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研究生:蔡立恩
研究生(外文):TSAI,LI-EN
論文名稱:服務品質、關係品質、與顧客忠誠度之關聯性研究-以高雄地區的中華電信為例
論文名稱(外文):The Relationship between Service Quality, Relationship Quality and Customer Loyalty: A Case Study of Chunghwa Telecom in Kaohsiung Region
指導教授:李義昭李義昭引用關係
指導教授(外文):Lee,I-Chao
口試委員:李育哲李義昭王蒂玲
口試委員(外文):Li,Yu-JheLee,I-ChaoWang,Ti-Ling
口試日期:2017-06-24
學位類別:碩士
校院名稱:高苑科技大學
系所名稱:經營管理研究所
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:2017
畢業學年度:105
語文別:中文
論文頁數:83
中文關鍵詞:服務品質關係品質顧客忠誠度
外文關鍵詞:service qualityrelationship qualitycustomer loyalty
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:1
電信業於高度接觸的服務,中華電信為電信龍頭長期處在與其他電信業者的競爭,由於消費者特別重視電信通訊品質及客服服務品質,因此,在服務品質的要求將影響電信業者與消費者的關係品質,進而影響顧客的滿意與忠誠度,對電信業者影響甚鉅。本研究是以中華電信的使用者為研究對象,探討服務品質、關係品質與顧客忠誠度之模組能否在中華電信經營上有正面效用。本研究將服務品質分為:有形性、可靠性、反應性、保證性、關懷性等構面;關係品質分為:滿意、信任、承諾等構面;顧客忠誠度分為:再購意願與向他人推薦等構面,將三者之相關性作探討,以作為後續研究之參考。
本研究採取便利抽樣的方式,研究人員於大高雄地區中華電信使用者發放問卷,針對曾經使用過的人,來做為問卷填答之對象。在訪問之前,先行訓練訪員,提高訪問技巧,並在發放時強調問卷之匿名性及貢獻性,以提高消費者之填答意願與正確性。共發出260份問卷,回收254份,刪除無效問卷10份,總計有效問卷共244份,有效回收率93.84%。問卷所得資料利用SPSS統計方法進行分析,其中包含信度分析、樣本結構分析、敘述性統計分析、多元迴歸分析等方法。
本研究假設驗證結果摘述如下:
(一)服務品質對關係品質具有顯著正向影響;
(二)服務品質對顧客忠誠度具有顯著正向影響;
(三)關係品質對顧客忠誠度具有顯著正向影響;
(四)關係品質中介服務品質對顧客忠誠度有顯著效果。

關鍵字:中華電信、服務品質、關係品質、顧客忠誠度
The telecommunications industry is highly engaged, Chunghwa Telecom is the telecom industry leader has long been competing with other telecom operators,because consumers pay special attention to the quality of telecommunications and customer service quality, therefore, the quality of service requirements will affect the quality of telecom operators and consumers, and thus affect customer satisfaction and loyalty,the impact on the telecommunications industry is huge. This study is based on the users of Chunghwa Telecom,to explore the quality of service, relationship quality and customer loyalty of the module can have a positive effect in the operation of Chunghwa Telecom.This study will be divided into service quality: reliability, reliability, reactivity, assurance, care and other facets; Relationship quality is divided into: satisfaction, trust, commitment and other facets; Customer loyalty is divided into: re-purchase intention and recommend to others, The relevance of the three to explore, as a follow-up study reference.
This study takes a convenient way of sampling, Researchers in the Kaohsiung area, Chunghwa Telecom users to issue questionnaires, for those who have been used to fill the object as a questionnaire. Prior to the visit, first train the interviewer, improve the access skills, and in the release of the questionnaire to emphasize the anonymity and contribution to improve the willingness and correctness of the consumer. A total of 260 questionnaires were issued, 254 were collected and 10 valid questionnaires were deleted. A total of 244 valid questionnaires were collected and the effective recovery rate was 93.84%. The data obtained from the questionnaire were analyzed by SPSS statistical method, including reliability analysis, sample structure analysis, descriptive statistical analysis, multiple regression analysis and other methods.
This study assumes that the verification results are summarized as follows:
1.Service quality has a significant positive impact on the relationship quality;
2.Service quality has a significant positive impact on customer loyalty;
3.The relationship quality has a significant positive impact on customer loyalty;
4.the quality of the relationship between the quality of intermediary services have significant effect on customer loyalty.

Keywords: Chunghwa Telecom , service quality, relationship quality, customer loyalty

目 錄

中文摘要------------------------------------------------------------------------------------------------- i
誌謝 ------------------------------------------------------------------------------------------------ iii
目錄 ------------------------------------------------------------------------------------------------ iv
表目錄 ------------------------------------------------------------------------------------------------- vi
圖目錄 ------------------------------------------------------------------------------------------------- viii

第一章 緒論-------------------------------------------------------------------------------------------- 1
第一節 研究背景--------------------------------------------------------------------------------- 1
第二節 研究動機--------------------------------------------------------------------------------- 3
第三節 研究目的--------------------------------------------------------------------------------- 4
第四節 研究範圍與對象---------------------------------------------------------------------------- 5
第五節 研究流程--------------------------------------------------------------------------------- 6
第二章 文獻探討----------------------------------------------------------------------------------------- 7
第一節 關係品質----------------------------------------------------------------- ----------------7
第二節 服務品質--------------------------------------------------------------------------------- 14
第三節 顧客忠誠度--------------------------------------------------------------- ----------------21
第三章 研究方法----------------------------------------------------------------------------------------- 30
第一節 研究架構--------------------------------------------------------------------------------- 30
第二節 研究假說--------------------------------------------------------------------------------- 31
第三節 研究變數之操作型定義與衡量------------------------------------------------------------------ 34
第四節 資料分析方法------------------------------------------------------------------------------ 38
第五節 問卷設計--------------------------------------------------------------------------------- 40
第四章 研究結果----------------------------------------------------------------------------------------- 41
第一節 效度分析--------------------------------------------------------------------------------- 41
第二節 信度分析--------------------------------------------------------------------------------- 42
第三節 樣本結構分析------------------------------------------------------------------------------ 43
第四節 敘述性統計分析---------------------------------------------------------------------------- 45
第五節 多元迴歸分析------------------------------------------------------------------------------ 49
第五章 結論與建議--------------------------------------------------------------------------------------- 64
第一節 結論------------------------------------------------------------------------------------ 64
第二節 建議------------------------------------------------------------------------------------ 68
參考文獻------------------------------------------------------------------------------------------------- 71
附錄—研究問卷--------------------------------------------------------------------------------------------- 80

表目錄

表1-1 台灣電信業者行動通訊用戶數-------------------------------------------------------------------------- 1
表2-1 關係品質衡量要素研究------------------------------------------------------------------------------- 11
表2-2 服務品質七大衡量構面與定義-------------------------------------------------------------------------- 20
表3-1 關係品質之操作型定義------------------------------------------------------------------------------- 34
表3-2 關係品質之衡量題項--------------------------------------------------------------------------------- 35
表3-3 服務品質之操作型定義------------------------------------------------------------------------------- 35
表3-4 服務品質之衡量題項--------------------------------------------------------------------------------- 36
表3-5 顧客忠誠度之操作型定義----------------------------------------------------------------------------- 37
表3-6 顧客忠誠度之衡量題項------------------------------------------------------------------------------- 37
表4-1 參與本研究問卷修正意見之專家學者及教師名單-------------------------------------------------------------41
表4-2 研究變數各構面之信度分析---------------------------------------------------------------------------- 42
表4-3 樣本結構分析表------------------------------------------------------------------------------------ 44
表4-4 關係品質的敘述性統計分析表-------------------------------------------------------------------------- 45
表4-5 服務品質的敘述性統計分析表-------------------------------------------------------------------------- 46
表4-6 顧客忠誠度的敘述性統計分析表------------------------------------------------------------------------ 47
表4-7 服務品質與關係品質之迴歸分析------------------------------------------------------------------------ 49
表4-8 有形性、可靠性、反應性、保證性、關懷性對滿意之迴歸分析表------------------------------------------------- 50
表4-9 有形性、可靠性、反應性、保證性、關懷性對信任之迴歸分析表------------------------------------------------- 51
表4-10 有形性、可靠性、反應性、保證性、關懷性對承諾之迴歸分析表------------------------------------------------- 52
表4-11 服務品質與顧客忠誠度之迴歸分析表--------------------------------------------------------------------- 53
表4-12 有形性、可靠性、反應性、保證性、關懷性對再購意願之迴歸分析表----------------------------------------------54
表4-13 有形性、可靠性、反應性、保證性、關懷性對向他人推薦之迴歸分析表-------------------------------------------- 55
表4-14 關係品質與顧客忠誠度之迴歸分析表--------------------------------------------------------------------- 56
表4-15 滿意、信任、承諾對再購意願之迴歸分析表---------------------------------------------------------------- 57
表4-16 滿意、信任、承諾對向他人推薦之迴歸分析表-------------------------------------------------------------- 58
表4-17 關係品質的中介效果迴歸分析表------------------------------------------------------------------------ 60
表4-18 服務品質對關係品質研究假設驗證結果彙總表-------------------------------------------------------------- 61
表4-19 服務品質對顧客忠誠度研究假設驗證結果彙總表------------------------------------------------------------- 62
表4-20 關係品質對顧客忠誠度研究假設驗證結果彙總表-------------------------------------------------------------62
表4-21 關係品質的中介效果研究假設驗證結果彙總表---------------------------------------------------------------63

圖目錄

圖1-1 研究流程----------------------------------------------------------------------------------------- 6
圖2-1 關係品質模式圖------------------------------------------------------------------------------------ 9
圖2-2 KMV 模式-----------------------------------------------------------------------------------------13
圖2-3 內部與外部的服務品質模式---------------------------------------------------------------------------- 15
圖2-4 管理認知服務品質-----------------------------------------------------------------------------------16
圖2-5 PZB服務品質概念模式--------------------------------------------------------------------------------18
圖2-6 顧客忠誠度定義及構面--------------------------------------------------------------------------------22
圖2-7 忠誠度三角模式-------------------------------------------------------------------------------------23
圖3-1 研究架構------------------------------------------------------------------------------------------30
圖4-1 關係品質中介服務品質與顧客忠誠度之驗證圖---------------------------------------------------------------59
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