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系統識別號 U0026-1908201400211700
論文名稱(中文) 機械零件製造業之公司形象服務品質認知價值顧客滿意度與顧客忠誠度關係之研究:以欣揚治具有限公司為例
論文名稱(英文) Research of the Relationship among Corporate Image,Service Quality,Perceived Value,Customer Satisfaction,and Customer Loyalty:An Example of Shin Yung Tool CO., Ltd
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 103
學期 1
出版年 104
研究生(中文) 黃大豪
研究生(英文) Tai-Hao Huang
學號 R07001523
學位類別 碩士
語文別 中文
論文頁數 132頁
口試委員 指導教授-祝鳳岡
口試委員-趙義隆
口試委員-王明隆
口試委員-劉明德
中文關鍵字 企業形象  認知價值  服務品質  顧客滿意度  顧客忠誠度 
英文關鍵字 corporate image  perceived value  service quality  customer satisfaction  customer loyalty 
學科別分類
中文摘要 本研究主要是以 欣揚治具有限公司的顧客為研究對象,探討顧客對於公司形象、 服務品質、認知價值與顧客滿意度顧客忠誠度關連性。研究針對欣揚治具有限公司之顧客作為問卷抽樣進行調查,共計發出280份問卷,扣除部份內容不完整的4份問卷,回收的有效問卷共有276份,問卷的回收率為98.5%。依研究目的之需要,利用因數分析、敘述性統計分析、信度檢定、信度分析、皮爾森相關、迴歸分析、變異數分析等統計方法進行分析,最後再經由質化訪談,提出建議。驗證結果如下:
經由分析結果發現,顯示企業形象、服務品質與認知價值對顧客忠誠度與 顧客滿意度具有顯著正向的影響,其中之對顧客滿意度與服務品質對顧客滿意度的影響效果顯著,顧客滿意度會正向影響顧客忠誠度。
欣揚治具有限公司雖然顧客族群分佈的非常的廣但研究結果顯示,不會因為人口統計變數影響到顧客滿意度或顧客忠誠度,在製造業的產業中,顧客最重視的是交期和產品單價,而該公司在社區關懷、顧客購買後的使用狀況及交貨時間上有改善的空間,本研究經過質化訪談後,對欣揚治具有限公司,提出與顧客做長期合作夥伴的 建議,讓彼此關係不再只是在成本上的計算,而是發展成互相依靠的合作關係,直接將工廠設置於顧客的公司,藉以減少管銷費用及文書處理的時間,藉以提升交貨速度及降低製造成本,欣揚治具有限公司也能因此把握住重要顧客,達到雙贏局面。
英文摘要 Author: Tai-Hao Huang
Advisor: Feng-Gang Ju
Department & College:EMBA & NCKU
SUMMARY
In recent years, China's rising population growth, increasing land cost, and customers' concerns for product quality and safety have blown new wind into Taiwan's long-depressed manufacturing sector. This study chooses Hsin-Yang Tools Co., Ltd., a company founded in 1980 and based in central Taipei City, as the study subject. When facing the issue of customers' concerns about the cost and time control and the predicament of ongoing offshore mitigation of manufacturers, Hsin-Yang Co.is of the opinion that upholding a professional service spirit and maintaining a good serviceattitude are essential for the manufacturing sector. Therefore, the study delves into the service quality, customer satisfaction, and customer loyalty.

The study aims to give marketing strategic suggestions to Hsin-Yang Co. and provide solutions to improvethe company's problems at this critical point in time when the market shows signs of pickup, thereby enhancing its sales volume and customer loyalty.
論文目次 中文摘要 I
英文摘要 II
誌謝 IV
目錄 V
表目錄 VIII
圖目錄 XI
第壹章 緒論 1
第一節 研究背景 1
第二節 研究目的 1
第三節 研究範圍與對象 3
第四節 研究流程 3
第貳章 文獻探討 5
第一節 企業形象 5
第二節 服務品質 9
第三節 認知價值 19
第四節 顧客滿意度 23
第五節 顧客忠誠度 25
第參章 研究方法 30
第一節 研究架構 30
第二節 變項構面之操作型定義 32
第三節 問卷與抽樣設計 38
第四節 資料分析方法 41
第肆章 研究結果 44
第一節 樣本分析 44
第二節 描述性統計分析 49
第三節 因素分析與信度檢定 58
第四節 相關分析 66
第五節 迴歸分析 71
第六節 差異性分析 95
第七節 假設驗證 109
第伍章 結論與建議 111
第一節 研究結論 111
第二節 研究建議 115
第三節 研究限制 116


參考資料 127
附錄一 正式問卷 117
附錄二 質化訪談 124
附錄三 質化訪談 125
附錄四 質化訪談 126
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