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研究生:廖英傑
研究生(外文):Ying-Chieh Liao
論文名稱:以服務品質、服務功能探討眼鏡業消費者購買因素之研究
論文名稱(外文):Exploring Crucial Factors that Affect Consumer''s Purchase Decisions Based on Service Qualities and Service Functions
指導教授:林津瑩林津瑩引用關係
指導教授(外文):Jin-Ying Lin
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理碩士在職專班
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:97
語文別:中文
論文頁數:118
中文關鍵詞:眼鏡業服務品質服務功能
外文關鍵詞:optical industryservice qualityservice functionality
相關次數:
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本研究以服務品質構面與服務功能構面探討影響消費者購買之重要影響因素,因此選擇與台灣人生活上不可或缺的眼鏡業為產業對象,透過問卷調查訪問消費者的重要性認知與重視程度認知資料。由於目前我國眼鏡業經營形態及經營環境,與世界其他國家不盡相同,而有關於我國眼鏡業服務品質的相關研究非常缺乏,因此本研究主要採取探索性(Exploratory)的資料研究為主,以SERVQUAL量表為基礎,先分析加權重修正的SERVQUAL量表,再選取合適的加權重法,然後萃取消費者認為最重要的影響因素,再分析影響因素比重,研究目的欲了解消費者購買眼鏡最重視的因素及了解影響消費者購買主要影響因素。
  本研究主要發現如下:
一、 在消費者資訊缺乏的情境下,消費者容易以商品價格廣告與硬體環境設備等「有形性」構面為主要考量因素,但是在評估是否再次消費或進一步成為該公司的忠實客戶,眼鏡公司的專業能力就成為最主要的影響因素。
二、 驗光師與服務人員的專業能力是消費者最重視的部份。
三、 驗光師的專業技術屬於內隱知識,業者運用電視廣告或其他傳播媒介,將無形的專業能力有形化,強化業者專業能力的形象。將無形的內隱知識有形化,除了有助於提高顧客信任度也奠定消費者的忠誠度。
四、 在驗光師法尚未實施前,眼鏡業者若能提供消費者評斷眼鏡公司專業能力的衡量工具或指標,將有助於提高顧客滿意度,進而提高客戶的忠誠度。在驗光師法實施後,眼鏡業者需強化專業能力並將專業能力有形化,藉以創造與同業間的差異條件,提高自身的競爭力。
This research is exploring influential factors on customer’s purchase decisions in terms of service quality and functionality, thus we chose the optical industry which is highly related to people’s daily life in Taiwan and using questionnaire to identify the key influential factors of purchase decisions and the level of importance. As the nature of Taiwan optic industry’s operation practices and business environment is unique from other countries, leaving related researches about service quality of Taiwan optical industry are extremely limited. Therefore this research is mainly basing on exploratory data research, adopting weight adjusted SERVQUAL model, analyzing proper weighting methods and then extracting the most critical inferential factors and the weighting. The purpose of research is to identify the most important factors and related influential factors of customer’s purchase decisions in the optical industry.
  Key findings of this research are as below:
1. Consumers are easily influenced by products’ exterior characteristics such as price, commercials and shopping environment, as well as store image, professional competence, public praise and past experience. But when accessing the willingness of re-consumption, professional competence turns out the most important influential factor.
2. The professional competence of optometrists and service representatives is the most valuable part from consumers’ point of view.
3. The professional competence of an optometrist is interior knowledge. Optical companies rely on commercials or other media to concertize the professional competence and reinforce companies’ professional image. Transforming invisible interior knowledge into explicit appealing can help to earn customers’ trust and ground loyalty.
4. Prior the implementation of the optometry practice law, it can help to earn customers’ trust and ground loyalty if optical companies can provide specific ways of professional competence measurement for consumers and transform invisible interior knowledge into explicit appealing. After taking effect of the law, an optical company then needs to focus on reinforcing its professional competence and concertizing the ability, in order to differentiate itself from peers and raise its competiveness.
謝誌………………………………………………………………………… I
中文摘要 …………………………………………………………………… II
英文摘要 …………………………………………………………………… III
目錄………………………………………………………………………… V
表目錄 …………………………………………………………………… VIII
圖目錄 ……………………………………………………………………… X
第一章 緒論 ……………………………………………………………… 1
第一節 研究背景與動機 …………………………………………… 1
第二節 研究目的 …………………………………………………… 6
第三節 研究流程 …………………………………………………… 7
第二章 文獻探討 ………………………………………………………… 8
第一節 服務品質 …………………………………………………… 9
第二節 服務品質衡量模式 ………………………………………… 12
第三節 專業能力 …………………………………………………… 19
第四節 顧客滿意 …………………………………………………… 21
第五節 消費者的購買決策 ………………………………………… 24
第三章 眼鏡產業 ………………………………………………………… 24
第一節 眼鏡產業現況分析 ………………………………………… 27
第二節 視光學教育 ………………………………………………… 37
第四章 研究方法 ………………………………………………………… 40
第一節 研究架構 …………………………………………………… 41
第二節 問卷設計 …………………………………………………… 46
第三節 問卷信度與效度檢定 ……………………………………… 46
第五章 資料分析 ………………………………………………………… 48
第一節 樣本分析 …………………………………………………… 48
第二節 重要性分析 ………………………………………………… 53
第三節 重視程度分析 ……………………………………………… 60
第四節 跨構面重視程度分析 ……………………………………… 63
第五節 不同的權重值加重方法 …………………………………… 67
第六節 三種不同權重的解釋力比較 ……………………………… 75
第七節 αxε 二維矩陣 …………………………………………… 82
第八節 與相關研究結果之比較 …………………………………… 88
第六章 結論與建議 ……………………………………………………… 90
第一節 研究結果 …………………………………………………… 90
第二節 研究貢獻 …………………………………………………… 95
第三節 研究限制 …………………………………………………… 96
第四節 後續研究 …………………………………………………… 97
參考文獻 ………………………………………………………………… 98
中文部分 ……………………………………………………………… 98
英文部分 ……………………………………………………………… 100
附錄一:研究問卷 ……………………………………………………… 105
一.中文部分
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