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系統識別號 U0026-0708201912461500
論文名稱(中文) 顧客關係與服務品質對顧客忠誠度之影響研究-以顧客滿意度為中介
論文名稱(英文) Exploring the Impacts of Customer Relationship and Service Quality on Customer Loyalty - Customer Satisfaction as a Mediation
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 107
學期 2
出版年 108
研究生(中文) 吳雅玲
研究生(英文) Ya-Ling Wu
學號 R47061050
學位類別 碩士
語文別 中文
論文頁數 73頁
口試委員 指導教授-葉桂珍
口試委員-陳明惠
口試委員-呂怜樺
中文關鍵字 射出機  顧客關係  PZB 模式  服務品質  顧客滿意度  顧客忠誠度 
英文關鍵字 Injection Molding Machine  Customer Relationship  Service Quality  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要   台灣塑膠射出成型機的內需市場,每年約有61億的需求值,國內的塑膠射出成型機製造業者在這競爭激烈且市場份額逐年減少的現況,如何掌握顧客的需求及想法,提高顧客滿意度後再促進顧客忠誠度的增加,是各家廠商提昇競爭能力的關鍵因素。
  F公司的台灣顧客群為本研究的研究對象,探討F公司之顧客關係、服務品質之服務技術、服務知識及服務差異化與顧客滿意度和顧客忠誠度間的影響程度並進行實證分析。網路問卷為主,共計回收有效問卷100份,資料分析方法以因素分析、迴歸分析及單因子變異數分析方法進行。結果如下:
1.顧客關係、服務品質之服務技術、服務知識及服務差異化皆對於顧客滿意度有顯著正向影響,以服務差異化具有較高的顯著影響。
2.顧客滿意度在顧客關係、服務品質之服務技術及服務知識與顧客忠誠度的影響過程中為強中介;而對服務差異化則是弱中介。
3.產業類型在服務品質之服務差異化、顧客滿意度及顧客忠誠度之差異分析具有顯著影響。
  研究建議F公司應以創造「服務差異化」的優勢,才能有效帶動顧客滿意度並增強顧客忠誠度,可藉由營業人員提供市場新訊息,創造顧客潛在需求並經由提昇營業人員的職能,確保具備滿足顧客需求的能力來達成服務差異化的優勢。另外建議訊息的發佈的平台及管道要調整及多元化,才能將訊息確實發佈給顧客,藉此鞏固強化顧客關係,提高顧客滿意度。
英文摘要 This study uses the Taiwanese customers of F Company as its research object to explore the relationship between customer relationship, service quality, customer satisfaction, and customer loyalty. Using Factor Analysis, Regression Analysis, and Analysis of Variance as statistical methods, an online questionnaire was created, and 100 valid questionnaires were collected. The research results are as follows:
1.Customer relationship, service technology, service knowledge, and service differentiation have a significant positive impact on customer satisfaction, with service differentiation having higher significance.
2.Customer satisfaction has a significant positive impact on customer loyalty. If a customer has high customer satisfaction, loyalty will increase.
3.Customer satisfaction has a strong intermediary effect on the processes of customer relationship, service technology, service knowledge, and customer loyalty.
4.Customer satisfaction has a weak intermediary effect on the process of service differentiation and customer loyalty.
5.Industry type has significant effects on the analysis of service differentiation, customer satisfaction, and customer loyalty.
Research suggests that F company should create the advantage of service differentiation in order to effectively drive customer satisfaction and customer loyalty. The sales staff should provide new market information to customers so that customers can increase potential purchase demand. By enhancing the functions of the sales staff, the company can ensure its ability to meet customer demand to achieve service differentiation.
論文目次 摘要 I
誌謝 IV
目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 顧客關係 5
第二節 服務品質 9
第三節 顧客滿意度 18
第四節 顧客忠誠度 22
第五節 各構面關聯性 25
第三章 研究設計與方法 28
第一節 研究架構 28
第二節 各構面之操作型定義與衡量 30
第三節 問卷設計與研究對象 36
第四節 資料分析方法 38
第四章 研究結果 41
第一節 樣本分析 41
第二節 因素分析與信度檢定 44
第三節 敘述性統計分析 49
第四節 迴歸分析 53
第五節 差異分析 57
第五章 結論與建議 59
第一節 研究結論 59
第二節 研究限制及研究建議 62
第三節 給F公司的建議 64
參考文獻 65
附錄一 70
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2.MBA智庫百科,http://wiki.mbalib.com/
3.維基百科,https://zh.wikipedia.org/zh-tw
4.財政部關務署統計資料庫查詢系統,https://portal.sw.nat.gov.tw/APGA/GA03
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7.臺灣機械工業同業公會,http://www.tami.org.tw/
8.富強鑫集團網站,https://www.fcs.com.tw/en/index.html
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