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研究生:黃俊哲
研究生(外文):HUANG, CHUN-CHE
論文名稱:售後服務與再購意願之關係―以不斷電設備銷售為例
論文名稱(外文):The Relationship between After-sales Service and Repurchase Intentions – The Case of UPS Equipment
指導教授:陳建丞陳建丞引用關係
指導教授(外文):CHEN, CHIEN- CHENG
口試委員:黃櫻美廖森貴陳建丞
口試委員(外文):HUANG, YING-MEILIAO, SEN-KUEICHEN, CHIEN- CHENG
口試日期:2020-06-01
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:管理學院經營管理EMBA專班
學門:商業及管理學門
學類:其他商業及管理學類
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:42
中文關鍵詞:售後服務再購意願品牌知覺價值
外文關鍵詞:after-sales servicerepurchase intentionsbrand perceived value
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科技的進步讓資訊透明化,顧客能從更多的比較中期望獲得更好的服務品質,組織或企業為了增加競爭力除了產品本身的品質及功能需符合顧客的需求外,還須要為顧客提供的一系列的售後服務,期能與顧客繼續維持互動關係,增加顧客的再購意願及提高顧客的終身價值。
本研究以品牌知覺價值為中介因數探討與售後服務及再購意願的關係,並以不斷電設備銷售及售後服務相關來發展問卷的題項,採用網路問卷調查的方式進行收集分析研究。
本研究結果發現品牌知覺價值的四個構面對於再購意願的影響,其中「交易價值」影響顧客的再購意願最大,其次為「使用價值」,再購意願感受較低為「獲取價值」。期望以上的結果對於不斷電設備銷售或售後維護服務具有參考方向,進而提高顧客再購意願增加企業競爭力。

With the advance in science and technology, information sharing has been open and transparent. Customers expect better service because of more choices. In order to increase competitiveness, producers need to provide customers not only with products to meet the customers’ need but also a series of after-sales services to maintain interactive relationships with customers, to increase customer’s repurchase intentions and customer’s lifetime value.
This study uses brand perceived value as an intermediary factor to probe the relationship between after-sales service and repurchase intentions, therefor the questionnaires developed according to uninterrupted power supply equipment sales and after-sales service, by using online questionnaires to collect and analyze the study.
The results of this study show that the four aspects of brand perceived value have an influence on repurchase intentions. Among them, "transaction value" has the greatest influence on customers' repurchase intentions, followed by "use value" and "acquisition value" is the last. Hopefully, the above results can be used as references in the future for uninterrupted power supply equipment sales or after-sales maintenance services, thereby increasing customer repurchase intentions and corporate competitiveness.

目錄

摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
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 研究流程與架構 3
第二章 文獻探討 4
2.1 售後服務 4
2.2 再購意願 6
2.3 品牌知覺價值 7
2.4 假設及推論 9
第三章 研究方法 10
3.1 研究架構與假設 10
3.2 樣本來源 11
3.3 變數定義與問卷設計 11
3.3.1售後服務 11
3.3.2 再購意願 12
3.3.3 品牌知覺價值 13
3.3.4 人口統計變項 14
3.4 問卷施測流程 15
3.5 資料分析方法 15
第四章 資料分析與研究結果 17
4.1 敘述性統計 17
4.1.1 樣本來源 17
4.1.2 樣本特性 18
4.2 信度分析 27
4.3 變數平均數及標準差 28
4.4 迴歸分析 28
4.4.1售後服務對品牌知覺價值之影響 28
4.4.2 品牌知覺價值對再購意願之影響 29
4.4.3 品牌知覺價值的四個構面對再購意願之影響 29
4.4.4 售後服務對再購意願之影響 30
第五章 研究結論與建議 31
5.1 研究結論 31
5.1.1售後服務對於品牌知覺價值的影響 31
5.1.2 品牌知覺價值對於再購意願的影響 31
5.2 管理意涵 32
5.3 研究限制與後續研究建議 34
參考文獻 35
附錄 39


參考文獻

中文
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