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系統識別號 U0026-1806201315070900
論文名稱(中文) 服務品質、滿意度與顧客忠誠度間關聯性之研究 - 以台南地區茶飲料業者為例
論文名稱(英文) The Relationships among Service Quality, Satisfaction and Customer Loyalty– an Empirical Study on Tea Shop in Tainan
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 101
學期 2
出版年 102
研究生(中文) 洪苙溱
研究生(英文) Li-Jhen Hung
學號 RD6991147
學位類別 碩士
語文別 中文
論文頁數 75頁
口試委員 指導教授-康信鴻
口試委員-莊雙喜
口試委員-鄭美幸
口試委員-薛舜仁
口試委員-傅英芬
中文關鍵字 塑化劑事件  服務品質  顧客滿意度  顧客忠誠度  相關分析  變異數分析  多元迴歸 
英文關鍵字 Plasticizer Contamination Event  Service Quality  Customer Satisfaction  Customer Loyalty  Correlation analysis  Multivariate analysis  Multiple Regression analysis 
學科別分類
中文摘要 2011年5月,台灣發生了塑化劑污染食品事件,為有史以來影響最廣泛的食品安全事件,並造成民眾對飲料產品的安全衛生擔憂與衝擊飲料業的銷售。本研究旨在探討,民眾對此一事件的觀感與對飲料業者的服務品質、顧客滿意度感受是否影響其對產品的顧客忠誠度,以做為業者,在面對消費者之產品信賴不足時,應如何對應之參考。
本研究在距事件發生1年10個月後,以問卷調查方式,採得362份有效問卷,並以描述性統計、相關分析、變異數分析與多元迴歸等方法進行分析。實證結果顯示:
一、消費飲料的族群是以年輕女性居多,且大多數偏好茶飲料但是並沒有特定喜好的品牌。
二、對塑化劑事件,民眾是非常關心新聞報導的,且擔憂影響身體健康,並且有減少消費的情況。對政府的管制能力與廠商的保證民眾並不信賴,但在本研究調查時,多數民眾已安心消費飲料產品。
三、影響消費者忠誠度的因素是以消費者的滿意度最重要,尤其是價格與安全衛生的滿意度。
英文摘要 On May, 2011, the most widespread food contamination event by plasticizer in Taiwan happened. This event triggers customer anxious and impacts the beverage market significantly. This study tries to realize how customer royalty being influenced by reactions of customer, service quality of beverage, customer satisfaction, and also, tries to realize how to win back customer’s faith.
This study investigated beverage consumer in Tainan and collected 362 effective questionnaires. The data was analysis through descriptive analysis, correlation analyzed, multivariate analysis and multiple regression analysis. The empirical results show that:
1.Young female are the major supporters of beverage product. They like tea drink but no brand preference.
2.When plasticizer contamination event happened, consumers care for the media report and worry about impact for health, and also, reduce the beverage consumption. But, after 22 months settle down, although citizens have no faith to government and beverage maker, they feel safe to consume beverage now.
3.The most important factor to customer royalty is the price and healthy items of customer satisfaction.
4.Customer satisfaction and customer loyalty have positive correlation.
5.There is significant difference between certified public accountant and bookkeepers from evaluation of Service Quality, Customer Satisfaction and Customer Loyalty.
論文目次 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 1
第二節 研究動機與目的 4
第三節 研究對象與範圍 5
第四節 研究流程與內容 5
第二章 文獻探討 8
第一節 塑化劑事件與食品安全 8
第二節 服務品質之相關文獻探討 17
第三節 顧客滿意度之相關文獻探討 21
第四節 顧客忠誠度之相關文獻探討 23
第五節 本文努力方向 25
第三章 研究方法 26
第一節 研究架構 26
第二節 問卷設計與衡量 28
第三節 研究假設 32
第四節 資料分析方法 37
第四章 資料統計分析 39
第一節 描述性統計 39
第二節 相關分析 42
第三節 變異數分析 47
第四節 迴歸分析 55
第五章 結論與建議 63
第一節 結論 63
第二節 研究限制 64
第三節 本文研究與作者實務心得 65
第四節 後續研究建議 66
參考文獻 68
一、中文部分 68
二、英文部分 69
附錄一 : 本研究問卷 72
參考文獻 一、中文部分
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二、英文部分
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