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系統識別號 U0026-2806201401275200
論文名稱(中文) 服務品質、知覺價值、轉換成本與再購意願之研究—以美髮服務為例
論文名稱(英文) The Relationship among Service Quality, Perceived Value, Switching Costs, and Repurchase Intention in Hair Styling Service
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生(中文) 顏傳霖
研究生(英文) Chuan-Lin Yen
學號 R46011167
學位類別 碩士
語文別 中文
論文頁數 92頁
口試委員 指導教授-黃瀞瑩
口試委員-王瑜琳
口試委員-陳淑惠
中文關鍵字 階級式服務品質  知覺價值  轉換成本  再購意願  美髮服務業 
英文關鍵字 HSQM  Perceived value  Switching cost  Repurchase intention  Hair styling service 
學科別分類
中文摘要 台灣美髮服務業是一成熟型產業,服務業者的家數眾多,競爭也較為激烈,雖然如此但在學術界仍較缺乏相關的實證研究。美髮業是與人接觸性高的服務業,也就是在整個服務的流程中,會有很長的時間與服務人員接觸。因此顧客從到店開始,就會開始接受服務人員的接待、服務諮詢、進行美髮服務、協助結帳等流程。在產業競爭較為激烈的情況下,美髮業者除了增進本身美髮設計的能力外,在服務品質的其他方面也下了很多的功夫,如提供影音節目收看、無線網路和平板電腦使用、造型搭配及其他美髮相關服務等…,其目的就是希望能留住現有的顧客以及增加新客源。因此找出顧客再購意願之成因即為重要的課題。
本研究以台灣北、中、南三區之20歲以上曾在髮廊接受美髮服務之消費者為研究對象,並以線上問卷進行樣本蒐集。本研究欲探討服務品質,知覺價值、轉換成本對於再購意願之影響,以迴歸分析來進行各構面間的關聯性研究。透過樣本資料的分析,本研究證實:一、階級式服務品質的三項主要構面,互動品質、實體環境品質、結果品質,對整體服務品質構面皆有正向影響。二、服務品質對知覺價值的三項因素,分別是情感、價格、聲譽,皆有正向影響。三、服務品質對於再購意願有正向影響。四、知覺價值之三項因素情感、價格、聲譽在服務品質與再購意願之間皆存在部分中介效果。五、轉換成本在知覺價值的三項因素與再購意願之間皆不存在調節效果。
英文摘要 The purposes of this study are to find the relationships among service quality, perceived value, and repurchase intention in hair styling service and examine the moderator effects of switching costs between perceived value and repurchase intention. Hierarchical and multiple regression analysis were used to analyze the data collected from Internet. The main findings are as follows: (1) interaction quality, physical environment quality, and outcome quality are positively influencing service quality; (2) service quality positively influences both perceived value and repurchase intention; (3) perceived value has indirect mediator effect between service quality and repurchase intention; (4) the moderator effect of switching costs is not support. In conclusion, service providers should strengthen their advantage service and bring more value than competitors for customers.
論文目次 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 研究對象與母體 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 台灣美髮產業介紹 5
第二節 服務品質 9
第三節 知覺價值 15
第四節 轉換成本 17
第五節 再購意願 18
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假設 22
第三節 研究變數之操作型定義 25
第四節 問卷設計 27
第五節 研究範圍與抽樣設計 33
第四章 資料分析 35
第一節 前測分析 35
第二節 信度、效度分析 41
第三節 模型優劣評估 44
第四節 樣本結構分析 48
第五節 敘述性統計量 52
第六節 迴歸分析 52
第七節 假說驗證 64
第五章 結論與建議 65
第一節 研究結論 65
第二節 管理意涵 66
第三節 研究限制與後續建議 68
參考文獻 69
附錄 77
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