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研究生:邱湘惟
論文名稱:知覺服務創新如何影響顧客忠誠度-以台灣星巴克為例
論文名稱(外文):The Effect of Perceived Service Innovativeness on Customer Loyalty-An Example of Starbucks in Taiwan
指導教授:林呈昱林呈昱引用關係
口試委員:楊坤修曾鼎翔林呈昱
口試日期:2014-07-09
學位類別:碩士
校院名稱:逢甲大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:64
中文關鍵詞:知覺服務創新、知覺服務品質、認知滿意度、情感滿意度、顧客忠誠度
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近年來服務產業在台灣的經濟上逐漸扮演著重要的定位,服務業也日漸競爭激烈。在此競爭的環境中必然要以差異化去吸引消費者的關注,因此有創新思維會提升與同行業者之間的競爭力。同時服務的品質也是在這經營模式中的不可缺少的一環,品質的好壞影響著顧客對店家的評價,顧客實際認知的服務、和店家所提供的服務之間的差異大小,決定著顧客的滿意程度。顧客認為這次的消費經驗得到滿意與否,也會是取決下次是否繼續來店家消費的重要依據,讓顧客的忠誠度提高對於店家日後經營上會是重要的因素之一。
而本研究主要以台灣的星巴克為研究目標,目的在於探討知覺服務創新對知覺服務品質有何影響,以及知覺服務品質對於認知滿意度和情感滿意度有何影響,最後認知滿意度、情感滿意度對於顧客忠誠度又會有何影響。
本研究以到星巴克消費過的顧客進行問卷調查,先以調查星巴克150位顧客作為前測抽樣,分析顯示皆為顯著效果。正式問卷總計各發出400份,有效問卷共369份。
本研究整體模型分析以AMOS18軟體進行相關統計分析工作,最後得到研究結果發現:(1) 知覺服務創新程度高,對於知覺服務品質呈顯著正向影響;(2) 知覺服務品質與認知滿意度呈顯著正向影響;(3) 知覺服務品質與情感滿意度呈顯著正向影響;(4) 認知滿意度對顧客忠誠度呈顯著正向影響;(5) 情感滿意度與顧客忠誠度呈顯著正向影響。
In recent years, the competition of service industry in Taiwan has become fiercer than before. In this competitive environment, retailers have to differentiate theselves to attract the attention of consumers. At the same time, competing for the better service quality is an indispensable part in these business modes. Because it has been proven that a retailer’s ability to offer good service quality and to satisfy its customers has a positive impact on increasing consumers’ intention to purchase. Thus, the present study aims to investigate the effect of perceived service innovativeness on perceived service quality, cognitived satisfaction, emotional satisfaction and customer loyalty.
The current research first conducts a survey of 150 customers as pre-test sample. The pilot test results show that all proposed hyposese have significant effects. This research then conducts a formal survey including 400 Startbucks customers and after excluding inappropriate questionnaire, there are a total of 369 valid questionnaires. AMOS18 is used to test the proposed model.
The results show that: (1) perceived service innovativeness has a positive effect on the perceived service quality; (2) perceived service quality has a positive effect on cognitive satisfaction; (3) perceived service quality has a positive effect on emotional satisfaction; (4) cognitive satisfaction has a positive effect on customer loyalty; (5) emotional satisfaction has a positive effect on customer loyalty. Several implications and suggestions for future research are offered in the last part of research.
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
第三節 研究流程 5
第二章 文獻探討 6
第一節 知覺服務創新 6
第二節 知覺服務品質 14
第三節 滿意度 18
第四節 顧客忠誠度 24
第三章 研究方法 28
第一節 研究範圍與對象 28
第二節 研究架構 29
第三節 研究變數的衡量方式 29
第四節 問卷設計 33
第五節 研究分析方法 33
第四章 研究結果分析 37
第一節 基本資料分析 37
第二節 敘述性統計分析 38
第三節 信度與效度分析 41
第四節 結構方程模式分析 44
第五章 結論與建議 48
第一節 管理意涵 48
第二節 研究結論 49
第三節 研究限制與後續研究建議 51
參考文獻 53
中文文獻: 53
附錄一:研究問卷調查表 61
中文文獻
1.潘成滿譯(Christian Gronroos著) (2003) ,服務業管理與行銷(Service Management and Marketing: A Customer Relationship Management Approach 2/e),普林斯頓國際有限公司。
2.張之德(2001), 協力廠商餐與產品創新之類型探討- 台灣工具機業的實證研究, 東海大學工業工程研究所碩士論文。
3.張瑩(2005), 組織創新箝制因素、組織創新與組織績效之相關性研究-以台灣製藥業為例,國立成功大學高階管理碩士在職專班碩士論文。
4.莊立民、段起祥(2006),台灣服務業組織創新量表發展之研究,產業論壇,的八卷,第65-83頁。
5.廖偉伶(2003),知識管理在服務創新的應用,國立成功大學工業管理科學研究所。
6.楊錦洲(2001),顧客服務創新價值¬-如何做好服務品質,台北: 紅螞蟻圖書。
7.蘇靖淑 (2007)。中式速食連鎖餐廳消費者外食價值與消費知覺關係之研究。休閒暨觀光產業研究,2(1),133-146
8.周華泰,黃俊英,郭德賓(1999),服務品質與顧客滿意評量模式之比較研究,輔仁管理評論,6(1),37-63。

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