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研究生:李明鴻
研究生(外文):Ming-houng Lee
論文名稱:關係投資與服務品質對顧客忠誠度之關係研究-以顧客滿意度為中介變數
論文名稱(外文):A STUDY ABOUT RELATIONSHIP INVESTMENT AND SERVICE QUALITY ON CUSTOMER LOYALTY-THE INTERMEDIARY VARIABLE OF CUSTOMER SATISFACTION
指導教授:范惟翔范惟翔引用關係
指導教授(外文):Wei-shang Fan
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:114
中文關鍵詞:服務品質關係投資顧客忠誠度顧客滿意度
外文關鍵詞:Service QualityCustomer LoyaltyCustomer SatisfactionRelationship Investment
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  隨著國內金融市場的開放與業務型態的轉變,農會所面對之競爭愈趨劇烈。農會之存在對臺灣農業扮演著重要角色,如何與顧客維繫關係成為農會生死存亡的重要課題。「顧客」是農會的命脈,是農會利潤的來源,為了獲取顧客的付出,以維繫信用部的運轉,農會就必須使顧客不斷的感受到其所提供之產品與服務具有特殊價值,進而增加顧客的滿意度。而提昇顧客的滿意度後,還要促進顧客的重複購買。如何抓住顧客進行產品或服務的長期交換與建立顧客的忠誠度,進而創造長期利潤,是當今農會努力的目標。
 
  本研究主要是以嘉義市農會做為研究的對象,運用結構方程模式進而探討農會之關係投資、服務品質、顧客滿意度與顧客忠誠度四者之間的關聯性。樣本資料問卷共計發放360份,平均發放於嘉義市農會所屬的六個分部中,合計共取得有效問卷303份,回收率為84%。
 
  研究結果顯示,本研究之理論模式驗證關係投資對服務品質具有直接正向影響;關係投資對顧客滿意度具有直接正向影響;關係投資對顧客忠誠度具有直接正向影響;服務品質對顧客滿意度具有直接正向影響;服務品質對顧客忠誠度不具有直接正向影響;顧客滿意度對顧客忠誠度具有直接正向影響。
  With the opening of domestic financial markets and changes in business patterns, Farmers’ Associations are faced with increasingly intense competitions. Farmers’ Associations play an important role in Taiwan’s agriculture. How to maintain the relationships with their customers has become an important issue of life and death for Farmers’ Associations. "Customers" are the lifeblood and the source of profits of Farmers’ Associations. In order to get the customers’ pay and to maintain the functioning of the credit department, Farmers’ Associations have to let their customers keep feeling the products and services provided are of particular value, thereby increasing customer satisfaction.After improving customer satisfaction, they still have to promote the customer''s repeat purchase. Nowadays, the target of the efforts of Farmers’ Associations is to seize the hearts of the customers to conduct the long-term exchanges of products or service and establish customer loyalty, thus creating perennial profits.
 
  Chiayi City Farmers’ Association is taken as the main object of study in this research, by using structural equation modeling to further explore the connection among the four: relationship investment of Farmers’ Association, service quality, customer satisfaction and customer loyalty. A total of 360 questionnaires were equally distributed in six subsections belonging to Chiayi City Farmers’ Association. The recovery rate was 84%, with 303 valid questionnaires retrieved.
 
  The results show that a theoretical model of this study verify the relationship investment has a direct positive effect on service quality; relationship investment has a direct positive effect on customer satisfaction; relationship investment has a direct positive effect on customer loyalty; service quality has a direct positive effect on customer satisfaction; service quality has not a direct positive effect on customer loyalty; customer satisfaction has a direct positive effect on customer loyalty.
中文摘要 i
英文摘要 iii
目錄 v
表目錄 ix
圖目錄 xi
 
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
 
第二章 文獻回顧 6
2.1 關係投資 6
2.1.1 關係投資的定義 6
2.1.2 關係投資的衡量構面 9
2.2 服務品質 11
2.2.1 服務的定義 11
2.2.2 品質的定義 11
2.2.3 服務品質的內涵 13
2.2.4 服務品質之構面 20
2.2.5 服務品質之衡量 23
2.2.6 提升服務品質的策略 26
2.3 顧客滿意度 27
2.3.1 顧客的定義 27
2.3.2 顧客滿意度之構面 31
2.3.3 顧客滿意度之決定因子 33
2.3.4 顧客滿意度的衡量 35
2.4 顧客忠誠度 39
2.4.1 顧客忠誠度的定義 39
2.4.2 忠誠度的重要性 43
2.4.3 忠誠度的衡量方式 43
2.5 各變項間相關研究 46
2.5.1 關係投資對服務品質、顧客滿意度、顧客忠誠度之關聯性探討 46
2.5.2 服務品質對顧客滿意度之關聯性探討 48
2.5.3 服務品質對顧客忠誠度之關聯性探討 50
2.5.4 顧客滿意度對顧客忠誠度之關聯性探討 51
 
第三章 研究方法 54
3.1 研究架構 54
3.2 研究假說 55
3.3 研究變數之操作性定義與衡量內容 55
3.3.1 關係投資 55
3.3.2 服務品質 56
3.3.3 顧客滿意度 57
3.3.4 顧客忠誠度 58
3.4 問卷設計與資料收集 60
3.4.1 問卷設計 60
3.4.2 問卷發放與回收 60
3.5 資料分析方法 61
3.5.1 敘述性統計分析 61
3.5.2 信度分析檢測方式 61
3.5.3 效度分析檢測方式 62
3.5.4 皮爾森(Pearson)相關分析 62
3.5.5 結構模式配適值檢測方法 62
 
第四章 研究結果與分析 64
4.1 樣本之描述性統計分析 64
4.2 信度與效度分析 66
4.2.1 信度分析 66
4.2.2 探索性因素分析 68
4.2.3 驗證性因素分析 71
4.3 相關分析 76
4.4 模式配適度分析 77
4.4.1 模式內在結構配適度 77
4.4.2 整體模式配適度 80
4.4.3 假設驗證 82
4.4.4 中介效果討論 83
4.4.5 研究路徑係數模型 84
 
第五章 結論與建議 87
5.1 研究結論 87
5.2 實務意涵 90
5.2.1 關係投資對服務品質、顧客滿意度與顧客忠誠度皆具有直接顯著正向影響 90
5.2.2 顧客滿意度的中介效果 91
5.3 研究限制與建議 92
 
參考文獻 94
一、中文部分 94
二、英文部分 97
 
附錄 研究問卷 111
個人簡歷 114
中文部份
 
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