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研究生:余韓
研究生(外文):Han Yu
論文名稱:服務品質對再購意願的多因子中介模式探討
論文名稱(外文):THE EFFECT OF SERVICE QUALITY ON REPURCHASE INTENTION IN A MULTIPLE MEDIATOR MODEL
指導教授:林南宏林南宏引用關係
指導教授(外文):Nan-Hang Lin
口試委員:林南宏
口試委員(外文):Nan-Hang Lin
口試日期:2015-07-03
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
論文頁數:134
中文關鍵詞:再購意願企業形象知覺價值轉換成本顧客滿意多因子中介模式服務品質
外文關鍵詞:Multiple Mediator ModelRepurchase IntentionService QualityEnterprise ImageCustomer SatisfactionSwitching CostPerceived Value
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隨著全球經濟發展成熟,服務業逐漸成為全球經濟發展的主要動力。這半世紀以來台灣經濟發展日益蓬勃,服務業在身為海島國家的台灣於2012年已占全國GDP總產值的68.2%,也就是說,如何在競爭激烈的服務產業中生存下來逐漸成為許多業者面臨的最大問題。而好的品質是最好的競爭優勢。台灣政府近年來極力鼓勵服務型企業提升服務品質,不僅保障民眾權益同時也提升台灣服務產業的素質。透過提升服務品質留住顧客對組織來說是一個可以達成企業目標提高盈餘的方法之一,因此本文進行服務品質對再購意願的多因子中介模式探討,以研究企業形象、顧客滿意、知覺價值以及轉換成本四者的優先順序,以利廠商妥善規劃有限資源的配置。
本研究的研究對象鎖定為有定期使用美髮服務的消費者,並利用紙本問卷及網路問卷來收集樣本資料。經過一個月的問卷回收,共得問卷300份,扣除無效問卷34份後,有效問卷266份。本研究以SPSS 21.0和SmartPLS 2.0 M3 Release來作為統計分析工具並進行假說檢定以分析多因子中介模式。
研究結果顯示:在服務品質與再購意願之間,「企業形象」、「知覺價值」、「顧客滿意」與「轉換成本」等四項變數上都存在顯著正向的中介效果。其次,台灣美髮業在分配資源運用上的優先順序為顧客滿意、轉換成本、企業形象,最後才是知覺價值。而經營意涵、研究限制及未來研究方向也一併討論。
As the global economic developing, service industry has become one of the main forces accounts for global economic growth. In Taiwan, as the economic has kept booming over this half-century, the percentage of service industry in GDP had already reached 73% in 2005. Therefore, many enterprises have gradually started finding strategies in order to survive in this competitive industry. As the saying goes “Quality is the best business plan”. Enhancing service quality for consumer is always the biggest issue for managers. In recent years, the government began to carry out some new policies which may help the service-oriented providers to improve their service quality. As the result, the government can set protection for public benefits while enhancing the service industrial environment. On the other hand, as for organizations, maintaining customers through increasing service qualities is one of the ways to achieve high-profitability goals for service industry. Consequently, this study explores the effect of service quality on repurchase intention in a multiple mediator model, and examines the priority of perceived value, customer satisfaction, switching cost and enterprise image.
This study reveals that, between service quality and repurchases intention, “enterprise image”, “perceived value”, “customer satisfaction”, and “switching cost” are all demonstrating the significant mediate effect. Followed by the priorities allocation of resources are “customer satisfaction”, “switching cost”, “enterprise image”, and “perceived value”. The last part in this study we discussed the managerial implication, limitations and suggestions for future studies.
摘要 i
誌謝辭 iii
目錄 v
表目錄 vii
圖目錄 viii
第壹章 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
第貳章 文獻探討 5
第一節 服務品質 5
第二節 再購意願 7
第三節 企業形象 8
第四節 顧客滿意度 10
第五節 知覺價值 11
第六節 轉換成本 12
第參章 研究方法 14
第一節 研究架構 14
第二節 研究假設 14
第三節 變數問項 18
第四節 資料蒐集方法 21
第五節 資料方法分析 23
第肆章 資料分析與結果 24
第一節 敘述性統計分析 24
第二節 信度與效度分析 27
第三節 中介效果的影響 33
第伍章 結論與建議 35
第一節 研究結論與管理意涵 35
第二節 研究限制與後續研究建議 39
參考文獻 41
附錄 53
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