探討服務品質、關係品質對顧客滿意度與業務績效之影響－以永康市農會業務為例

The discussion service quality, the relational quality influence to the customer degree of satisfaction and the service achievements - take the Yongkang Peasant association service as examples

鄭萬生(Wan-Sheng Cheng)

指導教授 ： 曾信超

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2010年)

https://doi.org/10.6833/CJCU.2010.00137

摘要

在全面備戰的經濟時代裏，競爭日趨激烈，農會獨占鰲頭的經營方式早已消失無影無蹤，面臨私立銀行在存放款的挑戰及金融海嘯後低利差的侵襲，使得本來就處於弱勢的農會雪上加霜，為了保有永續經營的條件，使顧客有增無減永不流失，農會勢必做好服務品質、關係品質，使顧客滿意、提升業務績效，此乃農會生存不二法門。
本研究主要以永康市農會全體員工、顧客、會員為研究對象，探討農會全體員工所提供的服務品質、關係品質對顧客、會員所感受到的顧客滿意度及業務績效的影響與關聯性；並以服務品質與關係品質為研究架構的基礎變項，採用SPSS 12.0版為資料分析工具，藉由分析實證資料進行研究假設之驗證，使用的統計方法主要有：描述性統計、變異數分析、信度與效度分析、因素分析、相關分析與迴歸分析等，分析各變數間的影響與關係。
研究發現：(1)服務品質與業務績效有顯著正向相關；(2)關係品質與業務績效有顯著正向相關；(3)服務品質與顧客滿意度有顯著正向關係；(4)關係品質與顧客滿意度有顯正向著關係；(5)服務品質對關係品質有顯著的正向著關係；(6)顧客滿意度與業務績效有顯著正向關係。這些研究結果可提供農會在服務品質與關係品質缺失上改善的參考，同時促進顧客滿意度與業務績效提升。

關鍵字

永康市農會 ； 服務品質 ； 關係品質 ； 顧客滿意度業務績效

並列摘要

In preparation for the economic age, increasingly competitive, Peasant Associationand talent management
How has vanished without a trace, facing private bank deposits of challenges and financial tsunami low spreads, makes it inherently disadvantageous farmers ' associations, in order to maintain sustainable business conditions, the customer is bound to increase as the loss, farmers ' associations will never good service quality, the quality of the relationship, so that customer satisfaction, improve business performance, this is the survival of peasant Association.
This study mainly Yongkang farmers Association staff, customers, members of the object, of farmers ' associations and staff provide quality of service, the quality of the relationship between the customer and member of the customer satisfaction and business performance of influence and relevance; and to the quality of the relationship between service quality and to study architecture, using variables of SPSS version 12.0 for data analysis tool, by analysis of empirical data on the assumption of validation, use of statistical methods: Descriptive Analysis, Variance Analysis, Reliability&Validity, Factor Analysis, Correlation Analysis and Multiple Regression, etc., analysis of the impact of the various variables and relationships.
The study found that: (1) the service quality and business performance, there is a significant positive correlation; (2) the relationship between quality and business performance, there is a significant positive correlation; (3) service quality and customer satisfaction have significant positive relationship; (4) the relationship between quality and customer satisfaction has positive toward the relationship; and (5) service quality on the relationship between quality significantly forward relations; (6) customer satisfaction and business performance, there is a significant positive relationship. These findings provide farmers ' associations in the relationship between service quality and improve the quality of the missing references to promote customer satisfaction and business performance.

並列關鍵字

YongKangCity Peasant Association ； quality of service ； relational quality ； customer relationship satisfaction and business performance

參考文獻

08.林玫玫(2005)服務品質與顧客滿意度關係之研究。經營管理論叢

09.黃甘杏 (2005)服務品質、關係品質對顧客滿意度關係之研究-以台

04.林杏諭 (2009) 非營利組織轉換型領導、參與動機、志工人格特質與服務績效關西之研究-「中國大智慧靈氣研究會」為例。長榮大學，高階管理碩士論文。

05.陳天成(2009) 服務品質、顧客價值、關係品質對顧客滿意度影響

07.池文海、鄭益興 (2006) 探討加油站服務品質對顧客滿意度與忠誠