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系統識別號 U0026-0812200912032332
論文名稱(中文) 顧客滿意度與顧客忠誠度之研究以租車業為例
論文名稱(英文) The Customers’ Satisfaction and Loyalty Research A Vehicle Renting Business as A Sample
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 94
學期 2
出版年 95
研究生(中文) 張光宏
研究生(英文) Kuang-Hung Chang
學號 R0793417
學位類別 碩士
語文別 中文
論文頁數 83頁
口試委員 口試委員-吳萬益
指導教授-譚伯群
指導教授-姜傳益
召集委員-林清河
口試委員-劉清和
中文關鍵字 期望服務  知覺服務  顧客滿意度  顧客忠誠度 
英文關鍵字 Perception Value Quality  Customer Satisfaction  Perception Service Quality  Expectation Service Quality 
學科別分類
中文摘要 本文旨在為瞭解小客車租賃業服務品質的構成要素,並驗證小客車租賃業服務品質對消費者滿意度與忠誠度的影響關係。首先根據文獻建立研究的觀念性架構,利用結構關係模式建立假說。另就PZB提出之服務模式以業者角度驗證探討期望服務與知覺服務是否與顧客有所缺口差距。研究對象為634名國內某知名全省直營小客車租賃公司之顧客,與該小客車租賃公司72位員工做普查。
研究中透過敘述性統計分析、信度檢定、差異分析、相關分析、路徑分析。究結果顯示:顧客期望業者提供前三項服務為「能與顧客順暢溝通」、「出租車輛乾淨」和「車輛保險服務完整」,顧客也最認同這三項服務。1.期望服務對知覺價值具有顯著影響。2.知覺服務對知覺價值具有顯著影響。3.:知覺價值對顧客滿意度具有顯著影響。4.:期望服務對顧客滿意度具有顯著影響。5.:知覺服務對顧客滿意度具有顯著影響。6.:顧客滿意度對顧客忠誠度具有顯著影響。而在『期望服務』的構面上,員工與顧客的認知並無顯著差異,但在『知覺服務』的構面上,則有顯著差異。
最後,整合研究結果對業者提出建議,確實提高知覺服務將直接增加顧客滿意度提昇顧客忠誠度。業者可提升注意力在能給顧客的實際服務上,而相對降低提高顧客的預期服務,亦即,提供高規格店面與服務流程,甚至在價格不變下可提升出租車輛的等級等,而相對降低過度的廣告與宣傳。期有助於眾多租賃車業者管理服務品質之參考建議。





英文摘要 This article is for the purpose of understanding and confirmation passenger service quality to customers’ satisfaction and loyalty influence relations in vehicle renting business. First, the research is according to the literatures from the idea overhead construction, then using structure relations pattern to establish the hypothesis. In addition, by using PZB proposed the service pattern of the industry to make confirmation which is to discuss expectation service and perception service whether there is a gap disparity with the customers or not. The research object is 634 under a well-known provincial vehicle- renting company customers and 72 staffs of the company as the general survey samples.

Of the research, by using descriptive statistics, reliability analysis, the correlation analysis, path analysis etc. the results demonstrate that the customers expect the industry first three important service are“ friendly communication”、”rental car’s cleanliness” and “fully insurance coverage”. The customers appreciate these three service items mostly. Statistics results showed such as:
1. The expectation service v.s. perception value reveals influence.
2.: Perception service v.s. perception value reveals influence.
3.: perception value v.s. the customer’s satisfaction reveals influence.
4.: The expectation service v.s. the customer’s satisfaction reveals influence.
5.: Perception service v.s. the customer’s satisfaction reveals influence.
6.: The customer’s satisfaction v.s. the customer’s loyalty reveals influence.
Generally, we observed that the staff and customer's cognition reveals no difference, but in the phase of " perception service" has revealed the difference.

Finally, the conformity findings in industry suggests that enhance perception service could increase the customer’s satisfaction and promote the customer loyalty directly. Industry may promote the attention to serve a good customer's actual service than customer's expecting service relatively, that is, provides the high quality service could take place of the price reduced than offering an up-grade for-hire carrier and so on, also could reduce the expense of excessively advertisement and the propaganda. We wish offer a helpful research to rent-a-car attendants those who could get a suggestion to promote the service quality totally for reference.





論文目次 目錄 II
表目錄 VIII
圖目錄 X
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 2
第三節 研究步驟 3
第二章 文獻探討 5
第一節 服務 5
第二節 服務品質 5
第三節 知覺服務品質 13
第四節 期望服務品質 14
第五節 顧客滿意 14
第六節 顧客忠誠度 18
第七節 知覺服務、期望服務與顧客滿意及顧客忠誠度關係 20
第八節 租車業相關文獻整理 22
第三章 研究方法 25
第一節 研究架構與研究假設 25
第二節 操作性定義及問卷設計 26
第三節 抽樣設計與問卷發放 30
第四節 資料分析方法 32
第四章 實證分析 35
第一節 樣本結構與敘述統計 35
第二節 各構面之信度檢定 43
第三節 主要構面之差異性比較 47
第四節 相關分析 52
第五節 路徑分析 56
第五章 結論與建議 62
第一節 研究結論 62
第二節 研究限制 64
第三節 研究建議 64
參考文獻 66
附錄一 顧客問卷 71
附錄二 員工問卷 74
附表 76
附表1 性別與各構面之差異性分析 77
附表1(續) 性別與各構面之差異性分析 78
附表2 婚姻狀況與各構面之差異性分析 78
附表2(續) 婚姻狀況與各構面之差異性分析 78
附表3 年齡與各構面之差異性分析 79
附表3(續) 年齡與各構面之差異性分析 80
附表4 學歷與各構面之差異性分析 81
附表4(續) 學歷與各構面之差異性分析 81
附表5 月收入與各構面之差異性分析 82
附表5(續) 月收入與各構面之差異性分析 82

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