046265

D 069.7 6034 96

國立國父紀念館服務品質與顧客滿意度和忠誠度關聯性之研究

The Relationships Between Service Quality and Customer Satisfaction and Customer Loyalty for National Dr. Sun Yat-Sen Memorial Hall

國立交通大學

管理學院碩士在職專班經營管理組

碩士(Master)

2007

95

79

中文

中英文摘要
誌謝
目錄／表目錄／圖目錄
第一章　緒論-----1
　1.1　研究背景與動機-----1
　　1.1.1　研究背景-----1
　　1.1.2　研究動機-----2
　1.2　研究目的-----3
　1.3　研究流程-----3
　1.4　研究設計-----4
　1.5　研究限制-----5
第二章　文獻探討-----6
　2.1　服務的定義與特性-----6
　　2.1.1　服務的定義-----6
　　2.1.2　服務的特性-----7
　2.2　服務品質的定義-----8
　　2.2.1　服務業的定義-----8
　　2.2.2　服務品質構念之探討-----8
　　2.2.3　小結-----9
　2.3　顧客滿意度-----10
　2.4　顧客忠誠度-----11
第三章　研究方法-----13
　3.1　研究變數與研究架構-----13
　3.2　構念之衡量方式-----13
　3.3　研究假設-----17
　3.3　服務品質、滿意度以及忠誠度的關係-----17
　3.4　調查問卷設計-----19
　3.5　樣本蒐集與資料處理-----20
　　3.5.1　樣本蒐集-----20
　　3.5.2　資料處理-----20
　3.6　資料分析方法-----21
　　3.6.1　敘述統計-----21
　　3.6.2　探索性因素分析-----21
　　3.6.3　驗證性因素分析-----21
　　3.6.4　迴歸分析-----22
第四章　實證結果分析與評論-----24
　4.1　樣本基本資料分析-----24
　4.2　探索性因素分析-----25
　4.3　驗證性因素分析-----29
　4.4　信度分析-----32
　4.5　研究假設檢定結果分析-----35
　　4.5.1　服務品質對顧客滿意度檢定-----35
　　4.5.2　服務品質及顧客滿意度對顧客忠誠度檢定-----36
　　4.5.3　理論結構模式之路徑效果與假設檢驗-----37
第五章　結論與建議-----40
　5.1　實證結果與發現-----40
　5.2　管理意涵-----42
　5.3　後續研究建議-----45
附錄一　調查問卷-----53
附錄二　探索性因素分析程式-----55
附錄三　驗證性因素分析程式-----58

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