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系統識別號 U0026-0812200915102869
論文名稱(中文) 員工付出、顧客滿意與顧客價值之關係:雙值觀點
論文名稱(英文) A Study of the Relationship among Employees’ Efforts, Customer Satisfaction, and Customer Value - From a Dyadic Perspective
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 97
學期 2
出版年 98
研究生(中文) 陳雅祺
研究生(英文) Ya-chi Chen
電子信箱 jeanette77@mail2000.com.tw
學號 RD6961176
學位類別 碩士
語文別 中文
論文頁數 88頁
口試委員 指導教授-蔡明田
口試委員-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 雙值觀點  顧客續留  顧客價值  員工付出  顧客滿意 
英文關鍵字 customer value  employees’ effort  customer satisfaction  Dyadic perspective  customer retention 
學科別分類
中文摘要 本研究係檢驗由服務人員與其服務之顧客所分享之觀點為基礎的「顧客價值」理念。本文以「台灣手工業推廣中心」及「OTOP-101店」之顧客為對象,於消費完畢後實地填寫問卷,發出367 份,有效回收 211 份問卷,有效回收率 57.49%。然後,利用「雙值觀點」與結構方程模式(SEM)探討服務品質、服務價值、員工付出、顧客滿意與顧客續留間的關係。
本研究發現「顧客滿意」與「顧客續留」為前線服務人員的價值傳達之實行成果。研究結果顯示,即使以「雙值觀點」為基礎,「員工付出」對「顧客續留」沒有直接效果。然而,當服務人員所提供的價值與「顧客滿意」相當時,顧客便較為忠誠。換句話說,滿意是「員工付出」與「顧客續留」之間的一個重要且必要的中間變項。
英文摘要 The purpose of this study is to examine the philosophy of customer value from the perspective of service representatives and customers that have been served by them. The study was conducted by selecting customers from Taiwan handicraft promotion center and Taiwan OTOP Store at Taipei 101. The questionnaires were filled out by these selected customers after their purchasing. Total of 367 questionnaires were giving out and 211 valid questionnaires were collected with valid recovery rate of 57.49%. Through using A Dyadic Perspective and Structural Equation Model, the study was examining the relationship among service quality, service value, employees’ efforts, customer satisfaction and customer retention.
The study reveals customer satisfaction and customer retention is the outcomes of value delivery practice by front-line service representatives. Even though with concept of a Dyadic Perspective, the research shows that employees’ effort has no direct effect on customer retention. However, when service representatives provided same level of value as customer satisfaction, customers tend to become more loyal. In another words, satisfaction is the important and essential mediating variable between employees’ effort and customer retention.
論文目次 摘 要 I
Abstract II
誌 謝 III
表 目 錄 VI
圖 目 錄 VII
第一章 緒論 1
第一節 研究背景 3
第二節 研究動機 4
第三節 研究目的 5
第四節 研究方法 5
第五節 研究範圍 6
第六節 研究流程 6
第二章 文獻探討 7
第一節 服務品質 7
第二節 服務價值 9
第三節 顧客價值 11
第四節 員工付出 18
第五節 顧客滿意 22
第六節 顧客續留 28
第七節 各構念間關係 31
第三章 研究架構與研究設計 35
第一節 研究架構 35
第二節 變數定義與衡量 37
第三節 抽樣與問卷發放 42
第四節 資料分析方法 43
第四章 資料分析 46
第一節 樣本分析 46
第二節 雙值觀點分析 55
第三節 確證性因素分析與信度 56
第四節 效度分析 60
第四節 效度分析 60
第五節 結構方程模式分析 63
第五章 結論與建議 68
第一節 研究結論與建議 68
第二節 管理意涵 71
第三節 研究限制及未來研究方向 73
參考文獻 75
附錄一:顧客問卷 81
附錄二:員工問卷 87
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