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系統識別號 U0026-0812200911592297
論文名稱(中文) 服務業的一般策略對於服務品質、認知價值以及顧客忠誠度之影響︰對受訪者之特徵加以比較之研究
論文名稱(英文) The Effect of Generic Strategies on Service Quality, Perceived Value, and Customer Loyalty: A Comparison Study of the Characteristics of Respondents
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 94
學期 2
出版年 95
研究生(中文) 史綺文
研究生(英文) Chi-Wen Shih
電子信箱 mavis0612@yahoo.com.tw
學號 r4693127
學位類別 碩士
語文別 英文
論文頁數 107頁
口試委員 口試委員-林清河
指導教授-吳萬益
口試委員-蔡明田
中文關鍵字 忠誠度  知覺價值  服務品質  客製化  標準化  服務 
英文關鍵字 Perceived value  Loyalty  Service Quality  Customization  Standardization  Service 
學科別分類
中文摘要 近年來,由於服務業的興盛發展,許多學者也開始將研究重點集中在服務業策略上。許多公司在服務的標準化和客製化之中掙扎,因為這兩個策略往往會產生矛盾及衝突,同時,對於專注於服務的公司而言,將服務標準化和客製化適當的平衡的確是一大挑戰。在本篇研究中,我們試圖探索標準化和客製化,這兩個策略對於消費者知覺的影響。
本研究的第一個目的是整合文獻,並建立一個全面的研究架構來探討標準化和客製化對於顧客知覺的影響,而第二個研究目的則是針對服務業,對本研究提出的架構以網路問卷的方式加以實證。本研究設計一份共計88題的問卷,並收集了380份來分析服務的標準化、服務的客製化、服務品質、知覺價值以及忠誠度之間的關係。
經過一系列的問卷研究,本研究結果指出研究架構是有效的,且標準化和客製化的程度對服務品質和知覺價值會產生顯著的影響,最後再影響了忠誠度。但從結果可以看出,標準化對於服務品質及知覺價值的影響均較客製化來得強,當經理人在應用服務的標準化和客製化時,應該要對顧客的知覺多加考慮。


英文摘要 Since the tremendous growth of service industry in recent years, many researchers have emphasized on their studies on how to deliver an effective service strategy to the customers. Service firms are squeezed between standardization and customization because these two strategies seem to be a dilemma in service development. It provides service firms challenges that how to balance standardization and customization. In this study, we’ll try to investigate the effect of these two strategies on customers’ perception toward services.
The first purpose of this study is to integrate relevant literature and develop a comprehensive research model to identify the influence of standardization and customization on the perception of customers. The second purpose of this study is to empirically test the research model through conducting survey research in the service industry. A 88-item survey questionnaire was developed to conduct a survey on internet with 380 subjects in order to identify the interrelationships among standardization, customization, service quality, perceived value, and loyalty.
Through a series of questionnaire survey, the results of this study indicated that the comprehensive model is valued and that the degree of standardization and customization tend to significantly impact on service quality and perceived value, which eventually influence on loyalty. Furthermore, the influence of standardization on service quality and perceived value is stronger than that of customization. When considering service strategies of standardization and customization, managers should think about the effects on customers.


論文目次 Abstract i
TABLE OF CONTENTS iv
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER ONE INTRODUCTION 1
1.1. Research Background and Motivations 1
1.2. Research Objectives and Contributions 4
1.3. Research Project 5
1.4. Research Procedure 6
1.5. The Structure of this Study 7
CHAPTER TWO LITERATURE REVIEW 9
2.1. Definitions of Relevant Research Variables 9
2.1.1. Standardization 9
2.1.2. Customization 13
2.1.3. Service Quality 14
2.1.4. Perceived Value 19
2.1.5. Loyalty 22
2.2. Interrelationships among Research Constructs 25
2.2.1. Interrelationships among Standardization, Perceived Service Quality, and Perceived Customer Value 26
2.2.2. Interrelationships among Customization, Perceived Service Quality, and Perceived Customer Value 28
2.2.3. Interrelationships between Perceived Service Quality and Perceived Customer Value 30
2.2.4. Interrelationships between Perceived Service Quality and Loyalty 31
2.2.5. Interrelationships between Perceived Customer Value and Loyalty 32
2.2.6. Comparisons of Research Factors among Respondents with Different Levels of Experiential Perception and Perceived Customer Value 33
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 35
3.1. The Conceptual Model 35
3.2. Construct Measurement 35
3.2.1. Standardization 36
3.2.2. Customization 37
3.2.3. Service Quality 38
3.2.4. Perceived Value 39
3.2.5. Loyalty 41
3.2.6. The Information of Respondents 42
3.3. Hypotheses to Be Tested 42
3.4. Questionnaire Design 44
3.5. Sample Plan 44
3.6. Data Analysis Procedure 45
3.6.1. Descriptive Statistic Analysis 45
3.6.2. Purification and Reliability of the Measurement Variables 45
3.6.3. Interrelationships Between Research Variables 47
CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 49
4.1. Introduction 49
4.2. Descriptive Analysis 49
4.2.1. Data Collection 49
4.2.2. Characteristics of Respondents 49
4.2.3. Measurement Results for Relevant Research Variables 50
4.3. Reliability Tests 54
4.3.1. Standardization 54
4.3.2. Customization 58
4.3.3. Service Quality 60
4.3.4. Perceived Value 64
4.3.5. Loyalty 67
CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 70
5.1. Interrelationships among Standardization, Service Quality, and Perceived Value 70
5.2. Interrelationships among Customization, Service Quality, and Perceived Value 72
5.3. Interrelationships among Service Quality, Perceived Value, and Loyalty 73
5.4. Comparisons of Research Constructs under Different Levels of Standardization 75
5.5. Comparisons of Research Constructs under Different Levels of Customization 77
5.6. Comparisons of Research Constructs under Different Ages of Respondents 79
5.7. Structural Equation Model (SEM) 80
CHAPTER SIX CONCLUSIONS AND SUGGESTIONS 85
6.1. Research Conclusions 85
6.2. Research Suggestions 90
REFERENCES 92
APPENDIX SURVEY QUESTIONAIRE 100

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