國內、外絕大多數對於服務品質方面的研究均探討至行為意向為止,最終行為方面絕多學者均由PZB(1996)所提出的服務品質與行為意向模式以絕對關係的觀念直接推論。因此,本研究希望利用高雄百貨業為研究對象,加入「最終行為」變項,以人口統計變項來探究服務品質至最終行為間的相互關係。本研究總共374份問卷,其中有效問卷為350份,無效問卷為24份,有效回收率為93.58%,利用SEM分析各變數間的關係。從LISREL的結構模型分析結果亦可得知,服務品質會透過滿意度去正向的影響行為意向,並不會直接影響行為意向;另一個則是服務品質透過滿意度去正向的影響最終行為,亦不會直接對最終行為造成影響。因此,可知滿意度是促使消費者形成正向行為意向及實踐最終行為的一項非常重要的中介變項。建議業者可以針對如何提高滿意度來發展有利顧客實際最終行為的策略。
With reference to a comprehensive survey of the researches in the pass, there are lack of concrete source about finaled behavior. The final behaviored was inference by service quality and behavior intention. For this reason, this study using the department stores in Kaohsiung as the research target, and accede to finaled behavior. This paper will discussed affected directions and intensities among these seven variables through empirical study, and the moderating effect of demographic variables. The 374 respondents produced a total of 350 usable questionnaires resulting in a response rate of 93.58%. This paper uses structural equation modeling (SEM) to evaluate the relationship among service quality, perceived value, satisfaction, behavioral intention, finaled behavior. This research access LISREL as the analysis tool. The model results show that the cause service quality notably indirectly affect behavioral intention through satisfaction, another service quality notably indirectly affect Finaled Behavior through satisfaction. Therefore, satisfaction is very important medium for behavioral intention and Finaled behavior.
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