探討新娘秘書服務品質對口碑傳播之影響 以顧客知覺價值與顧客滿意度為中介

The Impact of Service Quality on Word-of-Mouth in the Industry of Wedding Planner with Customer Perceived Value and Customer Satisfaction as Intermediary Factor.

陳美蓉(Mei-Jung Chen)

指導教授 ： 莊育詩

健行科技大學/商學院/國際企業經營系碩士班/碩士(2015年)

摘要

摘　　要
本研究針對新娘秘書的服務品質對顧客口碑傳播之影響作分析，並探討顧客知覺價值與顧客滿意度是否具有中介關係。採取立意抽樣之問卷發放方式，以接受過新娘秘書服務的女性為研究對象，總計共發出216份問卷，實際回收問卷共202份，其中2份為無效問卷，有效問卷為200份，實際回收率為92.5%。研究結果為：（1）服務品質對顧客知覺價值有正向顯著影響；（2）服務品質對顧客滿意度有正向顯著影響；（3）服務品質對口碑傳播有正向顯著影響；（4）顧客知覺價值對顧客滿意度有正向顯著影響；（5）顧客滿意度對口碑傳播有正向顯著影響；（6）顧客滿意度對服務品質與口碑傳播中，具有部分中介效果；（7）顧客知覺價值與顧客滿意度對服務品質與口碑傳播中，不具有遠程中介效果。因此，新娘秘書的服務品質會透過顧客滿意度影響口碑傳播，但不會透過顧客知覺價值與滿意度影響口碑傳播，因此顧客的知覺價值並不影響口碑傳播。故新娘秘書必須透過瞭解顧客的知覺價值、滿意度與口碑傳播的相關性，致力於提升其服務品質來符合每位新嫁娘的喜好與期望，達到客製化的服務，方能使新娘秘書的競爭力提升並得以在全球的新娘秘書市場佔有一席之地。

關鍵字

新娘秘書 ； 服務品質 ； 顧客知覺價值 ； 顧客滿意度 ； 口碑傳播

並列摘要

This study analyzes the impact of service quality on the spread of the customer word-of-mouth. Explore the intermediary relationship of customer perceived value and customer satisfaction. Subjects were females received wedding planners’ service. The questionnaires by purposive sampling method and a total of 216 questionnaires were distributed. The actual return rate was 92.5%. The results showed that： （1）The service quality and customer perceived value has positive significant relationship； （2）The service quality and customer satisfaction has positive significant relationship；（3）The service quality and customer word-of-mouth has positive significant relationship；（4）The customer perceived value and customer satisfaction has positive significant relationship；（5）The customer satisfaction and customer word-of-mouth has positive significant relationship；（6）Costomer satisfaction has part of intermediary effect between service quality and word-of-mouth.（7）Costomer perceived value and satisfaction has no remote intermediary effect between service quality and word-of-mouth. As the result, service quality of the wedding planner will affect word-of-mouth through customer satisfaction. Service quality of the wedding planner will not affect word-of-mouth through customer perceived value and satisfaction. The customer perceived value does not affect word-of-mouth. The wedding planner must realize the relevance of customer perceived value, satisfaction and word-of-mouth. The wedding planner is committed to enhancing the quality of its services to meet the preferences and expectations of each bride to achieve customized services. Therefore, the wedding planner has her own place in the global market.

並列關鍵字

service quality ； customer perceived value ； customer satisfaction ； word-of-mouth

參考文獻

參考文獻

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