隨著經濟發展,服務業在國內的成長非常快速且日益重要,而隨其快速發展,業者間也面臨了強大的競爭壓力,所以如何提供讓顧客滿意的服務品質成為了服務業者的重要經營方針。 自助式KTV產業屬於服務業之一,具有無形性、異質性、不可分割性及易逝性等特質,所以顧客容易產生不確定性及不安全感,即所謂的知覺風險。而藉由和顧客維持良好且有品質的關係,通常可降低顧客的知覺風險,增加顧客們的安全感。因此和顧客建立良好關係已成為KTV迫切的要務。 如何提升KTV服務品質且和顧客間維持良好的關係品質,減少顧客的知覺風險,進而提升顧客忠誠度已成為業者的重要課題。 本研究針對台南市自助式KTV顧客進行問卷調查,發出600份問卷於6間自助式KTV,共計回收154份有效問卷。而後將問卷所得之資料以敘述統計、因素分析、效度分析、信度分析、變異數分析、皮爾森相關分析、多元迴歸分析及線性結構關係模式等分析,以驗證本研究所提之假設。本研究結果發現: 1. 加強服務品質之關懷性與保證性能提高關係品質與顧客忠誠度。 2. 顧客到自助式KTV消費產生了主觀知覺的社會風險,則將減低顧客對該KTV之忠誠度。 3. 提高服務品質與關係品質可以降低知覺風險及提高顧客忠誠度。 4. 顧客個人屬性在各構面上均產生顯著差異,除了顧客月平均消費次數無顯著差異影響。
With the economic development rise, service industry grows extremely fast and become more important day by day. By the reason, industry has also faced the formidable competitive pressure. Therefore, how to provid satisfied service quality for customers has already become the main point of industry. The self-service type KTV industry belongs to service industries, which special characteristics (like invisible and indivisible) cause customers to feel unsounded and dubitable easily. This is so-called perceived risk. Oppositely, if the industry could keep good quality relitation with their customers, usually may reduce customers’ perceived risk. Thus, establishes the good relation with their customers is to become the important matter for the industry. Therefore, in order to keep customer loyalty, the industry should elevate the service quality, keed good relationship quality with customers and reduce customers’ rerceived risk. In this research, there were 154 effective questionnaires returned among 600 questionnaires distributed to the six self-service type KTV in Tainan City. The data were analyzed by a variety of statistical methods, such as descriptive statistic, factor analysis, validity analysis﹐reliability analysis, correlation analysis, regression analysis, t-test and ANOVA, and LISREL etc. The conclusions of this research are: 1. Consolidating 「Empathy」and「Assurance」of service quality could increase relationship quality and customer loyalty. 2. High perceived「Social Risk」would lower customers’ loyalty. 3. Consolidating service quality and relationship quality couls reduce rerceived risk and increase customer loyalty. 4. There are outstanding differences of customer characteristics on each variable, beside the「Monthly Average of consumption time」.