and Consequences of Customer Satisfaction for firms,” Marketing Science,Vol.12,pp. 125-143,1993.
【2】Anderson, Eugene W., Fornell, Claes and Lehmann, Donald R. “Customer Satisfaction, Market Share, and Profitability: Findings From Sweden,” Journal of Marketing, pp.53-55, 1994.
【3】Anderson, W. E. and C. Fornell,“Foundations of American Customer Satisfaction Index,＂ Total Quality Management, Vol. 11(7),pp.869-882.,2000.
【4】Andreassen, T. W. and L. Bodil, “Customer Loyalty and Complex Service： The Impact of Corporate Image on Quality Consumer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise”, International Journal of Service Industry Management,Vol.9, pp7-23,1998.
【5】Bigne, J. E., Sahchez, M. I. & Sanchez, J., “Tourism Image, Evaluation Variables and After Purchase Behaviour: Inter-relationship”,Tourism Management, Vol.22, 607-616, 2001.
【6】Bolton, R. N. and J. H. Drew, “A Multistage Model of Consumers’ Assessments of Service Quality and Value”, Journal of Consumer Research, Vol.17, pp.375-384, 1991.
【7】Brown, Tom J., Gilbert A. Churchill, Jr. and J. Paul Peter, “Research Note：Improving the Measurement of Service Quality,” Journal of Retaling, Vol.69 , Spring, pp. 127-139, 1993.
【8】Bearden, W. O. and J. E. Teel, “Some Determinants of Consumer Satisfaction and Complaint Reports”, Journal of Marketing Research, Vol.20(February), pp. 21-28,1983.
【9】Carmines, Edward G. and Richard A. Zeller, “Reliability and Validity Assessment”, Beverly Hills, CA: Sage Publications, 1979
【10】Churchill, G. A. and C. Surprenant, “An Investegation into the Determinant of Customer Satisfaction”, Journal of Marketing Research, Vol. 19(Nov), pp. 491-504. 1982.
【11】Churchill, G.A. and Peter, J.P., ”Research design effects on the reliability of rating scales, a metaanalusis,” Journal of Marketing Research,Vol/ 21,pp.360-375., 1984
【12】Cronin, J. Joseph and Steven A. Taylor, “Measuring Service Quality：A Reexamination and Extension, ”Journal of Marketing, Vol. 56, pp55-68, 1992
【13】Cronin, J. Joseph, Brady, M. K. & Hult, G. T. M., “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, Vol.76, 193-218, 2000.
【14】Cardozo, R. N., “An Experimental Study of Customer Effort, Expectation and Satisfaction”, Journal of Marketing Research, Vol. 2, pp. 244-249. 1965.
【15】Chapman, R. G., “Brand Performance Comparative”, Journal of Products & Brand Management, Vol.2, NO.1 ,pp.42-50, 1993.
【16】Chin, W. W., “The partial least squares approach to structural equation modeling”, In Marcoulides, G. A., editor, Modern methods for business research, Mahwah, NJ: Lawrence Erlbaum Associates, p. 295-236, 1998.
【17】Efron, B., “Bootstrap methods: Another look at the Jackknife”, Annals of Statistics 7: 1-26, 1979.
【18】Engel, J. F., R. D. Blackwell, and P. W. Miniard, “Consumer Behavior”, 8th Ed., New York: The Drydden, pp.365, 1995
【19】Fornell, C. & Larcker, D.F., “Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistic”, Journal of Marketing Research, No. 18 , 1981,pp.382-388.
【20】Fornell, C.,”A National Customer Satisfaction Barometer: The Swedish Experience”，Journal of Marketing, Jan, pp.1-21., 1992.
【21】Fornell, C. &Cha, J.”Partial Least Squares”. In Bagozzi, R.p.(Ed.), Advanced Methods of Marketing Research, Cambridge, Massachusetts: Blackwell, pp.52-78. 1994
【22】Fornell, C., Michael D.J., Eugene, W.A., Jaesung, C., & Barbara, E. B.”The American customer satisfaction index: nature, purpose, and finding”, Journal of marketing, Vol.60, pp.7-18. 1996.
【23】Fornell, C., Michael D.J., Eugene, W.A., Jaesung, C.,&Barbara,E.B., ”The American customer satisfaction index: nature, purpose, and finding”, Journal of marketing, Vol.60,pp.7-18.,1996.
【24】Fornell, C., Mithas, S., Morgeson, F. and Krishnan, M.S., “Customer Satisfaction and Stock Prices: High Returns, Low Risk”, Journal of Marketing, Vol. 70 , pp.3–14, 2006.
【25】Fishbein, M. and Ajzen, I. , “Belief, Attitude Intention and Behavior：An Introduction to Theory and Research”, Reading, MA：Addison-Wesley,1975.
【26】Hirschman, A. O. “Exit, Voice and Loyalty: Responses to Decline in Firms, Organizations and States, Cambridge. ”MA: Harvard University Press, 1970.
【27】Hempel, Donald J., “Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement”, in the Conceptualization of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, ed., Cambriage, Mass: Marketing Science Institute, 1977.
【28】Hollenhorst, S., Olson, D., and Fortney, “Use of Importance-Performance Analysis to Evaluate State Park Cabins: The Case of the West Virginia State Park Syste,” Journal of Park and Recreation Administration, Vol.10, No.1, pp.1-11., 1992.
【29】Hsu, S.-H., W.-H. Chen and M.-J. Hsieh, “Robustness Testing of Pls, Lisrel, Eqs and Ann-Based Sem for Measuring Customer Satisfaction”, Total Quality Management & Bbusiness Excellence, 17(3): 355-371, 2006.
【30】Ittner, C.D., Larcker, D.F. , “Measuring the impact of quality initiatives on firm financial performance”, Advances in the Management of Organizational Quality, Vol. 1 pp.1-37.,1996.
【31】Jen-Ruei Fu, Visual PLS 1.04b1, http://www2.kuas.edu.tw/prof/fred/vpls/, accessed J 2007.
【32】Kotler, Philip,“ Marketing Management: Analysis. Planning. Implementation, and control, “(9th ed.), Prentice Hall Inc. 1997.
【33】Kristensen, K., Martensen, A. & Gronholdt, L., “Customer satisfaction measurement at Post Denmark: Results of application of the European Customer Satisfaction Index Methodology”, TOTAL QUALITY MANAGEMENT, VOL.11, NO.7, pp.S1007-S1015, 2000.
【34】Miller, John A., “ The Conceptualization of Consumer Satisfaction And Dissatisfaction”, Marketing Science Institute, 1979.
【35】Martin J., “As Customers Go, So Goes the Dow”, Fortune, 137(3)：168-169.,1998
【36】Mazvancheryl S.K., Anderson E. W. and Fornell C., “Customer Satisfaction and Shareholder Value: The Association Between ACSI and Tobin's q”, National Quality Research Center, Working Paper Series, W00-027.,2000.
【37】Nunnally, J., “Psychometric Theory”, New York: McGraw-Hill, 1978.
【38】Nguyen, N. and Le.Blanc, G.,“The Mediating Role of Corporate Image on Customers’ Retention Decisions: An Investigation in Financial Services,” International Journal of Bank Marketing , 16（2）, 52-65,1998.
【39】Oliver, R. L., "A Cognitive Model of the Antecedents and Consquences of Satisfaction Decisions," Journal of Marketing Research, Vol.17（4）, pp.491-504, 1980.
【40】Oliver, Richard L. “What is customer satisfaction ”,Wharton magazine, Vol.5，(spring)，pp36-41, 1981.
【41】Oliver, Richard L., “Cognitive, Affective, and Attribute Base of the Satisfaction Response,”Journal of Consumer Research, Vol.20, December , pp.418-430, 1993.
【42】Parasuraman, A., Valarie A. Zeithaml, and Leonard L.Berry,”A Conceptual Model of Service Quality and Its implications for Future Research,” Journal of Marketing, Vol.49, Fall, pp.44, 1985.
【43】Parasuraman, A., V. A. Zeithaml and L. L. Berry, “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, No.64, pp.12-40, 1988.
【44】Patterson, Paul G. and Richard A. Spreng., “Modeling the Relationship between Perceived Value, Satisfaction, and Repurchase Intentions in a Business-to-Business, Service Context: An Empirical Examination.” International Journal of Service Industry Management, vol. 8, pp.414-434. 1997.
【45】Sasser, E. W., O. R. Paul, and W. D. Daryl, Management of Service Operation: Text and Cases”Alley and Bacon Inc, 1978.
【46】Swan, J.E. and L.J. Comb, “Produce Performance and Consumer Satisfaction: A New Concept.”, Journal of Marketing, pp.3-8, 1976.
【47】Spreng, R. A., and Olshavsky, R. W. “A Desires Congruency Model of Consumer Satisfaction”, Journal of the Academy of Marketing Science (21:3), pp.169-177,1993.
【48】Tes, David K. and Peter C. Wilton,“Models of Consumer Satisfaction Formation: An Extension”, Journal of Marketing Research, 25 (May), pp.204-212, 1988.
【49】Varki, S. and Colgate, M., “The Role of Price Perceptions in an Integrated Model of Behavioral Intentions” ,Journal of Service Research, 3 (3), pp. 232-240,2001.
【50】Wold, H., “Systems under indirect observation using PLS”, in Fornell, C. ASecond Generation of Mutivariate Analysis, New York: Praeger, p.325-347,1982.
【51】Yi, Youjae, "The Determinants of Consumer Satisfaction: The Moderating Role of Ambiguity", in Advance in Consumer Research, Leigh McAlister and Michael L. Rothschild, eds., 20, pp.502-506. 1993.
【52】Zeithaml, Valarie A. and Mary Jo Binter, “Service Marking”McGraw-Hill,37. 1996.