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研究生:葉貞廷
研究生(外文):Chen-Ting Yeh
論文名稱:服務補救滿意度、員工同理心與顧客忠誠之相關研究
論文名稱(外文):The Relationship Between Recovery Satisfaction, Empathy and Customer Loyalty
指導教授:邱彥婷邱彥婷引用關係
指導教授(外文):Yen-Ting Chiu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理系連鎖加盟管理碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:62
中文關鍵詞:員工同理心服務補救滿意度忠誠度
外文關鍵詞:loyaltyservice recovery satisfactionempathy
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在服務業第一線服務人員為直接接觸顧客的人,可見人員因素扮演著舉足輕重的角色,然而過去的文獻當中,鮮少有研究著重於服務人員的同理心,本研究將探討服務補救滿意度、服務人員同理心及顧客忠誠度之關係。
本研究調查過去消費中,曾發生服務疏失的顧客,共發出443份問卷,有效回收問卷份數為396份。本研究發現同理心對於服務補救滿意度有正面的影響,且服務補救滿意度對顧客忠誠度也有正面的影響,然而,同理心對顧客忠誠度無顯著影響,同理心須要透過服務補救滿意度,才能影響顧客忠誠度,此外,同理心也對服務補救滿意度和忠誠度具有正向干擾效果。本研究最後提供業界的建議,如何執行有效的內部行銷策略。
In the service sector, front-line employees play an important role in service delivery. So far, there are few researches to investigate the role of service providers’ empathy. This study discusses the relationship between service recovery satisfaction, empathy and customer loyalty.
This study collects 396 valid questionnaires. The findings are as follows: service recovery satisfaction is found to be positively affected by empathy. Loyalty is found to be positively affected by service recovery satisfaction. However, the relationship between empathy and loyalty is not significant. Empathy affects loyalty through service recovery satisfaction. Also empathy is found to moderate the relationship between service recovery satisfaction and loyalty. The study concludes with practical suggestions.
摘要..........................i
Abstract.....................ii
誌謝.........................iii
目錄.........................iv
表目錄........................vi
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.................3
第三節 研究流程.................3
第二章 文獻回顧.................5
第一節 服務定義與特性............5
第二節 同理心...................7
第三節 服務補救滿意度............11
第四節 顧客忠誠度...............13
第三章 研究方法.................16
第一節 研究架構.................16
第二節 研究假說建立..............17
第三節 研究變數與衡量.............19
第四節 信度分析.................22
第五節 因素分析.................23
第六節 結構方程模型分析..........24
第七節 中介測驗.................29
第四章 實證分析.................30
第一節 前測....................30
第二節 正式問卷樣本敘述..........34
第三節 正式問卷之測量模型分析 .....39
第四節 假設檢定結果分析..........47
第伍章 結論與討論...............50
第一節 研究發現.................50
第二節 管理實務意涵..............51
第三節 研究限制與未來方向.........52
文獻..........................55
附錄..........................60
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