探討服務品質對消費者滿意度之衝擊以中台灣為例

Impacts of Service Quality on Customer Satisfaction Toward Dried Pork Market in Central Taiwan

鄭智鐳(Chih-Lei Cheng)

指導教授 ： 陳婉青 ； 楊浩偉

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2014年)

摘要

服務品質從過去就被視為消費者購買的重要指標且可能會影響消費者滿意度。然而，從既有的研究中較少有在測量消費者重要度及滿意度之間的差異。本研究透過問卷針對中部肉乾市場服務品質的現況進行調查，所使用之問卷是透過一套零售業所使用的服務品質量表其中問卷的組成包含消費者背景變項、消費者重要度以及消費者滿意度三個部分，並用於衡量現今零售業的服務品質重要度與滿意度之間的差距。研究結果證實消費者對於服務品質之重要度及滿意度確實有差異性存在。運用重要性績效分析法（Importance-Performance Analysis method, IPA）對肉乾市場的服務品質執行績效與顧客的服務重視項目進行衡量，協助業者改善不足之處，並提出有效的營銷經營策略及確立往後研究之方向。

關鍵字

重要性績效分析法（IPA） ； 顧客滿意度 ； 顧客重視度 ； 服務品質

並列摘要

Building on prior research, service quality is typically deemed as customers’ perception of purchasing importance which would possibly influence their satisfaction. However, very little research has measured the difference between customer importance and satisfaction. This study was to provide a picture of how service quality influences customer satisfaction through a survey of the dried pork market in central Taiwan. The questionnaire used in this study consists of three parts including customer information, customer importance, and customer satisfaction. Findings demonstrated that differences exited between customer importance and customer satisfaction of service quality. This study provides implications for marketing of the service quality process and identifies future research directions.

並列關鍵字

consumer satisfaction ； customer importance ； service quality ； importance-performance analysis

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