高雄市蘭花商店服務品質、顧客滿意度與顧客忠誠度之研究

A Study on Service Quality, Customers’ Satisfaction and Customers’ Loyalty of Phalaenopsis Stores in Kaohsiung City

黃婷琪(Huang Ting Chyi)

指導教授 ： 林永順 博士

國立屏東科技大學/管理學院/農企業管理系所/碩士(2013年)

https://doi.org/10.6346/NPUST.2013.00245

摘要

本研究擬使用SPSS17.0統計套裝軟體進行研究假設之分析、檢定，主要的統計方法為敘述性統計分析、因素分析、信度分析、t檢定、單因子變異數分析、相關分析與複迴歸等方法進行分析，探討高雄市蘭花商店的服務品質、顧客滿意度與顧客滿意度之間的關係。
一、研究結論如下：
1.服務品質對顧客滿意度有顯著的正向影響。
2.顧客滿意度對顧客忠誠度有顯著的正向影響。
3.服務品質對顧客忠誠度有顯著的正向影響。
4.不同人口統計變項對服務品質、顧客滿意度與顧客忠誠度有差異性。
二、本研究建議如下：
1.強化服務人員的管理觀念與專業知識，強化服務品質的一致性，以提升 顧客滿意度。
2.對於所有顧客應了解其不同的嗜好以建立顧客資料庫，有效管理，並強化售後服務。
3.對顧客之差異性，了解其行為需求、特徵等，並擬定有效之行銷策略。
4.邀請具管理專長之專家學者實施管理課程授課。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

This study adopted the statistics software of SPSS 17.0 to analyze and examine the hypothesis of the research. The data was analyzed by the statistics methods, such as descriptive statistics analysis, factor analysis, reliability analysis, t test, one-way ANOVA, correlation analysis and multiple regression. The purpose of this study was to explore the service quality, customers’ satisfaction and the customers’ loyalty of the Phalaenopsis stores in Kaohsiung City.
I. The conclusions of this study were as the following:
1. Service quality appeared to have significant positive impact on customers’ satisfaction.
2. Customers’ satisfaction appeared to have significant postive impact on customers’ loyalty.
3. Service quality appeared to have significant positive impact on customers’ satisfaction.
4. There was difference existed between different population variables and service quality, customers’ satisfaction and customers’ loyalty.
II. The suggestions of this study were as the following:
1. To strengthen the employees’ administration conception and professional knowledge as well as to reinforce the consistency of the service quality in order to elevate the customers’ satisfaction.
2. To realize the different hobbies of the customers and establish the customers’ database. Besides, manage the database effectively and strengthen the after-sales service.
3. As to the differentiation of the customers, realize their needs and characteristics of activities and to formulate effective marketing strategies.
4. To invite the experts and scholars with administration expertise to instruct the lessons of administration.

並列關鍵字

service quality ； customers’ satisfaction ； customers’ loyalty

參考文獻

王秀如，2012，國內券商之關係品質、顧客滿意度、顧客忠誠度之研究，碩士論文，國立台灣大學財務金融系。

楊琬琪，2008，體驗行銷、品牌權益與忠誠度影響關係之研究－以溫泉旅館為例，International Journal of LISREL，1(2)，49-65。

Woodside, A. G.,and R. T. Daly, 1989,Linking Service Quality, Customer Satisfaction, and Behavior Intention, Journal of Care Marketing, 9(4): 5-17.

李城忠，2006，運動服務業關係品質對顧客忠誠度影響之探討-YMCA 游泳俱樂部之實證研究，碩士論文，朝陽科技大學企業管理系碩士班。

呂鴻德、謝嬑文，2000，顧客滿意、品牌權益予顧客終身價值關係之研究，中原學報，28卷，2期，31-41。