系統識別號 U0026-1707201415530000
論文名稱(中文) 線上服務、服務場景、提供者態度及顧客忠誠度關聯性影響之研究
論文名稱(英文) The Study on Relationship among Online Service, Servicescape, Provider Attitude and Customer Loyalty
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系
系所名稱(英) Department of Industrial and Information Management
學年度 102
學期 2
出版年 103
研究生(中文) 陳姵君
研究生(英文) Pei-Jun Chen
學號 R36014147
學位類別 碩士
語文別 中文
論文頁數 66頁
口試委員 指導教授-王泰裕
中文關鍵字 線上服務  服務場景  服務提供者態度  顧客忠誠度 
英文關鍵字 online service  servicescape  provider attitude  customer loyalty 
中文摘要 網路與資訊科技的日新月異,消費者對於產品或服務有了更多選擇,此外咖啡餐飲服務業的競爭也越來越激烈,業者紛紛提出不同的服務型態來吸引顧客。對咖啡餐飲服務業者來說不但要留住現有的顧客,更重要的是創造新的客源。由於顧客對於服務業的滿意度將是他們再度光臨的重要因素,因此,消費者會藉由業者所提供之服務是否能滿足需求來進行是否再度光臨的評估。本研究將從消費者之觀點並針對咖啡餐飲業所提供之服務作為研究問卷的考量點,以瞭解顧客對咖啡餐飲業者所提供之線上服務是否會影響消費者對服務場景及提供者態度之評價,進而影他們的忠誠度。本研究將採用問卷調查法以進行實證研究,並依問卷回收之資料進行統計分析,而樣本為曾至台灣咖啡餐飲業消費經驗之顧客,經由統計軟體 SPSS 和SmartPLS來分析問卷結果,以了解線上服務、服務場景、服務提供者及顧客忠誠度四者之關聯性。本研究期望能藉由此問卷調查結果,來證實各構面間的關聯性影響大小與各假設是否成立,以供業者來評估何種線上服務較能滿足顧客需求、提高顧客忠誠度,保有舊顧客、創造新客源。
研究結果發現, (1)咖啡餐飲業者提供線上服務,會使消費者對於服務場景與服務提供者態度有正向之影響進而提高顧客忠誠度,因此服務場景與服務提供者態度呈現部分中介,而線上服務會直接影響消費者再度光臨的意願,意即咖啡餐飲業者所提供之線上服務越能滿足消費者的需求,會提升顧客忠誠度;(2)當消費者感受到的整體服務場景與服務提供者態度用心程度與舒適度越高,消費者所產生的滿意度及忠誠度會越高,對於再度光臨的意願會相對的提升。
英文摘要 As the internet becomes more and more sophisticated and information technologies are getting improved, consumers are getting more options to select in service industries. The coffee shop industry is an excellent example of useing the internet along with several technologies to boost marketing endeavors. It’s important for the coffee shop industry to attract new customers and retain the existing customers. However, consumers usually value the service provided by the restaurants that are able to meet the needs of customers. We select the coffee shop industry as the scope of this research, targeting café’s such as Starbucks, Dante and Ikari. The descriptive SEM analyses are used to validate the conceptual relationship model based upon relevant literature to assess consumer demand for services and draw further insights regarding managerial strategies. The results show that the coffee shops with online services provided will have a positive impact on consuners for the servicescape, provider attitude and customer loyalty.
論文目次 摘要 i
英文摘要 ii
致 謝 vi
目錄 vii
表目錄 ix
圖目錄 xi
第一章 緒論 1
第一節 研究背景與動機 2
第二節 研究目的 3
第三節 研究範圍與限制 3
第四節 研究流程 4
第五節 論文大綱 5
第二章 文獻探討 6
第一節 線上服務 6
第二節 服務場景 7
第三節 服務提供者態度 10
第四節 顧客忠誠度 14
第五節 小結 16
第三章 研究方法 17
第一節 研究架構 17
第二節 衡量構面與假設 17
第三節 研究變項之操作性定義與衡量 19
第四節 研究設計 21
第五節 問卷設計與前測 23
第六節 資料分析方法 28
第七節 小結 31
第四章 資料分析與結果 32
第一節 敘述性統計分析 32
第二節 信度分析 38
第三節 相關分析 40
第四節 因素分析 40
第五節 驗證性因素分析 42
第六節 假說驗證與模型配適度 46
第七節 小結 50
第五章 結論與建議 51
第一節 研究結論 51
第二節 實務貢獻與意涵 52
第三節 研究限制與未來研究方向 53
參考文獻 56
附錄一咖啡餐飲業問卷 63
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