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研究生:周文亮
研究生(外文):Wen-liang Chou
論文名稱:供電服務品質、價格、企業形象與顧客滿意度關係之實證研究
論文名稱(外文):An Empirical Study the relationship among Service Quality, Price, Corporate Image, and Customer Satisfaction on Power Dispatch
指導教授:郭倉義郭倉義引用關係
指導教授(外文):Tsuang Kuo
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:115
中文關鍵詞:服務品質顧客滿意企業形象
外文關鍵詞:Service qualityCustomer satisfactionCorporate image
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中文摘要
電力是鋼廠最主要的動力能源,供電服務品質與鋼廠整體績效息息相關,面對全球化的競爭勢必更加嚴峻,為因應內外環境之競爭與創造企業競爭力,如何提供更高的服務品質,讓顧客滿意,成為鋼廠供電部門今後的關鍵績效指標。
本研究實證評量鋼廠供電服務品質與顧客滿度,以PZB服務品質模式與顧客滿意的理論為基礎,針對大鋼廠用電部門人員為研究對象,並採用績效與期望差距衡量模式來衡量供電服務品質,以探討供電服務品質、企業形象、價格與顧客滿意度之間的關聯性。並研究人口統計變項,對供電服務品質、企業形象、價格與顧客滿意度是否有顯著的差異,以了解個別化的需求。本研究主要結論如下:
1.服務品質對顧客滿意度具有顯著的正向影響;企業形象對顧客滿意度具有顯著的正向影響;價格對顧客滿意度及服務品質具有顯著的正向影響。
2.服務品質量表經由因素分析結果,共萃取出反應性、關懷性、可靠性、安全有形性、保證性共五個因素構面,但僅有反應性與關懷性二項因素構面會顯著影響顧客滿意度。
3.對顧客滿意度的影響力分析,發現企業形象對顧客滿意度的影響力最大,其次是服務品質,第三是價格。
4.比較「直接衡量績效法」及「績效與期望差距法」的服務品質衡量模式,發現「直接績效衡量法」對顧客滿意度的解釋能力較高(42.2%),其「關懷性」的重要性大於「反應性」,和績效與期望差距衡量法之衡量結果相反。
5.人口統計變項僅有少部分呈現顯著性的差異。
關鍵詞:服務品質、顧客滿意度、企業形象
Abstract
Power electricity is the main energy for steel factory, the service quality on power dispatch to be linked with the whole performance of steel factory, face more serious challenge from the global competition, for managing the competition of inner and outer environment and creating corporate competitive advantages, how to provide higher service quality to reach customer satisfaction, become the key performance index for Power Dispatch Department in the future.
This study represents an empirical assessment of service quality and customer satisfaction. The main structure and assessment are based on the PZB conceptual mode of service quality evaluation form “ SERVQUAL ” and customer satisfaction theory, research objects are the customers of power consumer in steel factory, the study explored the relationship among customer satisfaction, service quality, corporate image, and price.
The main conclusions are as follows:
1. Service quality has a positive effect on customer satisfaction; Corporate image and price of service have positive effect on customer satisfaction; The price of service directly influences service quality.
2. There are five dimensions extracted to evaluate the service quality on power dispatch, including reliability, empathy, responsiveness, assurance and safety tangibles. To evaluate the customer satisfaction, there are two out of five dimensions were statistically significant related to customer satisfaction.
3. The impact on customer satisfaction, the corporate image is the most important factor to customer satisfaction, service quality next and price last from this study.
4. This research compares SERVQUAL and SERVPERF evaluating models of service quality, the result is “ SERVPERF ” has higher explanation ability (42.2%) on customer satisfaction, and empathy is a more important factor than responsiveness , but this is reverse of SERVQUAL.
5. Partial demographic statistics variable have significant differences to service quality, price, Corporate image, and customer satisfaction.
Keywords: Service quality, Customer satisfaction, Corporate image
論文提要.....................................................................................................iii
中文摘要.....................................................................................................iv
Abstract.......................................................................................................v
誌謝詞.........................................................................................................vi
目 錄.........................................................................................................vii
表目錄.........................................................................................................ix
圖目錄.........................................................................................................xii
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 研究流程.............................................................................3
第四節 論文架構.............................................................................4
第二章 文獻探討.....................................................................................6
第一節 供電服務品質.....................................................................6
第二節 價格與企業形象.................................................................19
第三節 顧客滿意度.........................................................................24
第四節 供電服務品質、價格、企業形象與顧客滿意度之間的
關聯性..................................................................................................26
第三章 研究方法.....................................................................................31
第一節 研究架構.............................................................................31
第二節 變項之定義與衡量方法.....................................................32
第三節 研究設計與研究假設.........................................................34
第四節 研究對象與問卷處理.........................................................36
第五節 資料分析方法.....................................................................39
第四章 資料分析.....................................................................................47
第一節 調查結果概況.....................................................................48
第二節 供電服務品質之因素分析.................................................60
第三節 信度與效度之檢定.............................................................64
第四節 供電服務品質、價格、企業形象與顧客滿意度關係
之實證分析............................................................................................66
第五節 提高供電服務品質與滿意度之策略分析.........................73
第五章 結論與建議.................................................................................83
第一節 研究結論 ...........................................................................83
第二節 管理上的涵義.....................................................................88
第三節 研究限制及後續研究建議.................................................93
參考文獻.....................................................................................................95
附錄一 本研究問卷.................................................................................100
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