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研究生:簡禎瑩
研究生(外文):CHEN- YING CHIEN
論文名稱:服務品質、關係品質、對於顧客滿意與顧客忠誠度之影響─以內政部入出國及移民署為例
論文名稱(外文):The Impact of Service Quality and Relationship Quality on Customer Satisfaction and Customer Loyalty - The Case Study of National Immigration Agency
指導教授:周秀蓉周秀蓉引用關係
口試委員:洪淑玲陳國雄
學位類別:碩士
校院名稱:正修科技大學
系所名稱:經營管理研究所
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:2011
畢業學年度:99
語文別:中文
中文關鍵詞:服務品質關係品質顧客滿意顧客忠誠度移民署
外文關鍵詞:service qualityrelationship qualitycustomer satisfactioncustomer loyaltyNational Immigration Agency
相關次數:
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本研究旨在探討赴內政部入出國及移民署(以下簡稱移民署)洽公之民眾,對移民署服務之感受及影響。而本研究的研究範圍與對象,是以移民署內部與外來洽公的民眾為主要研究對象,藉由問卷調查及統計分析結果,來瞭解洽公民眾在人口統計變數、服務品質、關係品質、顧客滿意與顧客忠誠度等方面之特點,以提供移民署實施策略擬定所需的資訊;同時,瞭解赴移民署洽公之民眾在不同變數的差異,進而提出對移民署在服務方面的建議。
總計問卷共發放400份,扣除無效問卷32份,有效問卷為368份,有效問卷回收率為92.0%。根據所回收368份有效問卷,而進行人口統計變數分析。本研究根據研究目的與研究假設,使用SPSS 12.0統計分析軟體進行資料分析,將量化問卷結果加以分析、歸納與解釋。
研究結果發現:赴移民署洽公之民眾在服務上整體滿意度傾向正面的態度。人口統計變項中性別以男性略多;年齡分佈於20~50歲之間的居多;教育程度以大專以上居多,其中以大學學歷最多;職業別以軍公教人員最多;婚姻則以已婚者居多。
本研究期望藉由對赴移民署洽公之民眾之瞭解,建立赴移民署洽公之民眾特性與人口統計等基礎資料,以提供給本研究之移民署,在營運及行銷方面能更符合民眾的需求。
This study aims to explore how people are influenced and impressed with the service given by National Immigration Agency (NIA) when they go for business. The research objects mainly focus on the staff who works at NIA and people who go to NIA for business. With the help of questionnaire survey and statistics analysis, the characteristics of the demographic variables including service quality, relationship quality, customer satisfaction and customer loyalty can be understood. Such information can be served as guidelines for NIA’s strategy making. Meanwhile, by understanding the differences among different variables from people who go to NIA for business, service suggestions can be provided to NIA.
The questionnaires are 400 in total, 32 invalid and 368 valid. The return percentage of the valid questionnaires is 92.0%. An analysis of the demographic variables is made based on the returned 368 valid questionnaires. To respond the research objective and the research hypotheses, SPSS 12.0 statistical software is used for data analysis. The results of the quantitative questionnaires are analyzed, induced and interpreted.
The results show people tend to have positive attitudes in the overall service satisfaction. The findings from the different demographic variables are in the following. For gender, male exceeds; for age, the range is mainly from 20 to 50; for education, the degree beyond college, especially university, stands out; for occupation, soldiers, civil servants and teachers excel and for marital status, married people go beyond.
The purpose of this study is to set up basic data regarding people’s characteristics and demography through the understanding of people who go to NIA for business. Such information can be provided to NIA for better responses to people’s needs in business operations and marketing.
目錄
中文摘要…………………………………………………………………………………… i
Abstract…………………..…………………………………………………………………ii
目錄………………………...……………………………………………………………….v
表目錄……………………...…………………………………………………………...…vii
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………………………...…………………………………...………3
第三節 研究流程………………………...…………………………………...………4
第四節 論文大綱………………………...……...……………………………………5
第二章 文獻探討………………………...……………………...…………………………6
第一節 關係行銷…………………………...……...…………………………………6
第二節 關係品質…………………………...……….………………………………15
第三節 服務品質……………………………...………….…………………………25
第四節 顧客滿意……………………………...…………….………………………39
第五節 顧客忠誠度…………………………...………………….…………………59
第六節 各變數之關係探討…………………………………………………………68
第三章 研究設計………………………………...…………………………………….…73
第一節 研究架構…………………………...…………………………………….…73
第二節 研究範圍與對象……………………………...………………………….…74
第三節 研究假設…………………………...………………………………….……77
第四節 研究變數之操作型定義………………………………...………….………78
第五節 問卷設計………………………………...………………………….………80
第六節 資料分析方法………………………………...…………….………………90
第四章 資料研究與分析…………………………………………………………………93
第一節 樣本資料分析………………………………………………………………94
第二節 信度分析…………………………………...….……………………………99
第三節 描述性統計分析............…………...…………….………………………..103
第四節 差異性分析…………………………...…………….……………………..111
第五節 相關分析……………………………...…………………….……………..155
第六節 迴歸分析…...……………………………………………….……………..165
第七節 徑路分析……………...……………………………………….…………..170
第五章 結論與建議………………………...…………………………….……………..178
第一節 結論…………………...………………………………………….………..178
第二節 建議…………………...……………………………………….…………..181
參考文獻…………………………………...…………………………………………….184
一、 中文文獻…………………...…………………………………………….184
二、 英文文獻…………………...…………………………………………… 192
附錄:問卷……………...………………………………………………………………..209
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