臺灣博碩士論文加值系統

本研究主要目的在探究服務品質、知覺價值與顧客忠誠度之關係，以搭過國內航空國際線的本國旅客為調查對象，收及變項資料，探討不同背景變項在服務品質、知覺價值與顧客忠誠度認知的差異情形，並探討各變項間之影響關係，進而根據分析結果提出相關改善建議。
本研究使用問卷調查法進行研究，並採取便利抽樣方式發放問卷，共計發出300份問卷，實際回收270份，問卷回收率90%，有效問卷250份，有效問卷回收率83%。
本研究以信度分析、Pearson積差相關及迴歸分析進行資料處理分析。總結下列實證發現：
1. 服務品質、知覺價值和顧客忠誠度等變項間達顯著相關。
2. 服務品質正向顯著影響知覺價值；知覺價值正向影響顧客忠誠度；服務品質正向顯著影響顧客忠誠度。
3. 知覺價值會在服務品質和顧客忠誠度間扮演中介角色，服務品質會透過知覺價值間接影響顧客忠誠度。

The main purpose of this study to explore service quality, perceived value and customer loyalty in order to take over their international travelers and domestic air lines for the survey, the information received and variables to explore the value of different backgrounds in service quality, perceived and differences between cognitive loyalty, and to explore the relationship between the effects of each variable, and then make relevant recommendations for improvement based on analysis results.
The study used questionnaires to study and take convenience sampling questionnaires, a total of 300 questionnaires were issued, the actual recovery of 270, response rate 90%, 250 valid questionnaires, a response rate of 83%.
In this study, reliability analysis, Pearson product moment correlation and regression analysis for data processing and analysis. The following summarizes the empirical findings:
1. Between service quality, perceived value and customer loyalty was significantly correlated variables.
2. a significant positive impact on service quality and perceived value; perceived value positively affect customer loyalty; service quality significantly positive impact customer loyalty.
3. Perceived value will play an intermediary role between service quality and customer loyalty, service quality will indirectly affect customer loyalty through perceived value.

中文摘要　．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．． x
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．．．．．．．．．．．．．． 3
　　第四節　　研究限制．．．．．．．．．．．．．． 3
第二章　　文獻探討．．．．．．．．．．．．．．．． 4
　　第一節　　服務品質．．．．．．．．．．．．．． 4
　　第二節　　知覺價值．．．．．．．．．．．．．． 12
　　第三節　　顧客忠誠度．．．．．．．．．．．．． 21
第三章　　研究方法．．．．．．．．．．．．．．．． 25
　　第一節　　研究架構．．．．．．．．．．．．．． 25
　　第二節　　研究假設．．．．．．．．．．．．．． 25
　　第三節　　變項操作性定義．．．．．．．．．．． 27
　　第四節　　問卷設計與問項．．．．．．．．．．． 29
　　第五節　　研究樣本與資料收集．．．．．．．．． 31
　　第六節　　資料分析方法．．．．．．．．．．．． 32
第四章　　資料分析與結果．．．．．．．．．．．．． 34
　　第一節　　個人背景變項之敘述統計分析．．．．． 34
　　第二節　　問卷信度分析．．．．．．．．．．．． 36
　　第三節　　相關分析．．．．．．．．．．．．．． 37
　　第四節　　迴歸分析．．．．．．．．．．．．．． 40
第五章　　研究結論與建議．．．．．．．．．．．．． 44
　　第一節　　結論．．．．．．．．．．．．．．．． 44
　　第二節　　實務建議．．．．．．．．．．．．．． 46
　　第三節　　研究限制與未來建議．．．．．．．．． 47
參考文獻　　．．．．．．．．．．．．．．．．．．． 49
附錄一　正式問卷．．．．．．．．．．．．．．．．． 59

一、中文部分

王信惠(2007)，宗教觀光地旅遊意象、知覺價值、旅遊品質、滿意度與遊後行為意圖關係之研究－以北港為例，南華大學旅遊事業管理研究所未出版之碩士論文。

李君如，陳俞伶(2009)，觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度關係之研究－以白蘭氏觀光工廠為例，顧客滿意學刊，5(1)，93-120。

林士彥，陳冠仰(2009)，國民旅遊在服務品質、服務價值、滿意度與忠誠度之關係之研究－以茂林國家風景區為例，顧客滿意學刊，5(1)，1-32。

林偉智(2010)，國立台灣大學綜合體育館服務品質、顧客滿意度與再購意願之研究，國立台灣師範大學體育學系碩士班未出版之碩士論文。

林聰哲(2008)，中部地區高爾夫球場服務品質、消費者知覺價值、滿意度與行為意向之研究，管理實務與理論研究，2(4)，196-214。

洪子鑫(2010)，汽車維修服務廠服務品質、知覺價值對顧客滿意度與顧客忠誠度之影響，南台科技大學商管專業學院碩士班未出版之碩士論文。

紀信光，羅文芳(2010, May 28)，服務品質、服務價值、醫院形象、滿意度與行為意向間關係之探討－以公教健檢醫院為例，2010產業管理創新研討會(PP. 109-114)，台中：修平技術學院。

徐泊源(2005)，企業購買商業火災保險之服務品質及知覺價格對知覺價值與再購意願之影響，逢甲大學保險學系碩士班未出版之碩士論文。

翁崇雄(1998)，期望服務與服務績效影響服務品質評量之研究，臺大管理論叢，9(1)，153-176。

張淑青(2006a)，顧客忠誠驅動因子之研究－顧客知覺價值的關鍵腳色及顧客滿意與信任的中介影響，輔仁管理評論，13(1)，107-132。

張淑青(2006b)，知覺價值、顧客價值、顧客滿意與行為意圖的關係－澎湖觀光旅遊之實證，行銷評論，3(2)，169-194。

陳澤義，張宏生(2006)，服務業行銷，台北：華泰文化。

游尚儒(2007)，知覺價格、知覺價值與知覺服務品質對消費者滿意度與再購意願影響之研究－以花蓮地區觀光飯店為例，國立東華大學企業管理學系未出版之碩士論文。

彭思嘉(2008)，超級籃球聯賽觀眾對服務品質、知覺價值模式與再購意願之研究－線性結構方程模式之驗證，臺北市立教育大

學體育學系碩士班未出版之碩士論文。

楊士傑(2010)，消費動機、知覺價值與滿意度對再購意願之研究－以BabyBoss City職業體驗任意城為例，國立臺灣師範大學運動與休閒管理研究所未出版之碩士論文。

雷文谷，姚明慧，宋威穎，陳睿婕(2009)，貓空纜車遊客服務品質感受、知覺價值與遊後行為意向之研究，休閒暨觀光產業研究，4(2)，60-70。

魏鼎耀(2005)，目的地意象、知覺價值、遊後行為意圖關係之研究，台南市，國立成功大學交通管理科學研究所未出版之碩士論文。

魏文欽，林怡君(2010)，品牌形象與顧客忠誠度關係之實證研究－知覺價值混合效果之探討，International Journal of Lisrel，3(1)，45-67。

蘇瑞蓮，金喆(2008)，旅遊意象、知覺價值、服務品質、知覺風險對遊後行為意圖的影響－以苗栗縣西湖渡假村為例，聯大學報，5(1)，181-200。

二、英文部分

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Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Re-tailing, 66(1), 33-55.

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on con-sumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.

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Curry, D. J., & Faulds, D. J. (1986). Indexing product quality: Is-sues, theory, and results. Journal of Marketing, 13(3), 134-145.

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and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.

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Dodds, W. E. (1982). Quality, productivity and competitive position. Massachusetts Institute of Technology.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyer’s product evaluations. Journal of Marketing Research, 28(3), 307-319.

Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an In-tegrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.

Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2009). Understanding customer satisfaction and loyalty: An empirical study of moblie instant messages in China. International Journal of Information Management, 30(4), 289-300.

Feigenbaum, A. V. (1961). Total Quality Control: Engineering and management. New York: Mc Graw-Hill.

Fornell, C. (1992). A National Customer Satisfaction Barometer:

The Swedish Experience. Journal of Marketing, 56(1), 6-21.

Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acqui-sition value, transaction value and behavioral intentions. Journal of Marketing, 62(2), 46-59.

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Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers de-fect. Harvard Business Review, 73(6), 88-99.

Kotler, P. (2003). Marketing management (11th ed.). New Jersey: Prentice-Hall.

Levitt, T. (1972). Production-line approach to service. Havard Business Review, 50(5), 41-52.

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