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論文名稱(中文) 服務失敗補救之重視程度對於客戶價值,滿意度及客戶忠誠度所產生的干擾效應探討:臺灣大都會區餐廳為探討案例
論文名稱(英文) Perceived Importance of Service Failure Recovery as a Moderator on the Links among Customer Value, Satisfaction and Customer Loyalty: A Case Study on Restaurants at a Metropolis in Taiwan
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 99
學期 2
出版年 100
研究生(中文) 王元良
研究生(英文) Yuan-Liang Wang
學號 RA797111
學位類別 碩士
語文別 英文
論文頁數 83頁
口試委員 召集委員-林豪傑
指導教授-陳永信
口試委員-鄭至甫
中文關鍵字 商店形象  顧客價值  滿意度  顧客忠誠  服務失敗補救之重視程度  服務業 
英文關鍵字 Store image  Customer value  satisfaction  Customer loyalty  Perceived importance of service failure recovery  Service industry 
學科別分類
中文摘要 在服務產業裡的商店形象,顧客價值和滿意度與客戶忠誠有很密切及深入的關聯。本研究裡所探討其顧客對於服務失敗補救之重視程度而非服務失敗本身。不同程度的服務失敗和衝擊影響來自顧客的感覺會帶來不同且多樣的結果。所以顧客忠誠與商店形象,顧客價值和滿意度是展現相當的影響在餐飲服務業。
本研究裡探討檢視商店形象和顧客價值對於滿意度及顧客忠誠的關係,還有滿意度對於顧客忠誠的影響。並增加干擾構面在研究模型裡,由服務失敗補救之重視程度構面來做干擾因素並檢視其干擾效應對於顧客價值,滿意度和顧客忠誠之間的影響變化。本研究在大高雄市都會地區知名連鎖餐廳收集問卷調查資料374份用為本研究數據分析。
在本研究分析結果裡發現在以前的研究文獻所提及顧客價值和滿意度與客戶忠誠有很密切且正向明顯的影響關係。另外得到干擾效應不成立於服務失敗補救之重視程度之高或低對於構面顧客價值,滿意度和顧客忠之間。在本研究裡討論模型之假設分析結果與其管理意涵並對未來的研究方向提出建議。
英文摘要 In the service industry, store image, customer value and satisfaction have association with customer loyalty deeply .In this study, we focus on customer perceived importance for service recovery rather than failure itself in service. Different level of failure and the impact of client’s perception would generate varied outcome afterward. Store image, customer value and satisfaction have association with customer loyalty in the service industry.
This study examined the relationship between store image and customer value on satisfaction and customer loyalty, also satisfaction on customer loyalty. Add a moderator in the research model, perceived importance of service failure recovery act as a moderator to testing the relationship between customer value, satisfaction and customer loyalty. This study obtained the valid data from 374 respondents at a metropolis, Great Kaohsiung city in Taiwan.
There are some findings from the results of this study, as previous literatures mentioned that the significant relationship between customer value, satisfaction, customer loyalty are supported. The meaningful finding is that perceived importance of service failure recovery does not demonstrate the effect of moderation on the constructs of customer value, satisfaction, customer loyalty. We discuss the implication of these test outcomes for future study and practice.
論文目次 TABLE OF CONTENTS
ABSTRACT I
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objective. 3
1.3 Research Scope. 4
1.4 Research Procedure. 4
CHAPTER TWO LITERATURE REVIEW 7
2.1 Store Image. 7
2.2 Customer Value. 9
2.3 Satisfaction. 11
2.4 Customer Loyalty. 13
2.5 Recovery of Service Failure. 16
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 21
3.1Research Structure and Hypotheses. 23
3.2 Hypotheses. 23
3.3 Construct Operationalization Definition. 28
3.4 Questionnaire Design. 29
3.5 Data Analysis Method. 29
3.5.1 Descriptive Statistic Analysis. 30
3.5.2 Confirmatory Factor Analysis. 30
3.5.3 Structural Equation Modeling, SEM. 30
CHAPTER FOUR RESEARCH RESULTS AND ANALYSIS 31
4.1 Descriptive Analysis Difference Analysis. 31
4.1.1 Characteristics of Respondents. 31
4.2 Structural Equation Modeling (SEM) Analysis. 33
4.2.1Multivariate Normality Test. 33
4.2.2 Confirmatory Factor Analysis. 35
4.2.3 Structural Analysis. 39
4.2.4 Moderator Analysis. 46
CHAPTER FIVE CONCLUSION AND DISCUSSION 54
5.1 Research Discussion. 54
5.2 Research Contributions. 56
5.3 Managerial Implications. 56
5.4 Research Limitations and Suggestions. 57
REFERENCES 59
APPENDICES 67
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