電視購物服務品質、顧客滿意度與顧客忠誠度之研究

近幾??電視購物為各大集團所必爭的新興通?，然而卻因顧客無法當場挑選商品，而出現收到的貨品與期望的產品有所?差，會產生服務品質及滿意?的問題。在這顧客導向的時代，企業應體認顧客價值的重要性，進而提供?客戶滿意的產品與服務品質，有效的吸引顧客的光?與促進消費，這將會是讓企業存續並且獲?的重要關鍵。本研究將以已有電視購物經驗之消費者為研究對象，採用隨機取樣的問卷調查方式，探討服務品質與消費者在購買後的滿意?及顧客忠誠?是否具有顯著相關。經分析後發現，服務品質對於顧客滿意?有顯著的正向關係，表示好的服務品質則有助於提高顧客滿意?，表示顧客對於產品品質的接受程?比較高，而服務品質對顧客忠誠?亦有顯著關係，顯示提高服務品質則可以?住忠誠顧客進而提升顧客忠誠?，且顧客滿意?與顧客忠誠?也呈顯著的正向關係，代表當顧客對於產品的接受程?越高時，越能奠定並提高其顧客的忠誠程?。

關鍵字

電視購物；服務品質；顧客滿意度；顧客忠誠度

並列摘要

Nowadays, TV shopping has become the most popular and powerful channel and thriving media. However, it also brings about some problems related to service quality and customer satisfactions as the customers are unable to select the products with their own experiences and thus have the sense of difference between the goods they received and the one they expected. In this customer-oriented ear, corporations should be aware of the importance of customer values, provide satisfactory products and service quality and in turn attract more and more customers and promote consumption, which will the key for profit and sustainability. This thesis will focus on the people who have TV shopping experiences, adopting random questionnaires to discuss whether the customer satisfaction and customer loyalty notably link to service quality after purchasing. As showed in the analysis, service quality has positive effects toward customer satisfaction, which represents that good service quality is contributive to raise customer satisfaction and this also indicates that the degree of product quality becomes higher. In addition, service quality is closely related to customer loyalty, by which could keep the loyal customers and thus enhance customer loyalty. Customer satisfaction is also in parallel relation with customer loyalty, which means that the higher degree of product acceptance, the more people could better the degree of customer loyalty.