因為資訊科技的進步,人們使用3C產品的時間越來越長,導致近視人口逐年增加,且年齡層也日漸下滑。故此,由於近視患者的增多,眼鏡商家展店的速度也隨之加快,在此條件下,究竟是何種因素會影響人們對於眼鏡商家的選擇? 本研究應用服務品質模式於消費者對於眼鏡商家的滿意度及忠誠度,並考量即將立法通過的驗光師條款,加入消費者感知驗光師專業能力的變數加以探討。研究結果顯示服務品質中的有形性、可靠性、保證性與關懷性皆會對顧客滿意度有相當的影響,並且驗光師專業能力更是會正向的影響顧客滿意度,此外顧客滿意度連帶影響了顧客忠誠度。本研究結果在實務面上及學術面都有良好的意涵。 關鍵字:服務品質、驗光師專業能力、顧客滿意度、顧客忠誠度
Due to the progress of technology, the time of people used 3C products get longer caused the population of Myopia more and more, and the age groups also decreasing day by day. In the condition, the company of glasses expand vary fast. But what factor influence people chose company of glasses? Our study used service quality perspective in customer satisfaction and customer loyalty of glasses company. Otherwise, because be about to drafted of optician, our study add the variable of expertise of optician. Our study result show that the tangibles, reliability, assurance and empathy of service quality affect customer satisfaction, and the expertise of optician also positive affect the customer satisfaction. In addiction the customer satisfaction affect customer loyalty positively. The results on the aspect of academia and management practice both had good implications. Keywords: service quality, the expertise of optician, customer satisfaction and customer royalty