租書店服務品質與顧客滿意之研究

A Study of Service Quality and Customer Satisfaction of Book Rental

李蕙如(Hui-Ru Lee)

指導教授 ： 林文寶 ； 陳嵩

崑山科技大學/商業管理學院/企業管理研究所/碩士(2006年)

摘要

租書店租最早是由路邊的小攤子演變而來，其存在的重要因素之一是以小額的花費，便能滿足閱讀的需求。過去台灣消費者並沒有買書的習慣，但想看書的人卻不少，因此以低價位提供消費者閱讀書籍的租書行業一直有市場的商機存在；近年來因租書店連鎖型式的產生，例如皇冠、十大書坊等，其中十大書坊導入科技與數位閱讀服務，且轉型為十大花蝶鎖定女性為主要客群，並且也跨出國際市場成為新出口，但卻顯少有其領域之服務品質文獻探討，因此本研究針對租書店之顧客對其服務品質進行探討研究。
本研究主旨為探討租書業之「期望服務品質」與「知覺服務品質」間有無顯著差異，並在服務品質有形性構面中加入服務接觸中之實體證明來衡量租書店實體環境中無形的部分，爾後再進一步瞭解租書店之知覺服務品質與整體顧客滿意度間之關係。研究結果顯示租書店在「期望服務品質」與「認知服務品質」間呈現顯著差異；且租書店之知覺服務品質與整體顧客滿意度亦呈現顯著相關。

關鍵字

服務接觸 ； 顧客滿意 ； 租書店 ； 服務品質

並列摘要

The small stand that book rentals to rent at the earliest stage by the wayside turned into since then, it existed of one of the important factors with small cost, can satisfy the need of the reading then. The Taiwanese consumer didn't habit that bought a book, but wanted a person who read the book in the past a few, so book rentals are existed with a the business opportunities that provide the consumer reading and has been having a market. In recent years, because of the creation of the book rentals catena, for example royal, star book rentals...etc., among them the star book rentals ducting science and technology and digital reading service, and transformation for Starfly targets the female as main guests, and also acrosses out an international market to become new export, but the service quality of rare its realm study, so this research aims at customer of book rentals to carry on study to its service quality.

The primary purpose of the research is to explore whether there is significant difference between “exception of service” and “perception of service” of Book Rentals customers, and to understand the relationship of Book Rentals perception of quality and the customer satisfaction. The research results show the there is significant difference between “exception of service” and “perception of service” of Book Rentals customers. There is also significant relationship between Book Rentals perception service of quality and the customer satisfaction.

並列關鍵字

Customer Satisfaction ； Service Encounter ； Service Quality ； Book Rentals

參考文獻

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