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研究生:吳秋蓮
研究生(外文):Chiu-Lien Wu
論文名稱:知覺價值和售後服務對滿意度、承諾及顧客關係績效的影響-空調產業的實證研究
論文名稱(外文):PERCEIVED VALUE AND AFTER-SALE SERVICE ON SATISFACTION, COMMITMENT AND CUSTOMER RELATIONSHIP PERFORMANCE-TAKING AIR CONDITIONING INDUSTRY AS AN EXAMPLE
指導教授:林南宏林南宏引用關係
指導教授(外文):Nan-Hong Lin
口試委員:林南宏
口試委員(外文):Nan-Hong Lin
口試日期:2015-01-28
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:2015
畢業學年度:103
語文別:中文
論文頁數:68
中文關鍵詞:滿意度售後服務知覺價值顧客關係績效承諾
外文關鍵詞:SatisfactionAfter-Sale ServicePerceived ValueCustomer Relationship PerformanceCommitment
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空調業近年來已有競爭白熱化的現象,當各家業者的產品差異性日漸縮小之際, 空調業者為取得競爭優勢可能必須拋棄過去過度重視產品研發的思維,而代之以找 出影響顧客關係管理績效的因素,並分析若能讓顧客與廠商間產生好的顧客關係績 效(關係長度及廣度),是否就能降低其對價格的敏感度,這樣的研究將有助於空調 業者競爭策略的制定。因此,本研究從知覺價值、售後服務的觀點出發,以探討其 對滿意度、承諾的影響,並進而探討這樣的滿意度、承諾如何影響顧客與廠商間的 關係長度及廣度。
本研究的研究母體,界定為台灣地區所有曾經選購過空調產品的消費者,經過 一個半月的問卷回收期,共得有效問卷 289 份,回收之有效問卷再以 SPSS 與 AMOS
進行資料分析,以得知研究結果。此間,本研究旨在以知覺價值和售後服務以及滿 意度和承諾與關係長度、關係廣度等六個構面,以結構方程模式驗證之影響關係。
研究結果發現:(1) 消費者對空調產品的知覺價值對其滿意度有正向顯著的影 響。(2) 消費者對空調產品的售後服務對其滿意度有正向顯著的影響。(3) 消費者對 空調產品的知覺價值對其承諾有正向顯著的影響。(4) 消費者對空調產品的售後服 務對其承諾有正向顯著的影響。(5) 消費者對空調產品的滿意度對其與廠商關係長 度的維繫有正向顯著的影響。(6) 消費者對空調產品的承諾對其與廠商關係長度的 維繫有正向顯著的影響。(7) 消費者對空調產品的滿意度對其與廠商關係廣度的維 繫有正向顯著的影響。(8) 消費者對空調產品的承諾對其與廠商關係廣度的維繫有 正向顯著的影響。最後,本研究依研究結果提出行銷管理意涵,並建議具體可行的 做法以供空調業者在策略規劃與執行之參考。
Air conditioning market has been undergone keen competition recently. As product differences shrined, the industries tried to find out the factors influencing customer relationship management and analyze their effect on the price sensitivity of customers, which might help to formulate competitive strategies. Therefore, this study was based on costumers’ perspective, and explored the effect of perceived value and after-sale service
on satisfaction and commitment, and how satisfaction、commitment influence relationship


length and relationship breadth between customers and industries.
The population was consumers of air conditioning products. 289 participants were recruited during one-and-a-half months periods. Statistical analyses were conducted using SPSS and AMOS. SEM (structural equation modeling) was conducted to examine the relation among six dimensions, which were perceived value, after-sale service, satisfaction, commitment, customer relationship performance, relationship length, and relationship breadth.
The main findings were as following: (1) perceived value has a positive effect on satisfaction; (2) after-sale Service has a positive effect on satisfaction; (3) perceived value of consumers has a positive effect on commitment; (4) after-sale service has a positive effect on commitment; (5) satisfaction has a positive effect on relationship length; (6) commitment has a positive effect on relationship length; (7) satisfaction has a positive effect on relationship breadth; (8) commitment has a positive effect on relationship breadth. Suggestions for air conditioning industries were proposed based on results of this study.
目錄
摘要 i
ABSTRACT iii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 5
第貳章 文獻探討 7
第一節 知覺價值 7
第二節 售後服務 9
第三節 滿意度 11
第四節 承 諾 12
第五節 顧客關係績效 14
第叁章 研究方法 16
第一節 研究架構與假設 16
第二節 問 項 20
第三節 資料蒐集方法 23
第肆章 資料分析與結果 25
第一節 敘述統計分析 25
第二節 信度與效度分析 27
第三節 結構方程模式分析 31
第伍章 結論與建議 33
第一節 研究結論 33
第二節 管理意涵 35
第三節 研究限制與未來研究建議 38
參考文獻 41
附錄一 問卷 51
表目錄
表 1 各廠牌年度銷售台數統計表 2
表 2 知覺價值構面及各項評量項目表 20
表 3 售後服務構面及各項評量項目表 21
表 4 滿意度、承諾構面及各項評量項目表 22
表 5 顧客關係績效構面及各項評量項目表 22
表 6 樣本基本資料分析表 26
表 7 驗證性因素分析彙總表 28
表 8 區別效度 30
表 9 配適度指標分析表 31
表 10 研究假說檢定結果 32
圖目錄
圖一 研究架構 16
圖二 路徑圖 32
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1. 探討網路論壇的知覺價值、品牌形象對消費者忠誠度之影響-以智慧型手機為例
2. 銀髮族對保健食品產品知識、知覺風險、 知覺價值與購買意願關聯性之研究
3. 品牌形象、知覺價值、顧客滿意度與再購意願之研究—以大湖酒莊為例
4. 品牌形象、知覺品質與知覺價值對烘焙麵包購買意願影響之研究
5. 觀光意象、旅遊體驗、知覺價值與遊客滿意度關聯性之研究─以高雄駁二藝術特區為例
6. 促銷活動對連鎖咖啡館消費者的知覺價值、滿意度與忠誠度關係影響之研究──以台中市星巴克、85°C與City Café為例
7. 參與動機、涉入程度、知覺品質與知覺價值對護具購買意願影響之研究-以大型重型機車參與者為例
8. 標章認知、知覺價值、產品信任與購買意願之研究-以農產品標章為例
9. 服務品質、顧客抱怨與情緒勞務對知覺價值與顧客滿意度的影響研究-以國軍示範公墓為例
10. 消費者對限量品之知覺價值、品牌態度及再購意願關係之研究
11. 觀光目的地意象對知覺價值及旅客滿意度之影響–以臺北市中山雙連創意街區為例
12. 知覺品質、知覺犧牲、知覺價值對消費者購買意願之影響-以4G LTE行動上網服務為實證
13. 知覺價格、品牌形象、商店形象對知覺價值與購買意願之關係研究─以西班牙服飾品牌ZARA為例
14. 網路購物品牌形象、品牌信任、知覺價值、知覺風險對購買意願影響之研究-以網路購買服飾商品為例
15. 體驗行銷對消費者信任及購買意願影響之研究
 
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