服務品質、顧客滿意度與顧客忠誠度關係之研究

Relationship among Service Quality, Customer Satisfaction, and Customer Loyalty

張火燦(Huo-Tsan Chang) ； 余月美(Yueh-Mei Yu)

《明新學報》 34卷1期 (2008/02) Pp. 127-140

https://doi.org/10.29688/MHJ.200802.0009

摘要

企業的競爭關鍵在於如何提升服務品質、追求全方位的顧客滿意度、及提高顧客忠誠度。本研究旨在探討服務品質、顧客滿意度與顧客忠誠度關係，為達成此研究目的，蒐集並分析相關文獻以作為本研究之理論架構。
本研究統計分析採用信度分析、典型相關分析、逐步多元迴歸分析來檢定研究假設，研究的結論：一、服務品質對顧客滿意度有正向影響；二、服務品質對顧客忠誠度有正向影響；三、顧客滿意度對顧客忠誠度有正向影響；四、服務品質與顧客滿意度有效預測顧客忠誠度。
根據本研究的結論，提出下列建議：一、加強服務品質的「服務過程」、「服務態度」與「專業知能」。二、提高顧客滿意度中的「產品品質」。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

In recent years, the competitive key of enterprises has subjected to how to upgrade their service quality and strive for well-rounded customer satisfaction to influence customer's royalty. This research is aimed to explore the correlation between service quality, customer satisfaction and customer royalty. To achieve the research objective, gathering and analyzing of related documents are going to form the primary structure of this research.
To exam the research hypotheses, questionnaires are analyzed through various statistical methods, such as reliability analysis, canonical correlation analysis, stepwise multiple regression analysis.
The followings are concluded according to the result of this research: 1. Service quality has positive influence on customer satisfaction. 2. Service quality has positive influence on customer's loyalty. 3. Customer satisfaction has positive influence on customer loyalty. 4. Service quality and customer satisfaction can effectively forecast customer loyalty.
The followings are suggested according to the result of this research: 1. Improving the ”service process”, ”service attitude” and ”professional knowledge” of the service quality. 2. Increasing the ”product quality” in customer satisfaction.

並列關鍵字

service quality ； customer satisfaction ； customer loyalty

參考文獻

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