産品品質外在屬性記號、産品知識與顧客滿意之整合分析－以台北市筆記型電腦消費者爲例

An Integrated Analysis of Extrinsic Product Quality Attribute Signals, Product Knowledge and Customer Satisfaction-An Example of Notebook Consumer Behavior in Taipei City

林隆儀(Long-Yi Lin) ； 鄭君豪(Howard Jeng)

《輔仁管理評論》 12卷1期 (2005/01) Pp. 65-92

https://doi.org/10.29698/FJMR.200501.0003

摘要

顧客滿意是企業經營成功的關鍵因素之一，近年來頗受企業界的重視。本研究旨在探討消費者購買筆記型電腦後的顧客滿意評價及其影響因素，深入分析産品品質外在屬性記號、消費者的期望績效、實際績效等對顧客滿意的影響效果，以及産品知識對産品品質外在屬性記號與期望績效之間的幹擾效果。本研究採用人員訪問法蒐集初級資料，並以LISREL驗證本研究所發出來的顧客滿意模型，研究結果發現：(1)産品品質外在屬性記號中，廣告與品牌形象會正向且顯著的影響期望績效。(2)期望績效會正向且顯著的影響實際績效，而影響顧客滿意的直接效果則不顯著，但透過實際績效則影響顧客滿意的總效果爲最大。(3)産品知識對産品品質外在屬性記號與期望績效會有部分幹擾效果。

關鍵字

顧客滿意 ； 期望績效 ； 實際績效 ； 産品知識 ； 産品品質外在屬性記號

並列摘要

Customer satisfaction is one of the key successful factors of business operation, and has increasing importance in recent years. The main purpose of this study is to test the evaluation of customer satisfaction and factors that influence customer satisfaction after they brought the products-notebook computer. Furthermore, the study deeply analysis the influences of extrinsic product quality signal, customers' expected performance, perceived performance on customer satisfaction, and the interference effect of product knowledge between extrinsic product quality signal and expected performance. This study uses personal interview to collect primary data, then LISREL method was used to verify customer satisfaction structure model that developed in this study. We conclude the following three findings: (1) Advertising and brand image in extrinsic product quality signal would significant and proportionally affect customers' expected performance. (2) Customers' expected performance that would significant and positively affect customers' perceived performance, but the direct effect on customer satisfaction is not significant. However, the effect of customers’ perceived performance affect customer satisfaction is proportionally significant and huge. (3) The relationship of product knowledge between extrinsic product quality signal and the customers' expected performance do contain partial interference effect.

並列關鍵字

customer satisfaction ； expected performance ； perceived performance ； product knowledge ； extrinsic product Quality Attribute signal

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