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研究生:林岱駒
研究生(外文):Tai-chu LIN
論文名稱:出版社服務內容對滿意度與忠誠度之研究-以K出版社為例
論文名稱(外文):A Study of Relationship between Service Content and Satisfaction toward Loyalty : A Case of K Publisher
指導教授:鄭孟育鄭孟育引用關係
指導教授(外文):Meng-Yu Cheng
口試委員:佘溪水黃禮林
口試日期:2016-05-20
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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:2016
畢業學年度:104
語文別:中文
論文頁數:80
中文關鍵詞:滿意度忠誠度服務品質品牌形象
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  • 被引用被引用:1
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主要研究在討論國中三家出版社到學校的服務品質與互動中教師的滿意度及品牌忠誠度之關係,以國中老師當研究的對象,台中市 選擇96 所公私立國民中學老師作為研究之母群,一共選了26間學校,共發出260份研究問卷,並且總計回收了問卷254份。研究結果發現,出版社的服務品質會正向影響教師滿意度與教師忠誠度,而教師滿意度會正向影響教師忠誠度,最後,教師滿意度會部分中介出版社服務品質與教師忠誠度的影響效果。

關鍵詞:滿意度、忠誠度、服務品質、品牌形象
This study is mainly focus on researching in the connections between service quality and teachers’ satisfaction at the interation with the salespeople from the three publishers, which also causes an influence on the loyalty to the brand.
  As a result, teachers in junior high schools were chosen as the subjects by choosing them from 96 public or private junior high schools in Taichung City as the population. Afterwards, 26 schools were picked at random.In this research, 260 questionnaires were dispatched and 254 were received in total.
  The result presents the service quality of the publishers and the teachers’ loyalty to the brand are in direct ratio. Furthermore, teachers’ satisfaction also influences the teachers’ loyalty to the brand directly.
  Eventually, teachers’ satisfaction will partly intermediate the effect on the service quality of the publishers and the teachers’ loyalty.

Keywords:Satisfaction, Royalty, Service Quality, Brand image
第一章 緒論 1
第一節 研究動機及背景 1
第二節 研究目的 3
第三節 名詞解釋 4
第二章 文獻探討 8
第一節 教科書評選 8
第二節 出版社服務品質 11
第三節 滿意度 13
第四節 忠誠度 15
第三章 研究設計與實施 23
第一節 研究流程 23
第二節 個案公司現況 24
第三節 研究架構 26
第四節 研究假設 27
第五節 研究對象與抽樣方法 29
第六節 問卷設計 29
第七節 統計方法 33
第四章 實證分析與結果 35
第一節 敘述性統計分析 35
第二節 探索性因素分析 36
第三節 信度分析 39
第四節 研究變數相關分析 40
第五節 區段迴歸分析 41
第六節 交叉分析、獨立樣本T檢定與ANOVA分析 43
第五章 結論與建議 67
第一節 研究結論 67
第二節 管理意涵 68
第三節 研究限制與未來研究建議 70
參考文獻 72
中文部分 72
英文部分 74
附錄 78
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