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研究生:謝孟峻
研究生(外文):Meng-Chun Hsieh
論文名稱:探討美髮業服務補救、知覺公平與顧客忠誠度之關聯性─以轉換成本為干擾變數
論文名稱(外文):Explore the Relationship among Service Recovery, Perceived Justice and Customer Loyalty – A Case Study of Hair Salon
指導教授:廖森貴廖森貴引用關係
口試委員:李易諭陳建丞
口試日期:2012-06-13
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:商業自動化與管理研究所
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:73
中文關鍵詞:服務補救知覺公平顧客忠誠度
外文關鍵詞:service recoveryperceived justicecustomer loyalty
相關次數:
  • 被引用被引用:6
  • 點閱點閱:244
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
近年來美髮業已是服務業產業中重要的服務市場之一,許多消費者會花費許多心力參與整體美髮消費的過程。而美髮業也如雨後春筍的大量出現,除了象徵服務業的蓬勃發展外,也顯示出現代人對於自我形象的管理與生活品質的要求提升。而對應於消費者的激增,美髮業者所提供的服務項目更是日趨廣泛,相當然爾失誤的類型也會增加。對於美髮業來說,失誤不僅會發生在產出品質上(例:消費者不滿意完成後的髮型),更常是出現於製造品質中(例:洗髮或理髮過程中感受不適),美髮業者若能夠透過服務溝通及時滿足消費者需求,並在第一時間做適當的補救與修正,將有助於提高顧客忠誠度
本研究之研究方式採問卷調查方式進行,研究對象以曾在理髮過程中遭受失誤,而提出申訴或抱怨,並獲得業者補救的消費者為主,回收450份有效樣本數,並進行實證分析,證實服務補救程度愈高消費者知覺公平會愈高,消費者知覺公平越高,顧客忠誠度會越高,且轉換成本對知覺公平與顧客忠誠度之間的關係具有部分干擾效果。


Recent years the hair-beauty industry has became one of the most important industries of the service market, many customers would spend their energy and time engaging in whole hair-beauty process. Also the hair-beauty industry emerges rapidly, It’s not only the sign of the development of the service industry, but also reveals that modern people increase their demanding of life’s quality. The service projects that hair salon provided are much diverse because of the increasing of the customers, on the other hand, the types of service failure will increase, too. For hair-beauty industry, the failure is not only happened at the end items, but also at the serving process. If the designer could satisfy the customers in time through the communication, do the proper recovery and modify, then it would good to enhance customer loyalty.
This study collects 450 effective questionnaires. The analyzed results confirm that service recovery has significantly positive effects on perceived justice; Perceived justice has significantly positive effects on customer loyalty; Switching cost will moderates the relationship of perceived justice and customer loyalty.


摘要 I
ABSTRACT II
致謝 III
目錄 V
表目錄 VIII
圖目錄 IX
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 與過去研究的差異 3
1.4 研究目的 4
第二章 文獻探討 5
2.1 服務補救 5
2.1.1 服務補救的定義 5
2.1.2 服務補救的構面 6
2.1.3 小結 7
2.2 知覺公平 7
2.2.1 知覺公平的定義 7
2.2.2 知覺公平的構面 8
2.2.3 小結 10
2.3 顧客忠誠度 10
2.3.1 顧客忠誠度的定義 10
2.3.2 顧客忠誠度的構面 11
2.3.3 小結 11
2.4 轉換成本 12
2.4.1 轉換成本的定義 12
2.4.2 轉換成本的構面 13
2.4.3 小結 15
2.5 服務補救、知覺公平與顧客忠誠度之關聯性 15
2.5.1 服務補救與知覺公平之關聯性 15
2.5.2 知覺公平與顧客忠誠度之關聯性 17
2.6 轉換成本的干擾效果 18
2.7 控制變數 19
2.7.1 失誤嚴重性 19
2.7.2 補救後滿意度 20
第三章 研究方法 21
3.1 研究架構與假設 21
3.1.1 研究架構 21
3.1.2 研究假設 22
3.2 各變數之操作型定義 23
3.3 問卷與抽樣設計 24
3.3.1 研究對象與範圍 24
3.3.2 問卷設計 24
3.3.3 衡量問項 25
3.3.4 抽樣設計 28
3.4資料分析 28
3.4.1 描述性統計分析 28
3.4.2 信度分析 29
3.4.3 因素分析 29
3.4.4 效度分析 29
3.4.5 相關分析 31
3.4.6 結構方程模式 31
3.4.7 階層迴歸分析 33
第四章 研究分析與結果 34
4.1樣本結構分析 34
4.2 信度分析 36
4.2.1 Cronbach’s α 36
4.2.2 個別項目信度(SMC) 36
4.3 因素分析 38
4.4 效度分析 40
4.4.1 內容效度 40
4.4.2 建構效度 41
4.5 相關分析 43
4.6 AMOS 架構分析 44
4.6.1 理論模式適配度分析 44
4.6.2 競爭模型分析 45
4.6.3 路徑分析 46
4.6.4 研究假設驗證結果 47
4.7 階層迴歸分析 49
第五章 研究結論與建議 55
5.1 研究結論 55
5.2 理論貢獻與實務意涵 58
5.2.1 理論貢獻 58
5.2.2 實務貢獻 60
5.3 研究限制與未來研究建議 61
5.3.1 研究限制 61
5.3.2 未來研究建議 61
參考文獻 63
中文部分: 63
英文部分: 63
附錄一 正式問卷 70



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