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研究生:陳美莉
研究生(外文):CHEN, MAY-LI
論文名稱:臨櫃服務品質對顧客滿意度影響之研究---以國家表演藝術中心-國家兩廳院為例
論文名稱(外文):The Effect of Encounter Service Quality on Customer Satisfaction - A Case of National Performing Arts Center - National Theater & Concert Hall
指導教授:周建亨周建亨引用關係
指導教授(外文):Chou, Chien-Heng
口試委員:李月華顏敏仁
口試委員(外文):LEE, YUEH-HUAYEN, MIN-REN
口試日期:2017-06-02
學位類別:碩士
校院名稱:中國文化大學
系所名稱:企業實務管理數位碩士在職專班
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:2017
畢業學年度:105
語文別:中文
論文頁數:79
中文關鍵詞:服務品質知覺價值知覺成本滿意度
外文關鍵詞:Service QualityPerceived ValuePerceived CostCustomer Satisfaction
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兩廳院藝文服務多元且複雜,其中,臨櫃服務對觀眾提供多少友善服務及貢獻多少滿意程度,卻少有人研究,因此,探討臨櫃服務是否會影響到觀眾的感受,為本研究動機。服務品質是否會影響觀眾對臨櫃服務之滿意度,及知覺價值是否為上述關係的中介變數,此為本研究所欲探討的問題。

本研究採便利抽樣並透過結構式問卷方式,以蒞臨兩廳院欣賞完節目及臨櫃購票後的觀眾為對象來加以探討,針對臨櫃服務品質作整體客觀考評,期望有助於提升服務品質。共發放151份實體問卷,回收有效問卷為150份,回收率為99.9%;並利用SPSS統計軟體進行敘述分析、皮爾森相關分析與迴歸分析。

研究結果發現,在控制知覺成本的影響下,服務品質與滿意度呈顯著正相關,且知覺價值為上述關係之部分中介變數,本研究所有的假說皆獲得支持。根據研究結果,本研究提出理論與實務上的建議。

The audience service of the National Theater and Concert Hall is diverse, complex, and critical to the success of organizational performance. However, the contribution of the service to customer satisfaction has been ignored. The purposes of this study is to investigate the effect of audience service on customer satisfaction, and the mediating effect of perceived value on the above relationship.

Using convenience sampling method, structured questionnaires are distributed to the audience who purchased tickets from the ticket counter and who attended the entire performance at the National Theater and Concert Hall. One hundred and fifty-one questionnaires were distributed, and 150 valid questionnaires were returned. The response rate is 99.9%. The SPSS statistical software was applied for descriptive analysis, Pearson’s correlations, and regression analysis.

The results showed that there is a significant positive correlation between service quality and satisfaction, while the influence of perceived cost is controlled, and the perceived value is a partial mediator variable of the above relation. All the hypotheses of this study are supported. Based on the results of the study, the study presents theoretical and practical recommendations.

中文摘要 i
英文摘要 ii
誌謝辭 iii
內容目錄 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 6
第三節  研究問題 6
第四節  研究目的 7
第五節  研究流程 8
第六節  研究架構 9
第七節  研究範圍與限制 10
第二章 文獻探討 11
第一節  滿意度 11
第二節  服務品質 30
第三節  研究假說 41
第三章 研究方法 44
第一節  資料來源與資料收集方法 44
第二節  變數操作性定義與問卷設計 45
第三節  樣本結構分析 5
第四節  資料分析方法 54
第四章 資料分析 55
第一節  研究變數之信度分析 55
第二節  研究數之相關性分析 60
第三節  假說檢定 61
第五章 結論與建議 63
第一節  研究結論 63
第二節  研究貢獻 64
第三節  後續研究建議 65
參考文獻 68
附錄一  問卷 76

表目錄
表 1-1 2015年度室內表演場地節目場次與觀賞人次 2
表 1-2 2015年度兩廳院戶外廣場使用統計 2
表 1-3 研究範圍與限制 10
表 2-1 滿意度定義 11
表 2-2 滿意度會影響再購意願 16
表 2-3 忠誠度的定義 17
表 2-4 口碑定義 19
表 2-5 滿意度會影響口碑 19
表 2-6 知覺價值定義 20
表 2-7 知覺價值會影響滿意度 23
表 2-8 購買之前的成本:收集成本 25
表 2-9 購買當中的成本:取得成本 26
表 2-10 購買或使用之後成本 26
表 2-11 知覺品質定義 27
表 2-12 服務品質定義 31
表 2-13 服務品質構面與解釋 32
表 2-14 五項缺口 33
表 2-15 知覺價值定義 35
表 2-16 滿意度定義 37
表 2-17 服務品質會影響滿意度 38

表 3-1 服務品質對知覺價值之影響 41
表 3-2 知覺價值對滿意度之影響 42
表 3-3 知覺價值對服務品質與滿意度關係之中介效果 43
表 3-4 各構面問卷題數 45
表 3-5 SERVQUAL之量表 46
表 3-6 觀眾滿意度之量表 47
表 3-7 觀眾知覺價值之量表 48
表 3-8 觀眾知覺成本之量表 49
表 3-9 人口統計變數之量表 50
表 3-10 研究樣本結構分析表 52
表 4-1 量表信度之衡量標準 55
表 4-2 服務品質之信度分析 56
表 4-3 滿意度之信度分析 57
表 4-4 知覺價值之信度分析 58
表 4-5 知覺成本之信度分析 59
表 4-6 相關係數表 60
表 4-7 層級迴歸分析結果 62
表 5-1 假說檢定結果之彙整表 63


圖目錄
圖 1-1 國家表演藝術中心組織架構圖 1
圖 1-2 觀眾出入口指南 4
圖 1-3 QR CODE電子票卷 4
圖 1-4 研究流程圖 8
圖 1-5 研究架構圖 9
圖 2-1 SCSB「瑞典顧客滿意度指標」模型 12
圖 2-2 ACSI「美國顧客滿意度指標」模型 13
圖 2-3 ECSI「歐洲顧客滿意度指標」模型 14
圖 2-4 整體顧客價值模型 15
圖 2-5 顧客忠誠度概念模式 18
圖 2-6 知覺價值與滿意度的關係 21
圖 2-7 整體成本/代價 24
圖 2-8 整體品質/利益 27
圖 2-9 服務品質界定 28
圖 2-10 PZB 缺口模式 33
圖 2-11 服務品質知覺連續帶 36


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