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系統識別號 U0026-0812200914204166
論文名稱(中文) 汽車租賃業顧客滿意度與顧客忠誠度關係之個案研究
論文名稱(英文) A Case Study of Customer Satisfaction versus Loyalty
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 96
學期 2
出版年 97
研究生(中文) 葉淑慧
研究生(英文) Shu-hui Yeh
學號 R0795434
學位類別 碩士
語文別 中文
論文頁數 115頁
口試委員 指導教授-康榮寶
指導教授-簡金成
口試委員-楊炎杰
召集委員-林柏生
中文關鍵字 服務品質  汽車租賃業  知覺價值  顧客忠誠度  顧客滿意度 
英文關鍵字 customer satisfaction  customer loyalty  perceived value  car leasing industry  service quality 
學科別分類
中文摘要 本論文主要探討國內汽車租賃業其客戶滿意度、忠誠度、租賃業者服務品質及其他相關因素之間關係,俾作為深入瞭解汽車租賃業者的成功行銷與管理策略。本研究主要採用問卷調查法,並以曾經租賃過汽車之顧客為研究對象,共發出問卷480份,回收共計197份,回收率為41.04%,經過濾後有效問卷為174份,有效回收率為36.25%。本研究假設分為五部份:第一部份是基本資料在各變項間之差異,第二部份是各研究變項間之相關性,第三部份是研究變項間之影響關係,第四部份為整體模式分析,第五部份為分析顧客的屬性,來找出具有相似屬性的潛力市場。本研究主要的研究成果可彙總如下:
1.長短期租賃的顧客對服務品質和知覺價值有顯著差異,同時對顧客滿意度也呈現顯著差異。
2.汽車租賃業的顧客在服務品質、知覺價值、顧客滿意度與顧客忠誠度四個構面間存在著影響關係。
3.服務品質顯著正向影響知覺價值,知覺價值能直接顯著正向的影響顧客滿意度與顧客忠誠度,但服務品質對顧客滿意度的直接效果並不顯著,且顧客滿意度並沒有能直接顯著正向的影響顧客忠誠度。
4.服務品質透過知覺價值仍對顧客滿意度與顧客忠誠度有間接影響效果,即透過知覺價值中介變數,服務品質仍能正向影響顧客滿意度與顧客忠誠度。
英文摘要 This study aims to empirically examine the association among customer satisfaction, loyalty and service quality in car leasing industry; thus, the results can be applied for setting up marketing and management strategies. This study issues 480 questionnaires to existing customers and the return rate of questionnaire is 36.25%, total 174 valid samples. Followings summarize the empirical results:
1.Long-term contract customer and short-term contract customer have significantly differences in service quality, perceived value, and customer satisfaction, respectively.
2.Service quality, perceived value, customer satisfaction and loyalty, have a significant association with each other.
3.The service quality has positive and significant influence on perceived value. The perceived value has positive and significant impacts on customer satisfaction and loyalty. However, the service quality does not have significant influence on loyalty and customer satisfaction.
4.If we treat the perceived value as an intermedium variable, the service quality still has a significant influence on customer satisfaction and loyalty respectively.
論文目次 摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 vi
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 汽車租賃業之定義與相關研究 5
第二節 服務品質 9
第三節 知覺價值 16
第四節 顧客滿意度 22
第五節 顧客忠誠度 31
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 36
第三節 研究變數操作性定義與衡量 39
第四節 問卷設計 45
第五節 研究對象與抽樣方法 46
第六節 資料分析方法 47
第四章 研究結果分析 50
第一節 敘述性統計分析 50
第二節 各構面之因素分析及信度與效度分析 58
第三節 多變量變異數分析 65
第四節 各研究變項之相關分析 69
第五節 各研究變項之迴歸與複迴歸分析 73
第六節 長期租賃對各研究變項之羅吉斯迴歸分析 80
第七節 典型相關分析 83
第八節 研究架構整體模式分析 86
第九節 集群與區別分析 90
第十節 多元尺度分析 95
第五章 結論與建議 98
第一節 研究結果與討論 98
第二節 管理意涵與建議 101
第三節 研究限制與後續研究建議 105
參考文獻 106
附錄:研究問卷 111
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