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研究生:葉子綺
研究生(外文):Tzu-chi Yeh
論文名稱:3C賣場之服務補救、顧客滿意度對再購意願與口碑之研究—知覺價值的角色
論文名稱(外文):The Relationship Among Service Recovery, Customer Satisfaction, Repurchase Intention and Word-Of-Mouth In The 3c Retail Store–The Role of Perceived Value
指導教授:吳啟絹吳啟絹引用關係
指導教授(外文):Chi-chuan Wu
口試委員:吳啟絹
口試委員(外文):Chi-chuan Wu
口試日期:2013-06-17
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(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:2013
畢業學年度:101
論文頁數:148
中文關鍵詞:顧客滿意度再購意願口碑知覺價值服務補救
外文關鍵詞:Perceived valueRepurchase intentionCustomer satisfactionService recoveryWord-of-mouth
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近幾年來,隨著人們知識水準的提升,對生活品質的要求也隨之增高,且有鑒於資訊革命的來臨,我國逐漸走向資訊化和數位化的時代,許多商品紛紛與科技結合,且廣泛的3C通路使消費者更易於接觸科技產品,民眾使用或購買3C產品的頻率也隨之提高。因此,許多資訊公司為搶攻3C市場而紛紛集結成3C商圈或是3C賣場。面對如此競爭激烈的市場,產品差異性已不足以取代價格的戰爭,而且消費者意識的抬頭。因此,當服務失誤發生時,如何做出適當的補救方式,便是企業所需面對的課題。
本研究的研究對象鎖定曾經歷過3C賣場服務之消費者並且採用紙本問卷方式發放。經過為期兩個月的問卷回收,共得430份問卷,扣除無效問卷21份後,有效問卷409份。本研究以SPSS18.0與AMOS18.0為主要分析方法,以此衡量各路徑的效果並進行假說檢定。經實證分析後獲得以下結果:1. 服務補救對顧客滿意度有正向影響。2. 服務補救對知覺價值有正向影響。3. 知覺價值對顧客滿意度有正向影響。4. 顧客滿意度對再購意願有正向影響。5. 顧客滿意度對口碑有正向影響。
本研究經實證調查後推論,消費者再購意願與口碑是受到顧客滿意度的影響,而好的顧客滿意度是由好的服務補救而來, 而顧客的知覺價值會間接影響服務補救與顧客滿意度之關係。
In recent years, with the raise of acknowledge standard of people, the standard also raised with living quality. Due to the era of information technology, Taiwan is getting more information and digitalized, products start to combine with technology, and the channel to 3C product are easily connected to technology. The frequency of people starts to purchase 3C product raised, therefore, technology company start to hit the market of 3C. In such fierce competition in the market, when customer recognition of customer rises, the price war could not replace the difference of a product. Thus, when service error occurs, the company has to face the issue of correct service recovery.
The survey objectives are the consumers who bought product from 3C market. After two month of recollecting survey, the return rate is 430, deduct 21 survey, the valid survey are 409. This study use SPSS 18.0 and AMOS 18.0 as statistics analysis tool. The results are below: 1. Service recovery has a positive influence to customer satisfaction. 2. Service recovery has a positive influence to perceived value, 3. Perceived value has a positive influence to customer satisfaction. 4. Customer satisfaction has a positive influence to repurchase intention. 5. Customer satisfaction has a positive influence to word-of-mouth. 6. Service recovery will influence customer satisfaction through perceived value.
After verify the result, consumer repurchase intention and word-of –mouth is affected by customer satisfaction, and a good customer satisfaction is from a good service recovery. Customer perceived value will indirectly influence service recovery and customer satisfaction.
摘要 i
誌謝辭 iii
目錄 iv
表目錄 vi
圖目錄 viii
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 3
第二章 文獻探討 5
第一節 3C產業 5
第二節 服務補救 7
第三節 顧客滿意 10
第四節 知覺價值 13
第五節 再購意願 16
第六節 口碑 19
第三章 研究方法 22
第一節 研究架構 22
第二節 研究假設 22
第三節 操作性定義與衡量 25
第四節 資料分析方法與工具 30
第五節 問卷設計與研究對象 31
第六節 前測 32
第四章 資料分析與結果 34
第一節 敘述性統計分析 34
第二節 信度分析 37
第三節 效度分析 37
第四節 結構模式分析 41
第五章 結論與建議 44
第一節 研究結論 44
第二節 管理意涵 45
第三節 研究限制與未來研究建議 47
參考文獻 49
附錄 60
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