臺灣博碩士論文加值系統

中文摘要
藉由網際網路，世界是平的，整個經濟結構已全球化與國際化，進而促進各種產業脈動快速變遷，甚而無跡可尋，台灣產業界所面臨的經營環境改變可謂前所未有，消費結構改變了，經濟體結構也改變了，一切都在快速改變中。
時序邁入21 世紀，企業必須秉持重視與顧客的互動及善待顧客，以技術創新、開發各式創新的產品與顧客價值，不斷提昇顧客滿意度，與忠誠度進而達成企業永續經營的目標。企業努力的方向是追求全方位的顧客滿意，此觀念含括了成本、品質、價值、服務、速度等概念，是一個更全方位滿足顧客的思維模式。
本研究以台灣家具製造業個案公司(外銷日本)為例，藉由文獻探討與問卷調查的方式，瞭解個案公司在產品價格、產品品質、服務品質與顧客購後行為之間的關係，以便作為企業在未來價格、品質、服務及實務面規劃發展與提昇本身競爭力之參考。
本研究在問卷回收後，先將無效問卷剔除，再將有效問卷進行編碼動作，並且進行電腦資料庫登錄，採用SPSS 12.0 For Window 統計套裝軟體進行本研究假說之驗證與資料統計分析。使用的統計方法，包括：敘述性統計分析、信度/效度分析、因素分析以及迴歸分析。
研究發現，產品價格度對於顧客滿意度的影響效果是不顯著的；產品品質及服務品質顯著正面影響顧客滿意度；服務品質比產品價格及產品品質對顧客滿意度有較大影響力；顧客滿意度顯著正面影響顧客購後行為；研究顯示顧客滿意度較高的顧客的確有較多的持續購買行為。


關鍵字：家具製造業、產品價格、產品品質、服務品質、顧客滿意度、顧客購後
行為

Abstract
Through out the network, the economy formation has been change all over the time, which including the consumption form, economic structure, and others. Here in Taiwan, Taiwanese industries have been encountering to this unprecedented transform as well.
In the 21 century, the enterprise ought to maintain with the well-interaction, professional manner to clients. The enterprise will be ambitious to reach the higher satisfaction and the loyalty from customers, thus, they might possess with innovative techniques, creating the various products and establish any possible customer values in both of their skill and products. The desire of the enterprise is to satisfy their clients, therefore, for reaching to the target, the enterprise might concern of the merchandise’s cost, quality, value, their service and efficiency at the same time.
Taiwanese furniture manufacturer is the main topic for the research. In the research, by bibliography references, and the questionnaires, to demonstrate the effect and the relation between a company products price, quality and service to the customers’ post-purchase behaviors. The purpose of the study result is to suggest the enterprises to operate its business successfully; typically in their product prices, quality, service, future explore and enhance the self-competitiveness.
Questionnaires data have been gathered (note: except the invalid questionnaires) were analyzed by using SPSS 12.0 for Windows system: descriptive statistical analysis, reliability analysis/validity analysis, factors analysis, and regression analysis are includ
The results are summarized that the prices of the commodity do not impact the satisfaction from customers; on the other side, both in the qualities of product and services are impact to the satisfaction level from customers. For those three factors, the service qualities impact the most than others. Obviously, the post-purchase behavior is involved to the satisfactions from customers directly. The result shows that the customers with highly satisfaction, they are willing to purchase the products in future.

Key words: Furniture Manufacturer, Product Price, Product Quality, Service Quality, Customer Satisfaction, Post-purchase Behavior

目 錄
中文摘要 ii
Abstract iii
誌 謝 iv
目 錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 家具產業類型與特性 6
第二節 產品價格 7
第三節 產品品質 10
第四節 服務品質 16
第五節 顧客滿意度 25
第六節 顧客購後行為 31
第七節 各構面之間的關係 33
第三章 研究方法 38
第一節 研究架構 38
第二節 研究假設 39
第三節 問卷設計 40
第四節 資料分析方法 44
第四章 研究結果 47
第一節 研究樣本基本資料分析 47
第二節 各構面之敘述性統計分析 49
第三節 各構面之因素萃取 53
第四節 各構面之信/效度檢定 59
第五節 各構面之迴歸分析 64
第六節 假設驗證 71
第五章 結論與建議 72
第一節 研究結論 72
第二節 研究限制與後續研究建議 74
第三節 管理意涵 74
第四節 對產業的建議 75
參考文獻 78
附錄一 85
附錄二 89

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三、 網路資源
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http://www.cnfi.org.tw/kmportal/front/bin/ptdetail.phtml 2011/12/20
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