由於生活水準的提升，消費者對於居住的品質要求越來越高，對於室內空間設計與美感也非常重視，促使室內設計業得以快速發展。室內設計業者如何提供良好的售後服務品質而得到顧客好的口碑與高度的滿意度，而有再度購買的意願，是為值得重視的議題。本研究主要是以Parasuraman et al. (1988) 等三人所提出之PZB 服務品質模式做為理論基礎架構，來探討室內設計的服務品質對顧客口碑、顧客滿意度與再購意願之影響。藉由PZB服務品質SERVQUAL量表之五大構面(可靠性、回應性、保證性、關懷性與有形性)，了解顧客對於室內設計的服務品質、顧客滿意度、顧客口碑與再購意願。本研究採問卷調查研究法，以網路問卷與實體問卷發放方式蒐集，問卷回收所得之資料將進行量化問卷調查及相關統計分析。本研究結果顯示，一、服務品質對顧客口碑、顧客滿意度與再購意願有顯著的正向影響；二、顧客口碑對再購意願有顯著的正向影響；三、顧客滿意度對再購意願有顯著的正向影響。

As the standard of living, consumer demand for living more and more high, for interior design and beauty is also very seriously, to promote the rapid development of the interior design industry. How the interior design industry to provide good quality of service and get a good reputation and a high degree of customer satisfaction, and have the desire to buy again, is worthy of attention to the issue. This study focuses on the PZB service quality model proposed by Parasuraman et al. (1988) as the theoretical basis to explore the impact of the quality of interior design service on customer reputation, customer satisfaction and repurchase intention. Through the PZB service quality SERVQUAL five dimensions (reliability, responsiveness, assurance, care and tangibility), to understand the customer for interior design service quality, customer satisfaction, customer reputation and repurchase intention. In this study, the questionnaire survey method, the network questionnaire and the entity questionnaire to collect the way, the questionnaire recovery data will be quantified questionnaire survey and the relevant statistical analysis. The results of this study show that the quality of service has a significant positive impact on customer''s reputation, customer satisfaction and repurchase intention. Second, the customer''s reputation has a significant positive impact on the intention of repurchase; Third, customer satisfaction The intention has a significant positive impact.

第一章 緒論
第一節 研究背景與動機..…………………………………………………1
第二節 研究目的………………..…………………………………………2
第三節 研究流程…………………..………………………………………3
第二章 文獻探討
第一節 室內設計……………………..……………………………………4
第二節 服務品質……………………..……………………………………6
第三節 顧客口碑…………………………………………………………12
第四節 顧客滿意度………………………………………………………14
第五節 再購意願…………………………………………………………15
第三章 研究方法
第一節 研究架構…………………………………………………………18
第二節 研究假說…………………………………………………………19
第三節 研究變數與操作型定義…………………………………………22
第四節 研究設計…………………………………………………………23
第五節 資料分析方法……………………………………………………24
第六節 預期結果…………………………………………………………26
第四章 研究分析
第一節 實施前測結果分析………………………………………………27
第二節 正式問卷回收……………………………………………………28
第三節 敘述性統計分析…………………………………………………29
第四節 信度與效度分析…………………………………………………30
第五節 因素分析…………………………………………………………33
第六節 皮爾森相關係數分析……………………………………………35
第七節 迴歸分析…………………………………………………………38
第八節 研究假說結果彙整………………………………………………43
第五章 結論與建議
第一節 研究結論…………………………………………………………44
第二節 研究建議…………………………………………………………46
參考文獻
中文部份……………………………………………………………………51
英文部分……………………………………………………………………52
附錄
附錄A………………………………………………………………………60

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