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系統識別號 U0026-0809201102071100
論文名稱(中文) 服務品質、服務價值、顧客滿意度與行意向關聯性之研究:以台灣汽車市場為實證
論文名稱(英文) An Investigation of Relationship among Service Quality, Service Value, Customer Satisfaction, and Behavior Intention: An Empirical Study in Taiwan Automobile Market
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 99
學期 2
出版年 100
研究生(中文) 吳美娟
研究生(英文) Mei-Chuan Wu
學號 RA793117
學位類別 碩士
語文別 英文
論文頁數 138頁
口試委員 指導教授-吳宗正
召集委員-潘浙楠
口試委員-張紹基
口試委員-黃國平
中文關鍵字 服務品質  服務價值  顧客滿意度  行為意向  知覺犧牲  汽車市場 
英文關鍵字 Service qualtiy  Service value  Customer satisfaction  Behavior intention  Perceived sacrifice  Automobile market 
學科別分類
中文摘要 近年來台灣的汽車市場愈來愈競爭,由於台灣汽車市場小,並於2002年加入世界貿易組織(WTO),降低進口關稅,國外品牌紛紛進駐,由於品牌繁多,使得台灣汽車市場愈趨競爭。因此,如何提升服務品質,增加顧客滿意度,取得客戶信賴,提高客戶忠誠度,增加購買率以增加市場占有率,值得研究。
本研究主要研究對象為台灣北區、中區及南區的汽車使用者,以網路問卷方式蒐集樣本,採用(Cronin et al., 2000)提出的研究模式,建立適合的線性結構關係模式以探討影響服務品質、服務價值、知覺犧牲、顧客滿意度與行為意向之間的關聯性研究。並進行敘述性計量分析、信度分析、因素分析、效度分析、差異性分析、AMOVA, MNOVA, 線性結構關係及多群組結構方程模式比較。
本研究之結果(1)服務品質對服務價值有正相關(β=0.57, t value = 12.357, p<0.001) 及客戶滿意度(β=0.61, t value = 11.909, p<0.001)有正相關 (2) 知覺犧牲對服務價值有正相關(β=0.38, t value = 8.097, p<0.001) (3) 服務價值對行為意向有正相關(β=0.44, t value = 4.858, p<0.001) (4)顧客滿意對行為意向有正相關(β=0.27, t value = 3.044, p<0.01) (5)服務品質對行為意向相關性很低 (6)所有間接假設均有正相關 (7) 服務品質、服務價值、知覺犧牲、客戶滿意度及行為意向在教育程度上有差異性 (8)服務品質在區域性有差異、行為意向在年齡上有差異性 (8) 服務品質、服務價值、知覺犧牲、顧客滿意及行為意向在年齡、職業及收入均有差異。
研究結果顯示,服務品質與各項因素間均有正向影響,服務品質在現今產業環境日顯重要。所以,汽車製造商及銷售代理商不只是要加強汽車的核心技術,更應該提昇服務品質,提高客戶忠誠度及再購率,增加市場銷售,進而提高市場占有率。本論文建議汽車製造商應該持續改善系統及流程並維持服務品質的一致性,建議未來研究針對服務品質再深入探討。汽車設計及功能能夠客製,並提供更優惠的價格、促銷、加值服務以提高顧客滿意而正面的影響顧客的行為意向。
英文摘要 In recent years, the competition of the Taiwan automobile industry has been very fierce. Due to the scale of the Taiwan automobile market is relatively smaller than other countries and there are a large number of car brands. It is the prime issue for the automobile makers/dealers to improve quality and raise the levels of customer satisfaction and loyalty.
This research applies an empirical study to investigate the service quality, service value, customer satisfaction and behavior intentions in Taiwan automobile industry and the research model is cited by (Cronin, Brady, & Hult, 2000). With convenient sampling, 444 valid questionnaires are collected through internet are analyzed and applied 40-items survey questionnaire with 5-point Likert Scale. There are 13 research hypotheses derived from the proposed model were empirically validated. Descriptive statistics, factor analysis, validity analysis, ANOVA, MNOVA, SEM and multiple-group analysis are analyzed. Establish a suitable model by LISREL to explain the association between service quality, service value, perceived sacrifice, customer satisfaction and behavioral intention in this study.
The results depicted that (1) Service quality have a positive association with service value (β=0.57, t value = 12.357, p<0.001). and customer satisfaction (β=0.61, t value = 11.909, p<0.001). (2) Perceived sacrifice is positively to service value (β=0.38, t value = 8.097, p<0.001). (3) Service value is positively related to behavioral intentions (β=0.44, t value = 4.858, p<0.001). (4) Customer satisfaction is positively related to behavioral intentions (β=0.27, t value = 3.044, p<0.01). (5) Service quality is weakly supported to behavioral intentions. (6) All 6 indirect paths are all positive association with behavioral intentions. (7) Service quality, service value, perceived sacrifice, customer satisfaction and behavioral intentions differ from the education. (8) Service quality is different in area and behavioral intentions are different in age stratification. (9) Service quality, service value, perceived sacrifice and behavioral intentions are no different from gender, occupation and income.
The result indicates the service quality become more important and more complex. Therefore, the automobile maker and dealer not only focus on the core-technique, but also have to improve the service quality to enlarge the market share. In addition, automobile maker should be continuously improve the system and its process, and keep the quality of service with consistence. We would suggest the service improve should be the focus of future research. The car design and functionality could be customization, provide pricing distinction, promotion and value-added service would be improved the customer satisfaction then positive the behavioral intentions.
論文目次 ABSTRACT II
摘 要 IV
ACKNOWLEDGEMENTS VI
TABLE OF CONTENTS VII
LIST OF TABLES XI
LIST OF FIGURES XIV
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Objectives. 3
1.3 Research Methods. 4
1.4 Research Procedure. 5
1.5 The Structure of this Study. 7
CHAPTER TWO LITERATURE REVIEW 8
2.1 The Structure of this Study. 8
2.1.1 Service Quality. 8
2.1.2 Service Value. 17
2.1.3 Perceived Sacrifice. 21
2.1.4 Customer Satisfaction. 21
2.1.5 Behavioral Intentions. 27
2.2 Relationship among Research Constructs. 30
2.2.1 Relationship between Service Quality and Service Value. 30
2.2.2 Relationship between Service Quality and Customer Satisfaction. 30
2.2.3 Relationship between Service Quality and Behavioral Intentions. 31
2.2.4 Relationship between Perceived Sacrifice and Service Value. 31
2.2.5 Relationship between Service Value and Customer Satisfaction. 32
2.2.6 Relationship between Service Value and Behavioral Intentions. 32
2.2.7 Relationship between Customer Satisfaction and Behavioral Intentions. 32
2.2.8 Relationship among Service Quality, Service Value, Perceived Sacrifice, Customer Satisfaction, and Behavioral Intentions. 33
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 38
3.1 The Research Model. 38
3.2 Construct Measurement. 39
3.2.1 Service Quality. 39
3.2.2 Service Value. 40
3.2.3 Perceived Sacrifice. 41
3.2.4 Customer Satisfaction. 42
3.2.5 Behavioral Intentions. 42
3.2.6 Information of Respondents. 43
3.3 Research Hypotheses. 44
3.4 Questionnaire Design. 44
3.5 Sampling Plan. 45
3.6 Data Analysis Procedure. 45
3.6.1 Descriptive Statistic Analysis. 45
3.6.2 Reliability and Validity of the Measurement Variables. 46
3.6.4 Structural Equation Modeling. 49
CHAPTER FOUR RESEARCH RESULTS 53
4.1 Descriptive Statistic Analysis. 53
4.1.1 Data Collection. 53
4.1.2 Characteristics of Respondents. 54
4.2.3 Measurement Results of Research Variables. 60
4.2 Reliability Tests. 63
4.3 Factor Analysis. 65
4.3.1 Service Quality. 65
4.3.2 Behavioral Intentions. 66
4.4 Validation Assessment. 70
4.4.1 Discriminant Validity. 70
4.4.2 Convergent Validity. 72
4.5 Analysis of Individual Differences. 76
4.5.1 Personal Characteristics. 78
4.5.2 Automotive Attributes. 82
4.6 Structural Equation Model (SEM). 87
4.6.1 Model Test. 91
4.6.2 Path Results. 93
4.6.3 Effects Analysis. 95
4.7 Multiple-Group Analysis. 97
4.7.1 Personal Characteristics. 97
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 104
5.1 Research Results. 104
5.1.1 Descriptive Statistic Analysis. 104
5.1.2 The Significant Different of Personal Characteristics. 105
5.1.3 Structural Equation Model. 107
5.2 Research Suggestions. 110
5.3 Research Limitations. 112
REFERENCES 114
APPENDICES 118
Appendix B: Normality Tests of Research Factors under Gender 121
Appendix C: Questionnaire Survey in English 127
Appendix-D: Questionnaire Survey in Chinese 133
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