服務便利性，服務品質，客戶滿意度，與再購意願關係之研究－以B牌液晶電視到府服務為例

A Study of the Relationship between Service Convenience，Service Quality，Customer Satisfaction，and Repurchase Intention –An Empirical Research of“B”Brand LCD TV On-Site Service

張正輝(Cheng-Hui Chang)

指導教授 ： 何建德

元智大學/管理學院/管理研究所/碩士(2006年)

https://doi.org/10.6838/YZU.2006.00099

摘要

隨著全球大尺寸液晶電視面板的新世代廠房陸續進入量產階段，電視面板之供給持續大量擴增，導致液晶電視價格持續下滑因而產生需求同步大增，大有快速取代傳統影像管與平面電視機的趨勢與實力，再加上世界各國政府針對數位電視頻道節目的陸續開播等種種因素的推波助瀾帶動下，直接或間接地影響了液晶電視的需求量大幅度成長。
根據IDC(2006)的估計，全球的液晶電視出貨量將由今年的四千萬台大幅成長至2010年的九千三百萬台，年複合成長率幾達25%，成長力道驚人。個案公司以3C數位時尚產品專家自許，液晶電視產品理所當然被視為進入客廳戰場的重點目標，加上液晶電視的個別差異性越來越小，產品毛利率亦同步下滑的情況下，如何在如此激烈競爭與微利時代下做出讓客戶滿意的『差異化服務』，藉以留住現有客戶，提升其再購意願，進而建立客戶忠誠度，實為公司管理階層之重要管理指標。
本研究以Berry(2002)的服務便利性模式，Larson and Bastiansen(1991)的服務態度，PZB(Parasuraman，Zeithaml，and Berry 1985)的服務品質衡量構面及SERVQUAL量表，Churchill and Surprenant(1982)的客戶滿意度衡量構面，加上Aaker(1991，1996) and Oliver(1999)的再購意願與忠誠度衡量構面，針對B公司液晶電視到府服務的客戶群做售後服務問卷調查，實際驗證服務便利性，服務品質，客戶滿意度，與再購意願之間的關係，以作為個案公司與相關企業對於售後服務的投資及管理上的建議與改進參考。

關鍵字

服務便利性、服務態度 ； 服務品質 ； 客戶滿意度 ； 再購意願 ； 客戶忠誠度

並列摘要

The new generation of large-size LCD TV panel factories entering mass production phase one after another。The supply of LCD TV panels keeps increasing in a large amount continuously。It resulted in the continuous glide of LCD TV price，which it produced the demand to heighten in step。LCD TV，because the above reasons，has the strength to rapidly replace the traditional CRT TV in the current trend。In addition，due to causes of the governments of various nations in the world are initiating digital-TV channels，they also affected the big range growth in demand of the LCD TV。
According to IDC’s estimation，LCD TV shipment volume is forecasted to reach 92.8 million units in 2010，the Compound Annual Growth Rate (CAGR) of the forecast is almost 25% per year，which comes to a very astonishing growing strength。The case study company is known as the 3C digital lifestyle product expert。LCT TV，of course，is deemed as the key target in entering living-room market battlefield。However，the individual differences of LCD TV is becoming smaller and smaller，as well as the gross profit margin。The Key Management Indications for the management levels to focus on are how to deliver a satisfactory 『Differentiated Service』to customer in such competing market to retain current customers to raise their repurchase intentions，as well as to further establish the brand loyalty。
This study is based on Berry(2002)’s service convenience model，Larson and Bastiansen(1991)’s service attitude，PZB(Parasuraman，Zeithaml and Berry (1985)’s service quality evaluation and SERVQUAL chart，Churchill and Surprenant(1982)’s customer satisfaction rate evaluation，plus Aaker(1991，1996) and Oliver(1999)’s repurchase intentions and brand loyalty evaluation to focus on the empirical research of“B”Brand LCD TV on-site service via questionnaire survey。The purpose is to test and verify on the spot for the relationship between service convenience，service quality，customer satisfaction，and repurchase intentions。The study can be the case company and the related industries’ references and advices on the after-sales service investments and management point of view。

並列關鍵字

Service Attitude ； ervice Quality ； Customer Satisfaction ； Repurchase Intention ； and Customer Loyalty

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