本研究依據Oliver(1997, 1999)所提出之「認知－情感－意欲之忠誠架構」，探討品牌可信度及服務便利性對服務品質與忠誠度之關係所產生的影響，並進一步驗證熟悉度之調節效果。因此，本研究之目的為：(1)檢驗服務便利性與知覺服務品質、整體滿意度及忠誠度之關係；(2)探討品牌可信度對服務便利性及知覺服務品質之影響；(3)驗證熟悉度對服務便利性與整體滿意度及知覺服務品質與整體滿意度之調節效果。
本研究蒐集362份問卷，其中354份為有效樣本。在研究分析方面，本研究運用結構方程模式進行模式配適度檢定及假設驗證。
研究結果發現，品牌可信度對服務便利性及知覺服務品質皆有正向之影響，其次，服務便利性會正向影響整體滿意度及忠誠度，而知覺服務品質中，僅員工品質與服務便利性有正向之關聯。最後，滿意度會正向影響到顧客忠誠度。在熟悉度方面，本研究之分析結果亦證實不同程度之熟悉對知覺服務品質與滿意度間之關係會產生不同的調節效果。

This research bases on the cognitive-affective-conative loyalty framework of Oliver (1997, 1999) and tests how service convenience and brand credibility affect the relationship between service quality and loyalty. These relationships are then hypothesized to be moderated by high versus low knowledge. Therefore, the purposes of this research are: (1) examining how service convenience affects service quality, satisfaction, and loyalty; (2) examining if brand credibility affect service convenience and service quality; (3) testing whether familiarity moderate the relationship between service convenience and satisfaction and the relationship between service quality and satisfaction.
This research received a total of 362 returned questionnaires, in which 354 were valid, and the proposed model was evaluated using SEM, which is a powerful second-generation multivariate technique for analyzing causal models with an estimation of the two components of a causal model: measurement and structural models.
The results show that brand credibility has positive relationship with both service convenience and service quality. Second, service convenience has positive impact on both satisfaction and loyalty, but only employee service quality has positive relationship with service convenience. Third, satisfaction and loyalty have positive relationship. Finally, the relationship between service quality and satisfaction is moderated by familiarity.

誌謝…………………………………………………………………………………i
摘要…………………………………………………………………………………ii
Abstract…………………………………………………………………………iii
目錄…………………………………………………………………………………iv
表目錄…………………………………………………………………………….vii
圖目錄……………………………………………………………………………viii
第一章 緒論……………………………………………………………………1
第一節 研究背景與動機…………………………………………………1
第二節 研究目的…………………………………………………………2
第三節 研究範圍與對象…………………………………………………2
第四節 研究流程…………………………………………………………3
第二章 文獻探討………………………………………………………………5
第一節 服務便利性………………………………………………………5
一、服務便利性之定義…………………………………………………5
二、服務便利性之構面…………………………………………………7
第二節 服務品質………………………………………………………………5
一、服務品質之定義……………………………………………………5
二、服務品質之構面……………………………………………………8
三、服務品質之衡量…………………………………………………11
第三節 滿意度…………………………………………………………12
一、滿意度之定義……………………………………………………12
二、滿意度之衡量……………………………………………………14
第四節 忠誠度…………………………………………………………16
一、忠誠度之定義……………………………………………………16
三、忠誠度之衡量……………………………………………………17
第五節 品牌可信度……………………………………………………19
一、品牌可信度之定義………………………………………………19
二、品牌可信度之構面………………………………………………20
第六節 熟悉度…………………………………………………………21
第三章 研究方法………………………………………………………………22
第一節 研究架構及構面定義…………………………………………22
第二節 研究假說………………………………………………………24
一、服務便利性與知覺服務品質、整體滿意度及忠誠度之關係…24
二、知覺服務品質與整體滿意度之關係……………………………25
三、整體滿意度與忠誠度之關係……………………………………26
四、品牌可信度與服務便利性及知覺服務品質忠之關係…………26
五、熟悉度之調節效果………………………………………………27
第三節 研究問卷………………………………………………………28
第四節 研究對象與分析………………………………………………29
一、研究對象…………………………………………………………29
二、研究分析…………………………………………………………30
第四章 研究結果………………………………………………………………31
第一節 基本資料敘述性統計分析………………………………………31
第二節 驗證性因素分析…………………………………………………32
第三節 假設檢定………………………………………………………………37
第四節 熟悉度調節效果………………………………………………………40
第五章 結論與建議……………………………………………………………41
第一節 研究結論………………………………………………………41
第二節 實務意涵………………………………………………………42
第三節 研究限制與未來研究方向……………………………………43
第六章 參考文獻………………………………………………………………45
附件一……………………………………………………………………………58

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