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研究生:林修均
研究生(外文):LIN,HSIU-CHUN
論文名稱:服務人員參與度對關係品質之影響─以涉入度及品牌形象為干擾變數
論文名稱(外文):The Influence Of Service Staff Participation on Relationship Quality-Using Involvement And Brand Image As Interference Variables
指導教授:沈如鳳沈如鳳引用關係
指導教授(外文):Shen,Ju Feng
口試委員:沈如鳳王昭雄鄭燕芬
口試委員(外文):Shen,Ju FengCHENG, YEN-FEN
口試日期:2020-07-11
學位類別:碩士
校院名稱:正修科技大學
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:2020
畢業學年度:108
語文別:中文
論文頁數:68
中文關鍵詞:品牌形象關係品質涉入度服務人員參與度
外文關鍵詞:brand imagerelationship qualityinvolvementservice staff participation
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本研究主旨欲探討消費者在餐廳服務人員參與度對關係品質之影響,並且以品牌形象、涉入度為干擾變數間影響關係。本研究以南部地區消費者為研究對象,透過問卷方式調查,共取得507份有效問卷。
研究結果顯示:
(1)「真人服務」比「機器人服務」及「消費者自助服務」較能提升消費者關係品質。
(2)涉入度對服務人員參與度與關係品質-滿意、信賴有干擾效果,但對承諾無干擾效果。
(3)品牌形象對服務人員參與度與關係品質均無干擾效果。
最後本研究根據研究發現提出具體建議做為日後研究者之參考。

The main purpose of this study is to explore the influence of consumer participation in restaurant service personnel on relationship quality, and use brand image and involvement as interference variables. In this study, consumers in the southern region were used as the research object. Through questionnaire survey, a total of 507 valid questionnaires were obtained.
research shows:
(1) "Live service" is better than "robot service" and "consumer self-service" to improve the quality of consumer relations.
(2) Involvement degree has an interference effect on service staff participation and relationship quality-satisfaction and trust, but no interference effect on commitment.
(3) The brand image has no interference effect on service staff participation and relationship quality.
Finally, this study makes specific suggestions based on the research findings as a reference for future researchers.

目錄
中文摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
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 4
第一節 關係品質 4
第二節 涉入度 11
第三節 品牌形象 14
第四節 服務人員參與度 18
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假設 25
第三節 前測問卷 26
第四節 實驗變項之操弄 31
第五節 信度及效度衡量 33
第六節 資料蒐集分析工具 38
第四章 研究結果與分析 39
第一節 牛排館服務人員參與度對牛排館關係品質單因子變異數分析結果 39
第二節 牛排館服務人員參與度及涉入度對牛排館關係品質二因子變異數分析結果 41
第三節 牛排館服務人員參與度及品牌形象對牛排館關係品質二因子變異數分析結果 46
第五章 結論與建議 49
第一節 結論 49
第二節 研究與建議 52
第三節 研究限制與後續研究建議 53
參考文獻 55
一、中文部份 55
附錄一、研究前測問卷 60
附錄二、研究正式問卷 64

表目錄
表2-1-1 國內外關係品質研究彙總表 9
表2-1-1 國內外關係品質研究彙總表(續) 10
表2-2-1 涉入之構面及定義彙總表 13
表2-3-1 品牌形象定義 15
表3-3-1 品牌形象之單因子變異數分析 26
表3-3-2 問卷回收統計表 26
表3-3-3 有效樣本之統計變數表 28
表3-3-3 有效樣本之統計變數表(續) 29
表3-3-4研究變項問卷來源彙總表 29
表3-3-4研究變項問卷來源彙總表(續) 30
表3-4-1 品牌形象之單因子變異數分析 31
表3-4-2 涉入度之t檢定分析 32
表3-5-1 Cronbachα係數之判定標準 34
表3-5-2 牛排館關係品質信度分析 34
表3-5-2 牛排館關係品質信度分析(續) 35
表3-5-4牛排館關係品質效度分析 36
表3-5-4牛排館關係品質效度分析 37
表4-1-1 牛排館服務人員參與度對關係品質之單因子變異數分析 40
表4-2-1 服務人員參與度、涉入度之雙因子變異數分析摘要表 42
表4-2-2 服務人員參與度、涉入度之細格平均數 42
表4-2-3 服務人員參與度、涉入度之單純主要效果的變異數分析摘要表 43
表4-2-4 服務人員參與度、涉入度之雙因子變異數分析摘要表 44
表4-2-5 服務人員參與度、涉入度之細格平均數 44
表4-2-6 服務人員參與度、涉入度之單純主要效果的變異數分析摘要表 44
表4-2-7 服務人員參與度、涉入度之雙因子變異數分析摘要表 45
表4-2-8 服務人員參與度、涉入度之細格平均數 45
表4-3-1 服務人員參與度、品牌形象之雙因子變異數分析摘要表 46
表4-3-2 服務人員參與度、品牌形象之細格平均數 46
表4-3-3 服務人員參與度、品牌形象之雙因子變異數分析摘要表 47
表4-3-4 服務人員參與度、品牌形象之細格平均數 47
表4-3-5 服務人員參與度、品牌形象之雙因子變異數分析摘要表 48
表4-3-6 服務人員參與度、品牌形象之細格平均數 48
表5-1-1 研究假說檢定結果彙總表 49
表5-1-1 干擾效果顯著表 50
表5-1-2 服務人員參與度對關係品質單因子變異數彙總表 50

圖目錄
圖1-3-1 研究架構 3
圖2-1-1 關係品質模式 8
圖3-1-1 研究架構 24


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