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研究生:林俸禎
研究生(外文):Fong-Jhen Lin
論文名稱:社群遊戲服務補救之知覺公平與補救滿意度、忠誠度之關係
論文名稱(外文):The Relationship among Perceived Justices of Service Recovery, Satisfaction with the Recovery, and Loyalty:The Case of Social Network Games
指導教授:莊淑婷莊淑婷引用關係陳慧秋陳慧秋引用關係
指導教授(外文):Shu-Ting ChuangHuei-Ciou Chen
學位類別:碩士
校院名稱:僑光科技大學
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
畢業學年度:99
語文別:中文
論文頁數:73
中文關鍵詞:知覺公平補救滿意度整體滿意度顧客忠誠度
外文關鍵詞:perceived justicesrecovery with satisfactionoverall customer satisfactioncustomer loyalty
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網際網路的興起,促進人們的生活和資訊傳播的變革,進而改變生產、工作、學習與生活方式。根據台灣網路資訊中心統計,造訪網絡社群的人口高達560萬人,而社群網站也逐漸由靜態的社交網站服務轉換成高互動性的動態網站。社交網站帶來的影響不僅有網路社群行為,最明顯的是網頁遊戲風氣的興起,開心農場、開心水族箱等小遊戲崛起,證明擁有龐大會員粉絲的社群網站商機無限。「開心農場」曾經是最受歡迎的網頁遊戲之ㄧ,但由於系統程序缺陷(BUG)和農災等問題,使得玩家對開心農場的滿意度節節下滑。服務缺失的補救對於社群網站的經營的成功與否實有舉足輕重之影響,過去文獻指出,服務缺失的補救對於業者能否留住客戶,有著絕大的影響,因此,本研究目的旨在探討社群網站服務業者服務補救、知覺公平與補救滿意度、忠誠度之相關聯性。 本研究採自填式問卷,以曾經經歷服務失誤並獲得補救的開心農場玩家為受測對象,並取得有效問卷共226份,本研究使用SPSS12.0套裝軟體及結構方程模型(SEM)作為分析工具,來驗證所提出研究架構之合理性以及變項間之因果關係,其結果為:(一)分配公平和互動公平正向影響補救滿意度,程序公平對補救滿意度不顯著;(二) 分配公平和程序公平對整體滿意度不顯著,互動公平正向影響整體滿意度; (三) 補救滿意度正向且顯著影響忠誠度;(四) 補救滿意度正向且顯著影響整體滿意度;(五) 整體滿意度正向且顯著影響顧客忠誠度;最後根據研究結果提供社群網站經營管理者理論與實務上的建議。
The rise of internet has transformed produce, work, learn and live. According to the Taiwan Network Information Center count, visit the online community's population up to five million sixty thousand people. The impact of social networking sites not only bring the behavior of the social interaction, but also emerge web game. Happy Farm was one of the most popular web game once. Even the best network community game at times suffer from some form of service failure, for instance BUG or record disappear. Players have the feeling that displeasure. Therefore, a successful website depends on service recovery. This paper investigates the relationships among service recovery, recovery satisfaction, overall customer satisfaction, and customer loyalty in network community game. The study data were collected from a sample of 226 players. Analysis using structural equation modeling reveals. According to the research result indicate that distributive justice and interactional justice has positive effect on recovery satisfaction, interactional justice has positive effect on overall customer satisfaction, recovery satisfaction has a highly significant positive effect on loyalty, recovery with satisfaction has a highly significant positive effect on overall customer satisfaction, overall customer satisfaction has a highly significant positive effect on loyalty. Finally, the results provide help for Practice area.
中文摘要i
英文摘要ii
目錄iii
表目錄v
圖目錄vi
第一章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究目的4
第四節 研究流程5
第二章 文獻探討7
第一節 社交網站─Facebook文獻探討7
第二節 服務失誤相關文獻探討8
第三節 服務補救相關文獻探討10
第四節 知覺公平相關文獻探討11
第五節 顧客滿意度…15
第六節 顧客忠誠度…17
第三章 研究方法19
第一節 研究架構19
第二節 研究假設與推論20
第三節 研究變項之操作性定義與衡量24
第四節 研究設計30
第五節 資料分析方法31
第四章 研究結果與發現33
第一節 樣本分析33
第二節 信效度分析36
第三節 結構方程模式41
第五章 結論與建議44
第一節 研究結果44
第二節 研究建議47
第三節 研究限制49
第四節 後續研究建議49
參考文獻50
附錄一 問卷58
一、中文部份
1.李盈穎(民99 年1 月25 日)。朱學恆六問開心農場創辦人。商業周刊,1157。取自http://www.businessweekly.com.tw/article.php?id=39034
2.李碧瑜(民95),以公平理論觀點探討網路商務模式之服務補救,逢甲大學企業管理所碩士論文,台中。
3.胡柏舟、黃章嘉(民98),Facebook參與者之休閒效益初探,2009 年國際體育運動與健康休閒發展趨勢研討會專刊,雲林:雲林科技大學休閒運動研究所。
4.陳璋玲、伍帆亮(民95),嘉義市國際管樂節活動吸引力、滿意度與忠誠度關係及願付價格之研究,旅遊管理研究,6(1),101-123。
5.張宏生、劉小瑋(民96),台灣線上遊戲業服務失誤類型與服務補救關係之初探,2007 年中華商管科技學會年會暨學術研討會論文集,台南:南台科技大學管理學院。
6.程永明(民99),公平基礎下之服務補救與服務失誤嚴重性對顧客關係維繫之影響-以國道長途客運為例,顧客滿意學刊,6(2),203-243。
7.羅之盈(民99 年3 月7 日)。數位時代/2010台灣網站100強 社群引爆六個趨勢。今日新微網。取自
http://www.nownews.com/2010/03/07/91-2577177.htm
8.鄭紹成(民87),服務失誤類型之探索性研究—零售服務業顧客觀點,管理評論,17(2),25-43。
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三、網站資料
1.Facebook官方網站,http://www.facebook.com.
2.台灣網路資訊中心,「2010年台灣網路使用調查」,http://statistics.twnic.net.tw/query/survey-query.cgi。
3.創市際市場研究顧問,「開心農場是最多台灣網友使用的Facebook應用程式」http://www.insightxplorer.com/news/news_09_17_09.html.
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