顧客之服務品質知覺對顧客忠誠度預測模式－應用倒傳遞類神經網路法與多元迴歸法分析

Applying the Back Propagation Neural Network Method and Multiple Regression Analysis for Customer's Perceptions of the Enterprise's Service Quality and Customer Loyalty

林美惠(Mei-Hui Lin) ； 莊財福(Tsai-Fu Chuang) ； 范承瑞(Cheng-Ruei Fan)

《明道學術論壇》 9卷2期 (2014/06) Pp. 117-151

摘要

本研究旨在探討顧客對企業之服務品質知覺，與其顧客忠誠度之因果關係。本研究以彰化縣某織襪工廠之顧客為研究對象，採立意與隨機取樣法選取樣本，共計370位樣本，有效問卷率為81%。本研究採自編問卷「織襪觀光工廠顧客服務品質知覺與顧客忠誠度調查問卷」，作為研究工具進行資料蒐集。再者，本研究採描述統計、皮爾森積差相關、逐步多元迴歸分析，以及倒傳遞類神經網路法，進行研究結果之分析與比較。本研究之結果發現，採逐步多元迴歸分析法之研究結果顯示，顧客之服務品質知覺之「有形性」與「反應性」構面，對顧客忠誠度具有49.5%預測力；至於採倒傳遞類神網路分析之結果則不具收歛效果。

關鍵字

織襪觀光工廠 ； PZB服務品質模式

並列摘要

The objective of this study is to investigate the causal relationship between customers' perceptions of the enterprise's service quality and customer loyalty. The research object is the customers of a hosiery factory in Changhua County. The sampling method is the purposeful sampling and random sampling. In this study, the sample number is 370 and the effective questionnaire rate is 81%. A questionnaire of customers' perceptions of the enterprise's service quality and customer loyalty for the hosiery tourism factory was adopted to proceed the data collection. Furthermore, this study employed statistics analysis, stepwise multiple regression analysis and back propagation neural network method to analysis the collected data. The results showed that the total variation of customer loyalty is explained by the regression is 49.5%. However, the back propagation neural network method used in this study could not get converged results.

並列關鍵字

Hosiery Tourism Factory ； PZB Service Quality Model