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研究生:郭昱伶
研究生(外文):Kuo,Yu-Ling
論文名稱:影響顧客忠誠度相關因素之研究-寵物食品為例
論文名稱(外文):The Study of Related Factor on Influencing Customer Loyatly : Pet Food as an Example
指導教授:楊忠民楊忠民引用關係張同廟張同廟引用關係林建信林建信引用關係
指導教授(外文):Yang,Jhong-MinTung-Miao ChangChien-Hsin Lin
口試委員:張同廟林建信
口試委員(外文):Tung-Miao ChangChien-Hsin Lin
口試日期:2024-07-15
學位類別:碩士
校院名稱:台南應用科技大學
系所名稱:國際企業經營系所
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:2024
畢業學年度:112
語文別:中文
論文頁數:64
中文關鍵詞:寵物食品顧客忠誠度
外文關鍵詞:Pet foodcustomer loyalty
相關次數:
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寵物對現代人而言已是家庭的成員之一,因而,飼主對寵物的食衣住行育樂的需求更有增無減,尤其是寵物的食品市場。本研究以產品品質、售後服務為顧客滿意度的前因,探討其對寵物食品購買意圖與推薦意圖之影響。本研究在網路上廣泛發出問卷,收集到352份有效樣本,研究結果發現,顧客滿意度中介影響產品品質和重複購買意圖間的關係,顧客滿意度也中介影響售後服務與推薦意圖間的關係。普遍上一般寵物食品店都忽略了售後服務,然而,由本研究得知,售後服務會正向影響推薦意圖,因子,售後服務飛成值得廠商的重視。


關鍵字:寵物食品、顧客忠誠度

Pets have become a part of the family for modern people, therefore, pet owners’ demand for their pets’ basic necessities of life, like the food, clothing, housing, transportation, and entertainment continues are keep growing, especially in the pet market of food. This study explores the impact of product quality and after-sales service on customer satisfaction, and the influence on the intention to purchase and recommend pet food. A total of 352 valid samples were collected through a wide distribution of questionnaires online. The research findings indicate that customer satisfaction mediates the relationship between product quality and intention to repurchase, as well as between after-sales service and intention to recommend. In general, most pet food stores overlook after-sales service. However, this study found that after-sales service positively influences recommendation intent. Therefore, after-sales service is worth the attention of businesses.


Keywords: Pet food, customer loyalty

目 錄

摘要 I
Abstract II
致謝 III
目 錄 IV
圖 目 錄 V
表 目 錄 VI
第一章 緒論 - 1 -
第一節 研究背景與動機 - 1 -
第二節 研究目的與問題 - 2 -
第三節 研究流程 - 6 -
第二章 文獻探討 - 7 -
第一節 寵物食品市場現況 - 7 -
第二節 顧客忠誠度 - 11 -
第三節 顧客滿意度 - 14 -
第四節 產品品質與售後服務 - 17 -
第三章 研究方法 - 23 -
第一節 變數衡量 - 23 -
3.1.1 產品品質 - 23 -
3.1.2 顧客滿意度 - 24 -
3.1.3 售後服務 - 25 -
3.1.4 重複購買意圖 - 26 -
3.1.5 推薦意圖 - 27 -
第二節 問卷設計與抽樣設計 - 28 -
第三節 抽樣流程與樣本描述 - 29 -
3.3.1 性別分佈 - 29 -
3.3.2 年齡分佈 - 30 -
3.3.3 教育程度分佈 - 30 -
3.3.4 收入分佈 - 31 -
3.3.5 購買類別 - 32 -
第四章 統計分析 - 34 -
第一節 統計分析方法 - 34 -
模型配適度 (model fit) - 34 -
效度分析 (Validity analysis) - 35 -
路徑分析 (Path analysis) - 36 -
第二節 測量模型分析 - 37 -
4.2.1 測量模型配適度 - 37 -
4.2.2 信度與效度分析 - 37 -
第三節 結構模型分析 - 39 -
4.3.1 結構模型配適度 - 39 -
4.3.2 路徑分析 - 40 -
第五章 研究結論與建議 - 41 -
第一節 統計分析方法 - 41 -
5.1.1管理意涵 - 41 -
5.1.2學術意涵 - 42 -
第二節 研究限制與未來研究建議 - 43 -
第三節 結論 - 43 -
參考文獻 - 45 -
中文部分 - 45 -
英文部分 - 46 -
附錄一 - 61 -





圖 目 錄
圖 1-1:研究流程 - 6 -
圖 2-1:研究模型 - 22 -
圖 3-1:樣本性別分佈比例圖 - 29 -
圖 3-2:樣本年齡分佈比例圖 - 30 -
圖 3-3:樣本教育程度分佈比例圖 - 31 -
圖 3-4:樣本月平均收入分佈比例圖 - 31 -
圖 3-5:樣本飼養寵物總類比例圖 - 32 -
圖 4-1:路徑分析結果 - 40 -










表 目 錄
表 3-1:產品品質之操作型定義與衡量問項 - 23 -
表 3-2:顧客滿意度之操作型定義與衡量問項 - 24 -
表 3-3:售後服務之操作型定義與衡量問項 - 25 -
表 3-4:重複購買意圖之操作型定義與衡量問項 - 27 -
表 3-5:推薦意圖之操作型定義與衡量問項 - 27 -
表 3-6:樣本分佈彙總表 - 32 -
表 4-1:信度與收歛效度分析結果 - 38 -
表 4-2:區別效度分析結果表 (Fornell and Larcker 準則) - 39 -


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