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研究生:陳怡婷
研究生(外文):Yi-Ting Chen
論文名稱:服務創新與顧客公民行為間關係之研究─以顧客滿意度為中介角色之分析
論文名稱(外文):Relationship between Service Innovation and Customer Citizenship Behaviors-Customer Satisfaction as Mediator
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung, Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:127
中文關鍵詞:服務創新顧客滿意度顧客自發性行為顧客公民行為實驗法
外文關鍵詞:Customer Citizenship BehaviorsExperimental MethodCustomer SatisfactionService InnovationCustomer Spontaneity Behaviors
相關次數:
  • 被引用被引用:1
  • 點閱點閱:391
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
創新不僅有助企業提供優質服務,且能使公司產出持續的競爭優勢,但過去研究中卻較少提及服務創新,此似乎有違當前消費者意識抬頭,雖已主宰整個服務趨勢,竟然鮮少有研究從消費者觀點來探討服務創新,尤其是探究服務創新在顧客公民行為及顧客滿意度的因素及程度影響。
根據文獻探討及研究假設,本研究採情境實驗法以針對服務創新的三種程度:無服務創新、漸進式創新、組合式/根本式創新進行單因子受試者間實驗設計,並藉由實驗問卷對所提出之研究假設加以驗證。獲致的研究結果:
1. 服務創新程度不同在顧客公民之提供回饋、口碑/推薦、幫助其
他顧客行為皆具有顯著差異。
2. 服務創新程度不同在服務傳遞系統與技術及創新產品與服務提供
之顧客滿意度具有顯著差異。
3. 當加入顧客滿意度作為中介變數後,則服務創新對顧客公民行為
之間呈顯著變化。
據此,本研究結果可提供速食業者乃至相關業者,因為服務創新所引起顧客滿意度及顧客公民行為之參考,同時對速食業者提供內部經營管理及外部顧客管
理之建議。
Innovations can not only assist business offering high grades of services, but allow the business possessing sustained competitive advantages. Although the awakening of consumers’ consciousness brings about service innovation to be the main stream, relatively little attention has been devoted to other areas of service innovation.In particular, research which empirically documented the impact of service innovation on customer citizenship behaviors and customer satisfaction is scant.
Based on the reviewing of literature and proposed hypotheses, we employed the scenario experimental method for testifying three catalogs of service innovation-no
service innovation, incremental innovation, and recombinative/radical innovation.One-factor within-subject experiment was designed in the experiment, 124 questionnaires were conducted and then tested and verified afterward.
The findings reveal:
1. The different catalog of service innovation exist a significant differences on the relations between service delivery system and technology, and innovative
product/service.
2. The different level of innovation exist significant differences on customer citizenship of sharing feedback, word-of-mouth/recommendation, and assisting other customers.
3. Considering the meditation effect of customer satisfaction between service innovation and customer citizenship behavior is positively verified.
Therefore, the research findings can offer fast-food service providers some implications of how to evoke customer satisfaction and customer citizenship behavior,and suggestions of internal operating management, and external customer management.
摘要 I
ABSTRACTII
致謝 IV
目錄V
表目錄 VII
圖目錄 IX
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第貳章 文獻探討 8
第一節 服務創新 8
第二節 組織與顧客公民行為 18
第三節 顧客滿意度 27
第四節 服務創新與顧客公民行為關係之探討 31
第五節 服務創新與顧客滿意度關係之探討 33
第六節 顧客滿意度於服務創新對顧客公民行為作用之中介角色
之探討 36
第參章 研究設計 39
第一節 研究架構 39
第二節 研究之實驗樣本 40
第三節 實驗情境工具─自變數服務創新 40
第四節 實驗問卷工具─依變數顧客公民行為、中介變數顧客滿
意度 50
第五節 實驗進行程序 55
第六節 資料分析方法 57
第肆章 結果分析與討論 58
第一節 服務創新對顧客公民行為之影響 58
第二節 服務創新對顧客滿意度之影響 62
第三節 顧客滿意度於服務創新對顧客公民行為作用之中介分析
65
第伍章 結論與建議 . 75
第一節 研究結論與說明 75
第二節 研究意涵 78
第三節 實務建議與應用 81
第四節 研究限制 84
第五節 未來研究建議 86
參考文獻 88
附錄一: 服務創新預試問卷 101
附錄二:服務創新預試問卷項目 104
附錄三:正式問卷(實驗情境一) 110
附錄四:實驗情境二 114
附錄五:實驗情境三 115
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