臺灣博碩士論文加值系統

在21世紀的今天，「服務品質」與「專業能力」儼然成為提高營運績效的最佳指標。因此，如何有效提供高服務品質和提升專業能力，用以塑造價值留住會員，進而追求滿意度與忠誠度成為重要的議題，亦為本研究動機。本研究主要研究目的為探討會員服務品質、網站服務品質、師資專業能力對滿意度與忠誠度的關係影響。
　 本研究以單一護理專業團體為調查對象，採用問卷調查法進行實證研究，有效回收問卷為203份。使用SPSS 22對受測樣本進行敘述性統計分析，以獲得樣本的基本結構。再利用SmartPLS 3.0統計方法，對模型進行檢測，以驗證本研究之各項假說。
本研究由結果分析顯示：(1)會員服務品質及網站服務品質對其滿意度與忠誠度皆有正向顯著影響；(2)師資專業能力對滿意度有正向顯著影響；(3)師資專業能力對忠誠度無顯著影響；然而，師資專業能力可透過滿意度之中介效果影響忠誠度；(4)滿意度對忠誠度具有正向顯著影響。因此，積極提升服務品質與專業能力，增進會員滿意度，更須維繫及強化與會員間之關係，進而創造忠誠的會員，促進競爭優勢，以達永續經營之願景。

“Service Quality” and “Professional Capability” have both become the most important indices in enhancing operating performance in the 21 Century. Hence, how to effectively furnish premium service quality and improve professional capability in order to shape and cement value propositions and facilitate member retention and subsequently fulfill customer satisfaction and loyalty have become not only agendas of utmost importance but also the research motive of this study. Research objective of this study aims to explore influences exerted by “member service quality”, “web-based service quality”, and “faculty professional capability” on customer satisfaction and loyalty.
　 This research has targeted one nursing professional association as subject of investigation and adopted empirical research methodology via questionnaire survey. A total of 203 valid respondents have been collected by researcher with descriptive statistical analyses being conducted on tested samples to acquire basic structure of this study utilizing SPSS 22. SmartPLS 3.0 statistics was then run on research models to test and validate various hypotheses.
Analyses of this study have shown: (1) Positive significant influences exist both in “member service quality” and “web-based service quality” on customer satisfaction and loyalty. (2) Positive significant influences exist between faculty professional capability and satisfaction. (3) No significant influences exist between faculty professional capability and customer loyalty. However, via mediating effects of satisfaction, faculty professional capability can impact members’ loyalty. (4) Positive significant influences exist between satisfaction and loyalty. It is therefore the recommendations of this study that aggressively enhancing service quality and professional capability is indispensible in attaining member satisfaction, while connecting and solidifying relationship between members and association to create and sustain loyal members and in turn further strengthen competitive advantages of the association is also extremely vital for any organizations to realize vision of sustainable business operations.

中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vii
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 4
第二章 文獻探討 6
第一節 服務品質 7
(一)服務的定義 7
(二)服務態度的定義 10
(三)服務品質的定義 12
(四)服務品質模式 14
第二節　網站服務 17
(一)網際網路運用的特性 17
(二)網站服務品質 19
(三)網站服務品質衡量構面 20
第三節 專業能力 24
(一)專業能力的定義 24
(二)專業能力的構面 26
第四節 滿意度 27
(一)顧客滿意度的定義 27
(二)顧客滿意度的種類 29
(三)顧客滿意相關理論 29
(四)顧客滿意度的衡量構面 31
第五節 忠誠度 33
(一)顧客忠誠度的重要性 33
(二)顧客忠誠度之定義 34
(三)顧客忠誠度的衡量 36
第三章 研究方法 38
第一節 研究設計 38
(一)研究範圍與對象 38
(二)量表內容 38
第二節 研究架構 39
第三節 變數的操作型定義與問卷設計 40
(一)會員服務品質、師資專業能力、網站服務品質、會員滿意度與忠誠度操作型定義 40
(二)問卷設計 43
第四節 研究假設 47
第五節 分析方法與分析工具介紹 48
(一)敘述性統計分析 48
(二)模型檢測 48
第四章 資料分析 51
第一節 回收樣本統計資料 51
第二節 樣本之基本特性描述 52
第三節 測量模型分析 59
第四節 結構模型分析 67
第五節 假設檢定結果 71
第五章 研究結論及建議 77
第一節 實證結果與討論 77
第二節 管理意涵 82
第三節 研究限制與後續建議 83
參考文獻 85
中文部份 85
英文部份 88
附錄 94
研究問卷 94

1.方世榮 (1994)。行銷管理學。台北市：東華書局。
2.王友梅、孔繁文(2008)。專業能力、服務態度對服務品質與顧客滿意度之影響研究－以○○○後備指揮部為例（國防人力管理）。第十六屆國防管理學術暨實務研討會與國防軍備管理年會，第245-256頁。
3.石小珍 (2009)。服務品質與專業能力對顧客忠誠度之影響-以基層醫療院所為例。碩士論文，國立東華大學企業管理學系碩士在職專班，花蓮市。
4.吳仕芸（2007）。美容沙龍業之顧客忠誠度分析。碩士論文，國立東華大學企業管理研究所，花蓮市。
5.吳佩純（2007）。溫泉區遊客滿意度之研究－以廬山溫泉為例。碩士論文，逢甲大學，臺中市。
6.李良達(1998)。服務高手。台北市：時報出版。
7.李尚儒、陳禎祥(2004)。網際網路虛擬環境下顧客滿意度與顧客忠誠度之相關探討。遠東學報，第21卷，第4期，第625-638頁。
8.李春麟、黃銘圭(2013)。醫療會務網站的系統服務品質、服務價值、主觀規範對會員持續使用意圖之影響效果。健康科技期刊，第1卷第1期，第57-86頁。
9.彼得杜拉克(Drucker，Peter F)著，余珮珊譯(1994)。非營利機構的經營之道。台灣：遠流出版公司。
10.周恬怡 (2005)。網路商店服務品質對消費者滿意度與再購意願影響之研究。碩士論文，私立中原大學企業管理學系，桃園。
11.林永順、蔡青園、陳正平(2013)。咖啡連鎖業品牌形象、服務品質對品牌忠誠度影響之研究─以屏東85度C咖啡連鎖店為例。育達科大學報，第 35 期，民國102年8月，第1-30頁。
12.林志偉(2010)。溫泉旅館服務品質、顧客滿意度對忠誠度之研究-以四重溪茴香戀戀為例。碩士論文，國立臺東大學體育學系，臺東市。
13.林建效(2014)。專業能力、關係品質與顧客忠誠度關聯性之研究—以N保險公司顧客為例。碩士論文，國立高雄應用科技大學企業管理系高階經營管理研究所。
14.林陽助、葉華容（2003）。顧客關係、服務流程品質、服務品質與顧客忠誠度之互動性研究-以網路購物為例。東吳經濟商學學報，第40期。
15.邱以倫(2004)。顧客對於線上服務品質衡量之研究—以網路銀行為例。碩士論文，國立臺灣大學資訊管理研究所，台北市。
16.侯正裕、陳靜枝、陳鴻基(2010)。為何人們使用社交網站？認知專注的觀點。資訊管理學報，第17期，第5卷專刋，第97-116頁。
17.段存吉(2004)。武陵富野渡假村遊客進行服務品質與滿意度對再宿意願之影響研究。碩士論文，國立台灣師範大學，台北市。
18.洪陵鎧（2007）。影響病人忠誠度之研究。碩士論文，國立東華大學企業管理研究所，花蓮。
19.洪雪華(2011)。探索品牌知名度、品牌形象、服務品質與顧客滿意度之關聯性。碩士論文，義守大學企業管理學系碩士班，高雄市。
20.徐也翔 (2008)。專業購物網站服務品質、顧客滿意度與顧客忠誠度關係之研究。碩士論文，銘傳大學傳播管理研究所，台北市。
21.徐于娟(1998)。餐飲服務人員工作生涯品質、服務態度之關係對顧客滿意度、顧客忠誠度影響之研究。碩士論文，中國文化大學觀光事業研究所，台北。
22.張几文(2008)。服務品質、滿意度與重遊意願之研究-以牛耳藝術渡假村為例。碩士論文，朝陽科技大學，臺中縣。
23.張松源(2007)。高雄縣寶來溫泉區溫泉旅館服務品質與顧客滿意度之研究。碩士論文，國立台東大學，台東市。
24.莊竣安、林士傑、吳宗瓊(2012)。民宿口碑傳播之研究：互動品質、服務品質、滿意度之關係。餐旅暨觀光，第9卷，第3期，第133-149頁。
25.陳孟修(1999)。零售業員工的人格特質與工作生活品質對組織承諾、工作投入、服務態度與工作績效的影響之研究。博士論文，中山大學企業管理研究所，高雄市。
26.陳恩源(2012)。建構社群網站服務品質量表之研究。碩士論文，義守大學資訊管理研究所，高雄市。
27.陳瑞辰（2007）。游泳池服務品質、顧客滿意度與再購意願之研究-以臺北縣三重市地區游泳池為例。碩士論文，國立台灣師範大學，台北市。
28.馮 燕(2000)。導論：非營利組織之定義、功能與發展。載於蕭新煌(主編)，非營利部門：組織與運作(第1-42頁)，台北市：巨流。
29.黃惠宜 (2009)。壽險公司核保人員服務品質與業務員滿意度之研究-以P 壽險公司為例。碩士論文，朝陽科技大學保險金融管理系，台中市。
30.黃華山、王怡舜、黃怡菁(2011)。線上拍賣購物者滿意度與忠誠度影響因素之研究。第14卷，第1期，第01-28頁。
31.葉竹林 (2012)。電子化政府入口網站服務品質、滿意度與再使用意願之研究－以澎湖縣政府入口網站為例。碩士論文，國立澎湖科技大學服務業經營管理研究所，澎湖縣。
32.葉書芳 (2002)。服務品質、關係品質以及服務補救與顧客行為意向關係之實證研究-以國內航空業為例。碩士論文，國立成功大學工業管理研究所，台南。
33.蔡嘉紋(2007)。模糊多準則決策分析於網路銀行服務品質之評估。碩士論文，中原大學企業管理學系，桃園。
34.衛南陽(2001)。服務競爭優勢－探索永續經營的奧秘。台北市：商兆文化。
35.鄭瑞隆（2008）。旅客對渡假旅館服務品質、滿意度與重遊意願關係之研究－以花蓮地區為例。碩士論文，國立高雄應用科技大學，高雄市。
36.黎家聲 (2009)。影響非營利組織之顧客忠誠度研究-以台灣庇護工廠為例。碩士論文，國立嘉義大學行銷與流通管理研究所，嘉義。
37.閻瑞彥、周嘉俊(2008)。網站服務品質、商店形象、信任、知覺風險對顧客忠誠影響之研究－以電子商店為例。電子商務研究，第6卷，第4期，第461-486頁。
38.魏建庚(2005)。服務品質、企業形象、顧客滿意度與忠誠度間關係之研究－以台灣地區人壽保險業為例。碩士論文，朝陽科技大學保險金融管理系，台中市。
英文部份
1. Anderson, J. C., and Narus, J. A.（1998）. Business market management – understanding, creating, and delivering value, Upper Saddle River, NJ: Prentice-Hall.
2. Anderson, E. W., Fornell, C. and Lehman D. R. (1994). Customer Satisfaction Market Share and Profitability: Findings from Sweden. Journal of Marketing, 58 (July), 53-66.
3. Barnes, S. J., and Vidgen, R. (2004). Interactive e-government: Evaluating the Web sites of the UK inland revenue, Journal of Electronic Commerce in Organization, 2(1), 42-63.
4. Berry, M.M.J. (1996). Technical Entreperneurship, Strategic and Corporate Transformation in Small High-tech Firm, Technivation, 16(9), 487-498.
5. Bowen, J. T., and Chen. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality, 13(5), 213-217.
6. Bowen, J. T., and Shoemaker, S. (1998). Loyalty: A strategic commitment. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25.
7. Boyatzis, R. E. (1982). The competent manager: a model for effective performance. New York: John Wiley & Sons.
8. Brady, M. K., and Cronin, J. Jr. (2001). Some New Thoughts on Conceptualizing Perceived Service Quality: a Hierarchical Approach, Journal of Marketing, 65, 34-49.
9. Cardozo, R. N. (1965).An Experimental Study of Customer Effort, Expectation and Satisfaction. Journal of Marketing Research, 24 (August), 244-249.
10. Cardy, R. L., and Selvarajan, T. T. (2006). Competencies: Alternative framework for competitive advantage. Business Horizons, 49, 235-245.
11. Christine C. Sutton (2014).Are All Shares Equal? A Measure of Secondary Agency Conflict and an Examination of its Influence on Investor Reactions to Acquisition Announcements, Kennesaw State University Kennesaw, Georgia.
12. Clark, L. A., and Watson, D. (1995). Constructing validity: basic issues in　objective scale development. Psychological Assessment, 7(3), 309-319.
13. Cronin, J. J. Jr., and S.A. Taylor (1992). Measuring Service Quality：A Reexamination and Extension. Journal of Marketing, 56(July), 55-68.
14. Cronin, J. J. Jr., Brady, M. K., and Hult, G. T. M. (2000). Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 76(2), 193-218.
15. Davis, F.D. (1989). Perceived usefulness, perceived ease of　use, and user acceptance of information technologies. MIS Quar-terly, 13(3), 319-340.
16. Dodds, W.B, Monroe, K. B. and Grewal.D. (1991) .Effect of Price,Brand and Store Infor-mation on Buyers' Product Evaluations.Journal of Marketing Research, 28(3), 307-319.
17. Doney, P. M., and Joseph P. C. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships, Journal of Consumer Research, 61, 35-51.
18. Dutka, Alan (1994). AMA Handbook for Customer Satisfaction. Chicago：NTC Publishing Group in Association with The American Marketing Association.
19. Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1984). Consumer　Behavior, Hwa-Tai Book-store, Taipei.
20. Engel, J.F., Blackwall, R.D. and Miniard, P. W. (1986). Consumer Behavior, (7thed.), Harcourt Brace Jovanovich College Publishers, The Dryden Press.
21. Etzel, M. J., Walker, B. J., and Stanton, W. J. (2001). Marketing of Management (12th ed.), New York: McGraw-Hill.
22. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. and Bryant ,B. E., The American customer satisfaction index: nature, purpose, and findings, Journal of Marketing, 60,7-18.
23. Gold, A. H., Malhotra, A., and Segars, A. H. (2001). Knowledge management:an organizational capabilities perspective. Journal of　Management Information Systems, 18(1), 185-214.
24. Gold, J. R., Pak ,E., and Richardson,L. R. (2001). Microsatellite variation among red snapper (Lutjanus campechanus) from the Gulf of Mexico. Marine Biotechnology 3:293–304.
25. Griffith, D. A., and Krampf, R. F. (1998). An Examination of the Web-based Strategies of the Top 100 U.S. Retailers. Journal of Marketing Theory and Practice. 6(3), 12-23.
26. Griffith, D. A., and Palmer, J. W. (1999). Leveraging the Web for Corporate Success. Business Horizons. 42, (1), 3-10.
27. Gronholdt, L., Martensen, A., and Kristensen, K. (2000). The relationship between customer satisfaction and loyalty. Total Quality Management, 11(4/5&6), 509-514.
28.Gronroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36-44.
29. Hair, J.F., Anderson, R.E., Tatham, R.L., and Black, W.C. (1998). Multivariate Data Analysis（5th ed.）,Englewood Cliffs, NJ：Prentice-Hall.
30. Hair, J.F., Anderson, R.E., Tatham, R.L., and Black, W.C. (1992). Multivariate Data Analysis With Readings (3rd ed.), Macmillan Publishing, New York.
31. Hair, J.F., Black, W.C., Babin, B.J., and Anderson, R.E. (2010). Multivariate Data Analysis. Seventh Edition. Prentice Hall, Upper Saddle River, New Jersey.
32. Hoffman, D. L., and Novak, T. P. (1996) July. Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing. 60(3), 50-68。
33. Henseler, J., Ringle, C. M., and Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1): 115-135.
34. Jarvenpaa, S. L., and Todd, P. A. (1997). Is There a Future for Retailing on the Internet?. In R.A. Peterson (Ed.), Electronic Marketing and the Consumer, Sage Publications: Thousands Oaks, CA., 139-154.
35. Jarvenpaa, S. L., and Todd, P. A. (1997). Consumer Reactions to Electronic Shopping on the World Wide Web. International Journal of Electronic Commerce. 1(2), 59-88.
36. Jones, T. O., Sasser, W. E. (1995）. Harvard Business Review. Boston: Nov/Dec. 73(6), 88-99.
37. Juran, J. M. (1986). Universal Approach to Managing for Quality. Quality Progress, 19, 10-24.
38. Juran, J. M. (1992). Juran on Quality by Design: The New Steps for Planning Quality into Goods and Services.
39. Klaus, P. (1985). Quality Phenomenon: The Conceptual Understanding of Quality in Face–to–face Service Ecounters, In Czepiel, J. A. Solon, M. R. and Surprenant, C. F.(eds.), The Service Ecounters: Managing Employee Customer Interaction in Service Business, MA:Health and Co, Lexington, 17–33.
40. Kotler, N. and Kotler, P. (1998). Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenues and Resources, Jossey–Bass Publishers, San Francisco.
41. Kotler, P. (2000). Marketing Management: Analysis, Planning, Implementation and Control, 10th Ed. (NJ: Prentice Hall).
42. Kotler, P., (2003). Marketing management (11 ed.), Upper Saddle River, NJ: Prentice Hall.
43. Kotler, P., and Levy, S. J. (1969). Broadening the Concept of Marketing, Journal of Marketing, 24(August), 244-249.
44. Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation and Control (7thed.), Prentice–Hall, New Jersey, 321-322.
45. Kotler, P. (1994). Marketing Management：Analysis, Planning, Implementations, and Control (8th ed.), Englewood, Cliff, New Jersey：Prentice-Hall. 464.
46. Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control, (9thed.), Prentice–Hall Inc, New Jersey.
47. Krugman, H.W., (1965). The Impact of Television Advertising; Learning Without (Fall), 349-356
48. Larsen, S., and Bastiansen, T. (1991). Service Attitude in Hotel and Restaurant Staff and Nurse. International Journal of Contemporary Hospitality Management, 4: 27-3.
49. Liu, C., and Arnett, K. P. (2000). Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce. Information and Management. 38(1), 23-34.
50. Loiacono, E.T., Watson, R.T., and Goodhue, D.L. (2002). WebQual: A measure of website quality, American Marketing Association, Conference Proceedings, 13, 432-438.
51. Lovelock C. H., and Charles B. W. (1978). Public and Nonprofit Marketing Comes of Age. In Gerald Zaltman and Thomas V. Bonoma, eds., Review of Marketing, Chicago, IL：American Marketing Association.
52. Mano, H., and Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling and satisfaction. Journal of Consumer Research, 20(3), 451-466.
53. Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequence of Satisfaction Decision, Journal of Marketing Research, 17(Nov.), 422-469.
54. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
55. Oliver, R. L., and Desarbo, W. S. (1988), Response Determinants in Satisfaction Judgement, Journal of Consumer Research, 14(March), 495-507.
56. Oliver, R. L., (1993). A Cognitive Model of Service Satisfaction:Compatible Goal, Different Concepts, Advances in Service Marketing and Management, Teresa A. Swartz, David A. Bowen, and Stephen W. Brown(2theds.), CT: JAI Press, reenwich, 65-86.
57. Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1991). Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing, 70, 201-229.
58. Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1988). SERVQUAL：A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing 64(Spring), 12-40.
59. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). Problem and Strategies in Service Marketing, Journal of Marketing, 49(Spring), 33-46.
60. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). A Conceptual Model of Service Quality and Its Implication for Future Research. Journal of Marketing, 49, 41-50.
61. Pitt, L. F., Watson, R. T., and Kavan, C. B. (1997) June. Measuring Information Systems Service Quality: Concerns for a Complete Canvas. MIS Quarterly. 21(2), 209-221。
62. Rajesh K.B. (2015). Determinants of Value Creation of GCC Firms – An Application of PLS SEM Model, Asian Journal of Finance & Accounting, 7(1).
63. Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
64. Singh, J., and Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgment, Journal of Academy of Marketing Science, 28(1), 50-167.
65. Sirdeshmukh, D., Singh, J., and Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges, Journal of Marketing, 66(1), 15-37.
66. Sobel, M. E. (1982). Asymptotic intervals for indirect effects in structural equations models. In S. Leinhart (Ed.), Sociological methodology, 290-312. San Francisco: Jossey-Bass.
67. Spencer, L. M. and Spencer, S. M. (1993). Competency at Work, New York: John Wiely & Sons.
68. Teo, T., Chai, C.S., Hung, D. and Lee, C.B. (2008). Beliefs about teaching and uses of technology among pre-service teachers, Asia Pacific Journal of Teacher Education, 36(2), 165-176.
69. Teo, T., Lee, C.B. and Chai, C.S. (2008). Understanding pre-service teachers’ computer attitudes: Applying and extending the Technology Acceptance Model (TAM), Journal of Compute Assisted Learning, 24(2), 128-143.
70. Varadarajan, P. R., and Yadav M. S. (2002). Marketing Strategy and the Internet: An Organizing Framework. Journal of the Academy of Marketing Science, 30(4), 296-312。
71. William J. R. (1963). The Service Revolution. Journal of Marketing, July, 57-62.
72. Woodruff, R. B.（1997）. Customer value: The next source for competitive edge. Journal of the Academy of Marketing Science, 25(2), 139-153.
73. Woodruffe, C. (1992). What is meant by competency? In Boam, R., and Sparrow, P. (Eds.). Designing and achieving competency. New York: McGraw-Hill.
74. Yang, Z. (2001). Consumer Perceptions of Service Quality in Internet-based Electronic Commerce. Proceedings of the 30th EMAC Conference, 8-11.
75. Zeithaml, Valerie A., and Bitner, Mary J. (1996). Services Marketing, McGraw-Hill, New York, N.Y.
76. Zeithaml, Valerie A., and Bitner, Mary J. (2000). Services Marketing: Integrating customer focus across the firm, 2nd ed., Irwin/ McGraw-Hill, Boston, M.A.
77. Zeithaml, Valerie A., Berry, Leonard L., and Parasuraman, A. (1996). The behavioral consequences of service quality, Journal of Marketing, 60(2), 31-46.
78. Zeithaml, Valerie A., Parasuraman, A., and Berry, Leonard L. (1990). Delivering Quality Service, The Free Press, New York, N.Y.