關係承諾在服務品質與顧客購後意向之研究--以家電產業為例

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陳昱靜(Yu-Jing Chen) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

關係承諾在服務品質與顧客購後意向之研究--以家電產業為例

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摘要(中)

近年來3C產業蓬勃發展，消費者能透過不同通路管道購買家電產品與比價，使得家電零售通路競爭激烈，銷售通路間紛紛展開價格戰，進而使家電產業面臨微利時代。
故為避免陷入價格戰，本研究希望可透過服務來創造與增加企業的競爭優勢，並與現有顧客建立長期的關係，進而增加企業的獲利。
因此，本研究從家電零售商角度出發，希望透過服務品質的提升，與顧客建立關係承諾，維持長期的關係，進而保留現有顧客並透過現有顧客的口碑推薦增加新顧客。最後，進而創造買賣雙方雙贏的局面。
本研究以實證的方式，針對購買家電的消費者為研究對象發放問卷，總共回收411份有效問。採用結構方程模型來驗證「服務品質」、「關係承諾」、「購後意向」三個潛在變數間的因果關係。研究結果顯示「服務品質」會透過影響「關係承諾」進而影響顧客的「購後意向」。

摘要(英)

In recent years, with the thriving development of the 3C industry, consumers can purchase household appliances and compare their prices through different channels, which leads to fierce competition among retail channels of household appliances. A price war has been launched among sales channels, and the household appliances industry is now facing an era of meager profit.
Therefore to avoid price wars, this study hopes to create and increase the competitive advantages of enterprises through service and to help them establish long-term relationship with their old customers to create a win-win situation for both parties.
Thus, this study started from the angle of household appliance retailers in the hope to establish relationship commitment with their customers, maintain their long-term relationship, and obtain new customers through the public praise of old ones by elevating their service quality. Last but not least, this will help enterprises earn profits.
With empirical research, this study distributed questionnaires to its study subjects, consumers who purchased household appliances, and 411 valid questionnaires were retrieved. Structural equation modeling (SEM) was adopted to verify the causal relationship of three latent variables, namely “service quality,” “relationship commitment” and “post-purchase intention.” The study showed that “service quality” would influence customers′ “post-purchase intention” by influencing “relationship commitment.”

關鍵字(中)

★ 服務品質
★ 關係承諾
★ 購後意向

關鍵字(英)

★ service quality
★ relationship commitment
★ post-purchase intention

論文目次

目錄
摘要 I
ABSTRACT II
誌謝詞 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究流程 4
第二章文獻探討 5
第一節家電產業概況 5
第二節服務品質 7
第三節關係承諾 13
第四節購後意向 16
第五節服務品質、關係承諾與購後意向之相關研究 19
第三章研究設計 21
第一節研究架構 21
第二節研究假說 22
第三節研究變數之操作性定義與衡量 24
第四節問卷設計與資料蒐集 27
第五節統計分析方法 28
第四章研究結果 31
第一節樣本敘述性分析與研究變數結果描述 31
第二節研究模式變數縮減 (驗證式因素分析) 36
第三節研究變數之信度與效度分析 42
第四節研究變數之因果模式分析 49
第五章結論與建議 57
第一節研究結論 57
第二節管理意涵 58
第三節研究限制 58
第四節未來研究建議 59
參考文獻 60
附錄 69

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指導教授

洪德俊(Der-Juinn Horng)

審核日期

2014-7-3

推文