部落格的服務品質與忠誠度之研究

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：42

、訪客IP：3.144.13.180

姓名

葉吉祥(Chi-Hsiang Yeh) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

部落格的服務品質與忠誠度之研究
(A Study of Service Quality and Loyalty for Blog)

相關論文

★ 台灣企業經營模式研究-以個案公司為例	★ 組織文化對企業永續經營之影響---以某外商為例之個案研究
★ 專案管理運用於軍售作業之探討	★ 合資企業組織變革與組織學習對組織績效之影響 ---以國內某合資氣體公司為例
★ 探討在分散型產業,如何利用策略性委外執行低成本與差異化-以Supermicro公司為例	★ 企業投資中國的成長策略之探討-以台灣艾華電子公司為例
★ 從全球定位系統(GPS)設計代工個案探討其競爭優勢	★ 創投公司投資網際網路產業之先佔者優勢探討
★ 以資料包絡分析法評估電資通光領域之科技研究發展專案計畫相對效率	★ 車廠中頻直流（MFDC）點焊之品質管理制度的建立 — 以C公司為例
★ 運用六個標準差降低液晶製程中半成品耗損 — 以A公司為例	★ 以財務指標探討連接器產業之經營策略-以A公司為例
★ 台灣半導體通路商經營績效分析之研究-以資料包絡分析法評估	★ 自行車安全帽行業自創品牌進入中國市場之行銷策略－以廠商F公司為例
★ 化粧品零售業之電子商務商業模式-以S企業集團直營網站經營為例	★ 台灣網版印刷中小企業競爭策略分析-以E公司為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

網際網路的興起帶動了服務的E化，各式部落格也紛紛出現。部落格藉由提供符合需要的服務，以提昇顧客的滿意度、信任感與忠誠度，進而強化其網頁本身的到訪率，以期在眾多的部落格網頁架設中脫穎而出。本研究利用線性結構關係模式進行分析，目的在探討部落格之服務品質對顧客滿意度、信任感的影響，進而提昇顧客的忠誠度。
本研究採問卷調查以進行實證研究並依問卷回收之資料進行統計分析，而樣本為使用Blog服務之顧客，經由套裝軟體STATISTICA進行分析，以了解服務品質、顧客滿意度、顧客信任感與顧客忠誠度四者之關聯性。
本研究經實證研究後之發現如下：
假設一、部落格之服務品質會顯著正向影響顧客滿意度。
假設二、落格格之服務品質會顯著正向影響顧客信任感。
假設三、顧客滿意度會顥著正向影響顧客忠誠度。
假設四、顧客信任感會顥著正向影響顧客忠誠度。

摘要(英)

The rise of the internet network drives e-service, and all kinds of Blog thrive in recent years. Blog advance the customer satisfaction, trust and loyalty by offering the service of meeting customer’s needs, then strengthen one’s own competition advantage, expect to show one’s talent in the blooming internet environment. This research executes statistics analysis by using linear structure relationship (LISREL), and focus on the different effects among Blog’s service quality, and customer satisfaction, and trust , then improving customer loyalty.
This research takes Blog as target, try to discuss the relationship among service quality, customer satisfaction, customer trust and customer loyalty. We hope the findings of this research can do some help to the Blog service environment.
The major research conclusions are listed below:
To begin with, Hypothesis 1 is supported. The positive relationship is demonstrated between service quality and customer satisfaction. Secondly, Hypothesis 2 is also supported which indicates that service quality has a direct and significant impact on the customer trust. Thirdly, the results of the model support Hypothesis 3 , which indicates that customer satisfaction has a direct and significant on customer loyalty.
Finally, there is significant positive correlation between customer trust and customer loyalty.

關鍵字(中)

★ 忠誠度
★ 服務品質
★ 部落格

關鍵字(英)

★ Service Quality
★ Blog
★ Loyalty

論文目次

第一章　緒論 .1
　第一節　研究背景與動機 1
　第二節　研究目的 2
　第三節　章節架構與研究流程 3
第二章　文獻探討 5
　第一節　部落格 5
　第二節　服務品質 7
　第三節　滿意度 12
　第四節　信任 16
　第五節　忠誠度 20
第三章　研究方法 25
　第一節　研究架構 25
　第二節　研究假設 26
　第三節　變數定義與問卷設計 28
　第四節　抽樣與研究設計 31
　第五節　資料分析方法 34
第四章　實證分析 36
　第一節　基本資料敍述 36
　第二節　信度分析 39
　第三節　敍述性分析 41
　第四節　背景變數對主要構面之影響 45
　第五節　相關分析 49
　第六節　整體模型之線性結構分析 49
第五章　研究結論與建議 54
　第一節　研究結論與建議 54
　第二節　研究限制 55
　第三節　後續研究建議 56
參考文獻 57
附錄(一)前測問卷 61
附錄(二)正式問卷 64
附錄(三)後續可進行之結構模式 67

參考文獻

1. 郭芷婷（2005），網路相簿加部落格，燒出台灣無名火，e天下雜誌十月號台北：e天下雜誌社
2. 藝立協（2004），Blog部落格線上出版、網路日誌實作，台北：上奇
3. 林克寰（2003），Blog架站實務，台北：旗標
4. 方世榮（2003），行銷學，台北：三民
5. 杉本辰夫（1986），事務、營業、服務的品質管制，中興管理顧問公司，盧淵源譯
6. 周泰華、黃俊英、郭德賓（1999），服務品質與顧客滿意評量模式之比較研究，輔仁管理評論，第六卷第一期，頁37~68
7. 張秀華 (1998)，電子商場之信任與安全議題: 理論架構與實務之研究，國立屏東科技大學資訊管理研究所碩士論文
8. 吳勇德（2002），關係行銷方式對於顧客忠誠度的影響－以資訊教育業為例，台灣科技大學企業管理研究所碩士論文
1. Brown, George H.(1952), "Brand Loyalty-Fact or Fiction," Advertising Age, Vol. 23(June 9), pp. 52-55
2. Cardozo, Richard N. (1965), “An Experimental Study of Consumer Effort, Expectation & Satisfaction,” Journal of Marketing Research, 2 (Aug), pp. 244-249
3. Churchill, G. A. & C. Surprenant (1982), “An Investigation into to the Determinants of Customer Satisfaction,” Journal of Marketing Research, 19, pp. 491-504
4. Cunningham, Ross M.(1956), "Brand Loyalty-What, Where, How Much?," Harvard Business Review, Vol. 34(January-February), pp. 116-128
5. Deepak Sirdeshmukh, Jagdip Singh & Barry Sabol(2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges,” Journal of Marketing, 66 (January),pp.15-37
6. Eighmey, John (1997), “Profiling User Responses to Commercial Web Sites,” Journal of Advertising Research, May/June, pp. 59-66
7. Fornell, Claes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 56(Jan.), pp. 6-21
8. Frederick F. Reichheld & Kenny, David W. (1990). The Hidden Advantages of Customer Retention. Journal of Retail Banking, 12(9), p.12
9. Friedman, Mitchell. (2000). “Building Trust on the Web”, Public Relation Tactics, New York, Vol. 7, No. 11, Nov 2002, p. 25
10. Garbarino, Ellen & Johnson, Mark S. (1999),”The Different Roles of Satisfaction, Trust, and Ccommitment in Customer Relationships”, Journal of Marketing, Vol.63(April 1999), pp. 70-87
11. Garvin, D. A(1987)., “Competing on the Eight Dimensions of Quality”, Harvard Business Review, Vol. 65, pp.101-109
12. Golembiewski, R. T., & McConkie, M. (1975) , “The Centrality of Interpersonal Trust in Group Processes,” C. L. Cooper, New York : Wiley, pp131-185
13. Griffin J.（1995）,Customer Loyalty, Simmon & Schuster Inc
14. Gronroos, C.（1982）.“Strategic Management and Marketing in the Service Sector,” Swedish School of Economics and Business Administration, Helsingfor
15. Hemple, D. J. (1977), “Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement,” The Conceptualization of Consumer Satisfaction and Dissatisfaction, H.K. Hunt ed, Cambridge, Mass: Marketing Science Institute
16. Janes, T.O. & Sasser, W. E. (1995). Why satisfied customers defect, Harvard Business Review,73(6)
17. Kenny, David W. & Frederick F. Reichheld (1990), “The Hidden Advantages of Customer Retention,” Journal of Retail Banking, 12(9), p. 12
18. Kini, A. & J. Choobineh (1998), “Trust in Electronic Commerce: Definition and Theoretical Considerations”, IEEE
19. Kotler, P.(1984). Marketing Management – Analysis、Planning、Implementation an Control, 7th, Prentice-Hall International Edition
20. Krajewski, Lee J., Larry, P. Ritzman(2002), “Operations Management”, New Jersey: Pearson Education, Inc., 6th edition, p. 244
21. Lehtinen, Uolevi & Jarmo R. Lehtinen (1991), “Two Approaches to Service Quality Dimensions” , Service Industries Journal, Vol.25 1994, pp737-766
22. Levitt, T(1972)., “Production-line Approach to Service”, Harvard Business Review, Vol. 50, pp. 41-52
23. Lim, Kui Suen & Mohammed Abdur Razzaque (1997), "Brand Loyalty and Situational Effects: An Interactionist Perspective," Journal of International Consumer Marketing, Vol. 9 (4), pp. 95-115
24. Oliver, R. L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision,” Journal of Marketing Research, 17(Nov.), pp. 460-469
25. Parasuraman, A., V. A. Zeithaml, & L. L. Berry（1985）.“A Conceptual Model of Service Quality and Its Implications for Future Research.” Journal of Marketing, Vol.49（4）, pp.41-50
26. Parasuraman, A., V. A. Zeithaml & L. L. Berry（1988）.“SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” Journal of Retailing, Vol.64（1）, pp. 12-40
27. Parasuraman, A., L. L. Berry & V. A. Zeithaml (1993), “Research Note: More on Improving Service Quality Measurement,” Journal of Retailing, Vol. 61, No 1, pp. 140-147
28. Paul H Schurr, Julie L Ozanne.(1985),” Influences on Exchange Processes: Buyers' Preconceptions of a seller's Trustworthiness and Bargaining Toughness,” Journal of Consumer Research (pre-1986). Gainesville: Mar 1 Vol. 11, Iss. 4; p.939
29. Prus,A.& Brandt,D.R.(1995),Understanding Your Customer Martketing Tools，(July-Augest)，pp.10-14
30. Raphel, Neil & Murray Raphel (1995), Loyalty Ladder, Harper Collins Publishers, Inc
31. Regan, W. J., “The service revolution,” Journal of Marketing, Vol. 27, pp. 32-36, 1963
32. Reichheld, F. F. & W. E. Sasser, Jr. (1990), “Zero Defections: Quality Comes to Services,” Harvard Business Review, (Mar.-Apr.), pp. 105-109
33. Reichheld, Frederick F. & Phil Schefter (2000), “E-Loyalty: Your Secret Weapon on the Web,” Harvard Business Review, (Jul.-Aug.), pp. 105-113
34. Ruyter, K., J. Bloemer & P. Pascal (1997), “Merging Service Quality and Service Satisfaction an Empirical Test of an Integrative Model,” Journal Economic Psychology, Vol.18, pp. 387-406
35. Shohreh, A. K(2000)., “A proposal to assess the service quality of online travel agencies： An exploratory study,” Journal of Professional Services Marketing, Vol.21, pp.63-89
36. Szymanski, David M. & David H. Henard (2001), “Customer Satisfaction: A Meta-Analysis of the Empirical Evidence”, Journal of the Academy of Marketing Science, 29(1), pp. 16-35
37. Szymamski, David M. & R. T. Hise (2000), “E-Satisfaction: An Initial Examination,” Journal of Retailing, 76(3), pp. 309-322
38. Westbrook, Robert A. (1980), ”Intrapersonal Affective Influences on Consumer Satisfaction with Products,” Journal of Consumer Research, 7 (Jun), pp. 49-54
39. Zeithaml, Valarie A., & Bitner, Mary Jo (1996). Service of Marketing. New York: McGraw-Hill, p.123
40. Kotler, P.(1984). Marketing Management – Analysis、Planning、
Implementation an Control, 7th, Prentice-Hall International Edition

指導教授

洪德俊(De-Jiun Horng)

審核日期

2006-7-21

推文