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研究生:李彥諭
研究生(外文):LEE, YEN-YU
論文名稱:服務品質、顧客滿意度、行為意圖關係之研究 —以好市多-高雄店為例
論文名稱(外文):A Study of Relationship among Service Quality, Customers Satisfaction and Behavior Intention:A Case of Kaohsiung Costco Hypermarket
指導教授:胡育嘉
指導教授(外文):HU, YU-JIA
口試委員:楊一峰許淑鴻
口試委員(外文):YANG, YI-FENGHSU, SHU-HUNG
口試日期:2020-06-24
學位類別:碩士
校院名稱:樹德科技大學
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:65
中文關鍵詞:服務品質顧客滿意度行為意圖好市多
外文關鍵詞:Service QualityCustomer SatisfactionBehavioral IntentionCostco
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由於時代的變遷,消費水準日漸提高,對服務品質的要求越來越高。在現今社會中,量販店已隨處可見,是現代人日常生活中不可或缺的一環。在同業的競爭下,量販店除了提供便利性外,還要讓消費者有感受到超出預期的服務,才能增加本身的競爭力。有關的文獻指出服務品質的探討是服務業管理諸多因素中一個非常重要的課題,相關的理論與實證亦支持顧客在服務品質的感受會影響到顧客的滿意度和行為意圖。
本研究之內容探討:好市多-高雄店的消費者是否會因為服務品質的差異性,而影響消費者所感受到的顧客滿意度,進而再次消費的意願與向他人推薦的意願。本研究之主要變項包含人口統計變項,服務品質、顧客滿意及行為意圖。並進而探討服務品質、顧客滿意和行為意圖三者之間的關聯性。本研究採取定量研究法,並應用相關量表製成的問卷而以相關的敘述統計及推論統計法做資料分析。本研究以高雄地區好市多門市(大順店、中華店)以上兩間量販店為主,入店消費且具有消費能力的消費者為問卷調查對象,共回收240份有效問卷。
問卷統計結果支持本研究之假設:(1)顧客所感受到的服務品質與顧客滿意度有統計上的相關性。(2)顧客滿意度與行為意圖有統計上的相關性。(3)顧客所感受到的服務品質與行為意圖有統計上的相關性。(4)顧客滿意度為服務品質與行為意圖的中介變數,效果為部分中介。最後本研究組整合研究結果之討論並提出相關的研究建議與實務建議。

Due to the changes of the times, the consumption level is increasing day by day, and the requirements for service quality are becoming higher and higher. In today's society, mass merchandisers are everywhere and are an indispensable part of modern people's daily lives. Under the competition of the same industry, in addition to providing convenience, mass retailers must also allow consumers to feel more than expected services in order to increase their competitiveness. The related literature points out that the discussion of service quality is a very important subject among many factors of service industry management. Related theories and empirical evidence also support that customers' perception of service quality will affect customer satisfaction and behavioral intentions.
The content of this study explored whether consumers in Costco-Kaohsiung stores affected the customer satisfaction felt by consumers due to the difference in service quality, and then the willingness to consume again and the willingness to recommend to others. The main variables in this study included demographic variables, service quality, customer satisfaction, and behavioral intentions. And then explore the relationship between service quality, customer satisfaction and behavior intention. This research adopted quantitative research method, and used questionnaires made by relevant scales to analyze data with relevant narrative statistics and inferential statistics. This study focused on two mass-market stores (Dashun and Zhonghua) in Kaohsiung. The consumers who entered the store and had the ability to consume were taken as the sample. A total of 240 valid questionnaires were collected.
The statistical results of the questionnaire supported the hypothesis of this study: (1). The service quality perceived by customers is statistically correlated with customer satisfaction. (2). There is a statistical correlation between customer satisfaction and behavioral intentions. (3). There is a statistical correlation between the service quality and behavior intention felt by customers. (4). Customer satisfaction is the intermediary variable of service quality and behavior intention, and the effect is partial intermediation. Finally, the research group integrated the discussion of the research results and put forward relevant research suggestions and practical suggestions.

中文摘要 i
英文摘要 iii
致謝 v
目錄 vi
表目錄 ix
圖目錄 xii
第一章緒論………………………………………………………………...1
1.1研究背景與動機……………………………………………………….1
1.2研究目的……………………………………...……………………….2
1.3研究問題與假設………………………………………………...…….2
1.4名詞解釋……………………………………………………...……….3
1.5研究範圍與對象…………………………………………………...….5
第二章 文獻探討 6
2.1量販店……………………………………………………………...….6
2.2服務品質…………………………………………………………......10
2.3顧客滿意度………………………………………………………......16
2.4行為意圖…………………………………………………………......20
2.5各研究變數之關係與推論假設……………………………………..25
第三章研究方法 28
3.1研究程序……………………………………………………………..28
3.2研究設計與研究架構…………………………………………...…...29
3.3研究問題與假設………………………………………………...…...30
3.4問卷設計…………………………………………………………......30
3.5抽樣設計…………………………………………………………......34
3.6資料處理與分析方法…………………………………………...…...35
3.7信度……………………………………………………...............…...36
3.8研究限制………………………………………………………...…...37
第四章研究結果與分析 38
4.1敘述統計分析…………………………………………………….….38
4.2信度與效度分析……………………………………………………..43
4.3推論統計分析…………………………………………………….….47
4.4研究假設……………………………………………………………..49
第五章結論與建議 55
5.1研究討論………………………………………………………….….55
5.2研究結論………………………………………………………….….57
5.3研究建議…………………………………………………….……….57
5.4實務建議……………………………………………………………..58
參考文獻 60


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