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研究生:吳佩靜
研究生(外文):Pei-Ching Wu
論文名稱:產品品質、服務品質對顧客滿意度與顧客忠誠度的影響─以台灣汽車產業為例
論文名稱(外文):THE EFFECTS OF PRODUCT QUALITY AND SERVICE QUALITY ON CONSUMER SATISFACTION AND LOYALTY—TAKING AUTO INDUSTRY AS AN EXAMPLE
指導教授:葉焜煌葉焜煌引用關係
指導教授(外文):Kun-Huang Yeh
口試委員:葉焜煌
口試委員(外文):Kun-Huang Yeh
口試日期:2013-06-27
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:152
中文關鍵詞:顧客滿意度服務品質產品品質顧客忠誠度
外文關鍵詞:Customer satisfactionService qualityProduct qualityCustomer loyalty
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消費者過去較注重產品品質,漸漸演變為產品的產品品質與服務品質皆相當重要視。業者除了提供好的產品品質,好的服務品質也能讓消費者增加購買產品時,同時帶來的附加價值。而伴隨著數十年來經濟持續發展,人民的生活水平也逐漸提高,高單價的汽車市場也成為眾家車廠相爭取的一塊大餅。至2011年截止,台灣有代理及銷售汽車的車商共45家,由於眾家品牌車商在台灣市場均分別有忠誠消費者擁護,各家代理及銷售汽車業者無不面臨激烈的競爭搶佔、爭奪市場。在競爭激烈的環境境下,如何受到消費者的青睞即成為一大課題。企業必須以消費者所考慮的因素去銷售產品,毋庸置疑的優先考慮的是產品品質,而現在消費者在購買時,同時對服務的感受日漸受到重視之下,企業在販售產品時帶給消費者的服務品質也成為企業必須增強的要素。
本研究的研究對象為曾經購買汽車且實際使用過該汽車之消費者,採用便利抽樣方式以發放紙本問卷進行資料蒐集。問卷共發放350份,回收263份,扣除無效問卷17份後,有效問卷共246份。使用AMOS 18.0統計軟體進行結構方程模式驗證分析本研究之假設。
研究結果顯示:消費者對於他們購買並使用的汽車之產品品質與服務品質都顯著正向影響他們對汽車廠商的滿意度,而滿意度會進而影響忠誠度。根據本研究之樣本分析,消費者在衡量產品品質時,優先考慮該產品是否符合他們的”品味和偏好”(包括知覺品質、美觀、產品特性),其次會考慮”安心使用”(包括產品的耐用性、服務性、可靠性)、及”符合預期中的使用”(包括產品的績效、規格一致性)。而在服務品質上,消費者會先考慮服務的可靠性以及回應性,其次為保證性、關懷性以及有形性。
In the past, the fact that customers tend only pay attention to product quality has changed to focus on both the product quality and service quality. As a corporate, in addition to provide good product quality, it should realize providing good service quality will also add the additional value to the merchandise in purchasing activity. Following the bloom of economics in the past decades, the living standards of the people had significant raised. This caused automobile market gained attentions for each automobile maker.
Until 2011, there are 45 companies selling automobile in Taiwan. Because each brand has their own loyal customer, they are facing a very keen competition situation and trying to gain the market share as possible as they can. In such circumstances, how to gain customers’ preference is a big topic. The corporate should focus on what customers concern the most. There is no doubt that the first concern is the product quality. However, when customer purchased the products, they gradually started to value the service provided by automobile dealers. Thus, the service quality is provided and used during purchasing. It is also a factor that corporate should emphasis on.
The research subjects are customers that had purchased and currently owned the vehicle. The study use convenience sampling method to send questionnaires in paper forms. 350 copies of questionnaire are released, of which 263 copies are returned. After deleting 17 invalid questionnaires, the numbers of the actual valid questionnaires are 246 copies. This study use AMOS 18.0 software to analyze the structure equation model, and verified the hypothesis of the research.
The research results showed: both the product quality and service quality have significant positive effect on the customer satisfaction to automobile makers and customer satisfaction has positive impact on customer loyalty. According to the result of the research, it indicated that when customers evaluate the product quality, they tend to focus on “matching customer’s tastes and preference” (including perceived quality, aesthetics, and product features) in the first priority. After that, the “hassle-free use” factor (including the durability, serviceability, and reliability) is taken into concern. The last factor is that they care “fit for intended use” (including product performance, specification and consistency). As for service quality, firstly customers will focus on the reliability and responsiveness of the service, and secondly the assurance, empathy and tangibles.
目錄
摘要 i
目錄 iii
表目錄 v
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 產品品質 5
第二節 服務品質 7
第三節 顧客滿意度 11
第四節 顧客忠誠度 13
第五節 產品品質與顧客滿意之關係 14
第六節 服務品質與顧客滿意之關係 15
第七節 顧客滿意與顧客忠誠之關係 15
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假設 17
第三節 變數之操作性定義及衡量 18
第四節 研究對象及蒐集資料 24
第五節 分析方法 24
第四章 資料分析與探討 25
第一節 敘述性統計 25
第二節 信度及效度分析 34
第三節 結構方程模型分析 39
第四節 中介效果檢定 41
第五節 調節效果檢定 42
第六節 研究結果 45
第五章 結論與建議 46
第一節 研究結論 46
第二節 管理意涵 48
第三節 研究限制與建議 50
參考文獻 51
附錄 56


表目錄
表1 2012年10月-累積銷售量排行(國產) 2
表2 2012年10月-累積銷售量排行(進口) 3
表3 本研究架構各構念指標變數及問項題數彙總表 17
表4 產品品質之定義與衡量問項 18
表5 服務品質之定義與衡量問項 20
表6 顧客滿意之定義與衡量問項 22
表7 顧客忠誠之定義與衡量問項 23
表8 問卷回收情形 24
表9 性別分布情形 25
表10 樣本之年齡分布 25
表11 樣本之婚姻情形分布 26
表12 樣本之教育程度分布 26
表13 樣本之職業分布 27
表14 樣本之收入情形分布 27
表15 樣本所擁有的汽車為國產車或進口車之分布情形 28
表16 樣本所擁有之汽車廠牌分布 28
表17 樣本所擁有之汽車類型分布 29
表18 樣本之汽車的用途 30
表19 衡量問項之平均數與標準差 30
表20 本研究問卷之各個構念的CRONBACH’S 值 33
表21 各個構念之因素負荷量、組合信度及平均變異數抽取量 34
表22 相關係數矩陣與AVE 36
表23 衡量模式適配度 36
表24 結構模式適配度 37
表25 最佳適配模式之路徑係數與T值 39
表26 最佳適配模式之路徑係數與T值 39
表27 中介效果檢定 41
表28 分群檢定 42
表29 國產與進口之路徑係數與因素負荷量之比較 42
表30 研究結果彙整 43
表31 研究假設與結果 45





圖目錄
圖1 2008-2011年台灣汽車銷售 1
圖2 研究架構圖 16
圖3 最佳模式配適圖 38
圖4 國產車之結構方程模型分析 43
圖5 進口車之結構方程模型分析 43
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