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系統識別號 U0026-1506201310073700
論文名稱(中文) 產品價值、服務品質、認知價值對顧客滿意度與顧客忠誠度之影響-以機電產業為例
論文名稱(英文) The Effects of Product Value, Service Quality, Perceived Value on Customer Satisfaction and Customer Loyalty – An Example of Electromechanical Industry
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 101
學期 2
出版年 102
研究生(中文) 鄭仲淋
研究生(英文) Chung-Ling Cheng
學號 R07001052
學位類別 碩士
語文別 中文
論文頁數 112頁
口試委員 指導教授-蔡明田
共同指導教授-蔡惠婷
口試委員-李國瑋
口試委員-莊立民
中文關鍵字 產品價值  服務品質  認知價值  顧客滿意度  顧客忠誠度 
英文關鍵字 Product Value  Service Quality  Perceived Value  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 本研究旨在探討產品價值、服務品質、認知價值對顧客滿意度與顧客忠誠度之影響,以機電產業為例。本研究總共發出360份問卷,回收的有效樣本為339份。本研究的資料分析方法是以敘述性統計分析做樣本資料的結構分析,以因素分析萃取各構面的主要因素及進行信度檢定,再以結構方程模式分析探討各變數之間的關係。最後,以差異性分析探討不同屬性變數對各構面因素之差異影響。本研究主要結論如下:
1.服務品質對顧客滿意度有顯著的正向影響
2.認知價值對顧客滿意度有顯著的正向影響
3.顧客滿意度對顧客忠誠度有顯著的正向影響
4.服務品質會透過顧客滿意度的中介作用,間接影響顧客忠誠度。
5.認知價值會透過顧客滿意度的中介作用,間接影響顧客忠誠度。
6.產品價值、服務品質、認知價值、顧客滿意度與顧客忠誠度等構面會隨個人
屬性的不同而有部分差異。
英文摘要 This research aims at studying the effects of product value, service value, and perceived value on customer satisfaction and customer royalty, while focusing on the electromechanical industry as an example studying domain. The research sends out 360 questionnaires and receives 339 effective sample returns. The data analysis method in this research uses descriptive statistic analysis to do the structure analysis of the ensample data. Factor analysis is used to extract the main key factors of every aspect and to proceed to do the reliability analysis. Then structural equation model analysis is used to study the relations of the variables. Then, finally, variance analysis is used to study the variance effects of different attribute variables on the aspect factors.
The main conclusions of this research are:
1.The service quality has very obvious positive effects on customer satisfaction.
2.The perceived value also has obvious positive effects on customer satisfaction.
3.The customer satisfaction has obvious positive effects on customer royalty.
4.The service quality, through the intermediary influence of customer satisfaction,
has some indirect effects on customer royalty.
5.The perceived value, also through the intermediary influence of customer satisfaction, has some indirect effects on customer royalty.
6.Every aspects of product value, service quality, perceived value, customer satisfaction, and customer royalty all shows some variations because of customers’ different personal attributes.
論文目次 目 錄
摘 要 I
Abstract II
誌 謝 III
目 錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究對象及範圍 7
第四節 研究流程 8
第二章 文獻探討 10
第一節 產品價值 10
第二節 服務品質 15
第三節 認知價值 24
第四節 顧客滿意度 29
第五節 顧客忠誠度 34
第六節 各研究構面關係之探討 39
第三章 研究方法 44
第一節 研究架構 45
第二節 研究假設 46
第三節 各構面之操作型定義與衡量 47
第四節 問卷抽樣與發放 54
第五節 資料分析方法 56
第四章 資料分析 60
第一節 樣本結構分析 60
第二節 敘述性統計分析 64
第三節 因素分析與信度分析 70
第四節 結構方程模式分析 79
第五節 差異性分析 86
第六節 研究假設驗證 92
第五章 結論與建議 94
第一節 研究結論 94
第二節 研究意涵與建議 98
參考文獻 101
附 錄 : 研究問卷 108

表目錄
表1-1研究對象與範圍 7
表2-1產品價值的定義 11
表2-2服務品質的定義 17
表2-3PZB服務品質之衡量構面量表 21
表2-4認知價值的定義 26
表2-5顧客滿意度的定義 30
表2-6顧客忠誠度的定義 35
表3-1產品價值衡量表 48
表3-2服務品質衡量表 49
表3-3認知價值衡量表 50
表3-4顧客滿意度衡量表 51
表3-5顧客忠誠度衡量表 52
表3-6人口統計變數題項 53
表3-7問卷發放及回收 55
表4-1研究樣本之人口統計變項分佈情況表 62
表4-2產品價值問項之平均值與標準差 64
表4-3服務品質問項之平均值與標準差 65
表4-4認知價值問項之平均值與標準差 67
表4-5顧客滿意度問項之平均值與標準差 68
表4-6顧客忠誠度問項之平均值與標準差 69
表4-7產品價值構面因素分析及信度檢定表 71
表4-8服務品質構面因素分析及信度檢定表 73
表4-9認知價值構面因素分析及信度檢定表 75
表4-10顧客滿意度構面因素分析及信度檢定表 76
表4-11顧客忠誠度構面因素分析及信度檢定表 77
表4-12本研究理論模式的整體配適度檢定結果 81
表4-13結構方程模式檢定結果 83
表4-14各構面之影響效果 85
表4-15性別在各研究構面因素的差異分析表 86
表4-16年齡在各研究構面因素的差異分析表 87
表4-17教育程度在各研究構面因素的差異分析表 88
表4-18產業別在各研究構面因素的差異分析表 88
表4-19工作部門在各研究構面因素的差異分析表 89
表4-20職稱在各研究構面因素的差異分析表 90
表4-21公司所在地在各研究構面因素的差異分析表 91
表4-22研究分析實證結果 92

圖目錄
圖1-1研究流程 9
圖2-1品牌名稱、商店名稱及客觀價格對認知價值關係模型 25
圖3-1研究架構 45
圖4-1本研究線性結構模式圖 80
圖4-2已驗證結構方程模式 84

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