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研究生:林瑞蘭
研究生(外文):Jui-Lan Lin
論文名稱:證券營業員之服務行為對服務滿意影響之研究
論文名稱(外文):Effects of securities trader’s service behavior on service satisfaction
指導教授:黃豪臣黃豪臣引用關係
指導教授(外文):Hao-Chen Huang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:商務經營研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
畢業學年度:100
語文別:中文
論文頁數:90
中文關鍵詞:服務行為顧客滿意度顧客忠誠度
外文關鍵詞:Service BehaviorCustomer SatisfactionCustomer Loyalty
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本研究目的為探討證券營業員服務行為對顧客滿意度及顧客忠誠度之影響。本研究建構一個理論模型以檢驗變數之間的關係,資料以問券方式蒐集,並以迴歸分析檢測三個假說。本研究以台南地區以南195位證券投資顧客為研究對象,實證結果顯示: 證券營業員角色內服務行為與顧客滿意度有顯著正向影響,其次證券營業員角色外服務行為與顧客滿意度亦有顯著正向影響,且顧客滿意度與顧客忠誠度有顯著正向影響。本研究之研究成果,期望能提供給對證券業者做為增進顧客對證券商忠誠度相關決策的參考,以提升企業營運績效與能力,追求證券商與顧客雙贏的局面。
The purpose of this study: investigate the impact of the securities specialist service behavior on customer satisfaction and customer loyalty. This study set up a theoretical model to verify the effect between variables. All data were gathered by questionaries and applied regression analysis to examinate three hypotheses. The subject of this study were 195 security investment customers who live in Tainan and the southern area. The findings were : the in-role behavior of securities specialist has significantly positive effect on customer satisfaction. Secondly, the extra-role behavior of securities specialist also has remarkably positive effect on customer satisfaction. Customer satisfaction and customer loyalty are with highly positive effect. Hopefully, the result of this study can be as a reference for increasing customer loyalty to security firm, improving the operation efficiency, achieve the win-win situation for both security firm and customers.
中文摘要………………………………………………………………………….…ii
英文摘要…………………………………………………………………….………iii
目錄………………………………………………………………………………… iv
表目錄…………………………………………………………………………….…vi
圖目錄……………………………………………………………………………… iX

第一章 緒論..........................................................................................................1
1.1 研究動機與目的...............................................................................1
1.2 研究問題...........................................................................................2
1.3 研究流程...........................................................................................3
1.4 研究內容與範圍...............................................................................5
第二章 文獻探討..................................................................................................6
2.1 服務品質...........................................................................................9
2.2 服務行為..........................................................................................22
2.3 顧客滿意度......................................................................................33
2.4 顧客忠誠度......................................................................................38
第三章 研究方法與設計.....................................................................................47
3.1 研究架構..........................................................................................47
3.2 研究假說...........................................................................................48
3.3 變數操作性定義與衡量...................................................................49
3.4 資料蒐集...........................................................................................52
3.5 資料分析方式..................................................................................54
第四章 實證分析結果.......................... ..............................................................56
4.1 敘述統計分析...............................................................................56
4.2 排序分析......................................................... ...........................57
4.3 因素分析................ ....................................................................62
4.4 迴歸分析.....................................................................................65
4.5 變異數分析.................................................................................68
第五章 研究結論與建議..................................................................................77
5.1 研究結論.....................................................................................77
5.2 建議.............................................................................................79
5.3 研究限制.....................................................................................80
5.4 未來究方向.................................................................................81
參考文獻............................................................................................................82
附錄:研究問卷...................................................................................................86
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