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研究生:彭群皓
研究生(外文):Peng,Chun-Hao
論文名稱:寵物店顧客滿意度、服務品質及行為意向之相關研究
論文名稱(外文):Research on Customer Satisfaction, Service Quality and Behavioral intention: Based on Kaohsiung Pet Market
指導教授:吳岱儒吳岱儒引用關係
指導教授(外文):Wu,Tai-Ju
口試委員:林坤霖何晉滄
口試委員(外文):Lin, Kuen-LinHo,Chin-Tsang
口試日期:2012-07-21
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:2012
畢業學年度:100
語文別:中文
論文頁數:79
中文關鍵詞:寵物服務品質顧客滿意行為意向
外文關鍵詞:PetService QualityCustomer SatisfactionBehavior Intention
相關次數:
  • 被引用被引用:5
  • 點閱點閱:627
  • 評分評分:
  • 下載下載:62
  • 收藏至我的研究室書目清單書目收藏:2
摘要

現今普遍晚婚的社會環境,對於單身年輕族群或是都市人來說,飼養寵物能夠排除寂寞也具有娛樂的綜合效果,除了可以增加自身的安全感與情感上的慰藉之外,也可以降低生活中的壓力。除此之外,由於少子化時代來臨,飼養寵物風行,寵物已經真正成為家中重要的一份子,加上近年來國民所得提升,更帶動了寵物市場以及相關產業的快速成長。本研究以顧客為研究對象,回收有效問卷267份並且採用線性結構方程式來驗證服務品質、顧客滿意度與行為意向三者間的關聯性並且使用T檢定與單因子變異數分析驗證人口統計變項與服務品質、顧客滿意度與行為意向有何關係。研究結果顯示:(1)服務品質對顧客滿意度具有顯著的影響(2)顧客滿意度對行為意向具有顯著的影響(3)服務品質對行為意向具有顯著的影響。

Abstract

The purpose of this research is to investigate the relationships among customer satisfaction, service quality and behavioral intention of pet shops To investigate the relationship of each variable, this study has examined Goodness-of-Fit Index (GFI) by Structural Equation Modeling (SEM).In addition this study according to data analysis by Paired-Samples t Test. In this study, took the customer who have the experience of taking the pet shop as sample. This study applied the descriptive statistics to illustrate the demographic variables, service quality, and customer satisfaction. The empirical findings are summarized as following:(1) The different socio-economic backgrounds of customer have significant different opinion on service quality, customer satisfaction, and behavioral intention. (2) customer satisfaction has significant positive impact on behavioral intention. (3) Service quality has significant positive impact on customer satisfaction.

目錄
中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
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 研究範圍與限制 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 寵物美容店起源與分類 5
第二節 服務品質 8
第三節 顧客滿意度 14
第四節 行為意向 21
第五節 顧客滿意度、服務品質與行為意向之關係 23
第三章 研究設計 26
第一節 研究架構 26
第二節 研究假設 27
第三節 研究變數與操作性定義 28
第四節 問卷設計 31
第五節 資料收集方法 36
第六節 資料分析方法 37
第四章 研究結果分析 40
第一節 研究樣本之人口統計分析 40
第二節 主要研究構面之描述性統計量 44
第三節 信度分析 47
第四節 個人統計變項對顧客之差異性分析 49
第五節 整體之驗證 54
第六節 研究假設驗證結果 55
第七節 訪談分析 56
第五章 研究結論與建議 58
第一節 研究結論 58
第二節 管理意涵 60
第三節後續研究建議 61
參考文獻 62
附錄 研究問卷 70
表目錄
表2-1-1各型態寵物店比較 7
表3-3-1 SERVQUAL量表構面與認知之項目 28
表3-3-2 PZB行為意向量表 30
表3-4-1 知覺服務品質問項設計 32
表3-4-2滿意度問項設計 33
表3-4-3行為意向問項設計 34
表4-1-1顧客期待中的寵物店 41
表4-1-2顧客期待中的寵物店 41
表4-1-3顧客基本資料 43
表4-2-1服務品質平均數與標準差 45
表4-2-2顧客滿意度平均數與標準差 46
表4-2-3行為意向平均數與標準差 47
表4-3-1各構面之信度整理 48
表4-4-1不同性別顧客對於知覺服務品質之差異性 50
表4-4-2不同婚姻狀態顧客對於服務品質之差異性 50
表4-4-3不同婚姻狀態顧客對於滿意度之差異性 51
表4-4-4不同職業對於服務品質之差異性變異數分析 51
表4-4-5不同職業對於反應性之事後比較 51
表4-4-6不同職業對於服務滿意度之差異性變異數分析 52
表4-4-7不同職業對於一般服務之事後比較 52
表4-4-8不同教育程度對於服務品質之差異性變異數分析 52
表4-4-9不同教育程度對於有形性之事後比較 52
表4-4-10不同平均月收入對於行為意向之差異性變異數分析 53
表4-4-11不同平均月收入對於轉換、內部回應之事後比較 53
表4-5-1 整體關係配適度指標 54
表4-5-2總體產業整體關係係數表 54
表4-6-1研究結果整理表 55
表7-1-1寵物消費者資料整理 56
表7-1-2寵物消費者對的寵物店看法 57
表7-1-3如何訴說寵物店的優劣 57
圖目錄
圖1-4-1研究流程 4
圖 2-2-1 PZB 服務品質觀念模式 13
圖2-3-1顧客忠誠度模式 15
圖2-3-2顧客知覺服務品質與顧客滿意度 17
圖2-3-3期望模型路徑 19
圖2-4-1信念、感覺、態度、行為意向與行為之關係 22
圖3-1-1研究架構圖 26
圖4-5-1整體驗證圖 55


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