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研究生:黃亭恩
研究生(外文):HUANG,TING-EN
論文名稱:服務品質、顧客滿意度與顧客忠誠度之關聯性研究-以FOODPANDA為例
論文名稱(外文):The Relationships among Service Quality, Satisfaction and Loyalty– an Empirical Study on Foodpnda
指導教授:葉俐廷葉俐廷引用關係
口試委員:江宜芳吳肇展
口試日期:2020-07-30
學位類別:碩士
校院名稱:逢甲大學
系所名稱:合作經濟暨社會事業經營學系
學門:社會及行為科學學門
學類:經濟學類
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:71
中文關鍵詞:服務品質網路服務品質顧客滿意度顧客忠誠度
外文關鍵詞:service qualityinternet service qualitycustomer satisfactioncustomer loyalty
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隨著網際網路的發達,電子商務蓬勃發展,尤其是O2O的模式,透過智慧型手機,與線上平台的連結,讓網路購物變得更加快速方便。而現下最夯的網路外送平台亦是使用手機便可以將食物送到家,但若是在服務品質或是網路服務品質方面沒有做好,而此企業便無法長期經營,因此對外送平台,顧客滿意度和顧客忠誠度之維持視為非常重要之課題。
本研究主要針對FOODPANDA外送平台之服務品質和網路服務品質來探討其對於顧客滿意度和忠誠度的影響,將綜合研究結果來給予FOODPANDA建議,藉此讓FOODPANDA了解現今顧客對與他們所提供的服務之滿意程度。
研究結果顯示,服務品質會對顧客忠誠度有正向影響而網路服務品質會對顧客滿意度和忠誠度有正向的影響,依據此結果提出相關建議和管理意涵。

With the development of the Internet, e-commerce is booming, especially the O2O model. Through the connection of smart phones and online platforms, online shopping becomes faster and more convenient. And the most popular online delivery platform now uses mobile phones to deliver food to home, but if the service quality or Internet service quality is not done well, the company will not be able to operate for a long time, so the delivery platform, The maintenance of customer satisfaction and medium level are regarded as very important issues.
This research mainly focuses on the service quality of the FOODPANDA delivery platform and the Internet service quality to explore its impact on customer satisfaction and loyalty. The comprehensive research results are used to give FOODPANDA suggestions, so that FOODPANDA can understand the current customers’ Satisfaction of the service.
The research results show that service quality have a positive impact on loyalty and Internet service quality have a positive impact on customer satisfaction and loyalty. Based on this result, relevant suggestions and management implications are put forward.

第一章 緒論 7
第一節 研究背景 7
第二節 研究動機 8
第三節 研究目的 9
第二章 文獻探討 10
第一節 服務品質 10
第二節 網路服務品質 16
第三節 顧客滿意度 19
第四節 顧客忠誠度 22
第三章 研究設計與實施 25
第一節 案例說明 25
第二節 研究流程圖 28
第三節 研究架構圖 29
第四節 研究假設 30
第五節 操作型定義 31
第六節 問卷設計 34
第七節 資料分析方法 39
第四章 實證結果分析 40
第一節 敘述性統計 40
第二節 信度及效度分析 50
第三節 配適度模型 53
第四節 結構方程模式分析 54
第五章 結論與建議 56
第一節 研究結論 56
第二節 研究建議 59
第三節 研究限制 61
第四節 未來研究計畫 61


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