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系統識別號 U0026-2201201411245900
論文名稱(中文) 企業形象、服務品質、認知價值、顧客滿意度與顧客忠誠度之關係研究-以臺灣資訊服務業者S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 IT Services Provider S Company
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 102
學期 1
出版年 103
研究生(中文) 莊文彬
研究生(英文) Wen-Pin,Chuang
學號 R07014657
學位類別 碩士
語文別 中文
論文頁數 141頁
口試委員 召集委員-趙義隆
口試委員-季延平
共同指導教授-王明隆
指導教授-祝鳳岡
中文關鍵字 企業形象  服務品質  認知價值  顧客滿意度  顧客忠誠度  資訊服務 
英文關鍵字 Corporate image  Service quality  Perceived value  Customer satisfaction  Customer loyalty  Information technology services 
學科別分類
中文摘要 本研究以臺灣本地資訊服務公司其企業用戶為研究對象,探討資訊服務公司的企業形象、服務品質、認知價值、顧客忠誠度與顧客滿意度間的關連性及影響程度,以提供資訊服務公司行銷策略之建議。針對曾經使用過該公司之電腦硬體或軟體系統的企業用戶進行問卷調查,以網路發放問卷方式,回收370份,扣除部份內容不完整的22份問卷,回收之有效問卷共有348份,有效問卷比率為94%。根據研究目的之需要,以統計方法,如:因素分析、信度分析、皮爾森相關、多元迴歸、變異數分析等方法進行量化實證分析。最後,經由質化訪談,提出建議。歸納實證結果發現如下:
經由分析結果顯示,企業形象、服務品質、認知價值個別對顧客忠誠度與顧客滿意度具有正向的影響;若企業形象、服務品質及認知價值一起對顧客滿意度或對顧客忠誠度的影響效果來看,企業形象呈現部份不顯著;此外,企業形象、服務品質、認知價值三者對於顧客滿意度與顧客忠誠度的影響程度,認知價值之影響大於其他二者;還有,顧客滿意度仍會正向影響顧客忠誠度。
研究結果顯示,以企業特徵變數衡量,不同規模企業顧客群所重視的資訊服務公司的企業形象、認知價值、認知價值、顧客忠誠度與顧客滿意度有明顯的差異,以及不同行業別的企業顧客群所體認的各構面也有明顯的差異。而年營業額較高及較低之兩大企業群體,其重視資訊服務公司以顧客導向提供產品與服務備受矚目。因此,資訊服務公司應持續維持顧客導向的企業形象,以爭取不同規模的企業顧客,並且在相關活動與措施上,讓企業顧客有實質受益,來提昇顧客滿意度與忠誠度。如此的差異化顧客導向策略可做為S公司規劃行銷策略的參考。
英文摘要 In this study, we focus on local business users of information technology services companies in Taiwan as research object. We explore the degree of connection and influence of customer loyalty and customer satisfaction of IT services company's corporate image, service quality, perceived value in order to provide suggestions for IT services company's marketing strategy. To fit the research purposes, statistical methods, factors of analysis, reliability analysis, Pearson correlation, multiple regression, variation empirical analysis are used to quantify the number of analysis methods. Finally, through qualitative interviews we come to a conclusion and make recommendations.

By analyzing the results, we find that corporate image, service quality, perceived value for customer loyalty, and customer satisfaction has a positive impact. If we look at corporate image compared with service quality and perceived value, the impact of corporate image on customer loyalty effect or customer satisfaction is rendered insignificant part. Similarly, among the impact of the three together, perceived value will most significantly positively affect customer loyalty and customer satisfaction. Customer satisfaction will positively affect customer loyalty.

The results using enterprise features variable as measures show that different scale enterprises valued customer base IT services company's corporate image and there are obvious differences. The study also shows that perceived value of companies in different industries that recognize customer base has significant differences. Therefore, information technology services companies should continue to maintain customer-oriented corporate image to enhance customer satisfaction and loyalty for businesses of all sizes. In particular, activities and measures must allow corporate customers to feel satisfied and strengthen their loyalty. Such differences can be used as reference for the customer-oriented strategy for S company when planning marketing strategy.
論文目次 目 錄
表目錄 XII
圖目錄 XV
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究範圍與目的 2
第四節 研究流程 3
第二章 文獻探討 5
第一節 資訊服務業 5
第二節 企業形象 7
第三節 服務品質 11
第四節 認知價值 15
第五節 顧客滿意度 16
第六節 顧客忠誠度 18
第七節 各相關構面之互動關係及影響 21
第三章 研究方法 27
第一節 研究架構與研究假設 27
第二節 操作型定義與問卷設計 30
第三節 研究對象 36
第四節 資料分析方法 38
第四章 資料分析及結果 42
第一節 樣本分析 42
第二節 敘述性統計分析 46
第三節 因素分析與信度檢定 55
第四節 各變項相關分析 65
第五節 迴歸分析 72
第六節 差異性分析 93
第七節 假設驗證 104
第五章 結論與建議 108
第一節 研究結論 108
第二節 研究建議 116
第三節 未來研究方向 117
第四節 研究限制 118
參考文獻 119
附錄一 質化訪談紀錄彙整 126
附錄二 問卷 134

表目錄
表3- 1研究假設 28
表3- 2企業形象構面之衡量變數及操作型定義 30
表3- 3服務品質構面之衡量變數及操作型定義 31
表3- 4認知價值構面之衡量變數及操作型定義 32
表3- 5顧客滿意度構面之衡量變數及操作型定義 32
表3- 6顧客忠誠度構面之衡量變數及操作型定義 33
表3- 7研究構面及問卷題數 35
表3- 8問卷回收整理 37
表4- 1企業特徵變數統計資料 44
表4- 2企業形象構面之平均數與標準差 47
表4- 3服務品質構面之平均數與標準差 49
表4- 4認知價值構面之平均數與標準差 51
表4- 5顧客滿意度構面之平均數與標準差 52
表4- 6顧客忠誠度構面之平均數與標準差 54
表4- 7各研究構面之KMO值與Bartlett的球形檢定 56
表4- 8企業形象構面之因素分析與信度檢定 58
表4- 9服務品質構面之因素分析與信度檢定 59
表4- 10認知價值構面之因素分析與信度檢定 61
表4- 11顧客滿意度構面之因素分析與信度檢定 62
表4- 12顧客忠誠度構面之因素分析與信度檢定 64
表4- 13Pearson相關分析 65
表4- 14企業形象對顧客滿意度的迴歸分析 73
表4- 15企業形象對顧客忠誠度構面的迴歸分析 74
表4- 16服務品質對顧客滿意度構面的迴歸分析 75
表4- 17服務品質對顧客忠誠度構面的迴歸分析 75
表4- 18認知價值對顧客滿意度構面的迴歸分析 76
表4- 19認知價值對顧客忠誠度構面的迴歸分析 77
表4- 20顧客滿意度對顧客忠誠度構面的迴歸分析 78
表4- 21企業形象對認知價值構面的迴歸分析 78
表4- 22服務品質對認知價值構面的迴歸分析 79
表4- 23企業形象因素對顧客滿意度因素之迴歸分析 80
表4- 24企業形象因素對顧客忠誠度因素之迴歸分析 80
表4- 25服務品質對顧客滿意度的複廻歸分析 81
表4- 26服務品質對顧客忠誠度之複迴歸分析 82
表4- 27認知價值對顧客滿意度的複廻歸分析 83
表4- 28認知價值對顧客忠誠度之複迴歸分析 84
表4- 29企業形象、認知價值對顧客滿意度的複廻歸分析 85
表4- 30企業形象、認知價值對顧客忠誠度之複迴歸分析 86
表4- 31企業形象、認知價值對顧客滿意度及顧客忠誠度的複廻歸分析 87
表4- 32服務品質、認知價值對顧客滿意度的複廻歸分析 88
表4- 33服務品質、認知價值對顧客忠誠度之複迴歸分析 89
表4- 34服務品質、認知價值對顧客滿意度及顧客忠誠度的複廻歸分析 90
表4- 35企業形象、服務品質、認知價值對顧客滿意度以及顧客忠誠度的複廻歸分析 92
表4- 36經營歷史與各構面的分析結果 94
表4- 37受訪企業資本額與各構面的分析結果 95
表4- 38受訪企業年營業額與各構面的分析結果 96
表4- 39受訪企業員工人數與各構面的分析結果 98
表4- 40受訪企業行業屬性與各構面的分析結果 99
表4- 41受訪者服務的部門與各構面的分析結果 100
表4- 42受訪者工作職位與各構面的分析結果 101
表4- 43受訪者服務的所在區域與各構面的分析結果 103
表4- 44研究假設與驗證結果之彙整 104
表4- 45企業特徵變數研究假設與驗證結果之彙整 105

圖目錄
圖1- 1研究流程圖 4
圖2- 1資訊服務業產業類別與代表業者及行業標準分類 6
圖2- 2服務品質概念性架構圖 13
圖2- 3服務品質評估模式架構 14
圖3- 1研究架構圖 28
圖4- 1修正後架構圖 106

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