臺灣博碩士論文加值系統

從21世紀開始，台灣產業結構已經由以往的製造業為主轉變為以服務業為主的產業結構，根據經濟部主計處的調查，2006年台灣的服務業產業佔整體GDP的比重已突破70%，而根據服務業不同的類型，以連鎖加盟成長最為快速。特許經營者除了專注在商店的地點和品牌經營外，更應該專注在服務傳遞過程本身，根據顧客所認知的服務進行了解。
本篇研究利用服務利潤鏈(Service-Profit Chain)為基礎，加上社會認同的觀點，分別檢驗對顧客參與的影響如何，進而影響顧客忠誠，所以社會認同部份可以彌補服務利潤鏈顧客滿意觀點之不足。再者，顧客參與也是近幾年熱門的議題，而且顧客參與會有不同程度的差別，而什麼因素會使顧客願意提供意見及參與服務，因此利用服務利潤鏈來連結作為顧客參與之前因。
由於本研究樣本受到社會認同觀點影響，所以限定特定公司，主要以某房仲為例。研究調查是以滾血球抽樣方式收集顧客面的問卷來進行統計分析，共收集401份問卷，扣除無效樣本85份，有效問卷為316份，有效回收率為78.8%。研究結果發現，除了顧客滿意外，顧客對公司的認同在連鎖房仲業扮演重要角色，而且利用服務利潤鏈的觀點與顧客參與結合也有顯著效果，且在顧客滿意和顧客對公司認同部分中介到顧客忠誠。

In Taiwan, service retailing is one of the rapidly grown up industry. Except store locations and brand management, franchiser should focus on service delivery process and be more understanding of the customer perceived service.
This article framework based on service profit chain (SPC), coupled with social identity perspective to this structure. To examine how the impact on customer participation, thereby affecting customer loyalty, so social identity-based service profit chain can make up the lack of customer satisfaction perspective. To test this study, snowball sampling was employed to collect data in this research and a total of 401 survey questionnaires were collected. There were 316 effective samples and the respond rate 78.8%.
This study used real estate chain and collected customer data to examine the hypotheses. The research findings are as follows: First, customer-company identification had a positive influence at the real estate chain. Second, real estate industry also have customer participation phenomenon, and service-profit chain can be the antecedents of participation. Third, the customer participation mediation effect of customer loyalty between customer satisfaction and customer-company identification is significant.

中文摘要 I
Abstract II
Acknowledgement III
Contents IV
List of Tables VI
List of Figures VII
Chapter One 1
Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purposes 4
1.3 Overview of the Paper 4
Chapter Two 6
Literature Review and Hypotheses Development 6
2.1 About Real Estate Industry 6
2.2 About Service-Profit Chain (SPC) Theory 6
2.2.1 Relevant Literature of Customer Orientation 7
2.2.2 Relevant Literature of Satisfaction 8
2.2.3 Relevant Literature of Customer Loyalty 9
2.2.4 Hypotheses for the Satisfaction-Based Path of Service-Profit Chain 10
2.3 About Social Identity Theory (SIT) 11
2.3.1 Relevant Literature of Customer-company Identification 12
2.3.2 Hypotheses for the Social Identity Path of Service-Profit Chain 13
2.4 About Customer Participation 14
2.4.1 Hypotheses for the Customer Participation 15
2.5 Research Framework 17
Chapter Three 19
Method 19
3.1 Conceptual Development and Variable Measurement 19
3.1.1 Customer Orientation 19
3.1.2 Satisfaction 20
3.1.3 Customer-company Identification 20
3.1.4 Customer Participation 20
3.1.5 Customer Loyalty 21
3.2 Questionnaire Design 21
3.3 Data Collection 23
3.4 Pretest 24
3.5 Data Analytical Method 26
Chapter Four 27
Empirical Analysis and Discussion 27
4.1 Data Collection and Sample Structure Description 27
4.2 Descriptive Analysis 30
4.3 Empirical Model Evaluation 33
4.3.1 Reliability 33
4.3.2 Confirmatory Factor Analysis (CFA) 34
4.4 Hypotheses Testing and Structural Equation Models (SEM) 39
4.4.1 Overall Fit Standard 39
4.4.2 Structural Model Results 40
4.5 Mediation Test 42
Chapter Five 45
Discussion and Conclusion 45
5.1 Results Findings and Discussion 45
5.2 Theoretical and Managerial Implication 47
5.3 Study Limitation 48
5.4 Future Research 49
Reference 50
Appendix A-Questionnaire 58
List of Tables
Table 2.1 The List of Hypotheses 18
Table 3.1 Questionnaire 22
Table 3.2 Pretest Reliability 25
Table 4.1 Customer Sample Structure Description 28
Table 4.2 Descriptive Analysis per Construct 31
Table 4.3 Reliability Test 33
Table 4.4 CFA Analysis 35
Table 4.5 Discriminant Validity 36
Table 4.6 Correction of Discriminant Validity 37
Table 4.7 Correction of Variables and Items 38
Table 4.8 Goodness of Freedom Standard and the Value of this Model 40
Table 4.9 Structural Model Results 42
Table 4.10 Mediation Results 44
Table 5.1 The Summarization of Hypotheses Testing in Overall Model 46
List of Figures
Figure 1.1 Research Process 5
Figure 2.1 Service Profit Chain 7
Figure 2.2 Research Model 17
Figure 4.4 The Model of Estimated Path Chart 41

Chinese
1.李鴻岳、民國100年。房仲業內部服務品質對員工工作滿意度影響之研究─以台北市高專為例、國立成功大學、高階管理碩士在職專班(EMBA)碩士論文。
2.許英傑，李冠穎，2012，連鎖管理，前程文化，新北市。
3.陳寬裕 ，王正華 ，2010 ， 結構方程式模型實務分析 -AMOS的運用 ，五南圖書出版公司 ，台北。
English
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