服務品質、關係品質與顧客滿意度之關連性研究-以保健食品為例

A Study on the relationships between Service Quality, Relation Quality and Customer’s Satisfaction- A Case of health food

林士傑(Shih-Chi Lin)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2006年)

摘要

保健食品的行銷人員必須對顧客做深入的產品說明，以滿足的顧客購買的需求。消費者在選購保健食品時，資訊取得通常經由外部線索得知或仰賴家人、親友、同儕提供建議。行銷人員是企業提供服務的重要媒介，不同人格特質的行銷人員，會影響到周圍的人際關係。保健食品行銷人員與顧客互動過程中的關鍵人物，也是影響企業本身與顧客關係能否維持的重要因素。本研究以案例公司進行全員行銷的員工及購買保健食品的顧客為對象，由員工所自認的人格特質與顧客所感知的服務品質與滿意度做整體面向的探討，試圖提供較具整體的研究架構以探討員工人格特質是否對所傳遞服務品質、企業形象、關係品質與對消費者滿意度與忠誠度產生影響，研究結果並提供企業對內作為員工適才適所選任，對外作為瞭解顧客需求與改善顧客關係之參考。針對案例公司員工，發出535份問卷，回收有效問卷302份，利用SPSS與LISREL等統計資料分析研究結果證明服務品質與關係品質的信賴有正向關係，服務品質與關係品質的承諾有正向關係，企業形象對於關係品質之信賴構面有顯著的正向關係，企業形象對於關係品質之承諾構面有顯著的正向關係，關係品質的信賴構面與顧客滿意度有正向關係，關係品質的承諾構面與顧客滿意度有正向關係，顧客滿意度與顧客忠誠度有顯著正向關係。

關鍵字

服務品質 ； 關係品質 ； 顧客滿意度 ； 保健食品

並列摘要

In order to meet the customer’s demand, the sales personnel of the heath food must do the deep description of products to the customer. While consumers purchase the health food, the information is received and usually learned from family, relatives, friends and peer groups and offered via the external clues. Since sales personnel are the important media that enterprises provide services, their different personal characteristics will influence the relationships of customers whom around with. Sales personnel of health food are not only the key persons during interactive process with customers but important factors of maintaining relationships between the customer and enterprise. The participants of the research are the employees of the case company implementing the whole-employees marketing and the purchasing customers. The research discusses the whole dimensions of personal characteristics perceived by employees themselves and service quality and satisfaction perceived by customers and attempts to provide the research structure which explained whether employees’ personal characteristics influence on the service quality, enterprises image, relation quality, consumer satisfaction and loyalty. The result of the study offers the enterprise internally as the reference of employee hiring and training, and externally as the reference of understanding and improving of customer’s demand and customer relationships. The surveys were sent to he 535 employees of the case company and 302 valid surveys were analyzed. Data analysis was used by SPSS and LISREL software program. The result of study proves that the service quality is significant positively related to the trust of relation quality, the service quality is significant positively related to the commitment of relation quality, the enterprises image is significant positively related to the trust of relation quality, the enterprise image is significant positively related to the commitment of the relation quality, the trust of relation quality is significant positively related to the customer satisfaction, the commitment of relation quality is significant positively related to the customer satisfaction, and the customer satisfaction is significant positively related to the customer’s loyalty.

並列關鍵字

Service quality ； relation quality ； customer satisfaction ； health food

參考文獻

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