顧客滿意、服務品質及服務價值相關性之研究

Abstract

隨著經濟成長、服務業日益蓬勃及消費型態的改變,消費者由以往只重視 品質、性能及價格,轉變至重視滿足感及喜悅,滿意與不滿意成為他們所關 心的重點。因此本研究針對大台北地區百貨公司化□品專櫃,探討其顧客 滿意、服務品質及服務價值的意涵及相關性。 本研究共分為五個章節, 第一章緒論主要在說明本研究之研究背景與動機、研究目的及範圍;第二 章則針對顧客滿意、服務品質及服務價值三者的國內外相關文獻進行探 討;第三章為研究方法,本研究是以台北縣市女性居民為研究對象,並使用 問卷調查法進行抽樣,資料分析方法則是利用因素分析、集群分析、多變 量變異數分析等進行各假設的檢定;第四章解釋資料分析的結果;第五章則 針對分析結果提出結論與建議。 本研究的研究發現歸納為以下五點: 一、顧客滿意與服務品質呈顯著正相關。 二、顧客滿意與服務價值呈顯 著正相關。 三、服務價值對顧客滿意的影響大於服務品質對顧客滿意的 影響。 四、人口統計變項與消費者認知變項會對服務品質與顧客滿意之 間的關係造成影響。 Due to the growth of economics, rapid development of service market and change of consumption type, customers have shifted their main concerns about products from quality、performance and price to satisfaction. This research, aimed at cosmetician in department store in Taipei metropolis, is to explore the implication and correlation among customer satisfaction、service quality and service value. This paper is organized as the following 5 chapters. Chapter 1 describes the background, motivation, purpose and range of this research. Chapter 2 explores the three concerned terms:customer satisfaction, service quality and service value by reviewing relative literatures. Research method is explained in chapter 3, the study is aimed at female residents in Taipei city & county, from which samples were drawn by questionnaire, and the resulting data were analyzed by statistical approaches including Factor Analysis, Cluster Analysis, MANOVA and Regressional Analysis. Chapter 4 reports the results of the analysis. Chapter 5 presents conclusions and recommendations. The findings of this research can be concluded as follows: 1. A significant positive correlation was found between service quality and customer satisfaction. 2. A significant positive correlation was found between service value and customer satisfaction. 3. Customer satisfaction is influenced by service value more than by service quality. 4. Correlation between service quality and customer satisfaction will be affected by population statistics as well as customer recognitions.