資訊服務業服務品質、顧客價值、專業能力、顧客滿意與忠誠度關係之研究

An Investigation of Relationships among Service Quality, Customer Value, Expertise, Satisfaction and Loyalty in Information Service Industry

王宜倫(Yi-Lun Wang)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2008年)

摘要

資訊服務市場商機龐大，市場規模也逐年擴增，但是業者的獲利情況卻無法提升，有鑑於此現象，有必要對此議題進行研究。回顧過去學者對資訊服務產業的研究，主要集中在：經營發展策略、營運模式、銷售管理策略、組織變革管理、經營績效、貢獻度衡量、決策模式等競爭策略議題上，尚未有從「服務」的觀點對此產業進行研究，因而引發本研究之研究動機。
本研究採用驗證性的研究方式，以台灣地區金融服務業為研究對象，了解金融業顧客對資訊服務業者所提供的服務的認知，發放200份之學術問卷，有效問卷為151份，在各項衡量指標達到標準之後，採用LISREL 8.72統計工具針對研究假設與因果模式等方面之進行實證分析與探討。
本研究結合多位國內外專家學者的論點，透過文獻的整理發展出ㄧ整合性的模式來進行研究，在服務利潤鏈的架構下加入關係行銷的觀點，以顧客價值為核心，加入專業能力的構念，探討服務品質、顧客價值、專業能力、顧客滿意與忠誠度之關係。本研究將服務品質設為前置變項，再分別將顧客所知覺到資訊服務業者創造的顧客價值與展現的專業能力以及顧客滿意度為中介變項，再結合依變項顧客忠誠度，探討彼此間的關係。實證結果分析得知，顧客對資訊服務業者服務品質的認知程度愈高，會直接影響顧客價值與專業能力，進而影響顧客滿意度，最後達成資訊服務業者建立顧客忠誠度之目標。

關鍵字

服務品質 ； 顧客價值 ； 專業能力 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The Information Service Industry market is enormous and growth year by year. However, the profit margin did not rise in recent years. The literatures for Information Service Industry were focus on Operation and Development Strategy, Business Model, Sales Management Strategy, Organization Change Management, Operation Performance, Contribution Measurement and Decision Model. All these literatures were regarding competition strategy issues. There was no research from service viewpoint for this industry.
This research selects confirmation analysis methodology. Total 200 questionnaires, effective total questionnaires are 151. We take LISREL 8.72 as statistical tool to conduct confirmatory analysis.
This research combines of many arguments from domestic and international experts and scholars, develops an integrated model of service profit chain framework and relationship marketing viewpoint. This research empirically tests this integrated model examining the relation among service quality, customer value, expertise, satisfaction and loyalty. The results show that service quality has positively significant effects on customer value and expertise, and customer value has positively significant influence on satisfaction, and expertise has positively influence on satisfaction. Finally, satisfaction has positively significant influence on loyalty.

並列關鍵字

Service Quality ； Customer Value ； Expertise ； Satisfaction ； Loyalty

參考文獻

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