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研究生:王明智
研究生(外文):Wang, Mingchi
論文名稱:顧客滿意度與行為意圖之探討─以饅頭業者為例
論文名稱(外文):The Study Of Customer Satisfaction And Behavioral Intention─The Case Of Bread Industry
指導教授:魏清圳魏清圳引用關係林江峰林江峰引用關係
指導教授(外文):Wei, ChingchunLin, Chiangfeng
口試委員:王凱立林江峰
口試委員(外文):Wang, KailiLin, Chiangfeng
口試日期:2012-05-28
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理碩士在職專班
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:56
中文關鍵詞:顧客滿意度行為意圖
外文關鍵詞:Customer SatisfactionBehavioral Intention
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本研究以台中某一賣場的饅頭業者的顧客為研究對象,並探討各人口統計變數與顧客滿意度及行為意圖之關係。首先,使用因素分析法萃取顧客滿意度的兩個子構面分別為產品訴求的價值與理念訴求的認同,連同行為意圖構面,再由Cronbach’s α係數檢定各構面的內部依致性,以確認本研究之信度。最後,以獨立樣本T檢定(Independent Samples T test)、單因子變異數分析(One-Way Analysis of Variance)以及簡單線性迴歸分析研究方法驗證各變數間的差異性與顧客滿意度及行為意圖之關係。本研究結果顯示不同的性別、不同的學歷與婚姻情況不同的顧客對顧客滿意度有明顯差異;不同的性別、不同的年齡層、不同的學歷與婚姻情況不同的顧客對行為意圖有明顯差異;顧客滿意度與行為意圖呈正向顯著關係。本研究根據研究結果驗證研究假設,進而對本個案業者提出實質效益之建議。


The sample of this study is customers of a bread store in Taichung, and to explore the relationship between the demographic variables and customer satisfaction and behavioral intentions. First, using factor analysis to extract customer satisfaction in the two sub-dimensions of the product demands of the values and philosophy demands recognition, and with the dimensions of behavioral intentions,and then by the internal dimensions of the Cronbach’s α coefficient test in accordance with the consistency to confirm reliability of this study. Finally, using independent the samples T-test、one-way analysis of variance and a simple linear regression analysis of the research methods to verify the differences between the various variables and customer satisfaction and behavioral intentions relationship. The results show that there is significant distinction between the different sex、the different educational background and the different marital status of customer satisfaction.The result exhibits that there is significant distinction between the different sex、 the different ages、the different educational background and the different marital status,of behavioral intentions. And a positive significant relationship between customer satisfaction and behavioral intentions. This study supports the implication and provides the effectiveness for the case industry.
中文摘要 Ⅰ
英文摘要 Ⅱ
目 錄 Ⅲ
表 目 錄 Ⅳ
圖 目 錄VI
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 研究範圍與流程 3
第四節 研究限制 4
第二章 文獻探討 5
第一節 顧客滿意度相關文獻探討 5
第二節 行為意圖相關文獻探討 9
第三節 顧客滿意度與行為意圖相關研究 14
第三章 研究方法與研究假設 15
第一節 研究架構 15
第二節 問卷設計 16
第三節 資料分析與統計方法 19
第四節 研究假設 20
第四章 實證分析與結果 22
第一節 資料收集與樣本描述 22
第二節 問卷效度結果 25
第三節 問卷信度結果 27
第四節 顧客滿意度與行為意圖之分析 28
第五節 研究假設驗證統計 44
第五章 結論與建議 47
第一節 研究發現與結論 47
第二節 研究限制與建議 48
第三節 未來研究 48
參考文獻 49
附 錄(問卷) 54
一、中文部份
郭德賓、周泰華、黃俊英,(民89),服務業顧客滿意評量之重新檢測與驗證,中山管理評論,春季號第8卷,第一期,頁153-200。
王俊人、張家揚、許雄傑,(民95),運動用品零售店之氛圍因素對服務品質、顧客滿意與行為意圖間影響之探討,行銷評論,第3卷,第4期,pp.473-496。
林陽助,(民85),顧客滿意決定模式與效果之研究-台灣自用小客車之實證,國立台灣大學商學研究所,博士論文。
李季隆,(民94),服務品質、顧客價值、顧客滿意度與行為意圖之關聯性探討-以屈臣氏連鎖藥妝店為例,國立高雄第一科技大學行銷與流通管理所,碩士論文。
邱博賢,(民82),觀光意象、滿意度與行為意向間關聯之研究-以宜蘭地區四大休閒農場為例,世新大學觀光學研究所,碩士論文。
許瓊文,(民101),環境氛圍對消費者情緒、滿意度與行為意圖影響之研究:以埔里觀光酒廠為例,國立臺中教育大學永續觀光暨遊憩管理研究所,碩士論文。
莊博洲,(民99),服務品質、顧客滿意度與行為意圖之探討-以觀光旅館餐飲部門為例,實踐大學 企業管理學系碩士班,碩士論文。
洪偉凌,(民94),消費者之顧客滿意度及再購意願影響因素之研究-以健康食品為例,實踐大學 企業創新發展研究所,碩士論文。
蔡慶銘,(民100),顧客滿意度與口碑之探討-以台中某家電腦零售業公司為例,靜宜大學,管理碩士在職專班,碩士論文。

二、英文部份
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