臺灣博碩士論文加值系統

摘 要
近年來，企業的競爭關鍵，在於如何提升服務品質追求全方位的顧客滿意度影響顧客忠誠度。本研究旨在探討服務品質、顧客滿意度與顧客忠誠度關係，為達成此研究目的，蒐集並分析相關文獻以作為本研究之理論架構。
本研究採用問卷調查方式蒐集實證資料，以新竹科學工業園區、新竹縣市的中小企業廠商進行研究，發放300份問卷，實得問卷219份，回收率73％，剔除無效問卷12份，共得有效問卷207份，有效回收率為69％。
本研究統計分析採用信度分析、典型相關分析、逐步多元迴歸分析來檢定研究假設：一、服務品質對顧客滿意度有正向影響；二、服務品質對顧客忠誠度有正向影響；三、顧客滿意度對顧客忠誠度有正向影響；四、服務品質與顧客滿意度有效預測顧客忠誠度。
本研究的結論，提出下列建議：一、加強服務品質的「服務過程」、「服務態度」與「專業知能」。二、提高顧客滿意度中的「產品品質」。三、對後續研究方面：以全省進行問卷調查，使研究更加完善；擴大研究對象至全國之研究範圍。

關鍵詞：服務品質、顧客滿意度、顧客忠誠度

Abstract
In recent years, the competitive key of enterprises has subjected to how to upgrade their service quality and strive for well-rounded customer satisfaction to influence customer’s royalty. This research is aimed to explore the correlation between service quality, customer satisfaction and customer royalty. To achieve the research objective, gathering and analyzing of related documents are going to form the primary structure of this research.
This research uses survey questionnaires to collect the empirical evidence and data. Research objects are targeted on the medium- and small-sized enterprises in Hsinchu Science-based Industrial Park and Hsinchu City and County Areas. 300 questionnaires were distributed and 219 copies were collected, the returning ratio is 73%. Screening out 12 copies of null and void questionnaires, 207 are valid questionnaires. Valid yield returning ratio is 69%.
To exam the research hypotheses, questionnaires are analyzed through various statistical methods, such as reliability analysis, canonical correlation analysis, stepwise multiple regression analysis.
The followings are concluded according to the result of this research:1.Service quality has positive influence on customer satisfaction.2.Service quality has positive influence on customer’s loyalty.3.Customer satisfaction has positive influence on customer loyalty.4.Service quality and customer satisfaction can effectively forecast customer loyalty.
The followings are suggested according to the result of this research: 1. Improving the “service process”, “service attitude” and “professional knowledge” of the service quality. 2. Increasing the “product quality” in customer satisfaction. 3.For further and follow-up research: Conduct the questionnaire survey nationwide to make more comprehensively research; to expand the research target to nationwide, architects, and the research scope of Mainland China.


Keyword: service quality; customer satisfaction; customer loyalty

目 錄
中文摘要 ……………………………………………………………… Ⅰ
Abstract ……………………………………………………………… Ⅱ
目 錄 ……………………………………………………………… Ⅲ
表目次 ……………………………………………………………… Ⅴ
圖目次 ……………………………………………………………… 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 ………………………………………………… 5
第三節 研究方法與步驟 …………………………………………… 5
第四節 研究範圍與限制 …………………………………………… 6
第五節 名詞釋義 ………………………………………………… 8
第二章 文 獻探討 …………………………………………………… 10
第一節 服務品質 ………………………………………………… 10
第二節 顧客滿意度 ……………………………………………… 28
第三節 顧客忠誠度 ……………………………………………… 38
第四節 服務品質、顧客滿意度與顧客忠誠度之關係…………… 43
第三章 研 究方法 …………………………………………………… 52
第一節 研究架構與假設…………………………………………… 52
第二節 研究對象 ………………………………………………… 53
第三節 研究工具 ………………………………………………… 54
第四節 調查實施 ………………………………………………… 57
第五節 資料分析 ………………………………………………… 58
第四章 研 究結果與討論 …………………………………………… 60
第一節 樣本描述 ………………………………………………… 60
第二節 服務品質對顧客滿意度之影響…………………………… 62
第三節 服務品質對顧客忠誠度之影響 …………………………… 65
第四節 顧客滿意度對顧客忠誠度之影響 ………………………… 68
第五節 服務品質對顧客滿意度有效預測顧客忠誠度 …………… 71
第五章 結 論與建議 ……………………………………………… 74
第一節 研究主要發現 ……………………………………………… 75
第二節 研究結論 …………………………………………………… 77
第三節 研究建議 …………………………………………………… 80
第四節 研究限制 …………………………………………………… 82
參考文獻 …………………………………………………………… 83
一、中文部份 .……………………………………………………… 83
二、英文部份 ……………………………………………………… 87
附 錄 一 …………………………………………………………… 100
研究問卷……………………………………………………………… 101










表目次
表2-1 SERVQUAL五個構面與原始十個構面的關係 ……………… 23
表2-2 SERVQUAL量表之構面與評量項目 ………………………… 27
表2-3 學者對顧客忠誠之定義 ………………………………………… 40
表3-1 研究問卷之信度分析 …………………………………………… 56
表4-1 有效樣本之基本資料分析 ……………………………………… 61
表4-2 服務品質與顧客滿意度各向度之典型相關分析表 …………… 63
表4-3 服務品質與顧客忠誠度各向度之典型相關分析表 …………… 66
表4-4 顧客滿意度與顧客忠誠度各向度之典型相關分析表 ………… 69
表4-5 服務品質與顧客滿意度對再購意願之多元逐步迴歸分析表 … 72
表4-6 服務品質與顧客滿意度對推薦行為之多元逐步迴歸分析表 … 73









圖目次
圖 1-1 研究流程圖 ………………………………………………… 7
圖 2-1 服務品質知覺連續帶 ……………………………………… 15
圖 2-2 PZB服務品質的觀念性模式 ……………………………… 17
圖 2-3 服務品質決定因素 ………………………………………… 21
圖 2-4 顧客知覺服務品質和顧客滿意度 ………………………… 46
圖 2-5 服務－利潤鍵 ……………………………………………… 51
圖 3-1 研究架構圖 ………………………………………………… 52
圖 4-1 服務品質與顧客滿意度典型相關分析徑路圖 …………… 64
圖 4-2 服務品質與顧客忠誠度典型相關分析徑路圖 …………… 67
圖 4-3 顧客滿意度與顧客忠誠度典型相關分析徑路圖 ………… 70

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