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研究生:謝承澐
研究生(外文):Hsieh, Cheng-Yun
論文名稱:顧客導向、服務創新與服務價值對顧客滿意度之研究-以Apple iPad為例
論文名稱(外文):Examining the influences of customer orientation, service value and service innovation on customer satisfaction: An empirical study of Apple iPad
指導教授:羅炳和羅炳和引用關係
指導教授(外文):Lo, Bing-ho
口試委員:陳宜檉葉春淵
口試委員(外文):Chen, Yi-ChengYe, Chuen-Yuan
口試日期:2012-06-21
學位類別:碩士
校院名稱:國立臺東大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
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:56
中文關鍵詞:顧客導向服務創新顧服務價值顧客滿意度
外文關鍵詞:iPadcustomer orientationservice innovationsservice valuecustomer satisfaction
相關次數:
  • 被引用被引用:10
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  • 下載下載:185
  • 收藏至我的研究室書目清單書目收藏:9
近年來,營利單位與非營利單位都認為創新具有提高競爭優勢的關鍵。因此,在企業經營的競爭日益激烈的商業環境中,創新發揮了重要的效用。以平板電腦來說,Apple的iPad賣得比其他廠牌來的好,這說明一樣是創新產品,iPad的創新優勢不只來自高配備高性能的產品,由Apple公司提供,以App store為首的服務,給消費者新觀感的服務創新也是一大優勢。
本研究探討顧客導向、服務創新、服務價值對顧客滿意度的影響,並以現在最熱門的iPad使用族群為研究對象,利用偏最小平方法(PLS)分析各構面間的因果關係,研究發現顧客導向會影響服務價值與顧客滿意度,服務創新會影響服務價值與顧客滿意度,服務價值會影響顧客滿意度。
研究結果發現如果企業的顧客導向程度越高,顧客的認知服務價值與滿意度就越高,服務創新程度越高,顧客的認知服務價值與滿意度就越高,而顧客的認知服務價值越高,滿意度就越高。本研究建議,如果想在消費市場上吸引顧客,顧客導向與服務創新是不能少的,企業組織應要隨時注意顧客需求,適時的提供合乎需求的產品或服務。

關鍵詞:iPad、顧客導向、服務創新、服務價值、顧客滿意度

These recent years, both profit and non-profit organizations regard innovations as the key to boosting competition. Therefore, in the daily dramatically commercial environments created by companies, innovation can lead companies to the top of their respective industries. In the flat tablet pc, the Apple iPad has better sales than all other brands. This means that iPad as the same kind of innovative product has great advantages because of the high quality and efficiency off the Apple Company and it is Apple store. This stores can provide new concepts of service innovation to it is customers.
This research is on the customer orientation, the innovations of service, the value of service to affect customers’ satisfaction, and nowadays the hot iPad group users as a study target. The method PLS is used to analyze the cause and effect for aspects. This study finds that customer orientation affects the value of service and customers’ satisfaction. The innovations in service affect the value of service and the satisfaction of customers. The value of customers will affect the value of service.
This study shows that for a company, the more customers’ recognition for value is if the higher the degree of customer orientation is. The higher the degree of service innovations is; the more the customers’ recognition for service value and satisfaction is. The higher the customers’ recognition for service value is; the more the satisfaction is. This research suggests that if customers can’t be attracted in consumers’ markets, the customer orientation and the innovations of service won’t be avoided. Enterprising organizations should always pay attention to customers’ needs and in the proper time, offer suitable need for products and service.

Key words: iPad, customer orientation, service innovations, service value,customer satisfaction

目次
謝誌 ii
摘要 i
Abstract ii
第一章 緒論 7
1.1 研究背景與動機 7
1.2 研究目的 9
1.3 研究流程 10
第二章 文獻探討 12
2.1 顧客導向 12
2.2 服務創新 14
2.3 服務價值 16
2.4 顧客滿意度 19
第三章 研究方法 21
3.1 研究假設與研究架構 21
3.2 問卷設計與研究對象 25
3.3 資料分析方法 30
第四章 資料分析 36
4.1 樣本回收與敘述性分析 36
4.2 信度分析與效度分析 39
4.3模式適配度分析 46
第五章 結論與建議 49
5.1結論 49
5.2 建議 51
5.3 研究限制 52
參考文獻 53
附錄一 59

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