臺灣博碩士論文加值系統

摘要
隨著時代潮流的轉變，人們對於黃金的消費需求也跟著改變。從過去買黃金保值的觀念，逐漸轉變為追求時尚流行的精品。金飾珠寶業一直隨著台灣經濟發展而日新月異，新的商品、新的研發一直不落其他行業之後，產業競爭尤其激烈。許多金飾珠寶店將服務品質視為顧客是否再購要件，隨著消費意識抬頭，消費者對於服務的認知價值愈來愈重視。因此，服務品質往往是決定消費者滿意與否的重要依據，而金飾珠寶店與消費者之間的信任是其能夠維持顧客是否滿意且順利進行交易的關鍵因素。
在顧客導向的現代，顧客掌握了公司的命運，為能創造和保有顧客，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以增加顧客滿意度。良好的顧客關係亦是公司重要的無形資產，公司必須了解顧客真正的需求，才能有效的掌握商機。而金飾珠寶業與顧客之間關係直接且密切，更需要利用顧客關係管理，以維持顧客忠誠。
本研究旨在探討服務品質、商品知覺價值、顧客關係管理、顧客滿意度、信任及顧客忠誠度影響關係之研究，並以彰化市某金飾珠寶店的顧客為研究對象。本研究共發放100份問卷，發放對象為曾在個案珠寶店購買商品的顧客。回收之有效問卷為100份，問卷回收率為100%。在資料分析方法方面，首先針對因素分析萃取出各構面的主要因素，接著檢定各構面因素之信度，最後則以迴歸分析來驗證本研究各構面間的影響關係。經由分析，本研究得到主要發現如下：
1. 服務品質對顧客滿意度有顯著的正向影響。
2. 商品知覺價值對顧客滿意度有顯著的正向影響。
3. 顧客關係管理對顧客滿意度有顯著的正向影響。
4. 顧客關係管理對信任有顯著的正向影響。
5. 顧客滿意度對信任有顯著的正向影響。
6. 信任對顧客忠誠度有顯著的正向影響。








關鍵字：服務品質、商品知覺價值、顧客關係管理、信任、顧客滿意度、顧客忠誠度

Abstract
With the change of time and tide, the demand for gold also changes. People bought gold under the conception of preserving their fortune in past. But now gold purchase is only a move for fashion.
The gold Jewelry industry accompanies Taiwan’s economy to change with each passing day. New products and new developing are always running without behind other industries. Now we face many competitors in the marketing. There is lots of jewelry stores consider about the Service Quality will affect customers’ will to consume repeatedly. According to consumption conscious was growing up. The customers consider the Service Quality will be more and more important than before. Therefore, Service Quality is often an important basis to determine consumer satisfaction and the trust between customers and gold jewelry stores will maintain customers’ satisfaction and trade business smoothly. The trust will be the key factor. Thus, trust plays a decisive role in the gold jewelry Industry.
In the customer-oriented era, customers dominate the future of a company. In order to create and keep customers, the gold jewelry stores must provide high Service Quality and products constantly and let customers feel much higher satisfaction and difference to increase their feeling of satisfaction. Good customer relationship is also an important intangible asset. A company has to understand the real needs of customers so as to effectively catch business opportunities. In the gold jewelry industry, service providers have a direct and close relationship with customers. It is especially necessary for them to maintain customer loyalty through customer relationship management.
The purpose of this research was to explore the relationships among service quality, product perceived value, customer relationship management, customer satisfaction, trust and customer loyalty, and take customers of a gold jewelry store in Changhua city for example. The study distributed 100 questionnaires to survey consumers which of them had bought goods in an example of a gold jewelry store. 100 questionnaires were returned. Thus, 100 valid questionnaires have been collected and the effective return rate of this survey is 100%.
The data was analyzed by factor analysis to find out key factors, and then this research used regression analysis to measure the relationship among the variables. After a careful statistical analysis, the major findings of this research include:

1. Services quality has a significant positive influence on customer satisfaction.
2. Product perceived value has a significant positive influence on customer satisfaction.
3. Customer relationship management has a significant positive influence on customer satisfaction.
4. Customer relationship management has a significant positive influence on trust.
5. Customer satisfaction has a significant positive influence on trust.
6. Trust has a significant positive influence on customer royalty.

Keywords：Service Quality, Product Perceived Value, Customer Satisfaction, Customer Relationship Management, Trust, Customer Loyalty

目錄
摘要 I
Abstract Ⅱ
誌謝辭 Ⅳ
目錄 Ⅴ
圖目錄 Ⅶ
表目錄 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 2
第三節 研究流程 3
第四節 研究內容 4

第二章 文獻探討 5
第一節 服務品質 5
第二節 商品知覺價值 9
第三節 顧客關係管理 15
第四節 顧客滿意度 20
第五節 信任 26
第六節 顧客忠誠度 30

第三章 研究方法 35
第一節 研究架構 35
第二節 研究假說 36
第三節 研究變數操作型定義與衡量 39
第四節 問卷設計與研究對象 43
第五節 資料分析方法 46

第四章 資料分析結果 48
第一節 信度與效度分析 48
第二節 因素分析 49
第三節 樣本資料特性分析 54
第四節 敘述性統計分析 61
第五節 相關分析 68
第六節 研究假說檢定 69
第七節 研究結果與討論 73

第五章 結論與建議 74
第一節 研究結論 74
第二節 管理意涵 74
第三節 研究限制與建議 77

參考文獻
中文部分 79
英文部分 81
附錄： 研究問卷 89

圖目錄
圖 1-1 研究流程 3
圖 2-1 價格、品質與價值模型圖 10
圖 2-2 價格效果的概念性關係圖 11
圖 2-3 知覺價值組成成分 14
圖 2-4 五個影響市場選擇行為的消費價值圖 15
圖 2-5 顧客關係管理的四大循環 18
圖 2-6 顧客關係管理評量 20
圖 2-7 美國顧客滿意度指標模式 25
圖 3-1 研究架構 35

表目錄
表 2- 1 服務定義彙總表 5
表 2- 2 服務品質定義彙總表 7
表 2-3 顧客關係管理系統架構 16
表 2-4 顧客滿意度定義彙總表 21
表 2-5 顧客滿意度衡量構面彙總表 23
表 2-6 信任定義彙總表 27
表 2-7 信任衡量構面彙總表 28
表 2-8 顧客忠誠度定義彙整表 31
表 2-9 顧客忠誠度衡量構面彙總表 33
表 3-1 研究假說 39
表 3-2 服務品質構面與操作性定義 40
表 3-3 商品知覺價值構面與操作性定義 40
表 3-4 顧客關係管理構面與操作性定義 41
表 3-5 顧客滿意度構面與操作性定義 41
表 3-6 顧客忠誠度構面與操作性定義 42
表 3-7 服務品質問項設計 43
表 3-8 商品知覺價值問項設計 44
表 3-9 顧客關係管理問項設計 44
表 3-10 顧客滿意度問項設 44
表 3-11 信任問項設計 45
表 3-12 顧客忠誠度問項設計 45
表 3-13 KMO適切性統計量值之代表意涵 46
表 4-1 本研究各構面之信度分析 48
表 4-2 因素分析事前檢定 50
表 4-3 各構面因素負荷值 50
表 4-4 性別次數分配表 54
表 4-5 婚姻狀況次數分配表 54
表 4-6 年齡次數分配表 55
表 4-7 職業別次數分配表 55
表 4-8 教育程度次數分配表 56
表 4-9 平均年收入次數分配表 56
表 4-10 受訪者至何處購買商品之次數分配表 57
表 4-11 受訪者於此店家購買商品原因之敘述性統計表 58
表 4-12 受訪者於最近一年內購買商品的次數之敘述性統計表 58
表 4-13 受訪者於此店家購買商品動機之敘述性統計表 59
表 4-14 受訪者最近一年消費商品的總金額之敘述性統計表 60
表 4-15 服務品質敘述性統計分析 61
表 4-16 商品知覺價值構面之敘述性統計 63
表 4-17 顧客關係管理構面之敘述性統計 64
表 4-18 顧客滿意度構面之敘述性統計 65
表 4-19 信任構面之敘述性統計 67
表 4-20 顧客忠誠度構面之敘述性統計 67
表 4-21 各構面間皮爾森(Pearson)相關係數 69
表 4-22 服務品質與顧客滿意度迴歸分析之模式摘要 69
表 4-23 商品知覺價值與顧客滿意度迴歸分析之模式摘要 70
表 4-24 顧客滿意度與信任迴歸分析之模式摘要 71
表 4-25 信任與顧客忠誠度迴歸分析之模式摘要 71
表 4-26 顧客關係管理與顧客滿意度迴歸分析之模式摘要 72
表 4-27 顧客關係管理與信任迴歸分析之模式摘要 72
表 4-28 研究假說驗證表 73

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