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系統識別號 U0026-2306201012503000
論文名稱(中文) 服務品質及知覺價值與顧客滿意度、顧客忠誠度之關係研究:以台灣體外診斷生化檢驗試劑為例
論文名稱(英文) A Study of the Relationship of Taiwan Clinical Chemistry in Vitro Diagnostic Reagents on Service Quality, Perceived Value, Satisfaction and Loyalty of Consumers
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 98
學期 2
出版年 99
研究生(中文) 游德信
研究生(英文) Te-Hsin Yu
學號 r0797422
學位類別 碩士
語文別 中文
論文頁數 87頁
口試委員 指導教授-祝鳳岡
口試委員-趙義隆
口試委員-劉明德
中文關鍵字 服務品質  知覺價值  顧客滿意度  顧客忠誠度 
英文關鍵字 Service Quality  Perceived Value  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 在醫療產業的顧客滿意度與顧客忠誠度研究論文中大多數是以醫院及健診中心為例,主要的調查對象是以門診或是接受健康檢查之客戶為主,本研究是在B2B模式下以各醫療院所的檢驗科生化檢驗的從業人員為研究對象。
目前在台灣的生化檢驗試劑主要供應商有7家,服務的對象以醫學中心、區域醫院、地區醫院及健檢中心為主,市場年產值約為7億台幣。本研究採用SPSS 12.0統計分析軟體進行實證分析,首先以因素分析與信度檢定萃取各構面的主要因素,接著以迴歸分析探討服務品質及知覺價值對顧客滿意度、顧客忠誠度的影響,最後以差異性分析探討不同職務、工作地點、教育程度在各構面的差異性。
本研究問卷發放對象以北部地區之醫學中心、區域醫院、地區醫院、健診中心、檢驗所等生化檢驗從業人員為主,共計回收有效問卷 282 份,經路徑分析後,實證研究結果如下:
1. 服務品質對顧客滿意度有顯著關係。
2. 服務品質對顧客忠誠度有顯著關係。
3. 服務品質對認知價值有顯著關係。
4. 知覺價值對顧客滿意度有顯著關係。
5. 知覺價值對顧客忠誠度有顯著關係。
6. 顧客滿意度對顧客忠誠度有顯著關係。
7. 人口統計變數在服務品質、知覺價值、顧客滿意度與顧客忠誠度上有顯著差異性。
英文摘要 While the majority of the theses in discussion of customer satisfaction and loyalty use the consumer as study objects, this paper selects the group of people whose line of work involves clinical chemistry in vitro diagnostic reagents to be the research object. It probes into the various factors in service quality, perceived value, customer satisfaction and customer loyalty that the object is concerned with. The research conclusions are to be made available for the industry’s reference in marketing administration.
This paper adopts SPSS 12.0 statistics analysis software for empirical analysis. It sets out to derive the key factors in each dimension with factor analysis and reliability analysis. Regression analysis is then conducted to study further the influences of service quality and perceived value upon customer satisfaction and customer loyalty. In the end, the paper applies analysis of variance (ANOVA) to explore dimensional variations resulted from diverse job functions, work locations and educational backgrounds.
Questionnaires of this research were distributed mainly to clinical chemistry examiners at medical centers, regional and local hospitals, physical examination centers, and clinical laboratories in the Northern area. A total of 282 valid questionnaires were retrieved.
After making these analyses, this study comes to the following conclusions:
1.An obvious relationship exists between service quality and customer satisfaction.
2.An obvious relationship also exists between service quality and customer loyalty.
3.An obvious relationship exists between service quality and perceived value.
4.An evident relationship exists between perceived value and customer satisfaction.
5.An evident relationship exists between perceived value and customer loyalty.
6.An evident relationship exists between customer satisfaction and customer loyalty.
Noticeable variations of service quality, perceived value, customer satisfaction and customer loyalty are displayed among the demographic variables.
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 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象及範圍 2
第二章 文獻探討 5
第一節 服務品質 5
第二節 知覺價值 9
第三節 顧客滿意度 12
第四節 顧客忠誠度 16
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假設 20
第三節 研究變數的操作型定義 22
第四節 資料蒐集方法與研究樣本 26
第五節 資料分析與統計方法 27
第四章 研究結果 31
第一節 樣本分析 31
第二節 敘述性統計分析 33
第三節 因素分析與信度檢定 36
第四節 相關分析 42
第五節 迴歸分析 45
第六節 差異性分析 55
第七節 假設驗證 59
第五章 結論與建議 62
第一節 研究結論 62
第二節 研究貢獻 68
第三節 研究建議 70
參考文獻 72
附錄一 研究問卷 79
附錄二 專家訪談 85

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