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研究生:許原彰
研究生(外文):HSU, YUAN-CHANG
論文名稱:探討公有零售市場攤商對消費者關係行銷與服務滿意度之研究,以信任為中介- 以臺南市新市公有零售市場為例
論文名稱(外文):A Study Of The Relationship Marketing And Service Satisfaction Between Vendors Of Public Retail Market And Consumers, With Trust As Mediation: A Case Study Of Sinshih Public Retail Market In Tainan City
指導教授:李義昭李義昭引用關係
指導教授(外文):LEE,I-CHAO
口試委員:李義昭王蒂玲張松山
口試委員(外文):LEE,I-CHAOWANG,DI-LINGZHANG,SONG-SHAN
口試日期:2021-05-07
學位類別:碩士
校院名稱:高苑科技大學
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:2021
畢業學年度:109
語文別:中文
論文頁數:98
中文關鍵詞:公有零售市場關係行銷信任服務滿意度
外文關鍵詞:Public Retail MarketRelationship MarketingTtrustService Satisfaction
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  • 點閱點閱:28
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本研究旨在透過關係行銷、信任、服務滿意度關係之關聯性,以新市公有零售市場探討關係行銷對信任有否影響;信任對服務滿意度有否影響;關係行銷對服務滿意度有否影響;關係行銷透過信任是否間接影響服務滿意度,因此以新市公有零售市場消費之顧客為對象,進行實證研究。
本研究採用文獻分析、專家適合度評量和問卷調查法,採用結構化的封閉型問卷,衡量方式採用評價尺度為李克特五點尺度 (5-point Likert Scale) 來計分予以量化,正式問卷發放期間:2021年1月25日至2021年2月28日止,共計發出300份問卷,回收278份,刪除無效問卷47份,總計有效問卷共231份,有效回收率83.09%。問卷所得資料利用 SPSS 統計方法進行分析,包括敘述性統計分析、信度分析、效度分析、因素分析、迴歸分析及中介效果等方法。
本研究假設經實證結果,分析獲得結論為:
一、關係行銷對信任具有顯著正向影響;
二、信任對服務滿意度具有顯著正向影響;
三、關係行銷對服務滿意度具有顯著正向影響;
四、關係行銷透過信任間接影響服務滿意度,具部份中介。

根據研究結果,本研究針對實務應用及未來研究提出相關具體之建議與作法,提供公有零售市場未來管理及後續學術研究之參考,並作為提升營運管理之依據。

The purpose of this study was to explore the correlation between relationship marketing , trust and service satisfaction .To discuss whether trust has an impact on service satisfaction; whether relationship marketing has an impact on service satisfaction; whether relationship marketing indirectly affects service satisfaction through trust.Therefore, the participants in this study were customers who consumed in Sinshih public retail market.
The method to carry out this study was using Document Analysis, expert evaluation and questionnaire method. In this research, I constructed a structured closed questionnaire which was measured by 5-point Likert Scale. The official questionnaire distribution period was 2021/1/25 ~2021/2/28. 300 questionnaires were sent out totally, 278 of which were recovered, 47 invalid one of which were deleted,231 of which were valid and the effective recovery rate was 83.09%. The analysis used the SPSS software package, including descriptive statistic analysis, reliability analysis, validity analysis, factor analysis, regression analysis and intermediary effects.
The empirical results of this study are summarized concretely as follows:
(A) Relationship marketing has a significant positive impact on trust;
(B) Trust has a significant positive effect on service satisfaction;
(C) Relationship marketing has a significant positive effect on service satisfaction;
(D) Relationship marketing indirectly affects service satisfaction through trust, and being partial mediation;
Based on the research results, this study proposes specific recommendations and methods for practical applications and failures. It provides reference for future management and follow-up academic research on public retail market. Also, it serves as a basis for improving operational management.

中文摘要 I
Abstract II
誌 謝 III
目 錄 IV
圖 目 錄 VI
表 目 錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究範圍與對象 7
第五節 研究流程 8
第二章 文獻探討 9
第一節 臺南市新市公有零售市場 9
第二節 關係行銷 13
第三節 信任 25
第四節 服務滿意度 36
第三章 研究方法 47
第一節 研究架構 47
第二節 研究假設 48
第三節 研究型變數之操作型定義與衡量 50
第四節 資料分析方法 55
第五節 問卷設計 57
第四章 研究結果 59
第一節 預試問卷 59
第二節 項目分析 61
第三節 信度分析 67
第四節 樣本結構分析 68
第五節 敘述性統計分析 71
第六節 迴歸分析 76
第五章 結論與建議 81
第一節 結論 81
第二節 建議 83
參考文獻 85
研究問卷 95


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