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研究生:李韻茹
研究生(外文):Yun-Ju Lee
論文名稱:以顧客參與觀點探討芳香療法產業的顧客滿意度
論文名稱(外文):Exploration of Customer Satisfaction in Aromatherapy Industry – A Perspective from Customer Participation
指導教授:張少樑張少樑引用關係
指導教授(外文):Shao-Liang Chang
學位類別:碩士
校院名稱:明道大學
系所名稱:管理研究所
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:2009
畢業學年度:97
語文別:中文
論文頁數:130
中文關鍵詞:顧客參與、顧客滿意度、芳香療法
外文關鍵詞:Customer ParticipationCustomer SatisfactionAromatherapy
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隨著消費者意識逐漸抬頭,企業必須快速、準確地掌握顧客需求,並且將顧客參與視為提升顧客滿意度途徑之一,給予顧客高度的服務體驗。所以,本研究以芳香療法產業為研究產業,希望藉由顧客參與提高其整體滿意度,並增加顧客的體驗經驗。
本研究先以質性研究法進行實地觀察並深入訪談顧客與芳療師,配合文獻探討以形成理論架構;再以量化研究發放問卷進行調查,共回收259份問卷;其後再利用線性結構關係模式(LISREL),驗證本研究所建立的各項研究假說。研究發現,以認知品質對顧客滿意度正向影響較高;而影響途徑最佳者為參與動機會藉由對認知品質的影響進而影響顧客滿意度。
With the rise of consumer awareness, enterprises must quickly and accurately grasp and respond to customer needs, and encourage customers to participate in the service procedure as one of the ways to enhance customer satisfaction for a high degree of customer service experience. Therefore, this research takes the fragrant therapy industry as the research object, hoping to find out the mechanism through which customer participation can influence customer satisfaction for further increasing customer's experience.

In this study, a qualitative study was conducted at first through field observations and in-depth interviews with customers and Aromatherapy practitioners, combining with literature reviews to construct the theoretical structure; a quantitative study was then conducted to verify the structure proposed through questionnaire survey. A total of 259 valid samples were collected, and the research hypotheses were testified through the linear structure relationship (LISREL) analysis. The study found that the perceived quality has a higher influence on customer satisfaction and the motivation to participate will positively influence customer satisfaction through the mediation of perceived quality.
摘要 I
Abstract II
致謝 III
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 4

第二章 文獻探討 6
第一節 芳香療法 6
第二節 顧客參與 8
第三節 顧客滿意度 13
第四節 顧客參與和顧客滿意度 21

第三章 研究設計 22
第一節 研究方法與資料收集 22
第二節 質性研究分析 24
第三節 研究架構與假說 32
第四節 資料分析方法 39
第五節 問卷設計 42

第四章 研究結果 44
第一節 敘述性統計分析 44
第二節 人口統計變數與各變項之變異數分析 48
第三節 驗證性因素分析 52
第四節 各變數間的影響效果分析 72

第五章 結論與建議 79
第一節 研究結論 79
第二節 研究建議 84
參考文獻 87
一、中文文獻 87
二、英文文獻 88
附錄一:訪談逐字稿 96
附錄二:人口統計變數對各研究變項之平均數差異檢定與變異數分析 112
附錄三:正式問卷 119
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