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研究生:韓扶平
研究生(外文):HAN FU-PING
論文名稱:企業信譽、服務品質對知覺價值與忠誠度影響之探討: 汽車板金鍍膜服務之實證研究
論文名稱(外文):The Effects of Corporate Credibility 、Service Quality on Perceived Values and Loyalty : An Empirical Study for Automobile Coating Service
指導教授:薛榮棠薛榮棠引用關係薛昭義薛昭義引用關係
指導教授(外文):Hsueh Jung-TangHsueh Chao-Yi
學位類別:碩士
校院名稱:國立高雄師範大學
系所名稱:事業經營系
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:2015
畢業學年度:103
語文別:中文
論文頁數:92
中文關鍵詞:「企業信譽」「服務品質」「知覺價值」「忠誠度」
外文關鍵詞:corporate credibilityservice qualityconsumer perceived valueloyalty
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汽車鍍膜為一種新興的汽車板金與烤漆的保護方式,這種新興的服務已經引起國內汽車業界的重視,國內的許多汽車大廠也在其汽車美容部門引入相關的服務,然而,面對這種新興的服務,國內的學界卻缺乏相關的討論。所以本研究以汽車鍍膜為探討對象,討論企業信譽與服務品質對於消費者知覺價值與忠誠度的影響。
本研究以問卷調查的方式進行,以高雄地區汽車鍍膜消費者為主要的研究對象,使用立意抽樣的方式,調查高雄地區汽車鍍膜消費者對於「企業信譽」、「服務品質」、「知覺價值」與「忠誠度」的看法。總共發放問卷154份,實際回收有效問卷154份。隨之採用SPSS統計工具,以相關及廻歸分析以上構面之關係,實證結果顯示:
1. 企業信譽會對消費者的知覺價值有正向顯著的影響。
2. 服務品質對消費者的知覺價值有正向顯著的影響。
3. 消費者的知覺價值對於顧客忠誠度有正向顯著的影響。

此外本研究也發現,性別與學歷等人口統計變數也會顯著影響消費者知覺價值與忠誠度。
最後,本研究依據研究結果提出結論和管理實務意涵,說明本研究的限制及對後續研究者提出建議,以供相關業者經營管理之參考。

Automotive coating is a new way to protect automobile sheet metals, baking varnish and paint patterns. This new service already caught the automobile industry’s attention, many domestic automobile factory applied this new service into their automobile beauty department. However, in the academic field, there is lack of research related to this new service. Therefore, the present study investigates how corporate credibility and service quality affect consumer perceived value and loyalty through automotive coating service.
The present study adopted a quantitative survey design and used purposive sampling to collect the data. Participants are consumer of automotive coating in Kaohsiung. The purpose of the study is to investigate the automotive coating consumer’s opinion of corporate credibility, service quality, consumer perceived value and loyalty. The study administered 154 questioners and 154 questioners were collected. There data was analyzed through correlation analysis and regression analysis by SPSS. The result reveals :
1.Corporate credibility positive significant affects to consumer perceived value.
2.Service quality positive significant affects to perceived value.
3.Consumer perceived value positive significant affects to loyalty.
Besides, the study indicated that demographic variables, sex and education, will also positively affect consumer perceived value and loyalty.
Last but not the least, the study findings may serve both further research on management and leadership and related businessman as a guide. Also, the last chapter explained the limitation of the present study as the reference to further research.

目次
中文摘要 Ⅱ英文摘要 Ⅲ
目次 Ⅳ
表次 Ⅵ圖次 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 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 汽車美容的定義 7
第二節 企業信譽 16
第三節 服務品質 18
第四節 消費者知覺價值 21
第五節 顧客忠誠度 25
第六節 企業信譽、服務品質與消費者知覺價值、忠誠度之關係 29
第三章 研究方法 31
第一節 觀念性架構 31
第二節 研究假設 31
第三節 問卷設計 32
第四節 研究對象與抽樣設計 35
第五節 資料分析方法 35
第四章 資料分析與研究結果 38
第一節 樣本特性說明 38
第二節 敘述性統計分析 44
第三節 信度分析 47
第四節 相關分析 51
第五節 區別效度檢定 53
第六節 迴歸分析 55
第七節 t檢定與變異數分析 59
第五章 結論與建議 74
第一節 結論 74
第二節 管理意涵 79
第三節 研究限制與未來研究建議 81

參考文獻 82
中文部分 82
英文部分 83
附錄 89


表次
表2-1台灣小客車領牌數量 11
表2-2台灣小客車每月清潔費用表 12
表2-3 影響忠誠度因素歸納表 28
表3-1 企業信譽題項彙整表 32
表3-2 服務品質題項彙整表 33
表3-3 消費者知覺價值題項彙整表 34
表3-4 顧客忠誠度題項彙整表 35
表4-1 受測者性別統計表 38
表4-2 受測者婚姻狀態統計表 39
表4-3 受測者年齡統計表 39
表4-4 受測者教育程度統計表 40
表4-5 受測者職業統計表 40
表4-6 受測者所得統計表 41
表4-7 受測者洗車次數統計表 42
表4-8 受測者車型統計表 42
表4-9 受測者車輛里程數統計表 43
表4-10企業信譽題項之平均數、標準差彙整表 44
表4-11服務品質題項之平均數、標準差彙整表 45
表4-12消費者知覺價值題項之平均數、標準差彙整表 46
表4-13顧客忠誠度題項之平均數、標準差彙整表 47
表4-14企業信譽構面之內部一致性檢定表 48
表4-15服務品質構面之內部一致性檢定表 49
表4-16知覺價值構面之內部一致性檢定表 50
表4-17顧客忠誠度構面之內部一致性檢定表 51
表4-18各構面之相關分析表 52
表4-19各子構面之相關分析表 54
表4-20企業信譽對知覺價值之迴歸分析表 55
表4-21服務品質對知覺價值之迴歸分析表 56
表4-22消費者知覺價值對顧客忠誠度之迴歸分析表 58
表4-23消費者性別對消費者知覺價值之t檢定表 59
表4-24消費者婚姻狀態對消費者知覺價值之t檢定表 60
表4-25消費者車輛類型對消費者知覺價值之t檢定表 60
表4-26消費者年齡與消費者知覺價值之變異數分析表 61
表4-27消費者年齡與消費者知覺價值變異數分析之事後檢定表(Scheffe法) 62
表4-28消費者學歷對顧客忠誠度之變異數分析表 63
表4-29消費者學歷與消費者知覺價值變異數分析之事後檢定表(Scheffe法) 63
表4-30 消費者每月可支配所得與顧客忠誠度之變異數分析檢定表 64
表4-31消費者每月可支配所得與消費者知覺價值變異數分析之事後檢定表 (Scheffe法) 64
表4-32消費者洗車次數與消費者知覺價值之變異數分析檢定表 65
表4-33消費者洗車次數與消費者知覺價值變異數分析之事後檢定表 (Scheffe法) 66
表4-34 消費者性別對顧客忠誠度之t檢定表 67
表4-35 消費者婚姻狀態對顧客忠誠度之t檢定表 67
表4-36 消費者車輛類型對顧客忠誠度之t檢定表 68
表4-37 消費者年齡與顧客忠誠度之變異數分析表 69
表4-38 消費者年齡與顧客忠誠度變異數分析之事後檢定表(Scheffe法) 70
表4-39 消費者學歷對顧客忠誠度之變異數分析表 71
表4-40 消費者學歷與顧客忠誠度變異數分析之事後檢定表(Scheffe法) 71
表4-41 消費者可支配所得與顧客忠誠度之變異數分析檢定表 72
表4-42 消費者可支配所得與顧客忠誠度變異數分析之事後檢定表(Scheffe法)72
表4-43 消費者洗車次數與顧客忠誠度之變異數分析檢定表 73
表4-44 消費者年齡對顧客忠誠度變異數分析之事後檢定(Scheffe法) 73
表5-1 研究結果彙整表 74

圖次
圖1-1 研究流程圖 6
圖2-1 台灣歷年新車銷售數量圖 13
圖2-2 鍍膜服務作業流程圖 15
圖2-3 交易效用理論研究架構圖 23
圖2-4 影響顧客忠誠度因素研究架構圖 27
圖3-1 觀念性架構 31
圖4-1 本研究架構之相關係數圖 52
圖4-2 企業信譽、服務品質與知覺價值構面之迴歸係數示意圖 57
圖4-3 消費者知覺價值與顧客忠誠度之迴歸係數示意圖 58

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