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研究生:詹悉珍
研究生(外文):Hsi-Chen Chan
論文名稱:服務接觸、顧客滿意度與小費意圖之關係
論文名稱(外文):The Relationship among Service Encounter, Customer Satisfaction and Tipping Intention
指導教授:謝安田謝安田引用關係
指導教授(外文):An-Tien Hsieh
口試委員:謝安田教授郭崑謨教授任立中教授王國欽教授毛筱艷教授
口試委員(外文):An-Tien HsiehKung-Mo KsuoLi-Chung JenKuo-Ching WangHsiao-Yen Mo
口試日期:2012-05-17
學位類別:博士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:123
中文關鍵詞:服務接觸顧客滿意度小費意圖
外文關鍵詞:service encountercustomer satisfactiontipping intention
相關次數:
  • 被引用被引用:6
  • 點閱點閱:561
  • 評分評分:
  • 下載下載:47
  • 收藏至我的研究室書目清單書目收藏:0
小費是指顧客在接受服務之後,提供一些額外的金錢給予服務人員,它是一種金錢的獎賞,也是一種經濟性的交換。在台灣,旅客支付小費給領隊不但是一種規範,也是一種文化。在旅程結束時,顧客給領隊小費的金額會受到其所知覺的整體滿意度影響,由於領隊與顧客之服務接觸過程會影響顧客滿意度,進而會影響顧客的小費意圖,此外顧客的小費意圖,也會受顧客對價格敏感度的影響。本研究透過領隊發放問卷,總共發放了460份問卷,回收434份並扣除填答不完全之問卷71份,共計回收有效問卷363份,有效回收率達79%。
研究結果顯示,首先,服務接觸對於小費意圖有顯著正向影響;再者,顧客滿意度對小費意圖也有顯著的正向影響,也就是,顧客滿意度愈高,顧客支付小費意圖愈高,且顧客滿意度對服務接觸與小費意圖具有中介效果;最後,價格敏敏感度高低對顧客滿意度和小費意圖之關係具有感擾效果。本研究亦論述研究之意涵、研究限制與未來研究方向。

Tipping means “to give a grantuity to a servant or employee”. It is a widespread custom in which service patrons give sums of money above and beyond the contracted price of the service to the workers who have served them. These tips are supposed to be an incentive/reward for service or an economic exchange. In Taiwan, customers compensate tips to tour leader is not only a norm, but also a culture. When the Journey terminates, the amounts of tips compensated by customers will somehow be influenced by the degree of perception to customer satisfaction. Owing to the service encounter in bridge of tour leaders and customers will certainly affect customers’ satisfactions, and go further to affect the willingness of customers’ tipping intention. Furthermore, customers’ tipping intention will also be affected by price sensitivity. In total, 460 questionnaires were distributed by tour leaders in this study,and 434 questionnaires were returned. In deduction of 71 incomplete ones, eventually, 363 effective questionnaires were returned, 79% returning rate.
This study has discovered that, first of all, service encounter has significantly positive influence in tipping intention. Besides, customer satisfaction also has significant positive influence. This indicates that higher customer satisfaction will lead to higher tipping intention. As a result, customer satisfaction dominates intermediate effect to both service encounter and tipping intention. Ultimately, price sensitivity has moderating effect in the relation of customer satisfaction and tipping intention. This study also expounds the research meaning, research constraint and outgoing research directions.

內 容 目 錄
內容目錄 ...................... vii
表目錄  ...................... viii
圖目錄  ...................... ix
第一章  研究背景、問題、目的、重要性........ 1
  第一節  研究背景................ 1
  第二節  研究問題與目的............. 6
第三節 研究重要性............... 10
第二章  相關理論與文獻探討............. 12
  第一節  服務接觸品質.............. 12
  第二節  顧客滿意度............... 26
第三節 小費行為................ 37
  第四節  價格敏感度............... 46
第三章  研究設計與方法............... 51
  第一節  研究架構................ 51
第二節  變數之操作性定義與衡.......... 52
第三節 研究假說................ 58
  第四節  樣本與資料蒐集方法...... .... 71
第五節  資料分析方法.............. 72
第四章  研究結果.................. 67
  第一節  樣本資料分析.............. 76
第二節  研究量表之效度與信度分......... 76
第三節  驗證性因素分析............... 84
第四節  複迴歸分析析.............. 89
第五節 皮爾森相關係數............. 90
第六節 研究假設之驗證分析........... 89
第五章  結論與建議................. 96
  第一節  結論.................. 96
第二節  建議.................. 101
第三節 研究限制................ 99
參考文獻 ...................... 103
附錄......................... 116

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