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論文名稱(中文) 體驗行銷對服務品質與滿意度之影響研究—以大學科系體驗營為例
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 93
學期 1
出版年 94
研究生(中文) 魏思琪
學號 r4791130
學位類別 碩士
語文別 中文
口試日期 2005-01-30
論文頁數 119頁
口試委員 指導教授-吳萬益
口試委員-譚伯群
口試委員-林清河
關鍵字(中) 學校行銷
行銷策略
體驗行銷知覺
服務品質
顧客滿意
行為意圖
關鍵字(英) School marketing
Marketing Strategy
Experiential Perception
Perceived Experiential Quality
Customer Satisfaction
Behavior Intention
學科別分類
中文摘要   體驗行銷是目前各產業最新穎、最關鍵的行銷趨勢之一,許多公司已由傳統特色及利益(features and benefits)的行銷導向轉而為他們的顧客創造體驗感覺。另一方面,大專院校面對教育改革及大學鬆綁的競爭壓力,開始面對招生問題。學校必須向企業看齊,善用各項行銷策略來提升競爭優勢並創造整體利益。本研究即在建立一個可運用於教育界的體驗行銷及消費行為的理論模式。
  本研究的第一個目的為整合相關文獻並建立一個體驗行銷模型。第二個目的在於利用問卷研究來對大學運用體驗行銷做實證研究。本研究設計一份66題的問卷、收集了491個有效樣本並運用描述統計、典型相關分析及迴歸分析來驗證本研究假設。
  實證結果發現在模式中的行銷策略與體驗行銷知覺、服務品質有顯著的互動關係;體驗行銷知覺、服務品質對顧客滿意有正向影響;服務品質對行為意圖有正向影響;以及顧客滿意對行為意圖有正向影響。
英文摘要  Experiential marketing is one of the newest and most important marketing trends in a variety of markets and industries(consumer, service, technology and industrial). Many companies have moved away from traditional features-and-benefits marketing toward creating experiences for their customers. At the same time, because of the revolution of the education and the competition among schools, colleges are now facing the difficulties of enrolling students. The schools have to apply marketing strategies well to promote its competitive advantages and to maximize its overall benefits. Therefore, it’s important that we build a theoretical model to integrate the relationship between experiential marketing and consumption behavior.

 The first purpose of this study is to develop a comprehensive research model of the experiential marketing through integrating relevant literature. The second purpose of this study is to empirically test the research model through conducting questionnaire survey in the area of education service industries. This study used a 66-item survey questionnaire to collect 491 valid data adapting descriptive statistics, factor analysis, canonical correlation analysis and regression analysis to verify the hypotheses that were presented in this study.

 The results of this study indicate that there are significant and positive correlations between most factors of marketing strategy, experiential perception and perceived service quality. We also discover that the experiential perception and perceived service quality tend to significantly impact on satisfaction, which had positive influence on behavior intention.
論文目次 目錄
目錄 I
表目錄 I
圖目錄 I
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究範圍與目的 6
第三節 研究步驟 7
第二章 文獻探討 8
第一節 行銷策略 8
第二節 體驗經濟與體驗行銷 16
第三節 服務品質 27
第四節 顧客滿意 31
第五節 行為意圖 34
第三章 研究方法 38
第一節 研究架構與研究假設 38
第二節 研究變數的操作性定義與衡量 40
第三節 抽樣與問卷發放 52
第四節 資料分析方法 55
第四章 實證分析 58
第一節 敘述性統計分析 58
第二節 因素分析與信度檢定 72
第三節 典型相關分析 81
第四節 迴歸分析 87
第五章 結論與建議 96
第一節 研究結論 96
第二節 研究特色與貢獻 99
第三節 研究限制與未來研究方向 102
參考文獻 103
附錄一:問卷 115

參考文獻 參考文獻
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系統識別號 U0026-0812200911273603
論文名稱(中文) 電子商務中顧客介面與認知安全對顧客忠誠度的影響
論文名稱(英文) The Impact of Customer Interface and Perceived Security Design on Customer Loyalty in Electronic Commerce
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 93
學期 2
出版年 94
研究生(中文) 曹弘達
學號 r4692131
學位類別 碩士
語文別 英文
口試日期 2005-06-17
論文頁數 81頁
口試委員 指導教授-張心馨
口試委員-王馮永亢
口試委員-張海青
關鍵字(中) 認知安全
顧客介面
轉換成本
顧客忠誠度
顧客滿意度
關鍵字(英) Customer Interface
Perceived Security
Switching Costs
Customer Loyalty
Customer Satisfaction
學科別分類
中文摘要 none




英文摘要  Electronic commerce is a paradigm shift which is radically changing the traditional way of doing business. However, B2C is still a small part of the overall retail market. This paper aims at investigating the limitations on B2C electronic commerce that have the po-tential to cap its growth rate and ultimate size.

 This study offers an overall model of customer loyalty consisting of some hypothe-sized causes (customer interface and perceived security), an intervening variable (customer satisfaction), and a moderating variable (switching costs). A comprehensive framework was developed based on previous researches.

 Data were collected from an online survey website, with a minority of responses from a parallel paper-based survey. Structural Equation Modeling (SEM) and regression analysis were undertaken to test the goodness of fit (of the model with the data) and the hypotheses. Fisher’s Z transformation is used to test for a moderating effect of switching cost on the relationship between customer satisfaction and loyalty.

 The research conclusions show that the two presumed antecedents of customer loy-alty- customer interface and perceived security- are positively associated with customer loyalty and the structural equation model of our proposed integrated framework shows a good fit with the data. Statistically significant associations are detected, compatible with five out of six hypotheses. For the non-significant relation between perceived security and switching costs, the results also suggest that the integrated security thinking is an important factor in elevating switching costs.




論文目次 ABSTRACT .................................iii
CONTENTS ...................................v
LIST OF TABLES .................................vii
LIST OF FIGURES ................................viii
CHAPTER 1 INTRODUCTION ...................1
1.1 Research Background and Motivations ...1
1.2 Research Objectives ...................4
1.3 Research Procedure ...................5
1.4 Organization of the thesis ...........6
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT ...................................8
2.1 Customer Interface ...................8
2.1.1 Customization ...........................9
2.1.2 Contact Interactivity ..................10
2.1.3 Convenience ..........................11
2.1.4 Character ..........................12
2.2 Customer Satisfaction ..................12
2.3 Perceived Security ..................14
2.4 Switching Costs ..........................16
2.5 Customer Loyalty ..................19
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY ..22
3.1 Conceptual Framework and Research Hypotheses ..................................................22
3.1.1 Conceptual Framework ..................22
3.1.2 Research Hypotheses ..................23
3.2 Definitions of Research Variables ..27
3.2.1 Customer Interface ..................27
3.2.2 Customer Satisfaction ..................28
3.2.3 Perceived Security ..................28
3.2.4 Switching Costs ..........................29
3.2.5 Customer Loyalty ..................29
3.3 Questionnaire Development and Sampling Plan ..................................................30
3.3.1 Questionnaire Development ..........30
3.3.2 Pilot Test ..........................33
3.3.3 Sampling Plan ..........................35
3.4 Data Analysis Procedure and Methods ..35
CHAPTER 4 RESEARCH ANALYSIS AND RESULTS ..37
4.1 Introduction ..........................37
4.2 Descriptive Analysis ..................37
4.2.1 Data Collection ..........................38
4.2.2 Characteristics of Respondents ..........38
4.2.3 Measurement Results for Relevant Research Variables ..................................41
4.3 Reliability Test ..................43
4.4 Regression Analysis ..................47
4.4.1 Simple Regression ..................48
4.4.2 Multiple Regression ..................48
4.5 Moderating Effects of Switching Costs ..50
4.6 Structural Equation Model (SEM) ..........51
4.7 Summary of Statistical Support for Research Hypotheses ..................................55
4.7.1 Impacts of the antecedents on customer satisfaction ..................................56
4.7.2 Impacts of the antecedents on customer loyalty ..........................................57
4.7.3 Impact of perceived security on switching costs ..........................................57
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS ..58
5.1 Conclusions and Managerial Implications ..58
5.2 Research Limitations and Future Research ..................................................61
REFERENCE ..................................62
APPENDIX A Pilot Test Questionnaire ..........66
APPENDIX B Main Test Questionnaire ..........72
APPENDIX C Main Test Questionnaire Chinese version ..................................................77
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------------------------------------------------------------------------ 第 3 筆 ---------------------------------------------------------------------
系統識別號 U0026-0812200911280675
論文名稱(中文) 定期海運業顧客忠誠度之研究-從海運承攬運送業之觀點
論文名稱(英文) The evaluation of customer loyalty in liner shipping-from an ocean freight forwarder's perspective
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 93
學期 2
出版年 94
研究生(中文) 蔡佳珊
學號 r5692114
學位類別 碩士
語文別 中文
口試日期 2005-05-31
論文頁數 106頁
口試委員 口試委員-林正章
召集委員-吳偉銘
口試委員-桑國忠
指導教授-呂錦山
關鍵字(中) 顧客忠誠度
關係品質
顧客滿意度
定期貨櫃船公司
關鍵字(英) Liner shipping
Customer satisfaction
relationship quality
Customer loyalty
學科別分類
中文摘要   本研究旨在從海運承攬運送業者之觀點,探討定期貨櫃船公司顧客滿意度、關係品質與顧客忠誠度之關係,研究結果指出,27項服務屬性中,滿意度較高的為「船舶安全與性能」,其次為「班次密集度」、「貨櫃情況良好」、「運送時間」與「船期可靠性」等項。

  本研究利用結構方程模式來衡量海運承攬運送業者的滿意度與關係品質對忠誠度所造成的影響,研究結果指出,海運承攬運送公司與船公司的關係品質會正向影響其對船公司的忠誠度,而海運承攬運送業者的顧客滿意度也會正向影響其與船公司之間的關係品質。然而,海運承攬運送業者的顧客滿意度對其忠誠度有正向的影響關係在本研究並沒有得到驗證支持。最後本文提出理論與實務上的建議,以供相關業者參考。


英文摘要  This research empirically evaluates the effects of customers’ satisfaction, relationship quality and customers’ loyalty in liner shipping from an ocean freight forwarder’s perspective. Results indicated that vessel safety to be the most satisfactory service attribute, followed by frequency of sailing, good condition of containers, transit time and reliability of sailing schedule. Based on a structural equation modeling approach, results showed that forwarder-carrier relationship quality had a positive influence on forwarders’ (customers’) loyalty, and forwarders’ satisfaction positively influences forwarder-carrier relationship quality. However, the impact of customers’ satisfaction on customers’ loyalty was not supported in this study. Theoretical and practical implications of the research findings are discussed.

論文目次 第一章 緒論1
1.1研究動機與背景1
1.2研究目的3
1.3研究範圍與限制4
1.4研究流程4
第二章 文獻回顧6
2.1顧客忠誠度6
2.1.1顧客忠誠度之重要性6
2.1.2顧客忠誠度之定義7
2.2顧客滿意度9
2.2.1顧客滿意度之定義與重要性9
2.2.2顧客滿意度對顧客忠誠度之影響10
2.3關係品質12
2.3.1關係品質之重要性與定義12
2.3.2關係品質對顧客忠誠度之影響17
2.4關係品質與顧客滿意度的關聯性18
2.5定期貨櫃船公司之特性與服務屬性19
2.6小結24
第三章 研究方法25
3.1研究架構與假設25
3.1.1研究架構25
3.1.2研究假設26
3.2研究變項之操作性定義與衡量27
3.3研究設計30
3.3.1研究方法30
3.3.2問卷設計過程31
3.3.3問卷前測32
3.3.4問卷內容33
3.3.5抽樣設計33
3.4資料分析方法34
3.4.1敘述統計分析34
3.4.2變異數分析34
3.4.3因素分析35
3.4.4信度與效度35
3.4.5結構方程模式36
3.5 小結38
第四章 影響貨櫃船公司顧客忠誠度因素之分析39
4.1基本敘述統計分析39
4.1.1基本資料敘述統計分析40
4.1.2整體資料分析44
4.1.3主要定期貨櫃船公司顧客滿意度、關係品質與顧客忠誠度之比較49
4.2顧客滿意度與關係品質之因素分析與信度分析56
4.2.1顧客滿意度因素分析與信度分析56
4.2.2關係品質因素分析與信度分析.60
4.3船公司特性與顧客滿意、關係品質及顧客忠誠度之比較分析63
4.3.1國輪船公司與外商船公司之比較分析63
4.3.2近洋船公司與遠洋船公司之比較分析64
4.4海運承攬運送業者企業特性之變異數分析65
4.4.1海運承攬運送業者公司規模之差異分析65
4.4.2海運承攬運送業者貨運量之差異分析66
4.4.3海運承攬運送業者營業額之差異分析66
4.5 顧客滿意度、關係品質與顧客忠誠度影響分析68
4.5.1結構方程模式之建立.68
4.5.2結構方程模式分析68
4.5.3結構方程模式假設檢定75
4.6小結77
第五章 結論與建議80
5.1結論80
5.2建議85
5.3後續研究建議87
參考文獻89
一、中文部分89
二、英文部分90
附錄.94
一、附錄一 正式問卷94
二、附錄二 專家學者訪談紀錄99




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系統識別號 U0026-0812200911280879
論文名稱(中文) The Critical Factors and Benefits Evaluation in the Business's Construction and Implementation of Customer Relationship Management (CRM)
論文名稱(英文) The Critical Factors and Benefits Evaluation in the Business's Construction and Implementation of Customer Relationship Management (CRM)
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 93
學期 2
出版年 94
研究生(中文) 古博文
學號 r4692125
學位類別 碩士
語文別 英文
口試日期 2005-06-21
論文頁數 99頁
口試委員 口試委員-張海青
召集委員-張淑昭
指導教授-張心馨
關鍵字(中) none
關鍵字(英) Relationship Quality
Organizational Learning
Organizational Performance
Business Process Reengineering (BPR)
Customer Relationship Management (CRM)
學科別分類
中文摘要 none



英文摘要  The root of business survival are the clients, building a good relationship with the clients is the foundation for a business’s long-term survival. Therefore, understanding the clients, providing individualized service, maintaining customer loyalty and interacting with the customers in order to establish a tight relationship, are the most important issues for businesses. Currently, firms are applying customer relationship management to satisfy customer needs, create services, strengthen the interaction with customers, and develop customer oriented strategy and skills, to maintain competitive advantage.

 Customer relationship management (CRM) is actually what firms use now to interact with customers continuously, in order to capture and utilize customer information to develop a customized business model and strategic applications. That will be able to satisfy individual customers’ needs and promote organizational performance.

 This research applies the questionnaire survey method, to investigate the relationship between Business Process Reengineering (BPR), Organizational Learning, Relationship Quality and Organizational Performance. Among these factors, BPR and Organizational Learning are the first step in the construction of CRM. BPR involves staffs reward and training, organizational structure, information technological tools and organizational learning involves commitment to learning, shared visions and open-mindedness. Relationship Quality is used to measure the improvements in customer relationship after the implementation of CRM, and involves trust, satisfaction and commitment. Lastly, Balanced Scorecard was used in the measurement of Organizational Performance, which involves the internal business process perspective, the learning and growth perspective, the customer perspective, and the financial perspective.

 The implications of the research are:
1. Overall, the research framework fits with the testing standard, which means that the research framework can be verified, in another word, there is a relationship between the 4 perspectives.
2. The actual implementation of CRM contributes to the improvement in relationship quality and organizational performance.
3. When firms want to begin the construction and implementation of CRM, they should start from BPR and organizational learning.




論文目次 Chapter 1 Introduction………………………………………………………… 1
1.1 Research Background and Research Motive……………………… 1
1.2 Research Objectives………………………………………………… 3
1.3 Research Procedures………………………………………………… 3
Chapter 2 Literature Review…………………………………………………… 5
2.1 Research Concepts…………………………………………………… 5
2.1.1 Customer Relationship Management…………………………….... 5
2.1.2 Business Process Reengineering…………………………………... 8
2.1.3 Organization Learning…………………………………………….. 12
2.1.4 Relationship Quality………………………………………………. 17
2.1.5 Organizational Performance………………………………………. 18
2.2 Relationship between Research Concepts…………………………… 23
2.2.1 Impacts of Business Process Reengineering on Relationship Quality…24
2.2.2 Impacts of Organizational Learning on Relationship Quality…….. 24
2.2.3 Impacts of Relationship Quality on Organizational Performance… 24
Chapter 3 Research Hypotheses and Research Methodology………………… 25
3.1 Research Framework………………………………………………… 25
3.2 Research Hypotheses and Measurement of Variables……………… 25
3.2.1 CRM Project Initiation………………………………….. ……… 26
3.2.2 CRM Implementation and Relationship Quality………………….. 28
3.2.3 Result of CRM and Organizational Performance…………………. 29
3.3 Research Methods…………………………………………………… 31
3.3.1 Research Samples…………………………………………………. 31
3.3.2 Questionnaire Design……………………………………………… 31
3.3.3 Data Analysis……………………………………………………… 33
Chapter 4 Case Study………………………………………………………… 34
4.1 butyshop International Corp………………………………………… 34
4.1.1 Company Overview……………………………………………….. 34
4.1.2 CRM Project Initiation…………………………………………….. 35
4.1.3 CRM Implementation and Relationship Quality………………….. 38
4.1.4 Results of CRM: Organizational Performance……………………. 39
4.2 MOCOTO BANK…………………………………………………… 41
4.2.1 Company Overview……………………………………………….. 41
4.2.2 CRM Project Initiation…………………………………………...... 41
4.2.3 CRM Implementation and Relationship Quality………………….. 44
4.2.4 Results of CRM: Organizational Performance……………………. 45
4.3 Stark Technology Inc………………………………………………… 47
4.3.1 Company Overview……………………………………………….. 47
4.3.2 CRM Project Initiation…………………………………………….. 47
4.3.3 CRM Implementation and Relationship Quality………………..… 52
4.3.4 Results of CRM: Organizational Performance……………………. 53
4.4 Combined Case Study Analysis……………………………………… 54
4.5 Model Verification from Case Study Analysis……………………… 59
Chapter 5 Results of Statistical Analysis……………………………………… 60
5.1 The Sample………………………………………………………… 60
5.2 Scale Reliability and Validity………………………………………… 61
5.2.1 Reliability………………………………………………………..… 61
5.2.2 Validity……………………………………………………..……… 63
5.2.3 Confirmatory Factor Analysis……………………………………... 64
5.3 Structural Equation Model (SEM) Analysis………………………… 68
5.4 Hypothesis Testing…………………………………………………… 70
Chapter 6 Conclusions and Recommendations……………………………… 72
6.1 Conclusions…………………………………………………………… 72
6.2 Managerial Implications……………………………………………… 75
6.3 Research Limitations and Recommendations for Future Research…… 76
References……………………………………………………………………… 78
Appendix………………………………………………………………………… 83
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系統識別號 U0026-0812200911295126
論文名稱(中文) 航空公司客服中心服務品質與顧客滿意度之研究
論文名稱(英文) Service Quality and Customer Satisfaction of an Airline Call Center
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 93
學期 2
出版年 94
研究生(中文) 林冠奇
學號 r5692121
學位類別 碩士
語文別 中文
口試日期 2005-06-03
論文頁數 123頁
口試委員 指導教授-張有恆
口試委員-葉中興
口試委員-呂錦山
口試委員-陳昭宏
關鍵字(中) 顧客滿意度
服務品質
組織承諾
客服中心
工作滿意度
關鍵字(英) Customer satisfaction
Job satisfaction
Call center
Service quality
Organization commitment
學科別分類
中文摘要   航空產業的競爭一直都相當的激烈,因此誰能提供最完善的客戶服務,便能夠擄獲客戶的心,進而在競爭激烈的市場中穩住江山,這也顯示出顧客關係管理(CRM)是航空公司相當重視的課題。因此,客服中心就在此趨勢因應而生,其扮演企業對外的第一窗口,提升顧客滿意度,同時增加商品的價值,但不可忽略的是客服人員在各項服務的遞送過程中扮演重要角色。
  
  本研究針對國內航空公司客服中心現況作一分析與介紹,並經由回顧相關文獻後,提出航空公司客服人員的工作滿意度、組織承諾會影響其所傳遞給顧客的服務品質。此外,航空公司客服中心使用者所實際感受到的服務品質也會影響整體顧客滿意度,本研究主要利用典型相關分析以及迴歸分析探討各構面之相關性,並利用重要性-績效分析找出客服中心服務品質改善的優先順序。
  
  研究結果主要顯示:1.航空公司客服人員的工作滿意度、組織承諾會正向影響其所傳遞的服務品質;2.航空公司客服中心使用者實際感受到的服務品質會正向影響整體顧客滿意度;3.全職的客服人員在服務品質的可靠性、反應力及保證性上顯著的高於兼職客服人員,而兼職人員在工作本身條件的滿意顯著高於全職人員;4.有較少工作經驗(包含航空公司以外的工作經驗)的客服人員以及新進客服人員在工作成就滿意、工作本身滿意及規範性承諾方面,顯著高於工作經驗較多的客服人員以及公司裡較資深的客服人員。

  經由本研究之發現,可提供給航空公司客服中心做為未來改善和提升服務品質之參考依據,且目前尚只有一家國籍航空公司成立完整的客服中心,因此本研究亦可成為其他航空公司未來成立客服中心時的重要參考。
英文摘要   Airlines gradually embrace customer relationship management as an important element of their corporate strategies. As such, call centers and their customer-contact employees are becoming more and more important. This research empirically evaluates the effects of customer-contact employees’ job satisfaction and organization commitment on their service qualities based on Canonical Correlation and Regression approaches. Besides, this research evaluates the relationship between customers’ perception of service quality and customer satisfaction of call center services. To identify improvable service attributes for a case of airline, an importance-performance analysis is conducted.

  There are four main findings in this research. First, job satisfaction and organization commitment of employees have a significant impact on the service quality delivered. Second, customers’ perception of service quality has a significant impact on customer satisfaction. Third, full-time job employees’ reliabilities, responsiveness and assurance are significantly higher than part-time job employees’. Fourth, the employees with less work experiences or newly employed have a higher normative commitment and satisfaction on job accomplishment and job condition than those with more work experiences and seniors. The theoretical and practical implications of the findings on service quality for airlines’ call center are discussed.
論文目次 第一章 緒論………………………………………………………………….1
  1.1研究動機……………………………………………………………...1
  1.2研究目的……………………………………………………………...4
1.3研究範圍與限制……………………………………………………...4
1.4研究流程……………………………………………………………...4

第二章 文獻探討…………………………………………………………….6
2.1客服中心……………………………………………………………...6
2.2服務品質……………………………………………………………..11
2.3客服中心之服務品質………………………………………………..18
2.4工作滿意度…………………………………………………………..22
2.5組織承諾……………………………………………………………..26
2.6顧客滿意度…………………………………………………………..31

第三章 研究方法…………………………………………………………....36
3.1研究架構……………………………………………………………..36
3.2各構面之操作型定義和衡量問項…………………………………..37
3.3研究假設……………………………………………………………..41
3.4研究對象……………………………………………………………..42
3.5問卷設計……………………………………………………………..42
3.6資料分析方法………………………………………………………..44

第四章 航空公司客服中心服務品質與顧客滿意度分析結果………........48
4.1個案航空公司客服中心之簡介……………………………………..48
4.2客服人員基本資料分析……………………………………………..53
4.3客服人員的服務品質及其影響因素之敘述統計分析……………..56
4.4旅行社基本資料分析………………………………………………..60
4.5旅行社對客服中心服務屬性重要度與滿意度之分析……………..63
4.6客服中心服務品質及其影響構面之因素及信度分析……………..72
4.7不同人口統計變項之客服人員與旅行社於各構面之差異性分析..80
4.8工作滿意度、組織承諾與客服人員所傳遞服務品質之相關分析..87
4.9顧客知覺服務品質與顧客滿意度之相關分析……………………..95
4.10客服人員傳遞服務品質與旅行社知覺服務品質之差異性分析…96

第五章 結論與建議………………………………………………………....99
5.1研究結論……………………………………………………………..99
5.2研究建議…………………………………………………………….102

參考文獻……………………………………………………………………...106

附錄一、客服人員的問卷…………………………………………………...116
附錄二、顧客(旅行社)的問卷………………………………………………120
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系統識別號 U0026-0812200911295636
論文名稱(中文) 量販店商店類型、商店印象、顧客認知價值與顧客忠誠度之相關性研究
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 93
學期 2
出版年 94
研究生(中文) 李宜蓁
學號 r4692408
學位類別 碩士
語文別 中文
口試日期 2005-06-24
論文頁數 115頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-余明助
關鍵字(中) 顧客忠誠度
顧客認知價值
商店類型
商店印象
關鍵字(英) customer loyalty
customer perceived value
store image
store type
學科別分類
中文摘要   近幾年來,量販店業者的競爭日趨激烈,量販店家數目日增,台灣的量販業店多數以零售型量販業為主,只有較少數幾家量販店以批發型方式來經營。此外,量販業逐漸進入價格戰的時代,但卻未思考該如何經營各店之特色,進一步塑造在消費者心中良好的商店印象,以提升顧客認知價值與顧客忠誠度。

  本研究之目的在於探討分析不同類型的量販店顧客,其對於商店印象是否有顯著差異、影響商店印象的因素有哪些、商店印象與顧客認知價值及顧客忠誠度間之關係以及顧客認知價值與顧客忠誠度之間是否具有正向的關係。本研究藉由問卷的方式,從消費者的觀點與感受,做一番深入的探討與研究,並加入人口統計變數來探討不同消費族群間對於量販店類型選擇與商店印象等各方面之影響,以期找出能提升顧客忠誠度之量販店因素,並提供量販業者在市場區隔時的方向參考,以提供未來量販店業者發展的方向。

  本研究所得到的重要結論如下:
1. 量販店類型會影響顧客對該量販店的商店印象。此外,批發型量販店無論在「人員服務」、「促銷」、「產品特性」及「商店氛圍」上,表現均比零售型量販店佳。
2. 消費者對於量販店的商店印象會影響其認知價值。當消費者對量販店人員服務印象、產品特性印象、促銷印象以及商店氛圍印象越佳,其認知價值也會越高。
3. 商店印象對顧客忠誠度之再購及推薦行為是具有顯著正向影響的,若顧客對該店店之商店印象越好,則顧客會有越高的再購意願以及口碑推薦等再購及推薦行為出現。就顧客忠誠度的價格容忍度的部分來說,若消費者對該店的人員服務以及產品特性印象越好,則消費者對於價格的容忍度越高,願消費金額越高。
4. 顧客認知價值對於商店印象與顧客忠誠度有中介作用。
5. 人口統計變數對商店類型的選擇、商店印象、認知價值與忠誠度有顯著影響。
6. 不同量販店別對商店印象、顧客認知價值與顧客忠誠度有顯著差異。
英文摘要   As the number of general merchandise store is increasing, the competition within market industry is more and more violent in these recent years. Most of the type of the stores in Taiwan are hypermarket, there are just a few merchandise stoes in Taiwan are operated in the type of warehouse store. Besides, this industry is going to be in the cost-leadership oriented times, the managers never think about how to operate the feature of each store. Furthermore, they should mold a good store image in consumer’s mind to raise customer received value and customer loyalty.

  The purpose of this research is to analyze that if the customer of different type of general merchandise storehas effect on store iamge; the factore of store iamge; the relationships of store iamge, customer percieved value and customer loyalty. This research is conducted by survey and add geographics to discuss that if different type of consumers has effect on store type choics nad store iamge to find the factore to raise customer loyalty.

  The results reveals that:
1. The store type have effects on store image in customer’s mind. Besides, Warehouse store have higher scores on the factors of service, promotion, product features and store atmosphere than hypermarket.
2. The store image will effect consumer’s percieved value. The higher scores on service, product features, promotion and store atmosphere, the higher scores on consumer’s percieved value.
3. Store image has positive effect on customer’s repurchase intention and recommendation behavior. The higher scores on consumer’s image, the higher possibility on their repurchase intention and recommendation behavior. In the apsect of price endurance, the higher scores on the factors of service and product features, the higher scores on the customer’s price endurance.
4. Customer’s percieved value has medium effect of store image and customer loyalty.
5. Geographics has siginificant effect on store type choice, store image, percieved value and customer loyalty.
6. Different hypermarkets has siginificant effect on store image, customer percieved value and customer loyalty.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第四節 論文結構 6

第二章 文獻探討 7
第一節 量販店之定義與類型 7
第二節 量販店商店印象 18
第三節 顧客認知價值 24
第四節 顧客忠誠度 31
第五節 商店類型、商店印象、認知價值與顧客忠誠度之關係 35

第三章 研究方法 38
第一節 研究問題與假設及研究架構 38
第二節 研究變數、操作性定義 44
第三節 問卷設計 46
第四節 資料蒐集方法與抽樣對象 50
第五節 資料分析方法 51

第四章 資料分析與研究發現 53
第一節 樣本結構 53
第二節 研究變項之描述性分析 58
第三節 各研究變項之因素分析、效度及信度檢定 61
第四節 各研究變項間之關連性分析 68
第五節 人口統計變數對各研究構面之分析 80

第五章 結論與建議 92
第一節 結論 92
第二節 研究貢獻 99

參考文獻 102

附錄一 研究問卷 112
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系統識別號 U0026-0812200911415511
論文名稱(中文) 銀行合併前後服務品質、顧客滿意度與員工認知暨改善服務品質之研究-以國泰世華銀行為例
論文名稱(英文) Service quality, customer satisfaction, staff cognition and improving service quality before and after bank's merger-Cathay United Bank
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 93
學期 2
出版年 94
研究生(中文) 王馨苓
學號 r4792127
學位類別 碩士
語文別 中文
口試日期 2005-07-03
論文頁數 143頁
口試委員 指導教授-吳萬益
指導教授-姜傳益
口試委員-譚伯群
口試委員-蔡明田
關鍵字(中) 服務品質
顧客滿意度
知覺差異
銀行合併
國泰世華
關鍵字(英) customer's satisfaction
service quality
staff cognition
學科別分類
中文摘要   近年來,金融體系的自由化與國際化,為了在強烈的競爭環境中取得有利之地位,金融業間的合併已成為金融業中取得利基的最佳途徑,自民國八十年起,台灣政府陸續放寬金融管制措施後,新銀行、證券公司林立,整體金融業環境從原本的寡佔局面逐步演變為近乎完全競爭市場。銀行百家爭鳴的結果,銀行的服務品質好與壞、是否滿足民眾的需求與社會期待,關係著下一次顧客會不會再上門,因此現今的銀行必需是消費者導向的、服務導向的法人組織,它必須具有回應消費者的能力,而且成為有利使用者的、動態性的、競爭性的,它的運作所提供的服務品質好壞,是經由與該銀行接觸的顧客感受到或經驗所決定;而在這講求競爭力的時代,其所提供的服務惟有經由不斷創新,追求服務品質不斷提昇才能滿足顧客需求。

  本研究選擇以國泰世華銀行的顧客和行員為研究對象,利用問卷調查,問卷內容包含有形性、信賴性、反應性、確實性和關懷性五大構面,探討顧客和行員對於銀行合併前後知覺差異和滿意度,透過本研究除可了解目前國泰世華銀行合併前後之服務品質,另外亦可以比較顧客對服務的滿意度與行員對提供服務的認知程度兩者的差別,探究服務提供者與服務接受者認知上的差異,並提出具體之服務品質改善方案,提供該銀行為提升服務品質的參考。共發出問卷320份,回收300份,回收率為93.75﹪,其中獲得有效回收問卷264份,有效樣本率88﹪;在國泰世華銀行行員部分,問卷總計發出150份,回收140份,回收率93.33﹪,其中有效的問卷126份,有效樣本為90﹪;運用SPSS(Statistical Package for the Social science)統計套裝軟體,進行資料的整理與分析。

  研究結果發現,不論銀行合併前後,顧客對於銀行的認知上和滿意度明顯地低於行員,顧客和行員在銀行合併前後在認知和滿意度上皆有顯著差異;在銀行合併前,顧客和行員對於銀行整體和行員滿意度為不滿意的狀態,其中顧客在反應性和關懷性、行員則是有形性和關懷性對整體和行員滿意度有顯著相關;銀行合併之後,顧客和行員對於整體和行員的滿意度為滿意的狀態,其中顧客在反應性和確實性、行員在有形性、反應性和關懷性對整體和行員的滿意度有顯著相關。在不同人口統計變數知覺服務品質認知差異分析,在顧客方面,年齡對於銀行合併前後、行員方面則是職位等級和教育程度各有顯著的認知差異;在不同人口統計變數對整體滿意度和行員滿意度影響方面,合併前年齡、職業和月平均所得對整體滿意度和行員滿意度有顯著影響;行員方面則是年齡與服務年資。合併後在顧客方面只有年齡對於整體滿意度和行員滿意度有顯著影響;行員方面職位等級和教育程度對行員的整體滿意度有顯著影響、行員滿意度沒有顯著影響。最後,本研究提出8個方案,讓國泰世華銀行在改善服務品質上的參考。

  本研究有系統的探討銀行合併前後服務品質、顧客滿意度與員工認知暨改善服務品質之研究,並以國泰世華銀行為例,研究兼及內外部顧客之調查,研究成果可作為改善銀行服務品質,並與未來進行合併之銀行作為日後的參考。
英文摘要  In recent years, financial systems become more liberalization and international. In order to gain benefit position in dynamic competition environment, merger between banks is the best way to gain advantage in financial system. From 1990, after the government of Taiwan continually loosed financial control policy, new banks and new stock exchanges grows. The entirety financial systems become nearly competition markets instead of monopoly. As a result, the quality of service and to satisfy the public’s need and social expectance is the key point to effect people’s patronage. Thus, banks are consumer-oriented and service-oriented body corporation nowadays. Banks must have the ability of responding customer’s need, also become user friendly, developable and competitive. Whether the banks provide good service is depend on customer’s experience through the contact with banks. In this competitive generation, banks must to innovate and promote their service quality for satisfied customer’s need.

 This study chooses customers and staff in Cathay United Bank as object, and the method of the study is questionnaire. The content of questionnaire includes five parts: tangibles, reliability, responsiveness, assurance and empathy. These five parts discuss the different cognition and satisfaction of customer and staff before merger and after merger. Through this study, we can understand the service quality of Cathay United Bank before and after merger. Besides, we can compare the differences between customer’s satisfaction on services and staff’s cognition for providing services. To do the research in the differences between service providers and receivers cognition, we offer specific improvement in service quality to Cathay United Bank for reference. 320 questionnaires were sent out and back for 300, the recovered rate is 93.75%. 264 are valid, so validity rate is 88%. For the staff in back, 150 questionnaires were sent out and back for 140, the recovered rate is 90%. All questionnaires were used by SPSS (Statistical Package for the Social Science) software package for running date collation and analysis.

 The result of research indicates that regardless of before and after merger, customer’s cognition and satisfaction for bank are obvious lower then staff’s. Before merger, customer and staff are unsatisfactory to banks. Among this result, customer in responsiveness and empathy is distinct relative to entirety and staff satisfaction, while staff in tangibles and empathy is distinct relative; after merger, customer and staff are satisfactory to bank. Among this result, customer in responsiveness and assurance is distinct relative to entirety and staff satisfaction, while staff in responsiveness and empathy is distinct relative. In the analysis of cognition difference in different demographic statistics, for customer, age is distinct cognition difference before and after merger. For staff, position grade and level of education are distinct cognition difference. For the part of different demographic statistics to entirety and staff satisfaction, before merger, customer’s age, position, and monthly average income are distinct effect to entirety and staff satisfaction; while staff’s age and the seniority are distinct effect. After merger, customer’s age is only factor to effect entirety and staff satisfaction, while staff’s position grade and education level is distinct effect to entirety effect, but not distinct effect to staff satisfaction. Finally, this study provides eight schemes to be reference for Cathay United Bank to improve service quality.

 This study research and discuss service quality, customer’s satisfaction, staff cognition and improving service quality before and after bank’s merger systematically. We take Cathay United Bank as example; study gives consideration to external and internal customers. The result of this study can be reference for improving service quality; also can be reference for banks which proceeding merger in the future.
論文目次 第一章 緒論
第一節 研究背景……………………………………………1
第二節 研究動機……………………………………………2
第三節 研究目的……………………………………………3
第四節 研究限制……………………………………………4
第五節 研究流程……………………………………………6
第二章 文獻探討
第一節 服務品質的定義與特性……………………………8
第二節 顧客滿意度……………………………………… 35
第三節 購併的定義和類型……………………………… 46
第三章 國內銀行業的現況與發展
第一節 銀行業背景介紹………………………………… 54
第二節 銀行產業環境分析……………………………… 56
第三節 個案銀行-國泰世華銀行……………………… 67
第四章 研究方法
第一節 研究架構………………………………………… 75
第二節 研究定義與測量工具…………………………… 77
第三節 研究假設………………………………………… 86
第四節 研究設計………………………………………… 91
第五章 實證分析
第一節 樣本結構及信度、效度分析…………………… 94
第二節 銀行合併前後認知服務差異方面………………102
第三節 銀行合併前後,各服務品質與整體服務品質滿意度方面…112
第四節 不同人口統計變數在合併前後知覺服務品質與整體/行員滿意度方面119
第五節 改善服務品質、增加滿意度方案與進行成效…133
第六章 結論與建議
第一節 研究結論…………………………………………136
第二節 建議………………………………………………138
參考文獻………………………………………………… 140
附錄……………………………………………………… 144
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