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研究生:陳岳琦
研究生(外文):Yueh Chui Chen
論文名稱:影響台灣手工具產業顧客滿意度的因素探討
論文名稱(外文):The impact of Customer Satisfaction Factors in Taiwan Hand Tools Industry
指導教授:周聰佑周聰佑引用關係
指導教授(外文):Tsung-Yu Chou
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:90
中文關鍵詞:手工具產品品質知覺價格產品創新服務品質顧客滿意度
外文關鍵詞:Hand toolsproduct qualityproduct priceproduct innovationservice qualitycustomer satisfaction
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在現競爭態勢劇烈的現代社會,要想維持企業所具有的競爭優勢,贏取顧客的滿意成為企業永續經營的重要憑藉。本研究旨在探討手工具產業之產品品質、知覺價格、產品創新、服務品質對於顧客滿意度之間的關係,研究的方式先參考國內外相關文獻、查訪資深顧客及行銷業者的看法並觀察新興五金業者經營行銷策略,為日後產業對顧客滿意度的探討之依據,以能建構出適合量測手工具產業之「產品品質」、「知覺價格」、「產品創新」、「服務品質」、「顧客滿意度」之量表,據此作為蒐集資料的工具。
運用問卷調查法,以A公司台灣地區之顧客其公司負責人、研發/開發、品管、採購/財會、店長/業務/行銷/企劃人員等對象為母體,共發出360份問卷,回收301份有效問卷,回收率為83.6%。有效問卷之資料應用t檢定、變異數分析、迴歸分析等方法,以檢驗研究之假說。依據分析之結果,本研究共獲致以下之結論:
從本研究的幾個構面中,顧客對於台灣手工具之「產品品質」相對較滿意與重視。在不同的年齡層中對「產品創新」之滿意度與重視度有顯著差異,由此可看出不同年齡的顧客對於產品創新的看法有所不同。
從本研究中性別的不同對「知覺價格」、「產品創新」之重視度有所差異,且可看出男性知覺價格、產品創新的重視度皆較高於女性。從本研究中顧客的教育程度的差異不會顯著影響其台灣手工具的滿意與重視度。本研究假設產品品質、知覺價格、產品創新、服務品質會影響顧客滿意度,而研究結果為除了「知覺價格」較無影響外,「產品品質」、「產品創新」、「服務品質」皆會顯著正向影響「顧客滿意度」。
企業如果能清晰地認識到那些因素能夠幫助企業,可提升積極正面的顧客滿意度,而這些因素會是企業在高度競爭的市場中形成差異化優勢的關鍵,希望本研究結果能對台灣業者有些許助益。

關鍵詞:手工具、產品品質、知覺價格、產品創新、服務品質、顧客滿意度

Getting customer satisfaction is one of the most important factors in the permanent business development, especially in this competitive society. The research subject is investigating the relevance of customer satisfaction between product quality, innovation, service quality and price perception. The research reference covers domestic and international related literature, views of experienced customers and marketers and the marketing strategy of the emerging hardware competitors. On the basis of the above documents, we aim to create a HAND TOOLS SCALE to be an information-collected tool for evaluating product quality, innovation, service quality and price perception.
Applying to Questionnaires Survey, 360 questionnaires were released, the valid quantity is 301 and the response rate is 83.6%. The survey population is A COMPANY, Taiwan region, customers, person in charge, R&;D, QC, purchasing officers, finance &; accounting, storekeepers, sales, marketing sales and so on. For examining the research, T-test, variance analysis and regression analysis are used in the valid questionnaires to prove the hypothesis.
According to the research, we learned customers pay more attention to product quality than other elements. Moreover, people in different age have disparate views of product innovation satisfaction and importance. Gender influences the degree of importance of price perception and product innovation. Male accounts greater proportion of importance of product price and product innovation than female. Education level doesn't have a considerable effect of Taiwan Hand Tools satisfaction and the degree of importance. The study releases, except for price perception, product quality, innovation, and service quality affect customer satisfaction significantly.
In a conclusion, grabbing the major elements, which are helpful to enhance customer satisfaction, is an key point for an enterprise to take differential advantages.

Key words: hand tools, product quality, product price, product innovation, service quality, customer satisfaction

中文摘要 ------------------------------------------ i
英文摘要 ----------------------------------------- iii
誌謝 --------------------------------------------- v
目錄 --------------------------------------------- vi
表目錄 ------------------------------------------ viii
圖目錄 ------------------------------------------- ix
一、 緒論----------------------------------------- 1
1.1 研究背景與動機------------------------------- 1
1.2 研究目的------------------------------------- 3
1.3 研究流程------------------------------------- 6
二、 文獻回顧------------------------------------- 7
2.1 台灣手工具產業發展與現況及未來趨勢展望---------- 7
2.2 產品品質------------------------------------ 17
2.3 知覺價格------------------------------------ 21
2.4 產品創新------------------------------------ 25
2.5 服務品質------------------------------------ 30
2.6 顧客滿意度---------------------------------- 35
2.7 產品品質、知覺價格、產品創新、服務品質與顧客滿意度之關係-----------------------------38
三、 研究方法--------------------------------- 41
3.1 研究架構--------------------------------- 41
3.2 研究假說--------------------------------- 42
3.3 問卷設計--------------------------------- 43
3.4 變數操作性定義---------------------------- 45
3.5 資料分析方法------------------------------ 51
四 研究結果----------------------------------- 53
4.1 信度與效度------------------------------- 53
4.2 資料來源分佈統計-------------------------- 54
4.3 敘述性統計分析--------------------------- 57
4.4 平均數比較分析--------------------------- 65
4.5 迴歸分析-------------------------------- 70
4.6 管理意涵-------------------------------- 71
五 結論與建議-------------------------------- 75
5.1 結論----------------------------------- 75
5.2 研究限制-------------------------------- 77
5.3 後續研究與建議--------------------------- 77
參考文獻 ---------------------------------- 78
附錄一 「台灣手工具產業顧客滿意度」問卷----- 86


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