國立國父紀念館服務品質與顧客滿意度和忠誠度關聯性之研究
046265
D 069.7 6034 96
國立國父紀念館服務品質與顧客滿意度和忠誠度關聯性之研究
The Relationships Between Service Quality and Customer Satisfaction and Customer Loyalty for National Dr. Sun Yat-Sen Memorial Hall
國立交通大學
管理學院碩士在職專班經營管理組
碩士(Master)
2007
95
79
中文
中英文摘要
誌謝
目錄/表目錄/圖目錄
第一章 緒論-----1
1.1 研究背景與動機-----1
1.1.1 研究背景-----1
1.1.2 研究動機-----2
1.2 研究目的-----3
1.3 研究流程-----3
1.4 研究設計-----4
1.5 研究限制-----5
第二章 文獻探討-----6
2.1 服務的定義與特性-----6
2.1.1 服務的定義-----6
2.1.2 服務的特性-----7
2.2 服務品質的定義-----8
2.2.1 服務業的定義-----8
2.2.2 服務品質構念之探討-----8
2.2.3 小結-----9
2.3 顧客滿意度-----10
2.4 顧客忠誠度-----11
第三章 研究方法-----13
3.1 研究變數與研究架構-----13
3.2 構念之衡量方式-----13
3.3 研究假設-----17
3.3 服務品質、滿意度以及忠誠度的關係-----17
3.4 調查問卷設計-----19
3.5 樣本蒐集與資料處理-----20
3.5.1 樣本蒐集-----20
3.5.2 資料處理-----20
3.6 資料分析方法-----21
3.6.1 敘述統計-----21
3.6.2 探索性因素分析-----21
3.6.3 驗證性因素分析-----21
3.6.4 迴歸分析-----22
第四章 實證結果分析與評論-----24
4.1 樣本基本資料分析-----24
4.2 探索性因素分析-----25
4.3 驗證性因素分析-----29
4.4 信度分析-----32
4.5 研究假設檢定結果分析-----35
4.5.1 服務品質對顧客滿意度檢定-----35
4.5.2 服務品質及顧客滿意度對顧客忠誠度檢定-----36
4.5.3 理論結構模式之路徑效果與假設檢驗-----37
第五章 結論與建議-----40
5.1 實證結果與發現-----40
5.2 管理意涵-----42
5.3 後續研究建議-----45
附錄一 調查問卷-----53
附錄二 探索性因素分析程式-----55
附錄三 驗證性因素分析程式-----58
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