服務品質、顧客滿意度與顧客忠誠度關係之研究 -以雲林區台灣大哥大門市為例

A Study of the Relationships between Service Quality, Customer Satisfaction and Customer Loyalty - Case from Taiwan Mobile Stores in Yunlin

李淑娟(Shu-Juan Lee)

指導教授 ： 鄧誠中

共同指導教授 ： 紀麗秋(Li-Chiu Chi)

國立虎尾科技大學/管理學院/經營管理研究所在職專班/碩士(2015年)

摘要

本研究以親臨雲林地區直營8家、加盟14家計22家台灣大哥大門市之個人用戶為研究對象，旨在探究服務品質、顧客滿意度與顧客忠誠度之間的關聯性，期使同業對於當前相關議題有更充足的了解，得以共創多贏的商業營運模式。
本研究採非隨機便利抽樣，共發出550份問卷，回收498份，有效樣本問卷485份，以敘述統計來描述顧客的性別、年齡、教育程度、婚姻狀況、職業與個人所得等基本資料，並以信度分析及迴歸分析進行統計分析。研究結果如下:
1.服務品質與顧客滿意度、顧客忠誠度三者間均具有高度正相關。
2.服務品質對顧客滿意度、顧客忠誠度三者間均具有預測力。
3.顧客滿意度對顧客忠誠度具有預測力。
4.服務品質之同理心部分並未獲得顧客認同，門市應運用更適切的話術與態度來提供服務，以顧客的角度出發，採角色異位的同理投射來提供建議，共同討論擇定有利方案來獲得更高的評價。
5.門市實機展示影響顧客滿意程度。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

By choosing individual customers of a total of 22 Taiwan Mobile stores in Yunlin, which consist of eight regular chain stores and 22 franchise stores, as research subjects and visiting these customers in person, this study aims to investigate the correlation between quality of service, customer satisfaction and customer loyalty, give businesses in this industry a clearer picture of the current situation in the market, and expects to create a business operations model with multiple winners.
With convenience sampling, a non-probability sampling technique, as this study’s sampling method, a total of 550 questionnaire copies were handed out, 498 questionnaire copies were returned, and 485 returned questionnaire copies are valid. Further, descriptive statistics was employed to describe customers’ general information including gender, age, the highest education level, marital status, occupation and personal income. After survey results were collected, statistical calculations were performed to derive the mean, the sequence, the Pearson correlation coefficient and the value of Cronbach's alpha. Factor analysis and regression analysis were also employed, and results of this study include:
1.There is a strong positive correlation between quality of service, each aspect of quality of service, customer satisfaction and customer loyalty.
2.Quality of service and each aspect of quality of service are able to predict customer satisfaction and customer loyalty.
3.The empathy aspect of quality of service is not agreed by customers. In order to get better reviews, stores should provide services by having more appropriate sales tactics and attitudes, thinking from customers’ perspective, putting themselves in others’ shoes, experiencing from within others’ frame of reference and discuss with customers to choose a favorable option together.
4.As mobile number portability allows mobile telephone users to switch from one mobile network operator to another, minimizing the number of customers who port mobile numbers to a new mobile network provider has become an issue that mobile network operators must face squarely. Having satisfied customers makes a definitely positive impact on customer loyalty.
5.Displays at a physical store affect customer satisfaction.
Keywords: Quality of service; Customer satisfaction; Customer loyalty

並列關鍵字

Quality of service ； Customer satisfaction ； Customer loyalty

參考文獻

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