進階搜尋

 
查詢範圍:「 關鍵字=customer satisfaction   」
顯示範圍:第41、42、43、44、45、46、47、48、49、50、51筆 論文書目資料
顯示格式:全部欄位
共 11 筆
------------------------------------------------------------------------ 第 1 筆 ---------------------------------------------------------------------
系統識別號 U0084-0308201215371100
論文名稱(中文) A Survey on Service Quality to Customer’s Satisfaction of Guarantee Service in Vietcombank
論文名稱(英文) A Survey on Service Quality to Customer’s Satisfaction of Guarantee Service in Vietcombank
校院名稱 樹德科技大學
系所名稱(中) 金融與風險管理系碩士班
系所名稱(英) Graduate School of Finance and Risk Management
學年度 100
學期 2
出版年 101
研究生(中文) 范氏垂云
學號 s99734319
學位類別 碩士
語文別 英文
口試日期 2012-06-17
論文頁數 78頁
口試委員 指導教授-陳清燿
委員-王昭雄
委員-吳如萍
委員-Nguyen Xuan Minh
關鍵字(中) N/A
關鍵字(英) Service, Guarantee Service, Service Quality, Customer Satisfaction and Customer Loyalty
學科別分類
中文摘要 N/A
英文摘要 In the current competitive business environment, service quality takes an important role to attract customers and contribute to the success of the banks. Guarantee service is one of banking service which contributes significant increase of the bank’s income. Therefore, for the purpose of improve customer satisfaction and increase efficiency of the bank’s operation, this study aimed to assess guarantee service quality in Vietcombank based on six dimensions of the BSQ (bank service quality) model suggested by Bahia & Nantel 2000 in order to find out factors that influence on customer satisfaction of guarantee service in Vietcombank. Furthermore, the author consider the relationship of customer satisfaction and customer loyalty in guarantee service quality. All data were collected through questionnaires which were delivered to 250 customers who use guarantee service of Vietcombank. Descriptive statistical approach and regression were used to describe and analyze six dimensions. The results of this study showed that factors Reliability, Access, and Effectiveness are the most important factors impact to customer satisfaction; factors Assurance and Service Portfolio also impact to customer satisfaction but the level is not strong and not crucial
factors. The customer satisfaction positive affect to customer loyalty in guarantee service quality in Vietcombank.
論文目次 Table of Contents
Chapter 1: Introduction 1
1.1 Research Background 1
1.2 Research Motive 3
1.3 Research Purpose 4
1.4. Research Procedure 4
Chapter 2: Literature Review 6
2.1 Services 6
2.1.1 Definition of service: 6
2.1.2 Services’ characteristic 6
2.2 Bank Guarantee and Guarantee Service in Vietcombank 8
2.2.1 Bank Guarantee: 8
2.2.2 Types of Bank Guarantee: 9
2.2.3 Guarantee service in Vietcombank 10
2.3 Service quality 11
2.4 Main factors measuring service quality 11
2.4.1 Model of Gronroos (1984) 11
2.4.2 Gap model 11
2.4.3 SERVQUAL 13
2.4.4 SERVPERF model: 15
2.4.5 Banking service quality model (BSQ model) 16
2.5 Customer Satisfaction 17
2.6 Relationship Between Service Quality and Customer Satisfaction 18
2.7 Relationship Between Customer Satisfaction and Customer Loyalty. 19
Chapter 3: Research Methodology 21
3.1 Research model: 21
3.2 Research Hypotheses 22
3.2.1 Hypothesis H1: Effectiveness & assurance in banking has significant effect on customer satisfaction. 22
3.2.2 Hypothesis H2:Access has significant effect on customer satisfaction. 23
3.2.3 Hypothesis H3: Price has significant effect on customer satisfaction. 23
3.2.4 Hypothesis H4: Tangibles has significant effect on customer satisfaction. 24
3.2.5 Hypothesis H5: Service portfolio has significant effect on customer satisfaction. 24
3.2.6 Hypothesis H6: Reliability has significant effect on customer satisfaction. 24
3.2.7 Hypothesis H7: Customer satisfaction has significant effect on customer loyalty. 25
3.3. Questionnaire design 25
3.4. Sampling 28
3.5. Data analysis 29
3.6 SUMMARY 29
Chapter 4: Research Results and Data Analysis 30
4.1 Pilot test: 30
4.2 Descriptive Statistics 30
4.2.1 Descriptive statistics of subjects interviewed. 30
4.2.2 Descriptive statistics on the factors affecting customer satisfaction 33
4.3 Assessing the Credibility of the Scale 36
4.4 To Discover the Structure of Factors that Affecting Customer Satisfaction 38
4.4.1 For factors affecting customer satisfaction 39
4.4.2 For customer satisfaction 45
4.4.3 For customer loyalty 46
4.4.4 Adjusted research model and hypotheses 48
4.5 Factors Affecting Customer Satisfaction in Vietcombank 50
4.6 The Impact of Customer Satisfaction to Customer Loyalty in Vietcombank 52
4.7 Summary the result of hypothesis 54
Chapter 5 Conclusions and Recommendations 56
5.1 Conclusions 56
5.2 Recommendations 57
5.2.1 For the State of Vietnam 57
5.2.2 For the State Bank of Vietnam 58
5.2.3 For Vietcombank 58
5.3 Contribution 62
5.4 Limitation and Future Research 62
5.5 Managerial implication 62
References 64
Appendix 1 71
Appendix 2 74
Questionnaire No.: 74
Date: 74
PART I: PERSONAL INFORMATION 74
PART II: MAIN QUESTIONS 76
THANK YOU VERY MUCH FOR YOUR COOPERATION 78

List of Tables
Table 1. Vietcombank’s Income and Outstanding of Guarantee Service 3
Table 2. Questionnaire Structure 25
Table 3. Descriptive statistics results on characteristics of subjects interviewed 31
Table 4. Descriptive statistics on the Factors Affecting Customer Satisfaction in Vietcombank 33
Table 5. The detail of assessing the credibility of the scale 36
Table 6. Exploratory Factor Analysis Results of the Independent Variables 39
Table 7. Results of Exploratory Factor Analysis the Customer Satisfaction 45
Table 8. Results of Exploratory Factor Analysis the Customer Loyalty 47
Table 9. Summary Results of Regression 50
Table 10. Summary Results of Regression 53
Table 11. Summary Results of Hypothesis 54

List of Figures
Figure 1. Research Process 5
Figure 2: Model of service quality gaps 12
Figure 3. Research model 22
Figure 4. Adjustment Model 49

參考文獻 References
Ahmed, I., Nawaz, M., Usman, A., Shaukat, M., Ahmad, N., and Iqbal, H. (2010). Impact of Service Quality on Customers' Satisfaction: Empirical evidence from telecom sector of Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 1(12), 98-113.
Anderson, E.W & Mittal, V. (2000), ‘ Strengthening the Satisfaction-Profit Chain’, Journal of Service Research, Vol. 3, No. 2, pp. 107-120
Arasli, H, Mehtap-smadi, S. and Katircioglu, S. T (2005), “Customer Service Quality in the Greek Cypriot banking industry”, Managing Service Quality, Vol. 15 (1), pp 41-56.
ASI Quality Systems (1992). Quality function deployment – Practitioner workshop. American Supplier Institute Inc. USA
Avkiran,K, N. (1994). Developing an instrument to measure customer service quality in branch banking. The International Journal of Bank Marketing, 12(6), 10-19.
Babakus, E. & Boller, G.W. (1992). A Empirical Assessment of the SERVQUAL Scale, Journal of Business Research, 24: 253-268.
Backman, S.J., & Crompton, J.L. (1991) The usefulness of selected variables for predicting activity loyalty. Leisure Sciences, 13, 205–20.
Bahia, K., & Nantel, J. (2000). A reliable and valid measurement scale for perceived service quality of bank. International Journal of Bank Marketing, Vol. 18 No. 2, 84-91.
Baumann, C., Burton, S., Elliott, G., and Kehr, H. (2007). Prediction of attitude and behavioural intentions in retail banking. The International Journal of Bank Marketing, 25(2), 102-116.
Berry, L.L., Zeithaml, V.A., & Parasuraman, A. (1985). Quality counts in services too. Business Horizons, Vol. 31 No. 5, 46.
Bitner, M., Booms, B. and Tetreault, M. (1990), “The Service Encounter: Diagnosing Favourable and Unfavourable Incidents”, Journal of Marketing, Vol. 54, January, pp. 71-84.
Boom, B.H., & Bitner, M.J. (1981). Marketing strategies and organisation structures for service firms. In Donnelly, J. and George, J.R. (Eds), Marketing of Services, American Marketing Association, Chicago, IL, 50-67.
Brady, M.K., & Robertson, C.J. (2001). Searching for a consensus on the antecedent role of service quality and satisfaction: exploratory cross-national study. Journal of Business Research, Vol. 51, pp.53-60.
Butcher, K., Sparks, B., and O’Callaghan, F. (2001). Evaluative and relational influences on service loyalty. International Journal of Service Industry Management, 12(3/4), 310-327.
Carman, J.M. (1990). Consumer Perception Service Quality: An Assessment Of SERVQUAL Dimensions, Journal of Retailing, 66 (1): 33-35.
Chaniotakis, I., and Lymperopoulos, C. (2009). Service quality effect on satisfaction and word-of-mouth in the healthcare industry. Managing Service Quality, 19(2), 229-242.
Chang, T.-Z. & Wildt, A.R. (1994). Price, product information, and purchase intention: an empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Cronbach, L. J. (1951), “Coefficient alpha and the internal structure of tests”, Psychometrika, 16, 297-334
Cronin, J., Taylor, S. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56, 55-68.
Cronin, J & Taylor, S. (1994), SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality, Journal of Marketing, vol. 58, no.1, pp. 125-131.
Crompton, J.L., & MacKay, K.J. (1989). Users' perceptions of the relative importance of service quality dimensions in selected public recreation programs. Leisure Sciences, Vol. 11, 367-75.
Cureton, E. E., & D’Agostino, R. B. (1983). Factor analysis: An applied approach Hillsdale, NJ: Lawrence Erlbaum Associates.
Curry, A. (1999). Innovation in public service management. Managing Service Quality, Vol.9, No.3, 180-190.
Devlin, J. (2001). Consumer evaluation and competitive advantage in retail financial services: a research agenda. European Journal of Marketing, 35(5/6), 639-660.
Edvardsen, B., Tomasson, B. & Ovretveit, J. (1994). Quality of Service: Making it Really Work. McGraw-Hill, New York, NY.
Ehigie, B. O. (2006). Correlates of customer loyalty to their bank: a case study in Nigeria. International Journal of Bank Marketing, 24(7), 494-508.
Gounaris, S.P., Stathakopoulos, V., & Athanassopoulos, A.D., (2003). Antecedents to perceived service quality: An exploratory study in the banking industry. The International Journal of Bank Marketing, 2003, 21, 4/5, 168-190.
Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18, 36-44.
Habing, B. (2003). Exploratory Factor Analysis
Hair, J.F.J., Babin, B., Money, A.H., & Samuel, P. (2003). Essentials of Business Research Methods. USA: John Wiley and Sons, Leyh Publishing, LLC.
Haron, S., Ahmed, N., & Planisek, S. (1994). Bank patronage factors of Muslims and non-Muslim customers. International Journal of Bank Marketing, Vol. 12 No. 1, 32-40.
Hoffman, K.D., & Turley, L.W. (2002). Atmospherics, service encounters and consumer decision making: An integrative perspective. Journal of Marketing Theory and Practice, 10(3), 33-47.
Islam, N., & Ahmed, E. (2005). A Measurement of Customer Service Quality of Banks in Dhaka City of Bangladesh. South Asian Journal of Management, Jan-Mar 2005, 12, 1, 37.
Iwasaki Y. & Havitz,M. E., (2004). Examining relationships between leisure involvement, psychological commitment and loyalty to a recreation agency. Journal of Leisure Research, 36, 45-72.
Jamal, A., and Naser, Kamal (2002). Customer Satisfaction and Retail Banking: an assessment of some key antecedents of customer satisfaction in retail banking. The International Journal of Bank Marketing, 20(4),146-160.
Johnson, L.L., Dotson, M.J., & Dunlap, B.J. (1988). Service quality determinants and effectiveness in the real estate brokerage industry. Journal of Real Estate Research, Vol. 3, 21-36.
Johnston, R. (1997). Identifying the critical determinants of service quality in retail banking: importance and effects. The International Journal of Bank Marketing, 15(4), 111-119.
Jones, M.A. & J. Suh (2000). Transaction-Specific Satisfaction and Overall Satisfaction: An Empirical Analysis /The Journal of Services Marketing, 14 (2), 147-159.
Kumar, S. A., Mani, B. T., Mahalingam, S., and Vanjikovan, M. (2010). Influence of Service Quality on Attitudinal Loyalty in Private Retail Banking: an empirical study. IUP Journal of Management Research, 9(4), 21-38.
Lai, T. L. (2004). Service Quality and Perceived Value's Impact on Satisfaction, Intention and Usage of Short Message Service (SMS). Information Systems Frontiers: Special Issue: Industrial Information Systems Frontiers, 6(4), 353-368.
Lassar, W.M., Manolis, C., & Winsor, R.D. (2000). Service quality perspectives and satisfaction in private banking. International Journal of Bank Marketing, 18 (4), 181-199.
Lee, Moonkyu and Lawrence F. Cunningham (2001), "A cost/benefit approach to understanding service loyalty," Journal of Services Marketing, 15 (2), 113-30.
Lee. J, Graefe, A. R and Burns R.C 2004. Service Quality, Satisfaction, and Behavioral Intention Among Forest Visitors. Journal of Travel & Tourism Marketing, 17(1), 72-82.
Lentell, R. (2000). Untangling the tangibles: “Physical evidence” and customer satisfaction in local authority leisure centres. Managing Leisure, 5(1), 1-16.
Levesque, T., and McDougall, G. (1996). Determinants of customer satisfaction in retail banking. International Journal of Bank Marketing, 14(7), 12-20.
Lewis, B.R., & Mitchell, V.W. (1990). Defining and measuring the quality of customer service. Marketing Intelligence & Planning, Vol. 8 No. 6, 11-17.
Lewis, B. R., and Soureli, M. (2006). The antecedents of consumer loyalty in retail banking. Journal of Consumer Behaviour, 5(1), 15-31.
Lovelock, C.H., & Wirtz, J. (2007). Services Marketing People, Technology, Strategy. 6th ed., Pearson Prentice Hall.
Luk, Sh. T. K., & Layton, R. (2002). Perception Gaps in customer expectations: Managers versus service providers and customers. The Service Industries Journal, 22(2), 109-128.
Mengi, P. (2009). Customer Satisfaction with Service Quality: an empirical study of Public and Private Sector Banks. IUP Journal of Management Research, 8(9), 7-17.
Murdick, R. G., Render, B., E Russel, R. (1990). Service Operations Management. Englewood Cliffs, New Jersey Prentice-Hall.
Murray, D., & Howat, G. (2002). The relationships among service quality, value, satisfaction, and future intentions of customers at an Australian sports and leisure centre, Sport Management Review, 5(1), 25-43.
Newman, K. (2001). Interrogating SERVQUAL: A critical assessment of service quality measurement in a high street retail bank. The International Journal of Bank Marketing, 2001, 19, 3, 126-139.
Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Customer. Boston: McGraw-Hill.
Parasuraman, A., Zeithaml, V., Berry, L. L. (1985). A conceptual model of service quality and its implication of future research. Journal of Marketing, 49, 41-50.
Parasuraman, A., Zeithaml, V., Berry, L. L. (1988). SERVQUAL: a multiple item scale for measuring customer perceptions of service quality. Journal of Retailing, 64, 1, 12-43.
Parasuraman, A., Zeithaml, V., Berry, L. L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67, 4, 420-450.
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for future research. Journal of Marketing, Vol. 58, 111-124.
Park, S. H. (1996) Relationships between involvement and attitudinal loyalty constructs in adult fitness programs. Journal of Leisure Research, 28, 233-50.
Rietveld, T. & Van Hout, R. (1993). Statistical Techniques for the Study of Language and Language Behaviour. Berlin – New York: Mouton de Gruyter.
Robinson, S. (1999). Measuring service quality: current thinking and future requirements. Marketing Intelligence & Planning, Vol. 17, No. 1, 21-32.
Rosenberg, L.J., and Czepiel, J.A., 1983. A Marketing Approach for Customer Retention. The Journal of Consumer Marketing 1 (2), 45-51.
Rundle-Thiele, S., & Bennett, R. (2001). A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets. Journal of Product & Brand Management, 10(1), 25–37.
Ruyter, K.D., Bloemer, J., and Peeters, P. (1997). Merging service quality and service satisfaction: an empirical test of an integrative model. Journal of Economic Psychology, 18, 387-406.
Spreng, R.A. and Mackoy, R.D. (1996), An Empirical Examination of a Model of Perceived Service Quality and Satisfaction, Journal of Retailing, 72 (2): 201-214.
Spreng, R. A., Mackenzie, S. B., and Olshavsky, R. W. (1996). A re-xamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15.
Tariq, A. N. and Moussaoui, N. (2009), “The main antecedents of customer loyalty in Moroccan banking industry” International Journal of Business and Management Science 2(2), 101-115.
Taylor, S.A., & Baker, T.L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of customers’ purchase intentions. Journal of Retailing, Vol. 70 No. 2, 163-78.
Teas, R 1994, Expectations as a comparison standard in measuring service quality: an assessment of a reassessment‟, Journal of Marketing, vol. 58, no. 1, pp. 132-139.
Veloutsou, C, Daskou, S. and Daskou, A. (2004):“Are The Determinants of Bank Loyalty Brand Specific?” Journal of Financial Services Marketing, Vol.9, 2, pp.113-12
Wang, Y., Lo, H., & Hui, Y.V. (2003). The antecedents of service quality and product quality and their influences on bank reputation: evidence from the banking industry in China. Managing Service Quality, 2003, 13, 1, 72-83.
Webster, C. (1989). Can consumers be segmented on the basis of their service quality expectations?. Journal of Services Marketing, Vol. 3, 35-53.
Wisniewski, M. & Donnelly, M. (1996). Measuring service quality in the public sector: the potential for SERVQUAL. Total Quality Management, Vol. 7, No. 4, 357-365.
Woodside, A.G., Frey, L.L., & Daly, R.T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, Vol. 9, 5-17.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28 (2), 195-211.
Zaim, H., Bayyurt, N. and Zaim, S. (2010), “Service Quality And Determinants Of Customer Satisfaction In Hospitals: Turkish Experience”, The International Business & Economics Research Journal 9(5), 51-58.
Zeithaml, V. A., Berry, L. L., Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, v.60, April, 31-46.
Zeithaml, V. A. & Bitner M. J. (2000), “Services Marketing – Integrating Customer Focus across The Firm”, New York, McGraw-Hill.

------------------------------------------------------------------------ 第 2 筆 ---------------------------------------------------------------------
系統識別號 U0084-0508201215513000
論文名稱(中文) A study on Service Quality to Customer’s Satisfaction of Vietnam Airlines Cargo Transportation Service
論文名稱(英文) A study on Service Quality to Customer’s Satisfaction of Vietnam Airlines Cargo Transportation Service
校院名稱 樹德科技大學
系所名稱(中) 金融與風險管理系碩士班
系所名稱(英) Graduate School of Finance and Risk Management
學年度 100
學期 2
出版年 101
研究生(中文) 陶德表
學號 s99734301
學位類別 碩士
語文別 英文
口試日期 2012-06-16
論文頁數 116頁
口試委員 指導教授-陳穎峰
委員-王昭雄
委員-吳如萍
委員-Nguyen Xuan Minh
關鍵字(中) N/A
關鍵字(英) Service Quality, Customer Satisfaction, SERVQUAL Model, Vietnam Airlines.
學科別分類
中文摘要 N/A
英文摘要 Service quality and customer satisfaction play a great role in service organisations and they are considered to be very important concepts that organizations must make sense in order to remain competition in their business and growth. They are not unimportant for organizations to know how to measure the constructs from customer’s perspective in order to better understand their demands and satisfy them.
The purposes of this study are to provide (help) a better understanding of how satisfaction level among customers (forwarders) within Vietnam Airlines is and how Vietnam Airlines can improve their service quality, to collect descriptive evidence on Vietnam Airlines customer satisfaction in service business, to develop a model of dimensions of customer satisfaction in Vietnam Airlines Cargo Transportation Service, and to contribute to the knowledge of customers based on management viewpoint in air-cargo transportation industry in general and Vietnam Airlines cargo in particular.
A complete questionnaire was developed from the SERVQUAL instrument and distributed using a convenience sampling technique to customers at Tan Son Nhat cargo terminal to determine their perceptions service quality of Vietnam Airlines Cargo Transportation Service.
From the analysis carried out, it was found that SERVQUAL model is a good tool to measure service quality because it helps to find out the degree of factors impacting on the service quality. The results of this study must be precious sources for Vietnam Airlines in specific and for Air cargo transportation industry in general, as well as they contribute to improve Vietnam Airlines Cargo Transportation Service so that it can become one of the prestigious Service in the Asian and over the world.
論文目次 Table of Contents
ABSTRACT i
ACKNOWLEDGMENTS iii
Table of Contents iv
List of Tables vii
List of Figures viii
Chapter 1 Introduction 1
1.1 Research Background 1
1.1.1 Overview of Vietnam Economy (1986-2010) 1
1.1.2 Overview of Competition in Air Cargo Transportation Industry 1
1.1.3 Actual situation of Vietnam Airlines Cargo Transportation Business 2
1.1.4 Overview Service Quality and Customer Satisfaction 2
1.2 Research Motive 3
1.3 Research Purpose 4
1.4 Research Procedure 5
Chapter 2 Literature Review 6
2.1 Customer Satisfaction 6
2.1.1 The Elements of Satisfaction 6
2.1.2 Customer Satisfaction Literature 7
2.1.3 Satisfaction as a Process 11
2.1.4 Satisfaction as an Outcome 12
2.1.5 Measurement of Customer Satisfaction 13
2.2 Service Quality 15
2.2.1 Service Quality as the Antecedents of Customer Satisfaction 15
2.2.2 The Background Literature on Service Quality 17
2.2.3 Quality Dimension Development on Customer Satisfaction 20
2.2.4 Conceptual Service Quality Models 22
2.2.5 Dimensions of Service Quality 22
2.2.6 Service Quality and Customer Satisfaction Relationship 24
2.3 Introduction of SERVQUAL 26
2.3.1 The Approach of SERVQUAL 26
2.3.2 SERVQUAL Model 27
Chapter 3 Research Methodology 31
3.1 Research Framework 31
3.2 Research Hypotheses 31
3.3 Measurement of Variables and Questionnaire Design 32
3.4 Data Collection 35
3.4.1 Data Collection Method and Sample Size 35
3.4.2 Data Analysis Method 35
Chapter 4 Data Analysis and Findings 37
4.1 Sample description 37
4.1.1 Sample Apportion 37
4.1.2 Preliminary Evaluation 38
4.2 Findings of Data Analysis 42
4.2.1 Evaluation of Scale by Cronbach Alpha 42
4.2.2 EFA Analysis 42
4.2.3 Regression and Correlation Analysis 46
4.2.4 Anova Analysis 49
4.3 Summary of Results 50
Chapter 5 Conclusion 53
5.1 Summary of Findings 53
5.2 Limitations of this Study 54
5.3 Research Results 54
5.4 Managerial Implications 54
5.5 Suggestions for Further Research 55
REFERENCES 56
APPENDIX: QUESTIONNAIR IN ENGLISH 62
APPENDICES FOR CHAPTER 4 67
APPENDIX 1 – Findings of Cronbach Alpha Analysis 70
APPENDIX 2 – Cronbach Alpha Analysis 79
APPENDIX 3 – Factor Analysis 98
APPENDIX 4 – Regression Analysis 111
APPENDIX 5 – Anova Analysis 113


List of Tables
Table 1 - Questionnaires 32
Table 2 – Sample Apportion 37
Table 3 – Descriptive Statistics 38
Table 4 – Findings of Cronbach Alpha Analysis. 42
Table 5 – Results of EFA to Impact Factors 45
Table 6 – Results of Factor Analysis to Effected Factor 46
Table 7 – Correlations 47
Table 8 – Coefficients 48
Table 9 – Anova Analysis 49
Table 10 - The Differences between two Models 52
Table 11 – Summarised Results of Testing Hypothesis 52


List of Figures
Figure 1 - Five gap model of service quality 28
Figure 2 – Tangibles, Reliability, Responsiveness, Assurance, Empathy 31
Figure 3 – Result Model on Evaluation of Customer Satisfaction to Vietnam Airlines Cargo Transportation Service 51
Figure 4 – SERVQUAL Model of Parasuraman 51

參考文獻 1. Albrecht, K. (1992). The only thing that matters, Harper Collins, New York, NY
2. Anderson, E.A., & Sullivan, M.W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms, Marketing Science, 12 Spring, 125-43.
3. Asubonteng, P., McCleary, K.J. & Swan, J.E. (1996). Servqual Revisited: A critical review of service quality, the journal of services marketing, Vol. 10, No.6. 62-81.
4. Beamish, K. & Ashford, R. (2007/2008). Marketing Planning. (1st Eds)Oxford OX20dp, UK. Butterworth-Heinemann.
5. Bitner, M.J. & Zeithaml, V.A. (2003). Service Marketing (3rd ed.), Tata Mcgraw Hill, New Delhi.
6. Bitner, M.J. (1990). Evaluating Service Encounters: The effects of physical surroundings and employee responses, Journal of Marketing, Vol.54, April, pp. 69-82.
7. Bitner, M.J., and Hubbert, A.R. (1994). Encounter Satisfaction Versus Overall Satisfaction Versus Quality, in Rust, R.T. and Oliver, R.T. (Eds), Service Quality: New Directions in Theory and Practice, Sage, London.
8. Chingang, N.D. (2010).” Using the Servqual Model to Assess Service Quality and Customer Satisfaction”: An empirical study of grocery store in Umea. MBA thesis, Vol. 69, 1-69.
9. Christina, G.Q.C., & Hailin, Q. (2008). “Examining the Structural Relationships of Destination Image, Tourist satisfaction & destination loyalty”: An integrated approach. Tourism Management, 29, 624-36.
10. Churchil, G.A., & Suprenant, C. (1982), An investigation into the determinants of customer satisfaction, Journal of Marketing Research, 19 (November),491-504.
11. Cronin, J.J. JR, Brady, M.K. and Hult, T.M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environment. Journal of retailing, vol. 76, no. 2, 193-216.
12. Cronin, J.J., & Taylor, S.A. (1992, Measuring service quality: a reexamination and extension, Journal of Marketing, 56 (July), 55-68.
13. Czepiel, J.A. Solomon, M.R. Suprenant, C.F. & Gutman, E.G. 1985. “Service encounters: an overview”, in The Service Encounter: Managing Employee Customer Interaction in Service Business, Lexington Books, Lexington, MA, 3-15.
14. Davis, B. & Stone, S. 1985. Food and Beverage Management, 2 Ed. Butterworth Heinemann, Oxford.
15. Dotchin, J.A., and Oakland, J.S. (1994). Total quality management in services. Part 1: understanding and classifying services: international journal of quality & reliability management, 11(3), 9-26.
16. Doughlas, L. & Conner, R. (2003). Attitudes to service quality: The expectation gap. Nutrition & food science, Vol. 33, No. 4, 165-72.
17. East, R. (1997). Consumer Behavior: Advances and Applications in Marketing, Prentice-Hall, London.
18. East, R. (1997). Consumer Behavior: Advances and Applications in Marketing, Prentice-Hall, London.
19. Fiebelkorn, S.L. 1985. "Retail service encounter satisfaction: Model and measurement." In The service encounter. Eds. J.A. Czepiel, M.R. Solomon and C.F. Surprenant. Lexington, MA: D.C. Heath. pp 181-193.
20. Fen, Y.S. & Meillian, K. (2005). Service quality and customer satisfaction: Antecedents of customer’s re-patronage, sunway academic journal. Vol. 4, 60-73.
21. Festus, O., Maxwell, K.H. & Godwin, F.U. (2006). Service Quality, Customer Satisfaction, and Behavioral Intentions in the Service Factory, Vol 20, No. 1, 59-72.
22. Giesw, J. L., & Cote, J.A. (2002). Defining Consumer Satisfaction, Academy of marketing science, Vol. 2000, No. 1, 1-24.
23. Grongroo, C. (1991). Strategic management and marketing in the service sector, student literature-Chartwell-Bratt, Sweden.
24. Grongroo, C.(1984). A service quality model and the marketing implications: European journal of marketing, 18(4), 36-44.
25. Grongroo, C.(1988). Service quality “the six criteria of good perceived service quality “: Review of business, 9(3), 10-13.
26. Gronroos, C. (1982). Strategic Management and Marketing in the Service Sector, Swedish School of Economics and Business Administration, Helsingfors.
27. Holmlund, M. (2001). The D&D model: dimensions and domains of relationship quality perceptions, The Service Industries Journal, 13-36.
28. Hout, T., Porter, M.E. and Rudden, e. (1982). “How global companies win out”, Harvard business review, no.5, September-October, pp.98-108
29. Huddleston, o., Whipple, j., Mattick, R.N & lee, S.J. (2008). “Customer satisfaction in food retailing”: comparing specialty and conventional grocery store. International Journal of retailing and distribution management, vol. 37, no.1, 63-80.
30. Jones, N. (1999). What is this thing called service?. European Journal of marketing, vol. 33, no. 4, 165-172.
31. Ladhari, R. (2009). A Review of Twenty Years of Servqual Research. International journal of quality and service sciences, Vol. 1. No. 2. 172-98.
32. Lehtinen, J.R. and Lehtinen, U. (1982). Service quality: A study of quality dimensions, unpublished working paper, service management and marketing in service sector, marketing science institute, Cambridge, M.A.
33. Lehtinen, U. and Lehtinen. J.R. (1991). Two Approaches to Service Quality Dimensions: service industries journal, 11, 287-303.
34. Levesque, T., & McDougall, G.H.G. (1996). Determinants of Customer Satisfaction in Retail Banking, International Journal of Bank Management, 7, 2-20.
35. Lewis, R.C., 1987. The measurement of gaps in the quality of hotel services. International Journal of Hospitality Management 6 (2), 83-88.
36. Lewis, B.R. (1993). Service quality: recent developments in financial services, International Journal of Bank Marketing, 6, 19-25
37. Lotler Philip, s.c. Johnson & son distinguished, (1999). Boards should tune into corporate marketing programs, directorship databank bank registered trademark.
38. Magi, A. & Julander, C.R. (2009). Perceived Service Quality & Customer Satisfaction in a Store Performance Framework. An empirical study of Swedish grocery retailer. Journal of retailing and consumer services, Vol. 3, 33-41.
39. Mc Alexandder, James H., Kaldenberg, Dennis O., & Koening, Harold F. (1994). Service quality measurement: Journal of health marketing, 14, issue 3.
40. Mohammad, M.A. & Noorjahan, P. (2009). Impact of Service Quality, Trust, and Customer Satisfaction on Customers Loyalty. ABAC journal, 29(1), 24-38.
41. Negi, R. (2009). Determining Customer Satisfaction through Perceived Quality: A Study of Ethiopian Mobile Users. International journal of mobile marketing, Vol. 4, No.1, 31-38.
42. Nyer, P. (1999). “Cathartic Complaining as a Means of Reducing Consumer Dissatisfaction“. Journal of consumer satisfaction, dissatisfaction and complaining behavior, Vol. 12, 25-48.
43. Oliver, R.L. (1980). Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research, 17(November), 460-9.
44. Oliver, R.L. (1981). Measurement and evaluation of satisfaction process in retail settings, Journal of Retailing, 57 (Fall), 25-48.
45. Oliver, R.L. (1981). Measurement and evaluation of satisfaction process in retail settings, Journal of Retailing, 57 (Fall), 25-48.
46. Oliver, R.L. (1987), “An Investigation of the Interrelationship between Consumer (Dis)Satisfaction and Complaining Reports ”, in Wallendorf, M. and Anderson, P. (Eds), advance in consumer research, Vol. 14, Association of Consumer Research, Provo, UT, 218-22.
47. Oliver, R.L. (1997), Satisfaction: A Behavior Perspective on the Consumer, McGraw-Hill, Newyork, NY.
48. Olsen, S.O. (2002). Comparative Evaluation and Relationship between Quality, Satisfaction, and Repurchase Loyalty. Journal of the Academy of Marketing science, Vol.30, No. 3, 240-9.
49. Parasuraman, A., Zeithaml, V. and Berry, L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, Spring, pp. 12-40.
50. Parasuraman, A., Zeithaml, V. and Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, Spring, pp. 12-40.
51. Parasuraman, A., Zeithaml, V.A. and Berry, LL. (1985. A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing, 41-50.
52. Pit, L.F and Jeantrout, B. (1994). Management of customer expectations in service firms: a study and checklist: The services industry journal, 14(2), 170-89.
53. Rechard, M.D. and Allaway, A.W. (1993). Service Quality Attributes and Choice Behavior: Journal of service marketing, 7, 59-68.
54. Rust, R.T and Oliver, R.L. (1993). Service Quality; Insights and Managerial Implications from Frontier, in Rust, R.T. Oliver, R.L., service quality: new directions in theory and oliver, R.L. (1993). A conceptual model of service quality and service satisfaction, in Swartz, T.A., Bowen,D.E. and Brown, S.W, advances in service marketing and management: research and practice, JAI press, Greenwich, CT, pp.65-85.
55. Saravanan, R. & Rao, K.S.P. (2007). Measurement of Service Quality from the Customer’s Perspective: An empirical study. Total management, Vol. 18, No. 4. 435-49.
56. Sasser, w.e., Olsen, R.P. & Wyckoff, D.D. (1978). “Management of Service Operations”. Allyn & Bacon, Boston, MA.
57. Shahin, A. (2005). Servqual Model and Model of Service Quality Gaps: Framework for determining and prioritizing critical factors in delivering quality services. Department of management, university of Isfahan, Iran, 1-10. Available on website: http://www.proserv.nu/docs/servqual.
58. Swartz, T.A & Brown, S.W. (1989). Consumer and provider expectations and experiences evaluating professional service quality: journal of the academy of marketing science, 17(2), 189-95.
59. Syed, S.A., & Carolyn, C. (2006). Customer Satisfaction in Restaurant Industry. Journal of service marketing.
60. Taylor, S.A., & Baker, T.L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions, Journal of Retailing, 70 (2), 163-78.
61. Taylor, S.A., & Baker, T.L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions, Journal of Retailing, 70 (2), 163-78.
62. Tse, D.K., & Wilton, P.C. (1988). Models of consumer satisfaction: An extension, Journal of Marketing Research, 25 (2), 204-12.
63. Westbrook, R.A. and Oliver, R.L (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal consumer research, Vol. 18, No. 1, 84-91.
64. Wicks, A.M., & Roethlein, C.J. (2009). A satisfaction-bases definition of quality journal of business & economies studies, vol. 15, no. 1, 82-97.
65. Yi, Y. (1990). A critical review of consumer satisfaction, in Zeithaml, V.A (Ed.), Review in Marketing, American Marketing Association, Chicago, IL, pp. 68-123.
66. Zoe, S.D. (2006). Customer Satisfaction, Loyalty and Commitment in Service Organizations: Management Research News, Vol.29, No. 1, 782-800.

------------------------------------------------------------------------ 第 3 筆 ---------------------------------------------------------------------
系統識別號 U0084-0508201216492500
論文名稱(中文) Research on service quality, customer satisfaction and repurchase intention of banking industry in Vietnam
論文名稱(英文) Research on service quality, customer satisfaction and repurchase intention of banking industry in Vietnam
校院名稱 樹德科技大學
系所名稱(中) 金融與風險管理系碩士班
系所名稱(英) Graduate School of Finance and Risk Management
學年度 100
學期 2
出版年 101
研究生(中文) 陳維慶
學號 s99734305
學位類別 碩士
語文別 英文
口試日期 2012-06-16
論文頁數 38頁
口試委員 指導教授-林豐騰
委員-王昭雄
委員-吳如萍
委員-Nguyen Xuan Minh
關鍵字(中) N/A
關鍵字(英) SERVQUAL, Service Quality, Customer Satisfaction, Repurchase Intention.
學科別分類
中文摘要 N/A
英文摘要 This research is conducted to find the factors shaping bank customer perceptions of service quality, sheds light on the direct influence of perceptions on customer loyalty.Nowadays, banking environment is characterized by increased competition, uncertain economic conditions and shifts in global trading relationships. The pressure to understand market conditions and customer requirements is growing to the point where organizations will be compelled to exceed, rather than simply meet, customer expectations. In adapting to this pressure, organizations are looking to service initiatives as a way to create or sustain competitive advantages.Measuring customer satisfaction is, therefore, critical to the process of serving the customer and responding faster and better than competition. The objective of this article is to address the importance of improving service quality in the banking industry.A questionnaire was developed to indentify underlying dimensions of bank quality and to assess consumers’ perceptions of the importance of each of these dimensions. Two large banks were selected, with five branches among them. To serve for the study, we use the conceptual model of Parasuraman et al (1985, 1988) in which comprises five dimensions with namely: Tangible, Responsiveness, Assurance, Empathy and Reliability. Questionnaires were sent to 300 customers and staff of banking. The result has showed that Reliability dimension has strongly impact on customer’s satisfaction in banking industry. Additionally, the findings also point out the relevant directions that intend to enhance their service through by service staffs are as the key factor related to service quality in the bank.
論文目次 Table of Contents
ABSTRACT i
ACKNOWLEDGMENTS iii
Table of Contents iv
List of Tables vi
List of Figures vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Purpose 2
1.3 Research Questions 2
1.4 Significance of the Study 2
1.5 Research Procedure 3
Chapter 2 Literature Review 4
2.1 Overview of Viet Nam Banking industry. 4
2.2 Definition and Characteristics of Service 7
2.3 Service Quality 8
2.3.1 Defining Service Quality 8
2.3.2 Measuring Service Quality 10
2.4 Customer Satisfaction 11
2.4.1 Defining Customer Satisfaction 11
2.4.2 Measuring Customer Satisfaction 12
2.5 Repurchase Intention 13
2.6 Relationship among Service Quality, Customer Satisfaction and Repurchase Intention 14
Chapter 3 Research Methodology 15
3.1 Research Framework 15
3.2 Hypotheses Development 15
3.3 Design of Instrument 16
3.4 Sampling 16
3.5 Data Analysis 16
3.5.1 Descriptive and Demographic analysis 17
3.5.2 Bivariate Correlation 17
3.5.3 Regression Analysis 17
Chapter 4 Data analysis and Results 18
4.1 Demographic Characteristics 18
4.2 Descriptive Statistic 18
4.3 Correlation Cofficient and Reliability Testing 21
4.3.1 Reliability Analysis of variable 21
4.3.2 Correlations Analysis 21
4.4 Regression Analysis 22
4.4.1 Regression of SEQ (Service Quality) on TAN(Tangibles), REL(Reliability), RES(Responsiveness), ASS(Assurance), EMP(Empathy) 22
4.4.2 Regression of SEQ (Service Quality) on CS (Customer Satisfaction): 23
4.4.4 Regression of CS (Customer Satisfaction) on RI (Repurchase Intention) 23
4.5 Summarize of Results 25
Chapter 5 Conclusion and Discussions 27
5.1 Summary of research findings 27
5.2 Discussion of the hypothesis 27
5.3 Limitations and future research directions 29
5.4 Contributions of study 29
REFERENCES 30
APPENDIX: QUESTIONAIRE IN ENGLISH 35

List of Tables
Table 1: Banks in Viet Nam 5
Table 2 : Definition of Service Quality 10
Table 3: Definition of Customer Satisfaction 12
Table 4. Characteristics of Respondents (n=252) 19
Table 5. Descriptive Statistic 20
Table 6: Construct Reliability 21
Table 7: Correlations between constructs 21
Table 8: Multiple - Regression Analysis Results (TAN, REL, RES, ASS and EMP on SQ) 22
Table 9: Multiple - Regression Analysis Results (SQ on CS) 23
Table 10: Multiple - Regression Analysis Results (SQ on RI) 23
Table 11: Multiple - Regression Analysis Results (CS on RI) 24
Table 12: Result of structural model 25

List of Figures
Figure 1. Research Structure 3
Figure 2. Research Framework 15

參考文獻 REFERENCES
1. Ajay C., 2008. Vietnam leads the way in talking poverty, The Banker.
(Dumitrescu Luigi, Marketingul serviciilor, Editura Imago, Sibio, 1998,p.117)
2. Aladwani A.M., 2001. Online banking: A field study of drivers, development challenges, and expectations , Internal Journal of Information Management 21 (3), pp. 213–225.
3. Anderson, E.W. & Sullivan, M.W., 1993. The Antecedents and Consequences of Customer Satisfaction for Firms, Marketing Science, 12( 2), 125-143.
4. Auster, E. & Choo, C.W., 1993. Environmental scanning by CEOs in two Canadian industries, Journal of the American Society for Information Science 44, 194–203.
5. Assael & Henry, 1992. Consumer Behavior and Marketing Action, PWS-KENT Publishing Company, 4th Edition.
6. Bailey, J. E. & S. W. Pearson, 1983. Development of a Tool for Measuring and Analyzing Computer User Satisfaction, Management Science 29(5), 530.
7. BankAway, 2001. Net Banking Benefits! Sheer Acceleration. Electronic Banking: The Ultimate Guide to Business and Technology of Online Banking, Edited by SCN Education B.V.
8. Bhattacherjee, A., 2002. An empirical analysis of the antecedents of electronic commerce service continuance, Decision Support Systems, 32, 201-214.
9. Bitner, M.J., & A.R. Hubbert, 1994. Encounter Satisfaction versus Overall Satisfaction versus Quality. Service Quality, New Directions in Theory and Practice, Thousand Oaks, CA, Sage Publications, 72-94.
10. Carman, J.M. (1990) ‘Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions’, Journal of Retailing, Spring, Vol. 66, No. 1, pp.33–55.
11. Chan, L. K., Hui, Y. V., Lo, H. P., & Tse, S. K. (2003). Consumer Satisfaction index: New Practice and Findings. European Journal of Marketing, Vol. 37, No. 5/6, pp. 872-909
12. Butcher, K., Sparks, B. and O’Callaghan, F. (2001) ‘Evaluative and relational influences on service loyalty’, International Journal of Service Industry Management, Vol. 12, No. 4, pp.310–327.
13. Berry, L.L. and Parasuraman, A. (1991), Marketing Services: Competing through Quality, Free Press, New York, NY.
14. Berry, L.L., Zeithaml, V.A. and Parasuraman, A. (1985), “Quality counts in services, too”, Business Horizons, May-June, pp. 44-52.
15. Brown, T.J., Churchill, G.A. & Peter, J.P. (1993). Improving the measurement of service quality. Journal of Retailing, Vol. 66, No. 1, Spring, pp. 33-35.
16. Buttle, F. (1996). SERVQUAL: review, critique, research agenda. European Journal of Marketing, Vol. 30, No. 1, pp. 8-32.
17. Colgate, M. and Hedge, R. (2001) ‘An investigation into the switching process in retail banking services’, International Journal of Bank Marketing, Vol. 19, No. 5, pp.201–212.
18. Cronin, J.J. and Taylor, S.A. (1992) ‘Measuring service quality: a re-examination and extension’, Journal of Marketing, July, Vol. 56, pp.55–68.
19. Cronin, J.J. and Taylor, S.A. (1994), “SERVPERF versus SERVQUAL: reconciling performance based and perceptions-minus-expectations measurement of service quality”, Journal of Marketing, Vol. 58 No. 1, January, pp. 125-31.
20. Carman, James M. (1990), "Consumer Perceptions of Service
Quality: An Assessment of the SERVQUAL Dimensions," Joumal of Retailing, 66 (1), 33-55.
21. Churchill, G. A., Jr., and C. Suprenaut (1982), "An Investigation
into the Determinants of Customer Satisfaction," Journal of Marketing Research, 19 (November), 491-504.
22. Dick, A.S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22, pp. 99-113.
23. Edvardsson, B. (1992), “Service breakdowns – a study of critical incidents in an airline”, International Journal of Service Industry Management, Vol. 3 No. 4, pp. 17-29.
24. Gronroos, Christian (1978), "A Service-Oriented Approach to
Marketing of Services," European Journal of Marketing, 12 (no. 8), 588-601.
25. Garvin, David A. (1983), "Quality on the Line," Harvard Business Review, 61 (September-October), 65-73.
26. Li,W.,Shi, T., Liao, G.& Yang, S.(2003). Feature extraction and classification of gear faults using principle component analysis. Journal of Quality in Maintenance Engineering, Vol.9, No.2, pp . 132-143.
27. Oliver, Richard L. (1980), "A Cognitive Model of the Antecedents
and Consequences of Satisfaction Decisions," Joumal of Marketing Research, 17 (November), 460-69.
28. Oliver, R.L. (1981), “Measurement and evaluation of satisfaction process in retail settings”, Journal of Retailing, No. 3, pp. 25-48.
29. Oliver, R.L. (1999). Whence consumer loyalty? Journal of Marketing, No. 63(Special Issue), pp. 33-44.
30. Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. International Edition, McGraw-Hill, New York, p. 13.
31. Teas, K.R. (1994), ``Expectations as a comparison standard in measuring service quality: an assessment of a reassessment,' Journal of Marketing, Vol. 58, January, pp. 132-9.
32. Teas, K.R. (1993), “Expectations, performance evaluation, and consumers’ perceptions of quality,” Journal of Marketing, Vol. 57 No. 4, pp. 18-34.
33. Grönroos, C. (1984), “A service quality model and its marketing implications”, European Journal of Marketing, Vol. 18 No. 4, pp. 36-44.
34. Grönroos, C. (1990), Service Management and Marketing, Lexington Books, Lexington, MA.
35. Gummesson, E. and Grönroos, C. (1987), “Quality of products and services – a tentative synthesis between two models”, Research Report, Center for Services Research, University of Karlstad, Sweden.
36. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality and implications for future research”, Journal of Marketing, Vol. 49, Fall, pp. 41-50.
37. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Spring, pp. 12-40.
38. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1994), “Reassessment of expectations as a comparison standard on measuring service quality: implications for further research”, Journal of Marketing, Vol. 58 No. 1, January, pp. 111-24.
39. Richard, M.D. and Allaway, A.W. (1993), ``Service quality attributes and choice behavior', Journal of Services Marketing, Vol. 7 No. 1, pp. 59-68.
40. Spreng, R.A. and Mackoy, R.D. (1996), ``An empirical examination of a model of perceived service quality and satisfaction', Journal of Retailing, Vol. 72 No. 2, pp. 201-14.
41. Shemwell, D.J., Cronin, J.J. and Bullard, W. R. (1994), “Relational exchange in services: an empirical investigation of ongoing customer/service provider elationships”,
42. International Journal of Service Industry Management, No. 3, pp. 57-68
43. Jabnoun, N., & Khalifa, A. (2005). A customized measure of service quality in the UAE. Managing Service Quality, Vol. 15, No. 4, pp. 374-388.
44. Jamal, A., & Naser, K. (2002). Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, Vol. 20, No. 4, pp. 146-160.
45. Johnston, R. (1995). The determinants of service quality: Satisfiers and dissatisfies International Journal of Service Industry Management, Vol. 6, No. 5, pp. 53-71.
46. Johnston, R. (1997). Identifying the critical determinants of SQ in retail banking: Importance and effect. International Journal of Bank Marketing, Vol. 15, No. 4, pp.
111-116.
47. Julian, C. C., & Ramaseshan, B. (1994). The role of Customer-contact personnel in the marketing of a retail bank's services. International Journal of Retail & Distribution Management, Vol. 22, No. 5, pp. 29.
48. Ugur, Y. Bilgin, Z. and Shemwell, D.J. (1997), ``Service quality in the banking sector in an emerging economy: a consumer survey', International Journal of Bank Marketing, Vol. 15 No. 6, pp. 217-23.
49. Yavas, U. and Shemwell, D.J. (1996), “Competing for patients and profit,” Journal of Health Care Marketing, Vol. 16 No. 2, pp. 30-7.
50. Yi, Y.J. (1990), “A critical review of consumer satisfaction,” in Zeithaml, V. (Ed.), Review of Marketing, American Marketing Association, Chicago, pp. 68-123
51. Zeithaml, V.A., Parasuraman, A. and Berry, L.L. (1990), Delivering Quality Service: Balancing Customer Perceptions and Expectations, Free Press, New York, NY.
52. Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1994), ``The behavioral consequences of service quality', Journal of Marketing, Vol. 60, April, pp. 31-46.
53. Zeithaml, V.A., Parasuraman, A. & Berry L.L. (1996). The behavioral consequences of service quality. Journal of Marketing, Vol. 52, July, pp. 2-22.
54. Zeithaml, V.A. & Bitner, M.J (2003). Service Marketing: Integrating Customer Focus across the Firm. 3rd Ed. New York: The MaGraw-Hill Companies, Inc.

------------------------------------------------------------------------ 第 4 筆 ---------------------------------------------------------------------
系統識別號 U0084-0508201217251100
論文名稱(中文) Customer Satisfaction On Banking Service Among Two Largest Cities In Viet Nam – Take Agribank For An Example
論文名稱(英文) Customer Satisfaction On Banking Service Among Two Largest Cities In Viet Nam – Take Agribank For An Example
校院名稱 樹德科技大學
系所名稱(中) 金融與風險管理系碩士班
系所名稱(英) Graduate School of Finance and Risk Management
學年度 100
學期 1
出版年 101
研究生(中文) 阮氏竹
學號 s99734317
學位類別 碩士
語文別 英文
口試日期 2012-06-16
論文頁數 53頁
口試委員 指導教授-吳如萍
委員-王昭雄
委員-Nguyen Xuan Minh
關鍵字(中) N/A
關鍵字(英) Service Quality, Customer Satisfaction, Banking Service
學科別分類
中文摘要 N/A
英文摘要 Banks are trying to attract and win customers through new series of products, modern hi-tech services. This paper is aimed to compare with two largest cities’ perceptions of banking service quality in Vietnam to satisfy customers more. The results of this research showed two important conclusions. Firstly, there was significant difference in customer’s perception when using deposit and loan service between Ho Chi Minh City and Ha Noi Capital. Secondly, both customer in Ho Chi Minh and Ha Noi had the same opinions and evaluations on online banking service. And finally, this research was one of documentation which can stimulate debates and discussion on building banking service quality in Agribank as well as improving customer’ satisfaction.
論文目次 Table of Contents
ABSTRACT i
ACKNOWLEDGEMENTS ii
Table of Contents iii
List of Tables v
List of Figures vi
Chapter 1 Introduction 1
1.1 Background and Motivation. 1
1.2 Research purpose. 2
1.3 Research Procedure. 3
1.4 Limitation and Future Research. 4
Chapter 2 Literature Review 5
2.1 Customer Satisfaction 5
2.1.2 Operationalisation of Customer Satisfaction. 10
2.1.3 Why is customer satisfaction important? 12
2.1.4 Determinants of Service Quality. 13
2.2 Customer Satisfaction Modeling 14
2.3 Benefit of having customer satisfaction 16
2.4 Employee Satisfaction 16
Chapter 3 Research Methodology 19
3.1 Research Design 19
3.2 Research Framework and Research Hypothesis 19
3.3 Design of Instrument 20
3.4 Population and Sample 21
3.5 Data Analysis. 21
Chapter 4 Research Result and Interpreting 22
4.1 Pilot test 22
4.2 Descriptive Statistical Facts & Figures of the Main Survey 22
4.3 Credibility of the Scale 25
4.4 Exploratory Factor Analysis (EFA) 27
4.5 Anova Analysis 29
4.6 Hypotheses’ test with independent t-test analysis approach 32
CHAPTER 5 DISCUSSION AND CONCLUSION 35
5.1 Conclusions and Managerial Implications 35
5.2 Limitation & Future Research 37
Reference 39
APPENDIX 1: QUESTIONAIRES 41
APPENDIX 2: SPSS Results. 45
List of Tables
Table 1: Determinants of Service Quality 13
Table 2: The revised determinants of Service Quality 14
Table 3: Summary of survey respondent 24
Table 4: Cronbach’s Alpha of the research 26
Table 5: Exploratory Factor Analysis Results of the Independent Variables (EFA) 28
Table 6: One-way ANOVA results for HCMC groups 29
Table 7: One-way ANOVA results for Ha Noi groups 30
Table 8: Independent t- test of comparison of HCM and Ha Noi customer’s perceptions 32
Table 9: Levene's Test Result 33
Table 10: Group Statistics 34

List of Figures

Figure 1: Disposition of the Thesis 4
Figure 2.Customer satisfaction 14
Figure 3.Motivational spiral 17
Figure 4.Research Model 20

參考文獻 1. Ames, B. Charles and Hlavacek, James D. (1984), "Managerial Marketing for Industrial Firms",Random House, Inc., New York, USA.
2. Ball, D., Vilares, M.and Coelho, P.S.2003. A new explanation for customer loyalty: An application with the ECSI model Paper presented at the PLS'03 ‘Focus on customer’ – PLS and Related Methods, Lisbon.
3. Barsky, Jonathan D. (1995), "World-Class Customer Satisfaction", Richard D. Irwin, Inc., Chicago,USA
4. Brown T.J Churchill, G.A., Peter, JP. (1992)” Improving the Measurement of Service Quality”; School of Business, University of Wisconsin- Madison.
5. Davidow, William H. (1986), "Marketing High Technology", the Free Press, New York, USA.
6. Giese & Cote. (2000) ‘Defining consumer satisfaction.
7. Heskett, James L., Sasser, W. Earl Jr. and Hart, Christopher W. L. (1990), "Service Breakthroughs:Changing the Rules of the Game", The Free Press, New York, USA.
8. Heskett, James L., Jones, Thomas O., Loveman, Gary W., Sasser, W. Earl Jr. and Schlesinger,Leonard A. (1994), "Putting the Service-Profit Chain to Work",
Harvard Business Review, Mar-Apr, 1994, Vol. 72, No. 2, 164-174.
9. Heskett, James L., Sasser, W. Earl and Schlesinger, Leonard A. (1997), "The Service Profit Chain",The Free Press, New York, USA.
10. http://www.agribank.com.vn/51/854/khach-hang-ca-nhan.aspx
11. Innis, Daniel E. and La Londe, Bernard J. (1994), "Customer's service: The Key to Customer Satisfaction, Customer Loyalty, and Market Share", Journal of Business Logistics, 1994, Vol. 15, Iss.1, 1-27.
12. Jones and Suh (2000) differentiate between transaction-specific satisfaction and overall satisfaction.
13. Jones, Thomas O. and Sasser, W. Earl Jr. (1995), "Why Satisfied Customers Defect",Harvard Business Review , Jul-Aug, 1995, Vol. 73, No. 6, 88-99.
14. Kotler et al. (2004) Chapter 2, pp. 36-45, 'Customer retention and business profits' and 'Customer value and satisfaction‘.
15. Ming Wang, Chich -Jang – Shieh (2006), p198-199,’The relationship between service quality and customer satisfaction’. The example of CJCU library.
16. Mittal, Vikas, Kumar, Pankaj and Tsiros, Michael. (1999), "Attribute-level performance, satisfaction,and behavioral intentions over time: A consumption-system approach",Journal of Marketing, Apr,1999, Vol. 63, Iss. 2, 88-101.
17. Maister, David H. (1997), "Managing the professional service firm", Free Press Paperbacks, NewYork, USA.
18. Oliver, Richard L. (1993), "Cognitive, affective, and attribute bases of the satisfaction",Journal of Consumer Research, Dec, 1993, Vol. 20, Iss. 3, 418-430.
19. Parasuraman, A. (1997), "Reflections on Gaining Competitive Advantage Through Customer Value",Journal of the Academy of Marketing Science, Spring, 1997, Vol. 25, No. 2, 154-161.
20. Parasuraman, A., Zeithaml, Valarie A. and Berry, Leonard L. (1994), "Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for FutureResearch",Journal of Marketing, Jan, 1994, Vol. 58, Iss. 1, 111-124.
21. Parasuraman, A. (1996), "Understanding and Leveraging the Role of Customer Service in External,Interactive and Internal Marketing", Paper presented at the 1996 Frontiers in Services Conference,Nashville, USA.
22. Woodruff, Robert B. (1997), "Customer Value: The Next Source for Competitive Advantage",Journal of the Academy of Marketing Science, Spring, 1997, Vol. 25, No. 2, 139-153.
23. Zeithaml, Valarie A., Berry, Leonard L. and Parasuraman, A. (1996), "The BehavioralConsequences of Service Quality",Journal of Marketing, Apr, 1996, Vol. 60, Iss. 2, 31-46.

------------------------------------------------------------------------ 第 5 筆 ---------------------------------------------------------------------
系統識別號 U0084-0706201215441000
論文名稱(中文) 服務業服務品質之研究-以新山市計程車為例
論文名稱(英文) The Study on Service Quality of of the Service Industry - the Taxi Company in Johor Bahru as an Empirical Sample
校院名稱 樹德科技大學
系所名稱(中) 經營管理研究所
系所名稱(英) Graduate School of Business and Administration
學年度 100
學期 2
出版年 101
研究生(中文) 鍾順成
學號 s11633205
學位類別 碩士
語文別 中文
口試日期 2012-06-07
論文頁數 39頁
口試委員 指導教授-陳佳宏
委員-杜宇平
委員-陳震武
關鍵字(中) 計程車、服務品質、顧客滿意、再消費
關鍵字(英) Taxi, Service Quality, Customer Satisfaction, Repurchase Intention
學科別分類
中文摘要 近年來馬來西亞政府大力提倡觀光業,由於地處歐亞大陸最南端的新山與亞洲四小龍之一的新加坡僅是一水之隔,因此尤其受到國家的重點推薦。此外,馬來西亞國民年均收入的提升,使得新山市計程車運輸市場在外需與內需的刺激之下有日漸增長的趨勢。計程車具有服務業特性,業者應該以滿足乘客需求以提升其營運績效。因此本研究以乘客的角度切入計程車業,探討服務品質、顧客滿意度與顧客在消費意願之相互影響關係,使計程車業者能針對乘客需求提供適切的服務,以改善目前之經營方式。
本研究採用相關文獻,以PZB所提出之SERVQUAL量表為範本並適度修改以使其符合研究對象,將計程車服務品質項目分為「有形性」、「保證性」、「可靠性」、「反應性」與「關懷性」五項構面設計問卷並進行調查。本研究針對新山市年齡20歲以上的計程車乘客進行問卷調查,對象分別有軍警人員、公教人員、學生及工商人士等。問卷採便利抽樣方式,有效回收問卷為200份,使用PLS 2.0電腦套裝軟體作為資料分析工具來進行資料處理及研究假設之驗證。研究結果顯示:
1.服務品質對乘客的滿意度具有顯著正向的影響。
2.乘客的滿意度對乘客在消費意願具有顯著正向的影響。
3.服務品質對乘客在消費意願具有顯著正向的影響。
英文摘要 In recent years, Malaysia government starts to more and more focus on tourism industry. As the most southern point of mainland Eurasia and also very close with the Singapore, Johor Bahru becomes the key city to attract tourists. In addition, GDP of Malaysian is increasing, thus taxi market of the Johor Bahru become a growing trend by external demand and domestic demand. The characteristics of taxi industry belongs to service industry, it is because its operating performance have to meet passenger demand. In this study, research start from the passenger's point of view regards to the relationship of service quality between customer satisfaction and customers repurchase intention. From this study, management of taxi industry can understand that how to provide appropriate services to improve the current operation ways in order to meet the passenger demands.
This empirical study is based on the conceptual model of service quality that proposed by Parasuraman, Zeithaml and Berry. This study conducts a questionnaire survey for taxi passengers over 20 years old in Johor Bahru. The respondents’ occupations are government servants, students and businessman. A total of 200 effective samples were investigated and analyzed by this study via Smart PLS 2.0. With statistical analysis, the research results show that:
1.There was significantly positive relationship between Service and Customer satisfaction.
2.Customer Satisfaction is positively related with Customer repurchase intention.
3.Service quality is positively related with customer repurchase.
論文目次 摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的與範圍 2
1.3 研究方法 2
1.4 研究流程 3
二、文獻回顧 4
2.1 計程車 4
2.2 服務與品質 7
2.2.1 服務 7
2.2.2 品質 8
2.3 服務品質 9
2.4 服務品質的基本理論與模型 10
2.5 顧客滿意度 13
2.6 再消費意願 14
三、研究設計 16
3.1 研究模式 16
3.2 研究假說 16
3.2.1 服務品質與顧客滿意度之關係 16
3.2.2 顧客滿意與再消費意願之關係 17
3.2.3 服務品質與再消費意願之關係 17
3.3 問卷設計 17
3.3.1服務品質 18
3.3.2 顧客滿意 19
3.3.3 再消費意願 19
3.4 資料蒐集 20
3.5 資料分析 21
四、實證結果與分析 23
4.1信效度分析 23
4.2 假說與模式的驗證 26
五、結論與建議 29
5.1 研究結果討論 29
5.1.1 服務品質與顧客滿意之關係 29
5.1.2 顧客滿意與再消費意願之關係 29
5.1.3 服務品質與再消費意願之關係 29
5.2對計程車業的建議 30
5.2.1 服務品質之評估與衡量 30
5.2.2 能提供即時性的服務 30
5.2.3 改善計程車實體設施及駕駛的儀表 30
5.2.4 發展顧客滿意度調查系統 30
5.2.5 提供符合乘客期望之服務 31
5.2.6 強化乘客再消費意願 31
5.3 研究貢獻 31
5.4 研究限制 31
5.5 對後續研究的建議 32
參考文獻 33
附錄 38
參考文獻 中文文獻
1.呂堂榮 (2002),國道客運業服務品質、顧客滿意度與移轉障礙對消費者行為意向之影響,國立交通大學運輸科技與管理學系碩士論文。
2.周文生 (1996),計程車管理策略之研究,交通大學交通運輸研究所博士論文。
3.周文生 (2000) ,八十九年度臺北地區計程車營運情形調查,臺北市政府交通局委託中央警察大學交通學系。
4.周文生、曾平毅(1997),八十六年度台北縣暨基隆地區計程車服務水準評鑑,台灣省交通處公路局台北區監理所委託中央警察大學交通學系。
5.周逸衡、關複勇、凌儀玲 (1998),眼鏡零售業人員服務接觸與顧客反應間關係之研究,亞太管理評論,第3卷,第2期,頁149-164。
6.林重昌 (1989),台北市計程車營業方式改善策略之探討,警政學報,第十五期,頁16-27。
7.林能白、丘宏昌 (1999),服務品質之研究-服務人員人格特質之影響分析與應用,管理學報,第十六卷,第二期,頁 175-200。
8.胡凱傑 (2003),應用服務品質量表與知覺價值模式探討旅客再消費意願之影響因素:以汽車客運業為例,國立交通大學運輸科技與管理學系博士論文。
9.曾平毅 (1989),台北市計程車營運及其管理狀況,都市交通,第42期,頁30~37。
10.華英傑 (1996),服務品質、顧客滿意度與購買傾向關係之研究-保險業之實證,政治大學企業管理研究所碩士論文。
11.葉茂生 (2000),澎湖吉貝島遊客對海域遊憩活動滿意度研究,世新大學觀光研究所碩 士論文,台北。
12.劉常勇 (1991),服務品質的觀念模式,台北市銀月刊,第22卷,第9期,頁2-16。
13.鄭紹成,(1999),服務業顧客維持之研究—以金融業顧客觀點為例,文大商管學報,頁37-51。
14.鄭順聰 (2001),大學生生活型態、休閒動機與休閒參與之相關研究,國立體育學院體育研究所碩士論文,台北。
15.羅永光、黃國平 (1983),都市計程車之功能與特性研究及現行管制策略之檢討與改善,運輸計劃季刊,第十二卷,第一期,頁26-35。
16.蘇雲華,何雍慶 (1995),服務行銷顧客滿意模式與服務品質模式之比較研究,輔仁管理評論,第二期,頁36-58。

英文文獻
1.Anderson, E. W. & M. W. Sullivan (1993), “ The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, Vol. 12, No. 2, pp. 125-143.
2.Anderson, E. W. and Sullivan, M. W. (1990), “Customer Satisfaction and Retention Across Firms,” Presentation at the TIME College of Marketing Special Interest Conference on Services Marketing, Nashville. TN., September.
3.Anderson, E. W., Fornell, C. & Lehmann, D. R. (1994), “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of Marketing, Vol.58, pp. 53-64.
4.Bitner, M. J. (1990), “Evaluating Service Encounters: The Effect of Physical Surroundings and Employee Responses,” Journal of Marketing, Vol. 54, No. 2, pp. 69-82.
5.Bolton, R. N. & Drew, J. H. (1991), “A multistage model of customers’ assessments of service quality,” Journal of Consumer Research, Vol.17, No.4, pp.375-384.
6.Bowen, J. T. & Shoemaker, S. (1998), “Loyalty: A Strategic Commitment,” Cornell Hotel and Restaurant Administration Quarterly, February, pp. 12-25.
7.Chin, W. W. (1998). Issues and Opinion on Structural Equation Modeling. MIS Quarterly, 22(1), pp. vii – xvi.
8.Churchill, G. A. & Surprenont, C. (1982), “An Investigation into the Determinant of Customer Satisfaction,” Journal of Marketing Research, Vol. 9, No. 11, pp. 491-504.
9.Cronin, J. J. Jr. and Taylor, S. A. (1992), “Measuring Service Quality: A Reexamination And Extension,” Journal of Marketing, Vol. 56, pp.55-68.
10.Cronin, J. J., Brady, M. K. and Hult, G. T. M. (2000), “Assessing the Effect of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intention in Service Environment,” Journal of Retailing, Vol. 76, pp. 193-218.
11.Crosby, Philip B. (1979), “Quality Is Free,” McGraw-Hill, New York.
12.Engle, J.E., R.D. Blackwell and P.W. Miniard, (1993), “Consumer Behavior,” Chicago, The Dryden Press.
13.Garvin, D. A. (1984), “What Does Product Quality Realy Mean,” Sloan Management Review, pp. 25-43.
14.Gronroos, C. (1982), “An Applied Service Marketing Theory,” European. Journal of Marketing, Vol. 16, pp. 30-41.
15.Hempel, Donald J. (1997), “Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement,” The Conceptualization of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, Cambriage, Mass: Marketing Science Institute.
16.Kolter, P. (1997), “Marketing Management, Analysis, Implementation and Using the ServoualModel,” The Service Industries Journal, Vol. 11(3), pp.324- 343.
17.Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. and Schlesinger, L. A. (1994), “Putting the service-profit chain to work,” Harvard Business Review, Vol.72, No.2, pp.164-174.
18.Howard, J. A. & Sheth, J. N. (1969), “The Theory of Buyer Behavior,” New York: John Wiley and Sons, Inc..
19.Inman, J. j., Dyer J. S. and Jia, J. (1997), “A Generalized Utiltity Model of Disappointment and Regret Effects on Post-Choice Valuation,” Marketing Science, Vol. 16, No. 2, pp. 97-111.
20.Jones, M. A. & Jaebeom, S. (2000), “Transaction-specific satisfaction and overall satisfaction: an empirical analysis,” Journal of Services Marketing, Vol. 14, No. 2, pp. 147-156.
21.Jones, T. O. & Sasser, W. E. (1995), “Why satisfied customers defect,” Harvard Business Review, pp. 88-99.
22.Kolter, P. (1999), “Marketing Management,” (Millennium Edition), Englewood, NJ: Prentice Hall, pp. 751.
23.Kotler, P. & Armstrong, G. (1994), Principles of marketing, 6th edition, Prentice Hall.
24.Lee, M. & Cunningham, L. F. (1996), “Customer loyalty in the airline industry,” Transportation Quarterly, Vol.50, No.2, pp. 57-72.
25.Lehtien, U. and Lehtien, J. (1982), “Service Quality: A Study of Quality Dimensions,” Research Report, Helsinki, Finland: Service Management Institute.
26.Levitt, T. (1972), “Production-line approach to service,” Harvard Business Review, Vol. 50, pp. 41-52.
27.Lovelock, C.H. (2001), “Services Marketing: People, Technology, Strategy,” 4th ed., New Jersey: Prentice-Hall.
28.Miller, J. A. (1997), “Exploring satisfaction, modifying models, eliciting expectations, posing problems and making measurement of consumer satisfaction and dissatisfaction, The Conceptualization of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, Cambriage, Mass: Marketing Science Institute.
29.Mittal, V., Kumar, P. & Tsiros, M. (1999), “Attribute-level performance, satisfaction, & behavioral intentions over time: A consumption-system approach,” Journal of Marketing, Vol. 63, pp. 88-101.
30.Oh, M. (1999), “Service quality, customer satisfaction, and customer value: a holistic perspective,” International Journal of Hospitality Management, Vol.18, No.1, pp.67-82.
31.Oliver, R. L. & Macmillan, J. (1992), “Response Determinants in Satisfaction Judgements,” Journal of Consumer Research, Vol.14, pp. 495-507.
32.Oliver, R. L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 17(November), pp.460-469.
33.Oliver, R. L. (1981), “Measurement and evaluation of satisfaction process inertial settings,” Journal of Retailing, Vol. 57, pp. 25-48.
34.Oliver, R. L. (1993), “Cognitive Affective and Attribute base of satisfaction response,” Journal of consumer research, 20, pp.418-430.
35.Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985), “A conceptual model of service quality and its implications for further research,” Journal of Marketing, 49(4), pp.41-50.
36.Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service,” Journal of Rtailing, 64(Spring), pp.12-40.
37.Parasuraman, A., Zeithaml, V. A. &. Berry, L. L. (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol. 60, pp. 31-46.
38.Prus, A. & Brandt, D. R. (1995), “Understanding Your Customers,” Marketing Tools, pp. 10-14.
39.Reichheld, F. F. and Sasser, W. E. (1990), “Zero Defections: Quality Comes to Service,” Harvard Business Review, pp.105-111.
40.Sasser, W. E., Olsen, R. P. & Wyckoff, D. D. (1978), “Management of Service Operations: Text and Cases,” Allyn and Bacon, Boston.
41.Spreng, R. A. and Mackoy, R. D. (1996), “An empirical examination of a model of perceived service quality and satisfaction,” Journal of Retailing, Vol. 72, pp. 201-14.
42.Sweeney, J. C., Soutar, G. N. and Johnson, L. W. (1997), “Retail service quality and perceived value: a comparison of two models,” Journal of Retailing and Consumer Service, Vol.4, No.1, pp. 39-48.
43.Taylor, S. A. & Baker, T. L. (1994), “An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumers’ Purchase Intentions,” Journal of Retailing, Vol.70, Iss.2, pp.163-178.
44.William J. Regan. (1963), “The Service Revolution,” Journal of Marketing, Vol. 27, No. 3, pp.57-62.
45.Zeithaml, V. A. & Bitner, M. J. (1996), “Service Marketing,” Mcgraw- Hill.
46.Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol.52, pp.2-22.

------------------------------------------------------------------------ 第 6 筆 ---------------------------------------------------------------------
系統識別號 U0084-1008201301114000
論文名稱(中文) The Factors Affecting Customer Satisfaction of Mortgage Loan: A Case Study of Bank for Investment and Development of Vietnam.
論文名稱(英文) The Factors Affecting Customer Satisfaction of Mortgage Loan: A Case Study of Bank for Investment and Development of Vietnam.
校院名稱 樹德科技大學
系所名稱(中) 金融與風險管理系碩士班
系所名稱(英) Graduate School of Finance and Risk Management
學年度 101
學期 2
出版年 102
研究生(中文) 陳春城
學號 s11734309
學位類別 碩士
語文別 英文
口試日期 2013-04-24
論文頁數 71頁
口試委員 指導教授-吳如萍
共同指導教授-Nguyen Thi Thu Ha
委員-Jeu-Jiun Hu
委員-Chin-Hsueh Lin
關鍵字(中) N/A
關鍵字(英) Customer Satisfaction, Service Quality, Banking Industry.
學科別分類
中文摘要 N/A
英文摘要 The purpose of this study is to explore the relationships among service quality features (tangible, reliability, responsiveness, assurance and empathy) and customer satisfaction in the context of Vietnam. The empirical data are drawn from 208 customers of a bank in Vietnam. The results indicate important findings: the interaction between services quality features with customer satisfaction. In addition, implications and limitations of this study, as well as directions for future research are discussed.
Almost every Vietnam bank encounters similar problems in meeting customer‘s expectation of services and customer satisfaction. It is against this background that this research tries to evaluate customers’ satisfaction and its implications for bank performance in Bank for Investment and Development of Vietnam (BIDV).
論文目次 Table of contents
ABSTRACT i
ACKNOWLEDGMENTS ii
Table of contents iii
List of tables vi
List of figures vii
1.1.Research Background 1
1.2.Research Purpose 4
1.3.Research Objectives 4
1.4.Significance of the Study 5
1.5.Research Procedure 5
Chapter 2 Literature Review 7
2.1 Services 7
2.1.1 Definition of Service and Service Quality 7
2.1.2.1 Reliability 10
2.1.2.2 Tangibility 10
2.1.2.3 Responsiveness 11
2.1.2.4 Assurance 11
2.1.2.5 Empathy 12
2.2 Customer satisfaction 13
2.3 Service Quality and Customer Satisfaction in Banking 16
2.4 The relative between service quality and customer satisfaction 16
Chapter 3: Methodology 18
3.1 Research Framework 18
3.2 Research Approach 18
3.3 Quantitative Research 18
3.4 Research Model 19
3.4.1 SERVPERF Model 19
3.4.2 The reason to choose SERVPERF Model 19
3.5 Research Hypothesis 20
3.6 Variable Measurement and Questionnaire Design 20
3.6.1 Variable Measurement 20
3.6.2 Questionnaire Design 21
3.7 Sampling 22
3.8 Data Analysis 23
3.8.1 One Sample T-test 23
3.8.2 One way ANOVA 23
3.8.3 Two way ANOVA 24
3.8.4 Correlation and Linear Regression 24
4.1. Description of study sampling 25
4.2. Inspection and Measurement Model 26
4.2.1. Explore factor analysis (EFA) 27
4.2.2. Explore Factor Analysis (EFA) for the components of the service quality of mortgage loan services 27
4.2.3. Explore factor analysis (EFA) to the scale of customer satisfaction of mortgage loan BIDV 28
4.3 Testing of Hypotheses and Research Model 30
4.3.1. Analysis of the Correlation Matrix 30
4.3.2. The impact of Service Quality scale components to Customer Satisfaction 31
4.3.3. Results of the Theoretical Model 33
Chapter 5: Implications And Conclusions 35
5.1. Research Conclusion 35
5.2 Implied Business Policies 36
5.3 Limitations 37
Conclusions 37
REFERENCES 38
Appendix 6 62
Appendix 7 64
Appendix 8 65
Table 6 Results EFA components scale mortgage loan 65
Appendix 9 67
Appendix 10 68
Appendix 11 69

List of tables
Table 1 Summary result for the scale 29
Table 2 Model Summary 31
Table 3 The parameters of each variable in the regression equation Coefficients 32
Table 4 Sample structure by gender, age, job, time, graduate, income 62
Table 5 Test results Cronbach's Alpha of the scale of the proposed model 64
Table 6 Results EFA components scale mortgage loan 65
Table 7 EFA results for the scale of customer satisfaction for mortgage load of BIDV 67
Table 8 The correlation coefficient between the components 68
Table 9 ANOVA analysis 69

List of figures
Figure 1 Research structure 6
Figure 2 SERVPERF Model 19
Figure 3 Results of the theoretical model 33



參考文獻 REFERENCES
1. Constantine Lymperopoulos, 2006, The importance of service quality in bank selection for mortgage loans, Managing Service Quality, Vol. 16 No.4, pages 365-379.
2. James Francis Devlin, 2002, An analysis of choice criteria in the home loans market, International Journal of Bank Marketing, Vol. 20 No. 5, pages 212-226.
3. Ha Nguyen, 2009, Customer satisfaction assessment on Vietinbank’s card, MBA, School of Business Vietnam National University, Vietnam.
4. Khalil Mohammed Khalil, 2009, Online Service Quality and Customer Satisfaction: A case study of Bank Islam Malaysia Berhad, MBA, University Science Islam Malaysia.
5. Azman Ismail; Muhammad Madi Bin Abdullah; Sebastian K. Francis, 2009, Exploring the relationships among service quality features, perceived value and customer satisfaction, Journal of Industrial Engineering and Management, Volume. 2 No. 1, pages 230-250.
6. David Cohen, Christopher Gan, Hua Hwa Au Yong and Esther Choong, 2006, Customer Satisfaction: A Study Of Bank Customer Retention In New Zealand, Commerce Division PO Box 84 Lincoln University, Canterbury, New Zealand.
7. Ubedullah Amjad Ali Shaikh , 2011, Impact of service quality on customer Satisfaction: evidences from the Restaurant industry in pakistan, Management & Marketing, Volume. IX, pages 344-355.
8. Bao Truong, 2012, The Study Of The Factors Of Service Quality Affecting The Customer Satisfaction For The Cable Television Service At Song Thu Company, Scientific conferences, Danang, Vietnam.
9. Ahmad Bello Dogarawa, 2007, The Impact of E-banking on Customer Satisfaction, MBA, Ahmadu Bello University, Nigeria.
10. EconomyWatch, 2012, Mortgage Market in Vietnam, http://www.economywatch.com/mortgage/vietnam.html
11. Hoang Trong and Chu Nguyen Mong Ngoc, 2008, data analysis research
12. Nguyen Dinh Tho, 2011, Research method in business

------------------------------------------------------------------------ 第 7 筆 ---------------------------------------------------------------------
系統識別號 U0084-1707201217204200
論文名稱(中文) 服務失誤、服務補救、補救效果與顧客滿意度關聯之探討-以台電高雄區營業處電費抄表為例
論文名稱(英文) The Interrelationship between Service Failure, Service recovery, Remedy Effect, and Customer Satisfaction- A Case of the TPC Kaohsiung District Business of the Electricity Meter Reading
校院名稱 樹德科技大學
系所名稱(中) 經營管理研究所
系所名稱(英) Graduate School of Business and Administration
學年度 100
學期 2
出版年 101
研究生(中文) 陳萬春
學號 s99733302
學位類別 碩士
語文別 中文
口試日期 2012-07-13
論文頁數 89頁
口試委員 指導教授-錢士謙
委員-楊泄煌
委員-方志強
關鍵字(中) 服務失誤
服務補救
補救效果
顧客滿意度
關鍵字(英) Service Failure
Service Recovery
Remedial Effect
Customer Satisfaction
學科別分類
中文摘要 台電為因應我國經濟與社會的發展,提供穩定、高品質的電力,秉持以服務為導向的營運策略,希望達到以客為尊的現代化國營企業。而在如何將最佳的服務提供給顧客外,更應注意如何補救在服務時所產生失誤,當服務發生失誤時,適當的服務補救可以修復顧客的滿意度,進而影響消費者對企業的觀感。
服務的提供及顧客的消費是同時發生的,而且服務的品質無法比擬製造業的產品品質控管,因此,企業必須立即提供適當的補救措施,以彌補服務失誤在顧客心目中所造成的不當感受,藉此避免毀損企業長久以來對於締造顧客滿意和忠誠度所做的努力,並減少顧客對企業信心的降低與不良口碑的形成。
本研究將針對服務失誤、服務補救、補救結果及其對顧客滿意度之影響進行探討,並以台電高雄區處電表費抄表為例,採用問卷調查方式,以高雄市楠梓區37里用戶為研究對象,共回收有效問卷210份,應用探索性因素分析、驗證性因素分析、整體模式分析,其H1、H2及H5均不成立。研究結果發現服務失誤對服務補救、補救效果及顧客滿意度,均不顯著;服務補救對補救效果、服務補救對顧客滿意度與補救效果對顧客滿意度,均有顯著性;另服務失誤透過補救效果有增強顧客滿意度之影響的中介效果。
英文摘要 TPC in response to national economic and social development, to provide a stable, high quality power, uphold the service-oriented business strategies hope to achieve a modern customer-oriented state-owned enterprises. How to best service to customers, but also should pay attention to how to remedy arising from errors in the service, when service mistakes, the appropriate remedy can fix customer satisfaction, thereby affecting the perception of the consumer business .
Service delivery and customer consumption occur simultaneously, and the quality of the service can not match the quality control of manufacturing the product, So, we must provide immediate and appropriate remedial measures, to make up for the service failure caused by improper feelings in the minds of customers to avoid damage to the business a long time to create customer satisfaction and loyalty to the efforts made by, and reduce the customer reduce business confidence and the formation of the bad reputation.
This study will focus on the service failure, service recovery to remedy the results and their impact on customer satisfaction to explore, and meter reading meter fee TPC Kaohsiung District Office, for example, using the questionnaire, 37 miles to the National Kaohsiung users for the study, were collected 210 valid questionnaires, application of exploratory factor analysis, confirmatory factor analysis, the overall pattern analysis, H1, H2 and H5 are not established. The results found that the service failure, service recovery, the remedial effect and customer satisfaction are not significant; service recovery on the remedial effect of service recovery on customer satisfaction and the remedial effect on customer satisfaction, significant; another service failure through remedial the effect of intermediary to enhance customer satisfaction.
論文目次 目錄
摘要 i
誌謝 iv
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 前言 1
1.2 研究背景與動機 6
1.3 研究目的 9
1.4 研究流程 10
第二章 文獻探討 13
2.1 服務失誤 13
2.2 服務補救 16
2.3 補救效果 24
2.4 顧客滿意度 27
第三章 研究方法 34
3.1 研究架構 34
3.2 各構面之操作性定義與衡量方式 34
3.3 研究假設 39
3.4 問卷設計 41
3.5 研究對象與抽樣設計 42
3.6 資料分析方法 50
第四章 實證分析 52
4.1 回收樣本來源資料分析 52
4.2 信、效度分析 55
4.3 各研究構面之敘述統計 60
4.4 研究變數之相關分析 63
4.5 整體模式分析 64
4.6 小結 71
第五章 研究結論與建議 72
5.1 研究結論 72
5.2 研究建議 74
5.3 研究貢獻 75
5.4 研究限制 76
參考文獻 77
問卷調查表 84

表目錄
表 2-1 零售業的服務補救類型 19
表 2-2 餐飲業的服務補救類型 20
表 2-3 顧客滿意度之衡量構面 30
表 3-1 服務失誤之操作性定義 35
表 3-2 服務補救之操作性定義 36
表 3-3 補救效果之操作性定義 38
表 3-4 顧客滿意度之操作性定義 38
表 3-5 服務失誤之信度分析 43
表 3-6 服務失誤轉軸後的成份矩陣 44
表 3-7 服務補救之信度分析 45
表 3-8 服務補救轉軸後的成份矩陣 46
表 3-9 補救效果之信度分析 47
表3-10補救效果轉軸後的成份矩陣服務補救轉軸後的成份矩陣 48
表3-11顧客滿意度之信度分析 49
表3-12顧客滿意度轉軸後的成份矩陣 49
表4-1 樣本基本資料分析 52
表4-2 服務失誤量表驗證性因素分析 57
表4-3 服務補救量表驗證性因素分析 57
表4-4 補救效果量表驗證性因素分析 58
表4-5 顧客滿意度量表驗證性因素分析 59
表4-6 各構念契合度分析表 59
表4-7 各構面區別效度表 60
表4-8 服務失誤之平均值與標準差 61
表4-9服務補救之平均值與標準差 62
表4-10補救效果之平均值與標準差 62
表4-11顧客滿意度之平均值與標準差 63
表4-12所有構念之相關性 63
表4-13整體模式契合度分析表 65
表4-14基本的配適標準表 66
表4-15模式配適度評鑑結果摘要表 67
表4-16潛在變項路徑分析結構模型表 68
表4-17本研究假說結果總表 71

圖目錄
圖 1-1 研究流程圖 12
圖 2-1 服務補救後之整體滿意模式 28
圖 2-2 美國顧客滿意度指標(ACSI)模式 31
圖 2-3 SWICS結構化模式 32
圖 3-1 研究架構圖 34
圖 4-1 線性結構模型修正後之實證分析與參數值 69

參考文獻 中文部份
王揚新 (2005),「¬¬服務失誤嚴重性、服務補救認同度與認知公平關係之探討-以醫學中心為例」。銘傳大學管理研究所在職專班碩士論文。台北市。
吳兆玲 (1999),「國內航空服務業疏失補救、疏失事件歸因與顧客滿意反應間關係之研究」。國立中山大學企業管理研究所碩士論文。高雄市。
吳怡荻 (2007),「服務失誤類型與服務補救對顧客滿意度之研究-以花蓮地區國際觀光飯店為例」。國立東華大學企業管理系碩士論文。花蓮縣。
吳政謀 (2004),「運動健身俱樂部參與行為、服務品質、滿意度與忠誠度之研究-以奔放主題運動館為例」。台北市立體育學院運動科學研究所碩士論文。台北市。
吳萬益、林清河 (2002),「行銷研究」初版。台北:華泰書局。
林水波 (1999),「政府再造」。台北:智勝文化公司。
胡政源 (2004),「企業研究方法-SPSS的應用實例」。台北:鼎茂書局。
陳宜棻 (2010),「從展望理論觀點探討網路口碑對消費者購買意願之影響」。電子商務學報,第十二卷,第三期,頁527-546。
陳順宇 (2000),「多變量分析」。台北:華泰書局。
黃文翰 (2002),「服務補救不一致、服務補救後滿意度與顧客後續行為意圖之關係研究」。國立東華大學觀光暨遊憩管理研究所碩士論文。花蓮縣。
黃仲伊 (2008),「寬頻網路業服務失誤、服務補救、顧客滿意與顧客再購意願之研究」。南華大學企業管理系管理科學碩士論文。嘉義縣。
鄭紹成 (1997),「服務業服務失誤、挽回服務與顧客反應之研究」。中國文化大學國際企業管理研究所博士論文。台北市。
賴士葆、顏永森 (2004),「網際網路自助服務對消費者再購意願影響之研究」,電子商務研究,第二卷,第三期,頁259-278。
藍政偉 (1998),「消費者抱怨行為、抱怨處理方式及其抱怨處理後行為之研究」。國立雲林科技大學企業管理技術研究所碩士論文。雲林縣。
羅雅嬪 (2006),「網購服務失誤、服務補救與顧客滿意度-知覺公平與期望不一致之觀點」。國立嘉義大學管理研究所碩士論文。嘉義市。

英文部份
Anderson, E., Fornell, C. and Lehmann, D. R. (1994). “Customer Satisfaction, Market Share and Profitability: Findings from Sweden,” Journal of Marketing, 58, pp. 53-66.
Anderson, J. C., and Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), pp. 411-423.
Andreassen, Tor Wallin. (2001). From Disgust Delight:Do Customers Hold a Grudge, Journal of Service Research, 4(1), pp. 39-49.
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(1),pp.291-295.
Bagozzi, Yi., and Youjae, R. P. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (Spring), pp. 74-94.
Bell, C. and& Zemke, R. (1987). Doing It Right The Second Time, Training, 27(6), pp. 234-238.
Bitner, M. J., Booms, B. H., and Mohr, L. A. (1994), “Critical service encounters: The employee’s viewpoint,” Journal of Marketing, 58(10), pp. 95-106.
Bitner, M. J., Booms, B., and Tetreault, M. S. (1990). The Service Encounters:Diagnosing Favorable and Unfavorable Incidents, Journal of Marketing, 54(1), pp. 71-84.
Blumberg, B., Cooper, D.R and Schindler, P.S. (2005), “Business research Methods,” Maidenhead, McGraw-Hill.
Brown, S. W. (2000). Practicing Best-in Class Service Recovery, Marketing Management, 9(Summer), pp.8-9.
Browne, M. W., and Cudeck, R. (1993). Alternative Ways of Assessing Model Fit, In Bollen and Long (Eds.), Testing structural equation models,pp.136-162.
Bruhn, M. and Grund, M. A. (2000). “Theory, Development and Implementation of National Customer Satisfaction Indices: The Swiss index of Customer Satisfaction (SWICS),” Total Quality Management, 11(7), pp. 1017-1028.
Buttle, F. A. (1997). I Heard It Through the Grapevine: Issues in Referral Marketing, In Proceedings of the 5th International Colloquium in Relationship Marketing, School of Management, Cranfield University, England.
Buttle, Francis and Jamie Burton. (2002). Does Service Failure Influence Customer Loyalty, Journal of Consumer Behavior, 1(3), pp. 217-227.
Carbone, L. P. (2004). “Clued-in: How to keep customers coming back again and again. ” New Jersey: Pearson Education, Inc.
Chell, E. and Pittaway, L. (1998). “A study of entrepreneurship in the restaurant and café industry: Exploratory work using the critical incident technique as a methodology.” International Journal of Hospitality Management, 17, pp. 23-32.
Chiou, J-S., Droge, C. and Hanvanich, S. (2002). “Dose Customer Knowledge Affect How Loyalty is Formed? ”, Journal of Service Research, 5(2), pp. 113-124.
Christo, B. (1997). An Experimental Study of Service Recovery Options, International Journal of Service Industry Management, 8(4), pp. 110-130.
Clark, G., Kaminski, P. F. and Rink, D. R. (1992). Consumer Complaints:Advice on How Companies Should Respond Based on An Empirical Study, Journal of Services Marketing, 6(1), pp. 41-50.
Clark, Gary L., Peter F. Kaminski, and David R. Rind (1992), “Consumer Complaints: Advice on How Companies Should Respond Based on an Empirical Study,” Journal of Services Marketing, 6 (1), pp. 41-50.
Conlon, D. E. and Murry, N. M. (1996). Customer Perception of Corporate Responses to Product Complaints, The Role of Explanations Academy of Management Journal, 39(5), pp. 1040-1056.
Cronin, J. J., Brady, M. K. and Hult, G. T. (2000). “Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,” Journal of Retailing,76, pp. 193-218.
Czepiel, J. A. and Rosenberg, L. J. (1976). Perspective on Consumer Satisfaction, AMA Coferebce Proceedings, 19(2), pp. 119-123.
Desatnick,. R. L. (1988). Managing to keep the Customer, Boston Houghton Mifflin.
Dick, A. S. and Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, pp. 99-113.
Etzel, M. J. and Silverman, B. I. (1998). A Managerial Perspective on Directions for Retail Customer Dissatisfaction Research, Journal of Retailing, 57(3), pp.124-136.
Firnstahl, T. W. (1989). My Employees Are My Service Guarantees. Harvard Business Review, pp. 67,4-8.
Forbes, K., and Fiume, E. (2005). “An efficient search algorithm for motion data using weighted pca. ” In SCA '05: Proceedings of the 2005 ACM SIGGRAPH / Eurographics symposium on Computer animation
Fornell, C., and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, pp. 39-50.
Fornell, C., and Wernerfelt, B. (1988), “A model for customer complaint management, ” Marketing Science, 7(3), pp. 287-298.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. and Bryant, B. E. (1996). “The American Customer Satisfaction Index: Nature, Purpose and Findings,” Journal of Marketing, 60, pp. 7-18.
Fornell, Claes and Birger Wernerfelt. (1987). Defensive Marketing Strategy by Customer Complaint Management:A Theoretical Analysis, Journal of Marketing Research, 24(4), pp. 337-346.
Gefen, D., Straub, D. W., and Boudreau, M. C. (2000). Structural Equation Modeling and Regression: Guideline for Research Practice. Communications of the Association for Information Systems, 4, pp. 1-70.
Gilly, M. C. (1987). Post Complaint Processes:From Organizational Response to Repurchase Behavior, Journal of Consumer Affair, 21(4), pp. 293-313.
Goodwin, C., and Ross, I. (1992). Consumer Response to Service Failure:Influence of Procedural and Interactional Fairness Perceptions, Journal of Business Research, 25(2), pp. 149-163.
Goyette, I., Ricard, L., Bergeron, J., and Marticotte, F. (2010). e-WOM scale: Word-of-mouth measurement scale for e-services. Canadian Journal of Administrative Sciences, 27(1), pp. 5-23.
Gronroos Christian. (1988). Service Quality, The Six Criteria of Good Perceived Service Quality, Review of Business, 9(Winter), pp. 10-13.
Hair, J. F., Anderson, R. E., Tatham, R. L., and Black, W. C. (1998). Multivariate data analysis. New Jersey: Prentice-Hall International.
Hart Christopher W, James L. Heskett and W. Earl Sasser Jr. (1990). The Profitable Art of Service Recovery, Harvard Business Review, 68(7/8), pp. 148-156.
Hayduk, L. A. (1987). Structural Equation Modeling with LISREL. Baltimore: John Hopkins University Press.
Hellier, P. K., Geursen, G. M., Carr, R. A., and Rickard, J. A. (2003)” Customer repurchase intention: A general structural equation model” European Journal of Marketing, 37(11/12), pp. 1762.
Hess, R.L., Ganesan, S. and Klein, N.M. (2003). Service Failure and Recovery: The Impact of Relationship Factors on Customer Satisfaction. Journal of the Academy of Marketing Science, 31(2), pp. 127–145.
Hoffman, K. D. and Kelley, S. W. (2000). Perceived Justice Needs and Recovery Evaluation, A Conting. Encyapproach, European Journal of Marketing, 34(3), pp. 418-432.
Hoffman, K. D., Kelly, S. W. and Rotalsky, H. M. (1995). Tracking Service Failures and Employee Recovery Efforts, Journal of Service Marketing, 9(2), pp. 49-61.
Holloway, B. B., Wang, S. and Parish, J. T. (2005). The Role of Cumulative Online Purchasing Experience in Service Recovery Management. Journal of Interactive Marketing, 19(3), pp. 54-66.
Johnston, T. C. and Hewa, M. A. (1997). Fixing Service Failures, Industrial marketing management, 26(5), pp. 467-473.
Jones, T. O. and Sasser, E. J. (1995). Why Satisfied Customer Defect, Harvard Business Review, 36(6), pp. 36-40.
Jones, T. O. and Sasser, W. E. Jr, (1995). Why Satisfied Customer Defect. Harvard Business Review, 73(6), pp. 88-99.
Kandampully, J. (1998). “Service Quality to Service Loyalty: A Relationship Which Goes Beyond Customer Service”, Total Quality Management, 9(6), pp. 431-443.
Keaveney, S. M. (1995). Customer Switching Behavior in Service Industries:An Exploratory Study, Journal of Marketing, 59(4), pp. 71-82.
Kelley, S. W. and Davis, M. A. (1994). Antecedents to Customer Expectations for Service Recovery, Journal of the Academy of Marketing Science, 22(1), pp. 52-61.
Kelly, S. W., Hoffman, K. D. and Davis, M. A. (1993). A Typology of Retail Failures and Recoveries, Journal of Retailing, 69(4), pp. 429-452.
Kolter, P. J. (1991). Marketing Management Analysis Planning, Implementation and Control, 7th ed, New Jersey:Prentice Hall, Inc.
LaBarbera, P. A., and Mazursky, D. (1983). A Longitudinal Assessment of Consumer Satisfaction/ Dissatisfaction: The Dynamic Aspect of the Cognitive Process. Journal of Marketing Research, 20(4), pp. 393-404.
Lau. G. T. and Ng. S. (2001). Individual and Situational Factors Influencing Negative Word-of-Mouth Behavior. Canadian Journal Administrative, 18, pp. 163-178.
Levesque, T. J. and McDougall, G. H. (2000). Service Problems and Recovery Strategies:An Experiment Revue Canadiennedes Sciences del administration, Canadian Journal of Administrative Sciences, 3(1), pp. 20-27.
Lewis, Barbara R. and Sotiris Spyrakopoulos. (2001). “Service failures and recovery in retail banking: the customers’ perspective,” The International Journal of Bank Marketing. Bradford: Vol.19 (Iss.1).
Lutz, R. J. (1975). Changing Brand Attitudes through Modification of Cognitive Structure. Journal of Consumer Research, 1(4), pp. 49-59.
Manning, R. E. (1999). “Studies in outdoor recreation. Corvallis, OR: Oregon State University
Maxham III, James G. and Netemeyer, Richard G. (2003). “Firms reap what they sow: the effects of shared values and perceived organizational justice on perceived organizational justice on customers’ evaluations of complaint handling.” Journal of Marketing, 67(January), pp. 48-62
Maxham, J. G. (2001). Service Recovery’s Influence on Consumer Satisfaction, Positive word-of-mouth, and Purchase Intentions, Journal of Business Research, 54 (October), pp. 11-24.
Maxham, J. G., III and Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66, pp. 57-71.
McCollough, M. A., Berry, L. L. and Yadav, M. S. (2000). An Empirical Investigation of Consumer Satisfaction After Service Failure and Recovery, Journal of Service Research, 3(2), pp. 121-137.
Miller, Janis L., Christopher W Craighead and Kirk R Karwan. (2000). Service Recovery:A Framework and Empirical Investigation, Journal of Operations Management, 18(4), pp. 387-400.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17 (4), pp. 460-469.
Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Process in Retail Settings, Journal of Retailing, 57(Spring), pp. 25-48.
Oliver, R. L. (1997). action: A BehaviorSatisfal Perspective on the Consumer, New York:Irwin/McGraw-Hill.
Palmer, A., R. Beggs and C. Keown-McMullan. (2000). Equity and repurchase intention following service failure, Journal of Services Marketing, 14(6), pp. 514.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. (1993). The Nature and Determinants of Customer Expectations of Service, Journal of the Academy of Marketing Science, 21(Winter), pp. 1-12.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. (1991). Understanding Customer Exceptions of Service, Slogn Management Review, 32(2) , pp. 39-48.
Ranaweera, C. and Prabhu, J. (2003). The Influence of Satisfaction,trust and Switching Barriers on Customer Retention in a Continuous Purchasing Setting, International Journal of ServiceIndustry Management, 14(4), pp. 374-395.
Reichheld, F. F. (1996). The Loyalty Effect: The Hidden Force Being Growth, Profits and Lasting Value. MA: Harvard Business School Press.
Reichheld, F. F. and Sasser, W.E. Jr. (1990) “Zero Defections : Quality Comes to Services”, Harvard Business Review, 68, pp. 105-111.
Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study. Journal of Marketing , 47(1), pp. 68–78.
Rossello, B. (1997). Customer Service Superstars, ABA Banking Journal, 89(10), pp. 96-104.
Sharma, S. (1996). Applied Multivariate Techniques. NY: John Wiley & Sons.
Shoemaker, S., and Lewis, R. (1999). “Customer loyalty: The future of hospitality marketing”, International Journal of Hospitality Management, 25(8), pp. 345-370.
Singh, J. (1990). A Typology of Consumer Dissatisfaction Responses Style. Journal of Retailing , 66, pp. 57-99.
Singh, J. (1991). “Understanding the Structure of Consumers’ SatisfactionEvaluations of Service Delivery,” Journal of the Academy of Marketing Science, 19(3), pp. 223-244.
Smith, A. K., Bolton, R. N., and Wagner, Janet. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery, Journal of Management Research, 36(8), pp. 356-372.
Spreng, R. A., Harrell G. D. and Mackoy, R. D. (1995). Service Recovery: Impact on Satisfaction and Intentions. Journal of Services Marketing, 9(1), pp. 15-23.
Swan, J. E. and Oliver, R. L. (1989). Postpurchase Communications by Consumers. Journal of Retailing , 65(2), pp. 516-533.
Szymanski, D. M., and Henard, D. H. (2001). Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the Academy of Marketing Science, 29(1), pp. 16–35.
Tax, S. S. and W. Brown. (1998). Recovering and Learning from Service Failure, Sloan Management Review, Fall, pp. 77-88.
Tax, S. S., Brown, W. B., and Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experience:Implications for Relationship Marketing, Journal of Marketing, 62(4), pp. 60-77.
Tax, Stephen S., Brown, and Stephen W. (1998). Recovering and Learning from Service Failure, Sloan Management Review, 40(1), pp. 75-88.
Webster, C. and Sundaram, D. S. (1998). Service Consumption Criticality in Failure Recovery, Journal of Business Research, 41(2), pp. 153-159.
Westbrook, R. A. (1980). Interpersonal Affective Influences on Consumer Satisfaction with Product, Journal of Marketing Research, 7(June), pp. 49-54.
Westbrook, R. A. (1987). Product/consumption-based Affective Responses and Postpurchase Process. Journal of Marketing Research, 24(3), pp. 258-270.
Zemke, R. and Bell, C. (1990). “Doing It Right The Second Time,” Training, 27( 6), pp. 234-238.

------------------------------------------------------------------------ 第 8 筆 ---------------------------------------------------------------------
系統識別號 U0084-2007201221150100
論文名稱(中文) 羽球場館服務品質對顧客滿意度之影響
論文名稱(英文) The Effect of Service Quality on Consumer Satisfaction of Badminton Service
校院名稱 樹德科技大學
系所名稱(中) 經營管理研究所
系所名稱(英) Graduate School of Business and Administration
學年度 100
學期 2
出版年 101
研究生(中文) 黃振洲
學號 s99633119
學位類別 碩士
語文別 中文
口試日期 2012-07-09
論文頁數 56頁
口試委員 指導教授-張景弘
共同指導教授-馬上鈞
委員-許龍池
委員-徐世同
關鍵字(中) 羽球
服務品質
顧客滿意度
關鍵字(英) Badminton
Service Quality
Customer Satisfaction
學科別分類
中文摘要 本研究目的在於了解羽球館服務品質對顧客滿意度之影響。本研究採問卷調查法,以利益抽樣方式抽取300位高雄市松上羽球館之消費者。所得數據資料採用描述性統計、多元逐步迴歸分析統計方法進行處理,其結果發現服務品質中,有形性、反應性、可靠性、保證性、關懷性,五構面皆與滿意度題項間均有顯著相關,其中「服務反應性」與滿意度相關最高,其次為關懷性,其他依序為保證性、可靠性、有形性。根據實證結果提出,本研究建議未來松上羽球館之經營管理建議,例如加強教育訓練來增強服務人員的專業素養,進而提升員工之服務品質,以充滿熱忱的關懷服務,進一步拓展客源。
英文摘要 This study aims to explore the effect of service quality on consumer satisfaction. A total of 300 respondents from Song-Shang badminton Sports Center were invited to participate in the survey. Results indicated that five service quality constructs, ‘tangibles’, ‘responsibility’, ‘reliability’, ‘assurance’ and ‘empathy’, positively affect consumer satisfaction. The construct of ‘responsibility’ is the strongest one that affects consumer satisfaction, following by ‘empathy’, ‘assurance’, ‘reliability’, and ‘tangible’ in order. This study provides some measures of service quality improvement to enhance consumer satisfaction in the badminton service.
論文目次 第一章 緒論 1
1.1. 前言 1
1.2. 研究目的 3
1.3. 研究範圍 3
1.4. 名詞釋義 3
1.5. 研究流程 4
第二章 文獻探討 6
2.1. 羽球 6
2.2. 服務品質 7
2.3. 顧客滿意度 17
2.4. 服務品質與顧客滿意度的關係 20
第三章 研究方法與流程 23
3.1. 研究架構 23
3.2. 研究假設 24
3.3. 研究方法 24
3.4. 問卷編製 24
3.5. 研究調查與實施方式 25
3.6. 資料處理與分析 26
3.7. 人口統計變數 27
第四章 結果與討論 32
4.1. 服務品質與顧客滿意度之相關分析 32
4.2. 服務品質與顧客滿意度之多元迴歸分析 33
第五章 結論與建議 37
5.1. 研究貢獻 37
5.2. 結論 37
5.3. 建議 39
5.4. 研究限制 40
參考文獻 41
附錄一 54
參考文獻 于敬海(2008)。健檢服務業服務品質、關係品質以及競爭者吸引力對顧客轉換意願之影響。未出版碩士論文,銘傳大學,桃園縣。
中華民國羽球協會(1981)。中華民國羽球運動。臺北市:中華民國羽球協會。
尹相志(2001)。顧客流失分析技術,DATA 數位行銷。3-4 月號,37-41。
王文科(1997)。教育研究法。臺北市:五南出版社。
王文瑞(2006)。臺灣區五星級飯店商務俱樂部會員對服務品質滿意度之研究。未出版碩士論文,國立臺灣師範大學,臺北市。
王仲三(2002)。家電門市服務品質之顧客滿意度研究。未出版碩士論文,義守大學,高雄市。
王志全(2008)。休閒農場服務品質、消費者決策型態與重遊意願之研究-以松田崗創意生活農莊為例。未出版碩士論文,國立嘉義大學,嘉義市。
王沛泳(2001)。球迷參與行為及參與滿意度之影響因素-統一獅實証研究。未出版之碩士論文,國立成功大學,台南市。
王麒景(2008)。健康體適能俱樂部服務品質與購後行為之研究-以卡莎米亞健康世界為例。未出版碩士論文,國立臺灣師範大學,臺北市。
江建良(2000)。服務業服務品質管理模式之建構-顧客滿意觀點。商學學報,8,1-38。
吳政謀(2005)。運動健身俱樂部參與行為、服務品質、滿意度與忠誠度之研究-以奔放主題運動館為例。未出版碩士論文,臺北巿立體育學院,臺北市。
吳聰裕(2005)。高雄市健康體適能俱樂部服務品質與會員整體滿意度之研究。未出版碩士論文,大葉大學,彰化縣。
李坤哲(2006)。統一獅職棒球團服務品質球迷覺知之研究。未出版碩士論文,國立嘉義大學,嘉義市。
李勇霆(2006)。健身俱樂部服務品質與顧客行為意向之研究-以臺北捷運北投會館為例。未出版碩士論文,臺北巿立體育學院,臺北市。
李昭男(2002)。服務品質及價格對滿意度與忠誠度之影響-以國產車原廠汽車服務廠為例。未出版碩士論文,大葉大學,彰化縣。
李炳昭、陳一之(2009)。登山步道遊憩吸引力、服務品質、遊客滿意度與忠誠度影響模式建構之研究。休閒產業管理學刊,2(2),48-65。
李英瑋(2001)。國內綜合型運動網站使用者滿意度之研究。未出版碩士論文,國立臺灣師範大學,臺北市。
李真玲(2006)。公立體育場域民眾運動參與動機與滿意度之研究-以臺中縣為例。未出版碩士論文,東海大學,臺中市。
李紋玲(2009)。網路書店服務品質對滿意度及購買意願之關係-以臺北市網路書店為例。未出版碩士論文,大同大學,臺北市。
林有助(2006)。行動電話服務品牌轉換意願之研究。未出版碩士論文,中興大學,台中市。
林玫玫(2005)。服務品質與顧客滿意度關係之研究。經營管理論叢,特刊, 287-294。
林秉毅(2005)。臺北市市民運動中心服務品質、顧客滿意度與忠誠度之相關研究。未出版碩士論文,屏東師範學院,屏東市。
林清山(1988)。多變項分析統計法,臺北市:東華書局。
邱皓政(2009)。量化研究與統計分析:SPSS中文視窗版資料分析範例解析。臺北市 : 五南圖書出版股份有限公司。
柯宜君(2000)。消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響-於三種有形性比重不同服務業之比較。未出版碩士論文,國立政治大學,臺北市。
洪順慶(1999)。行銷管理,新陸書局。
洪嘉文(2005)。學校體育經營策略管理與實務。臺北市:師大書苑。
胡俊煌(2005)。臺北市全聯福利中心服務品質之顧客滿意度研究。未出版碩士論文,國立臺灣師範大學,臺北市。
高俊雄(1995)。運動休閒產業經營管理面臨的十大挑戰。大專體育,17,13-16。
高俊雄(1995)。臺北市健康體適能俱樂部經營管理型態初探。大專體育,22,39-53。
高俊雄(2002)。運動休閒事業管理。臺北市:志軒企業。
張火燦、余月美(2008)。服務品質、顧客滿意度與顧客忠誠度關係之研究。明新學報,34(1),127-140。
張憶君(2011)。運用Kano與PZB模式提升證卷業客戶服務滿意度之研究-以P證劵公司為例。未出版碩士論文,國立成功大學,台南市。
教育部體育大辭典編訂委員會(1984)。體育大辭典。臺北市:商務印書館。
許家銘(1997)。大學生消費者決策形態與價值觀之相關研究。未出版碩士論文,國立成功大學,台南市。
郭介仁(2006)。服務品質,顧客滿意度與再購意願之關聯性研究-以豐田汽車中區經銷商為例。未出版碩士論文,逢甲大學,臺中市。
郭素紋(2006)。顧客滿意度與忠誠度對再購意願影響之研究-以國內孛配服務業為例。未出版碩士論文,樹德科技大學,高雄縣。
郭德賓(1999)。服務業顧客滿意評量模式之研究。未出版博士論文,國立中山大學,高雄市。
陳沅易(1999)。服務品質與關係行銷對顧客信任與滿意度的影響-以投信機構為例。國立政治大學博士論文。
陳林鴻(2009)。服務品質、關係品質、顧客滿意度與忠誠度影響關係之研究-以臺北市市民運動中心為例。未出版碩士論文,國立臺灣師範大學,臺北市。
陳景森(1996)。運動健康俱樂部服務品質之實證研究-以中興健身俱樂部為例。未出版碩士論文,國立臺灣師範大學,臺北市。
陳瑞辰 (2007)。游泳池服務品質,顧客滿意度與再購意願之研究-以臺北縣三重市地區游泳池為例。臺灣師範大學,臺北市。
陳瑞辰(2008)。游泳池服務品質、顧客滿意度與再購意願之研究-以臺北縣三重市地區游泳池為例。未出版碩士論文,國立臺灣師範大學,臺北市。
陳澤義(2005)。服務管理。臺北市:華泰文化。
陳龍(2007)。公營運動場館民眾使用滿意度調查研究-以臺北縣立新莊體育場為例。未出版碩士論文,國立臺灣師範大學,臺北市。
曾麗娟(2001)。應用行動研究改善運動健身俱樂部服務品質之個案實證研究。未出版碩士論文,國立臺灣體育學院,臺中市。
游宗仁(2002)。全國YMCA運動休閒課程知覺服務品質與滿意度之研究。未出版碩士論文,朝陽科技大學,臺中市。
游尚儒(2007)。知覺價格、知覺價值與知覺服務品質對消費者滿意度與再購意願影響之研究-以花蓮地區觀光飯店為例。未出版碩士論文,國立東華大學,花蓮縣。
程紹同(1994)。從行銷概念談運動休閒服務。國民體育季刊,23(1),63-70。
黃鈺婷(2002)。大學生對運動項目主觀聲望之調查研究。未出版之碩士論文,國立體育學院,桃園縣。
溫卓謀(2001)。羽球運動員知覺預期能力與訓練策略之研究。未出版博士論文,國立台灣師範大學,臺北市。
溫卿副(2009)。假日戶外遊憩吸引力、服務品質與忠誠度之研究-以坪林鄉露營區為例。未出版碩士論文,國立臺灣師範大學,臺北市。
溫福興、邱皓政(2009)。多層次模型方法論:階層線性模式的關鍵議題與試解。臺大管理論叢,19(2),263-294。
葉公鼎(2005)。提升臺灣公共運動設施營運人員專業知能的策略。國民體育季刊,34(2),24-30。
劉崇義(2001)。顧客滿意之研究-以壽險業為例。未出版碩士論文,中原大學,桃園縣。
劉博鈞(2007)。臺中地區健身俱樂部服務品質、顧客價值與消費者行為關係之探討。 未出版碩士論文,大葉大學,彰化縣。
潘沛彤(2008)。臺北地區桌球俱樂部服務品質與顧客滿意度關係之研究。未出版碩士論文,國立臺灣師範大學,臺北市。
蔡士傑(2005)。運動健身俱樂部服務品質、顧客滿意度與再購意願之研究-以桑富士運動俱樂部為例。未出版碩士論文,國立臺灣師範大學,臺北市。
蔡忠信(2007)。我國羽球運動推展職業化之可行性-以羽球從業人員及選手為例。未出版之碩士論文,台東大學,台東。
鄧智斌(2009)。大陸來臺旅客旅遊動機、服務品質滿意度與其意向行為之研究。未出版碩士論文,國立臺灣師範大學,臺北市。
蕭源都(2012)。智慧型手機服務品質之研究,華人經濟研究,10(1),131-164。
蘇武龍(2000)。住院服務品質與病患滿意度之探討-成大、奇美醫院為例。未出版碩士論文,國立成功大學,台南市。


英文:
Alexandris, K., Dimitriadis, N., & Kasiara, A. (2001). The behavioral consequences of perceived service quality: An exploratory study in the context of private fitness clubs in Greece. European Sport Management Quarterly, 1(4), 280−299.
Anderson, E.W., Fornell, C., & Donald, R. L. (1994, July). Customer satisfaction, market share, and profitability: Findings From Sweden. Journal of Marketing, 58(3), 53-66.
Anderson, E. W., Mary S. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12 (2), 125-143.
Andrews, F. M, & Withey, S. B. (1976). Social Indicators of Well-Being: America’s Perception of Life Quality. New York: Plenum.
Babbie, E. (1989). The Practice of Social Research (5th ed.). Belmont, CA: Wadsworth
Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounter: The employee’s viewpoint. Journal of Marketing, 58(4), 95-106.
Bobby, G. (1995). The importance of leisure satisfaction on the aging leisure repertoire. Journal of Wellness Perspectives, 12(1), 42-51.
Bolton, R. N., & Drew, J. H. (1991). A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes. Journal of Marketing, 55 (1), 1-9.
Boulding, W., Ajay, K., Richard, S., & Valarie, A. Z. (1993). A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions. Journal of Marketing Research, 30(1), 7-27.
Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49.
Buell, V. P. (1984). Marketing management: A strategic planning approach. New York: McGraw-Hill.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249.
Chang, K., & Lee, C. (2004). Relationship among service quality, customer satisfaction, and renewal intentions in health / fitness clubs. International Journal of Sport Management, 5, 306−315.
Churchill, G. A. Jr., & Surprenant, C. (1982). An investigation into the determinants of consumer satisfaction. Journal of Marketing Research, 19(11), 491-504.
Cram, T. (2001). Customers that count: How to build living relationships with your most valuable customers. London, UK: Financial Times Prentice Hall.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(July), 55-68.
Cronins, J. J. Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
Flanagan, A., & Frederick, H. (1993), The relationship between employee perceived service climate and consumer satisfaction. Journal of Marketing, 42(1), 24-33
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 55(1), 1-22.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7–18
Garvin, D. A. (1984). What does product quality really mean. Sloan Management Review, 30(3), 25-43.
Garvin, D. A. (1983).Quality on the Line. Harvard Business Review, 61(4), 65-75.
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty : Cross-industry divergences. Total Quality Management, 11(4-6), 509-514.
Grönroos, C. (1982). An applied service marketing theory. European Journal of Marketing, 16(7), 30-41.
Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. Cambridge: Marketing Science Institute.
Hong, S. C., & Goo, Y. J. (2004). A causal model of customer loyalty in professional service firms : An empirical study. International Journal of Management, 21(4), 531-540.
Host, V., & Knie-Andersen, M. (2001). Customer Satisfaction, Antecedents and Consequences in Mortgage Credit Companies. Working Paper, Department of Management, University of AARHUS, Denmark , 10-12.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Wiley & Sons.
Hunt, K. A., Keaveney, S. M., & Lee, M. (1995). Involvement, attributions,and consumer responses to rebates. Journal of Business and Psychology, 9(3), 273-297.
Juran, J. M. (1974). Quality Control Handbook. New York: McGraw-Hill Book Co.
Juran, J. M. (1986). A universal approach to managing for quality. Quality Progress, 12, 19- 24.
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145-159.
Kotler, P. (1997). Marketing management: Analysis, planning implementation, and control. Upper Saddle River, NJ: Prentice-Hall.
Kotler, P. (1999). Marketing management: Analysis, planning implementation, and control (9th ed.). Upper Saddle River, NJ: Prentice-Hall.
Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice-Hall.
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Prentice Hall.
Kotler, P., S.M. Leong, S.H., & C.T. Tan. (1996). Marketing Management: An Asian Perspective, Pearson Prentice Hall.
Kotler, Philip (1996). Marketing Management: Analysis, Planning, Implementation, and Control, 9thed, Prentice-Hall Inc.
Levitt, T. (1972). Production-line approach to service. Harvard Business Review, 50 (September/October), 41-52.
Lovelock, C. H., & Young, R. F. (1979). Look to customers to increase productivity. Harvard Business Review, 57(3), 168-178.
Madden, G., Savage, S. J., & Neal, G. C. (1999). Subscriber Churn in the Australian ISP Market. Information Economics and Policy, 11, 195-207.
Murdick, R. G., Render, B., & Russell, R. S. (1990). Service operations management. New York: Allyn and Bacon.
Oliver, R. L., & Desaarbo, W. S. (1988). Response Determinants in Satisfaction Judgment, Journal of Consumer Research, 14(1), 495-507.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and ConSquare of Satisfaction Decisions. Journal of Marketing Research, 17 (November), 460-469.
Ostrom, A., & Dawn, I. (1995). Consumer trade: offs and the evaluation of services. Journal of Marketing, 59(1), 17-28.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Peltier, J. W., & Westfall, J. (2000). Dissecting the HMO-benefits managers relationship: What to measure and why. Marketing Health Services, 20(2), 4-13.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-111.
Rust, R. T., & Oliver, R. W. (1994). Notes and comments: The death of advertising. Journal of Advertising, 23(4), 71-77.
Sasser, W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of service operations, text and cases. Boston: Allyn and Bacon.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
Stanton, W. J. (1987). Fundamentals of Marketing (5th ed.). New York : McGraw-Hill.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers purchase intentions. Journal of Retailing, 70(2), 163-178.
Teas, R. K. (1993). Expectations, performance evaluation, and consumer perception’s of quality. Journal of Marketing, 57(4), 18-34.
Thompson, B. (1992). Interpreting regression results: beta weights and structure coefficients are both important. Paper presented at the annual meeting of the American Educational Research Association, San Francisco. (ERIC Document Reproduction Service No. ED 344 897).
Wakefield, R. L. (2001). Service quality. The CPA Journal, 71(8), 58-60.
Wendy, Z. H. (1998). The multi-day, competitive leisure event-examining satisfaction over time. Journal of Leisure Research, 30(4), 472-497.
Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9(4), 5-17.
Zeithaml, V. A., & Bitner, M. J. (1996). Service marketing. New York: McGraw-Hill.

------------------------------------------------------------------------ 第 9 筆 ---------------------------------------------------------------------
系統識別號 U0084-2008201215074200
論文名稱(中文) A research on the effect of banking service quality on customer’s Satisfaction: An example of Commercial bank in Vietnam
論文名稱(英文) A research on the effect of banking service quality on customer’s Satisfaction: An example of Commercial bank in Vietnam
校院名稱 樹德科技大學
系所名稱(中) 金融與風險管理系碩士班
系所名稱(英) Graduate School of Finance and Risk Management
學年度 100
學期 2
出版年 101
研究生(中文) 陳蘇妙齡
學號 s99734308
學位類別 碩士
語文別 英文
口試日期 2012-06-16
論文頁數 57頁
口試委員 指導教授-陳碧雲
委員-王昭雄
委員-吳如萍
指導教授-Nguyen Xuan Minh
關鍵字(中) N/A
關鍵字(英) Service Quality, SERVQUAL, Satisfaction, Customer Satisfaction.
學科別分類
中文摘要 N/A
英文摘要 Financial system is a main key for the development stability in every country on over the world. Especially, industry banking always is a first point fields to help economic development stability and Vietnam without an exception. Today, Service quality of banking very important which decide exists of each bank. Making Customer’s satisfaction with service quality of banking provides is the key essential helping the bank survive and get more advantage.
The purposes of this study are: (1) the study utilized the element of the model of SERVQUAL to analyses the gap between perceptions and expectation of the customer. (Parasuraman et al., 1985; Curry, 1999; Luk and Layton, 2002); (2) Finding the key factors that effect on customer’s satisfaction; (3) Developing a model to be applied to service quality of the banking sector in Vietnam; (4) Concluding the ability of the model to be applied to Vietnam banking system. Based on those purposes, a survey was conducted using a questionnaire with five sections: Tangibles, Reliability, Responsiveness, Assurance, and Empathy.
In this research, case study is focus on commercial banks in Vietnam. A survey was conducted with customers who have experience banking services. Therefore, a total of 300 customers of An Binh Bank will be invited in this survey questionnaire by email. These people have income and live in the Ho Chi Minh City and had experience with this banking. The expected returned numbers are 250 customers.
The research indicated the components (Tangibles, Reliability, Responsiveness, Assurance and Empathy) my lead to acceptable ability of intention to banking service quality of Vietnamese. In addition, the strongest influence on intention of using is the customers’ satisfaction with the banking service quality. The results of this study are hope to be the efficient constructive sources for the commercial banks in Vietnam intention and contribution the competitive promotion strategy in banking industry of Vietnam.

論文目次 Table of Contents

ABSTRACT i
ACKNOWLEDGMENTS iii
List of Table…………………………………………………………………….. vi
List of Figure……………………………………………………………………..vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2. Research Motives 5
1.3 Research Purpose 6
1.4 Research Procedure 7
Chapter 2 Literature Review 9
2.1. Service Quality 9
2.2. Satisfaction 10
2.3. Customer Satisfaction 11
2.4. Gap Model of Service Quality 14
2.5. Service Quality and Satisfaction 16
Chapter 3 Methodology 20
3.1. Research Framework 20
3.2. Hypotheses Development 21
3.3. Variable Measurement and Questionnaire Design 22
3.4. Sampling 25
3.5. Data Analysis 26
3.5.1. Descriptive and Demographic Analysis 26
3.5.2. Bivariate Correlation 26
3.5.3. Regression Analysis 27
4.1. Demographic Characteristics 28
4.2 Descriptive Statistic 31
4.3 Correlation Coefficient and Reliability Testing 32
4.3.1 Reliability Analysis of variables 33
4.3.2. Revising the research model 36
4.4 Testing Model and Hypotheses 38
4.4.1 Testing Model 38
4.4.2 Testing Hypotheses 41
Chapter 5 Conclusions and Suggestions 44
5.1 Research Conclusions 44
5.2 Implications and Suggestions 45
5.3 Limitations 47
APPENDIX: QUESTIONNAIRE IN ENGLISH 53

List of Tables
Table 1.Questionnaire Design 23
Table 2: Descriptive Statistics by gender 28
Table 3: Descriptive Statistics by age groups age 29
Table 4: Descriptive Statistics by age groups Occupation 30
Table 5: Descriptive Statistics by frequently using banking service groups 31
Table 6: Descriptive Statistic 31
Table 7: Evaluation of Composite Reliability (CR) 33
Table 8: Construct Reliability 33
Table 9: Cronbach's Alpha test results 34
Table 10: Measurement scale 36
Table 11: Bivariate Correlations among Variables 38
Table 12: Model Summary (b) 39
Table 13: ANOVA(b) 39
Table 14: Coefficients(a) 40
Table 15: Regression coefficients 41

List of Figures

Figure 1: Research Structure 8
Figure 2: Gap model of service quality 14
Figure 3: This model is an extension of the Walfried.M.Lassar model of SERVQUAL Vs functional quality-based impact on satisfaction 19
Figure 4: Research Framework 21
Figure 5: Illustrates the revised research model. The proposed research hypotheses 37
Figure 6: Regression coefficients of model 43

參考文獻 [1] Annual report 2007. www.An Binh Bank.com.vn
[2] Annual report 2008. www.An Binh Bank.com.vn
[3] Annual report 2009. www.An Binh Bank.com.vn
[4] Annual report 2010. www.anbinh.com.vn
[5] Arbore, A., & Busacca, B. Customer satisfaction and dissatisfaction in retail banking: exploring the asymmetric impact of attribute performances. Journal of Retailing and Consumer Service 16 (2009) 271- 280.
[6] Awan, H. M., Bukh, K. S., & Iqbal, A. Service quality and customer satisfaction in banking sector: comparative study of conventional & Islamic banks in Pakistan. Journal of Islamic Marketing Vol. 2 Iss: 3, pp.203 – 224, (2011).
[7] Banking Sector Review. The World Bank Financial Sector East Asian and Pacific region. June 2002.
[8] Chang, H. H., & Chen, S. W., The impact of customer interface quality, satisfaction and switching costs on e-loyalty: internet experience as a moderator. Computers in Human Behavior 24 (2008) 2927 – 2944.
[9] Cheung, M. F. Y., & To, W. M. Customer involvement and perceptions: the moderating role of customer co-production. Journal of retailing and Customer Services 18 (2011) 271 – 277.
[10] Cohen, D., Gan, C., Young, H. H. A, & Choong, E. Customer satisfaction: A study of bank customer retention in New Zealand, (2006).
[11] Council of Ministers Decree 53-1988 organizational structure of the State Bank of Vietnam issued by the Council of Ministers issued 26th March 1988. Legal library, 1987, www.thuvienphapluat.vn.
[12] Decree 69/2007/ND-CP on the Purchase by Foreign Investors of Shareholding in Vietnam Commercial Banks.
[13] Dehghan, A. Relationship between service quality and customer satisfaction: in the case of CCG (Customer Centric Group) CO. MSc program in marketing and electronic commercial joint. (2006).
[14] Finn, A. Investigating the non-linear effect of service quality dimensions on customer satisfaction. Journal of Retailing and Customer Services 18 (2011) 27 – 37.
[15] Hakkala, K., & Kokko, A. The State and the Private sector in Vietnam. Working paper 236, June 2007.
[16] History of banking system in Vietnam. Vietnam State Bank, 2011, www.sbv.gov.vn.
[17] Ho, A., & R. Ashle Baxter. Banking reform in Vietnam. Asian Financial Institutions: Risk Management in a Global Environment. The country Analysis Unit of the Federal Reserve Bank of San Francisco. Sepmtember 8-9, 2011, CA.
[18] Iris Fang, Development of the Banking System in Vietnam, Vietnames law consultants, 2007, http://vietnamese-law-consultancy.com).
[19] Johnson, M. D et al. The evolution and future of national customer satisfaction index models. Journal of Economic Psychology 22 (2001) 217- 245.
[20] Johnston, R. Identifying the critical determinants of service quality in retail banking: importance and effect. International Journal of Bank Marketing, 15/4 (1997) 111-116.
[21] Katatepe, O. M et al. Measuring service quality of banks: scale development and validation. Journal of Retailing and Consumer Services 12 (2005) 373 – 383.
[22] Keng, L. L., The impact of service quality on customer satisfaction loyalty: a study of banks in Penang, Malaysia. International Journal of Marketing Studies Vol. 2, No. 2; 2010.
[23] Kuo, Y,-F et al, The relationships among service quality, perceived value, customer satisfaction, and post- purchase intention in mobile value – added services. Computer in Human Behavior 25 (2009) 887 – 896.
[24] Lacramioara, R., Alan, W. & Andrei, M. S. Improving bank quality dimensions to increase customer satisfaction. (2011)
[25] Lai, W.-T., Chen, C.-F. Behavioral intentions of public transit passengers – The roles of service quality, perceived value, satisfaction and involvement. Transport Policy 18 (2011) 318 – 325.
[26] Malthouse, E. C., Oakley, J. L., Calder, B. J., & Iacobucci, D. Customer satisfaction across organizational units (2003).
[27] Mayer Brown. 2010 Law on Credit Institutions. Legal update Banking & Finance Vietnam, August 12, 2010.
[28] MichaelD. Johnson et al. Expectaion, perceived performance, and customer satisfaction for a complex service: the case of bank loans. Journal of Economic Psychology 17 (1996) 163- 182.
[29] Ministerial Council Decision No. 218/CT allows testing the operation of the banking business, July, 1987. Legal library, 1987, www.thuvienphapluat.vn.
[30] Munusamy, J.. Chelliah, S., & Mun, H. W. Service quality delivery and its impact on customer satisfaction in the banking sector in Malaysia. International Journal of Innovation, Management and technology, Vol. 1, No. 4. 2010.
[31] Naik, C. N. K., Gantasala, S. B., & Prabhakar, G. V. Service quality (SERVQUAL) and its effect on customer satisfaction in retailing. European Journal of Social Sciences –Vol. 6, No. 2, (2010).
[32] Ordinance on 23 May 1990 on Bank, Credits cooperatives, Financial Co. Embassy of Vietnam, October 2, 2002, www.vietnamembassy-usa.org.
[33] Ordinance on the State Bank of Vietnam. May 23, 1990. Embassy of Vietnam, October 2, 2002, www.vietnamembassy-usa.org.
[34] P.Parasuraman, Valarie A.Zeithaml, Leonard L.Berry. A conceptual model of service quality and its implications for future research, Journal of Marketing Vol.49 (Fall 1985), 41-50.
[35] Phan, V. P., & Vo, T. T. Preparation by Vietnam’s banking Sector for WTO Accession, Managing the challenges of WTO participation: case study 45, http://wto.org/english/res_e/booksp_e/casestudies_e/case45_e.htm#tab4.
[36] Rahman, M., & Miazee, H. E-service quality and customer satisfaction: a study of online customers in Bangladesh. University Science Islam Malaysia (2011).
[37] Robinson, A. A. Vietnam Laws. Vietnam legal update. January 2011 edition. www.vietnamlaws.com.
[38] Role of Vietnam’s Banking System in age of reform and integration, Vietnam state bank, 2011, www.sbs.gov.vn.
[39] Tama Trinh. Understanding Vietnam: a look beyond the facts and figures. Deutsche Bank Research. July 26, 2007.
[40] Tran, B. T. Analysis of Vietnamese banking Sector with special reference to Corporate Governance. Business Administration, Economics, Law and Social Sciences (HSG) (2008).
[41] U.S.-Vietnam Trade Council.
[42] Viet Nguyen & Hanh Tran. Vietnam passes the new Law on Credit Institutions (2011). [43] Bizzconsult law LLC. www.inhousecommunity.com.
[44] Vietnam central bank proposes tasks for banking sector in 2011, Vietnam banking Financial News, December 29, 2010.

------------------------------------------------------------------------ 第 10 筆 ---------------------------------------------------------------------
系統識別號 U0084-2405201218074200
論文名稱(中文) 顧客關係管理與顧客滿意度之研究 -以市場知識為干擾效果之探討
論文名稱(英文) Management of Customer’s Relationship and Satisfaction of Customers research —Discussed with Market knowledge as interference effect
校院名稱 樹德科技大學
系所名稱(中) 經營管理研究所
系所名稱(英) Graduate School of Business and Administration
學年度 100
學期 2
出版年 101
研究生(中文) 林怡芬
學號 s99733203
學位類別 碩士
語文別 中文
口試日期 2012-05-15
論文頁數 77頁
口試委員 指導教授-楊一峰
委員-吳毓麒
委員-陳震遠
關鍵字(中) 顧客關係管理;市場知識;顧客滿意度
關鍵字(英) customer relationship management ; market knowledge; customer satisfaction
學科別分類
中文摘要 全球性經濟成長衰退,導致市場工作環境受到影響,顧客關係管理要求更加嚴苛,然而員工對市場知識的熟悉度是非常重要,將會影響服務品質,進而影響顧客服務滿意程度。所以,本研究以市場知識(market knowledge)為干擾效果進行研究,目前國內各企業界之市場、資訊、金融、經濟、文化、社會的市場環境競爭非常激烈;然而,企業界如何運用顧客關係管理及市場知識,以達成企業以優質化的服務,使顧客達到滿意,並提昇企業獲利。本研究的問卷於2012年2~3月對有顧客進行各400份問卷調查,採用迴歸分析進行假設的驗證,並使用信效度分析、因素分析、敘述性統計分析、與階層回歸分析等研究方法分析。本研究以市場知識為干擾效果,來探討顧客關係管理對顧客滿意度的影響,本研究貢獻如下:
一、顧客關係管理與顧客滿意度成正相關之關係。
二、市場知識與顧客滿意度成正相關之關係。
三、顧客關係管理對市場知識成正相關之關係。
四、市場知識影響顧客關係管理對顧客滿意度的效果之關係。

英文摘要 In this study we intend to expand customer relationship management and market knowledge and their interconnected effects (moderation) on customers satisfaction in the life insurance industry. We analyze one sample (customer). We carry out an empirical study using a multiple moderated regression approaches to obtain significant results. Our new findings show the significant main effect of moderation on the customers satisfaction. Our main conclusion is that we consistently find an important contribution for the main effects of customer relationship management and market knowledge on the customers satisfaction while market knowledge plays a moderating role that can help strengthen customer satisfaction. This is important information for life insurance firms which need to build successful the customers satisfaction associations with their customers, especially to adapt to an ever-changing marketplace.
論文目次 目錄
摘要 i
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1研究背景 3
1.2研究動機 5
1.3研究目的 7
1.4研究流程與步驟 8
1.5研究範圍 10
二、文獻探討 11
2.1顧客關係管理(Customer Relationship Management, CRM) 11
2.1.1顧客互動 12
2.1.2 顧客獲利率 12
2.1.3 顧客關係管理之定義 13
2.2市場知識(market knowledge) 16
2.2.1知識的定義 16
2.2.1知識分享 17
2.2.3 知識管理 18
2.2.4市場知識能力 19
2.2.5 市場知識定義 20
2.3顧客滿意度(customers satisfaction ) 21
2.3.1 顧客忠誠度 21
2.3.2 顧客滿意度的定義 23
2.3.3顧客滿意度之構面衡量模式 24
2.4顧客關係管理與顧客滿意度的關係 27
2.5市場知識與顧客滿意度的關係 29
2.6顧客關係管理對市場知識的關係 30
2.7 市場知識是否因透過顧客關係管理與顧客滿意度的干擾效果 31
2.8研究假設 32
第三章 研究方法與設計 33
3.1研究架構 33
3.2樣本 34
3.2.1研究對象 34
3.2.2問卷設計 35
3.2.3構面量表信度、效度分析、因素分析、敘述性相關分析、階層迴歸分析: 35
3.2.4 變數操作性定義 37
3.2.4.1顧客關係管理(CRM) 37
3.2.4.2市場知識(MK) 38
3.2.4.3顧客滿意度(CS) 38
3.3各構面因素分析 39
3.3.1顧客關係管理 39
3.3.2市場知識 40
3.3.3顧客滿意度 41
3.4樣本基本資料 42
第四章實證分析 44
4.1實證所需的統計軟體與分析 44
4.2數據檢查(Data Checks) 45
4.3 整體相關係數 47
4.4假設性檢定 49
第五章 討論與結論 52
5.1研究結果 53
5.1.1運用顧客關係管理與顧客滿意度呈現正相關 53
5.1.2運用市場知識對顧客滿意度有正向顯著性影響。 54
5.1.3運用顧客關係管理對市場知識有正向顯著性影響。 55
5.1.4當以市場知識為干擾變數時,其干擾效果對其顧客關係管理對顧客滿意度的提升有正向顯著性影響。 56
5.2研究限制 58
5.2未來研究之建議 59
參考文獻 60
問卷調查表 74

參考文獻 中文部份
丁惠民(1999),「新顧客關係時代的來臨對企業的經營衝擊」,電子化企業經理人報告,3,頁6-7。
何應欽、范良禎(2009),「夥伴關係型態對企業的能力、績效及機會之調節效果-以台灣資訊代工產業爲研究對象」。商管科技季刊,10(2),頁225-253。
季延平 (1999) ,「認清CRM 的真貌」。資訊與電腦,226 期,頁57-61。
季延平(1999),「當CIO 遇到了知識管理問題」。零與一科技雜誌中文版,220,頁227-230。
李城忠、張可欣(2005),健康體適能運動俱樂部顧客關係與行為意向之研究-以台中市為例。 運動休閒管理學報,2 (1),頁40-56。
李國光、白榮吉 (1999),「資訊系統策略性規劃方法之新典範--整合組織機制的合適模式」,中華管理評論,Vol.2, No.1, 頁1-11。
李啟然 (2003),「CRM 顧客關係管理—關心至上」,經營決策論壇, (32),頁32-34。
林慶村 (2005) ,「銀行業服務品質、企業形象、顧客滿意度與顧客忠誠度關聯性之研究」。朝陽科技大學企業管理所碩士論文,台中縣。
林陽助 (1996),「顧客滿意度決定模型與效果之研究-台灣自用小客車之實證」。國立台灣大學商學研究所博士論文,台北市。
林裕翔 (2002) ,「連鎖性便利商店顧客滿意度與忠誠度之研究」。淡江大學管理科學所碩士論文。
陳文華(1999),「應用資料倉儲系統建立CRM」。資訊與電腦,五月號,頁122-127。
陳曉開 (1999) ,「成功地發展及執行持續性的關係行銷」,電子化企業:經理人報告。
陳怡潔(2008),「金融業服務品質、品牌形象對顧客滿意度之關聯性研究」。清雲科技大學碩士論文,桃園。
陳建文、洪嘉蓉 (2005),「服務品質、顧客滿意度與忠誠度關係之研究-以ISP 為例」。電子商務研究,3(2),頁153-172。
陳雅敏(2003),「連鎖書店顧客關係管理之個案研究」,國立政治大學經營管理碩士學程企管組商學碩士論文。
陳樹祿(2001),「知識管理的真諦」。中信通訊,222,頁37-41。
陳澤義、陳建州 (2004),「關係滿意、信任與承諾影響因素之探討─以銀行個人理財部門為例」,商管科技季刊,第五卷,第三期,頁349-375。
童景郁 (2000),「多國藉企業組織知識管理模式及實證研究」,國立雲林科技大學企業管理系碩士論文,雲林。
黃偉松(2000),「服務品質、顧客滿意度與顧客忠誠度關係之研究--以證券業為例」,淡江大學碩士論文,台北。
黃以孟、賴士奇 (2001) ,「強化金融服務業的顧客關係管理贏取顧客的終身價值」,顧客關係管理深度解析,遠擎管理顧問公司,頁1-18。
湯宗泰、劉文良 (2006),「顧客關係管理-導論與應用」,全華科技圖書,台北。
莊素玉(2000),「張忠謀與台積電的知識管理」,台北:天下遠見。
許俊雄(2001),「金融機構顧客滿意評量模式之研究」,中山大學,碩士論文,高雄。
許總雲(1995),「服務業中知識資源建構與維持策略之研究」。輔仁大學管理科學研究所碩士論文,台北縣。
郭德賓(1998),「服務業顧客滿意度評量模式之研究」,中山大學,博士論文,高雄。
張瑋倫 (2005) ,「顧客關係管理理論與實務」,台北:學貫出版社。
劉菊梅 (1998) ,「瞭解顧客的需求」,流通世界雜誌,第92卷,第10期,頁87-89,年。
劉娜婷(2003),「金融業實施顧客關係管理對顧客忠誠度效應影響之研究」,東華大學國際企業研究所碩士論文,花蓮縣。
鄭博宇 (2002) ,「臺北市咖啡連鎖店服務品質管理與顧客滿意度之個案研究」。中國文化大學碩士論文,台北市。
鄭仰真(2005),「銀行業財富管理對顧客滿意度與顧客忠誠度之關聯性研究-以台南縣市中小企業主為例」,國立成功大學碩士論文,台南。
鄭佩芬 (2000) ,「顧客互動與溝通技巧」,揚智文化圖書。
楊秀玲 (2006) ,「服務品質、顧客滿意度與顧客忠誠度關聯性之研究」,長榮大學經營管理碩士論文,台南。
簡永在 (2002) ,「顧客關係策略與顧客價值、滿意度及行為意向關聯性之研究」,國立臺北科技大學碩士論文,台北。
蕭正平 (2000) ,「顧客關係行銷的發展與實務」,國立臺灣大學商學研究所碩士論文,台北。
謝依靜(2010),「顧客關係管理之動態能力觀點:以保險產業為例」。國立東華大學碩士論文,花蓮。
闕芝穎 (2004) ,「百貨公司服務品質、顧客滿意度、顧客忠誠度與消費者生活型態關係之研究-以臺北市地區為例」。國立東華大學碩士論文,花蓮。
蕭崑龍(2005),「CRM讓電子商務運用如虎添翼」,通訊雜誌,第八十八期五月號。
蕭崑龍(2001),「CRM讓電子商務運用如虎添翼」,通訊雜誌,第八十八期五月號。
〔線上資料〕Available:http://www.grandsoft.com/cm/088/afo8810.htm。
衛南陽 (2001),「新顧客滿意學-e世紀的成功之道」。台北:商兆文化。





























英文部分
Allee (1997). “12 Principles of Knowledge Management”, Training and Development51(11):1997a,PP.71-74.
Alavi, M. & Leidner, D.E. (2001). “Review:Knowledge Management and Knowledge Management System:Conceptual Foundations and Research Issues,” MISQuarterly, Vol.25, No.1, pp.107-136,
Amrit Tiwana (2001). The Essential Guide to Knowledge Management:E-Business and CRM Application, Prentice Hall.
Anderson, D. L. (1996). Book review of "Equations of State of Solids for Geophysics and Ceramic Science" by Heinrich D. Holland and Ulrich Petersen, American Scientist, 85,PP. 71-72.
Anil, Bhatia. (1999). Customer Relationship Management, 1st ed., toolbox Portal for CRM.
Apqc (2001).What is knowledge management. Retrieved December 20,2001, from http://www.it-consultancy.com/extern/apqc.html
Barnes, J .G. (2001), Secrets of Customer Relationship Management: It’s All about HowYou Make Them Feel. McGraw-Hill.
Baldock, R. (2001). CRM must make banks more effective in their delivery to customers, not just more efficient. The Banker, 151(899), PP.15-22.
Baron, R. M., & Kenny, D. A. (1986). The moderator- mediator variable distinction in social psychological research: Conceptual, strategic, and statistical consideration.Journal of Personality and Social Psychology, 51(6), PP.1173-1182
Bearden, W. O. & Teel, J. E.(1983). “Selected Determinants of Customer Satisfaction and Complaint reports,” Journal of Marketing Research, 20(Feb.),PP.21-28
Beardi, C. (2001).” Targetbase thrives in slow time”, Advertising Age. 72(34), PP.15-17.
Berry, L. L. (1983). “Relationship Marketing of Services-Growing Interest, Emerging Perspectives”, Journal of the Academy of Marketing Science, vol.23,no.4, pp.236-245.
Bhatia (1999). Customer Relationship Management, 1st ed. U.S.A;Don
Bhote, R.K. (1996).Beyond Customer Satisfaction to Customer Loyalty-The68Key to Greater Profitability, American Management Association, New York, pp.31.
Bill Gates (1999). Business @ the Speed of Thought
Bonora & Revang (1991). “A Strategic Framework for Analyzing Professional Service Firms-Development Stragegic for Sustaired Performance”,Strategic Management Society Interorganizational Conference ,Toronto,Canada.
Bruhn, M. & Grund, M. A.,“Theory, Development and Implementation of National CustomerSatisfaction Indices: The Swiss index of Customer Satisfaction (SWICS),” Total Quality Management, 11(7), 2000, PP.1017-1028.
Brislin, R. (1980). Translation and content analysis of oral and written materials. In H. C. Triandis & J. W. Berry (Eds.), Handbook of cross-cultural psychology: Methodology (Vol. 2, pp. 389-444). Boston, MA: Allyn & Bacon.
Byounggu Choi, Heeseok Lee (2003). “An Empirical Investigation of KM Styles and Their Effect on Corporate Performance,” Information & Management, Vol.40, pp.403-417.
Cardozo, R.N. (1965). “An Experimental Study of Customer Effort, Expectation and Satisfaction,” Journal of Marketing Research, vol. 2, no. 3, pp. 244-249.
Carismity & Aronson. (1963). ”Some Hedonic Consequences of the Confirmation and Disconfirmatiom of Expectations”,Jounal of Abnormal and Social Psychology,66(4), pp.151-156.
Cardotte,Ernest R.Robert B.Woodruff and Roger L.Jenkins,(1987),’Expectations and Norms in Models of Consumer Satisction’,Journal of Marketing Research, PP.305-314。
Churchill, G.A. & Peter, J.P. (1998). Marketing: Creating value for customers. Boston:Irwin/McGraw-Hill.
Churchill, G. A. & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, PP.491-504.
Cornish J W, Metzger D, Woody G et al (1997). Naltrexone Pharmacotherapy for Opioid Dependent Federal Probationers. Journal of Substance Abuse,14,PP.529-534
Cronbach, L. J. (1971). Test validation. In R. L. Thorndike (Ed.),Educational measurement (2nd ed.,pp.443–507). Washington, DC:American Council on Education.
Craft, S. H. (1999). Marketers gain by measuring true loyalty. Marketing News, 33, PP.18.
Czepiel, J. A., Rosenberg, L. J. & Adebayo A. (1974), In AMA Educator’ Proceedings, Perspectives on Consumer Satisfaction. Chicago: American Marketing Association.
Day, R. L. (1977). Extending the Concept of Consumer Satisfaction. Atlanta:Association for Consumer Research, 4,PP. 149-154.
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4),PP. 37-52.
Day,Ralph.L.,and E.Laird Landon (1997). Toward a Theory of Consumer Conplaining Behavior in Consumer and Industrial Buying Behavior,Arch Woodside,Jagdish Sheith, andPeter Bennett,eds,Amsterdam,North Holland Publishing Press,PP.432.。
Davenport, T.H. & Prusak, L. (1998). Working Knowledge:How Organizations Mana- Gement What They Know. Boston, MA:Harvard Bussiness School Press.
Demarest, M. (1997). “Understanding Knowledge Management”, Long Range Planning, Vol:30(3),pp.374-384.
Dell, C. & C. J. Grayson (1998). If only we knew what we know. New York: The Free Press.
Dimensional and Multiple role Issues,” Journal of Business Research, 52, PP15-33.
Drucker, P. F. (1950). The new society. William Heinemann, Ltd. Feigenbaum, A. V. (1961). Total Quality Control: Engineering and Management. McGraw-Hill.
Drucker, P. F. (1985),〝Innovation and entrepreneurship: Practice and principles. NY: BigApple Tuttle-Mori Literary Agency,〞Inc.
Drongelen, K., C. Inge, C. Petra, de Weerd-Nederhof, A. M. Olaf and Fisscher, (1996). “Describing the Issues of Knowledge Management in R & D: Towards a Communication and Analysis Tools,” R & D Management,26(3): PP.213-230
Drucker, P.F. (1997). “My life as a knowledge worker”, Inc., Vol. 19 No. 2, February, pp. 76-82.
Drucker, P.F. (1985). Innovation and Entrepreneurship: Practice and Principles, Harper & Row, New York, NY.
Drucker, P. F. (1985).〝Innovation and entrepreneurship: Practice and principles. NY: Big Apple Tuttle-Mori Literary Agency,〞Inc.
Dyché J. (2001). The CRM handbook: A business guide to customer relationship management. Upper Saddle River: Pearson Education.
Festinger. (1957).” Structural Dynamics of Cognition”,pp.283-294.
Fournier, S. & Mick, D. G.(1999). “Rediscovering Satisfaction,” Journal of Marketing, 63(Oct.), PP5-23.
Galer, M.M. (2000). The effect of market orientation on customer satisfaction and employee satisfaction on service quality. Dissertation Abstracts International,61(02),PP135A. ( Nova Southeastern University NO.1191)
Garbarino, E., & M. S, Johnson (1999). The Different Roles of Satisfaction, rust, and Commitment in Customer Relationships. Journal of Marketing,63(2), pp. 70-88.
Gary S.Lynn, Richard R.Reilly & Ali E.Akgun, (2000). “Knowledge Management in New Product Teams: Practices and Outcomes,” IEEE Transactions on Engineering Management, Vol.47, No.2.
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference . 11.0 update (4th ed.). Boston: Allyn & Bacon.
Glazer, R. (1991). Marketing in an information-intensive environment: Strategic implications of knowledge as an asset. Journal of Marketing, 55(4), PP1-19.
Gorden, S. L. (1999). “CRM: The Intelligent Enterprise,” Intelligent Enterprise, November, pp.8-13.
Goodhue, D. L., Wixom, B. H., Watson, H. J. (2002). Realizing business benefits through CRM: Hitting the right target in the right way. MIS Quarterly Executive, 1 (2), PP.79-94.
Griffin, A. & John R. Hauser (1991). "The Voice of the Customer," working paper, Sloan School of Management, M.I.T.
Griffin, Jill (1995), Customer Loyalty, Simmon & Schuster Inc.
Gronholdt, L., Martensen, A. & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total Quality Management, 11, PP.509-514.
Hansen, M.T. (1999).“The Search-Transfer Problem:The Role of Weak Ties in Sharing Knowledge Across Organization Subunits,” Administrative Science Quarterly,Vol.44,pp.82-111.
Hamel, G., & Prahalad, C.K. (1994). “Competing for the future: Breakthrough strategies for seizing control of your industry and creating the markets of tomorrow.”PP.59-66.
Helson. (1964). ” Correlations, causes and heuristics in surveys of life satisfaction”, Journal of Social Indicators Research, pp. 221-234.
Hedlund, G. (1994). “A Model of Knowledge Management and the N-Form Corporation, ” Strategic Management Journal, Vol.15, pp.73-90.
Hendriks, P. (1999). Why share knowledge? The influence of ICT on motivation for knowledge sharing. Knowledge and Process Management, Vol. 6, No.2, pp.91-100.
Homburg, C. & Rudolph, B. (2001). “Customer Satisfaction in Industrial Markets:
Howells, J. (1996). “Tacit Knowledge Innovation and Technology Transfer,” Technology Analysis & Strategic Management, Vol.8, No.2, pp.91-106.
Homburg, C., Wieseke, J., & Bornemann, T (2009). “Implementing the marketing concept at the employee-customer interface: the role of customer need knowledge”.Journal of Marketing, 73, PP.64–81.
Hovland. (1957). ” The role of expectations in the consumer satisfaction formation process” , Journal of Tourism Management, pp. 410-419.
Huppertz, John W.; Sindney J. Arenson & Richard H.Evans, (1978). An Application of Equity Theory to Buyer-Seller Exchange Situations .Jourral of Mar Keting Research, 15(May): P250-P260
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customer defect. Harvard Business Review, 73(6), PP88-99.
Kandell, J. (2000). “CRM, ERP, One-to-One Decoding Relationship Management Theory and Technology,” Trusts and Estates, 139(4):PP 49-53.
Kanter, J.(1999). Knowledge management,practically speaking. Information Systems Management, Fall, pp.7-15.
Kalakota, R. and Robinson, M. (1999). “e-Business: Roadmap for Success”, 1st ed., U.S.A.:Mary T. O’Brien
Kandell, J., (2000). CRM, ERM, One-to-one Decoding Relationship Management Theory and Technology”, Trusts & Estates, pp.49-53.
Kaplan Robert. S. & Norton David P. (2003). Strategy Maps: Converting Intangible Assets into Tangible Outcomes, Boston: Harvard Business School Press.
Keaveney, S.M.(1995). Customer Switching Behaviour in Service Industries : An Exploratory Study. Journal of Marketing, Vol.59, PP.71~82.
Kotler, p. (1991)’ Marketing Management:Analysis, Planning, Implementation and Control. 7th Edition. New Jersey:Prentice-Hall Inc,pp.321-322.
Kotler, J. and Scheff, J. (1997).“Crisis in the arts:The marketing response,”California Management Review, Vol.39,No.1,pp.28-53.
Kotler, P. (2000). Marketing Management: Analysis, Planning, Implementation and Control , 10th Ed. (NJ: Prentice Hall).
Kotler, P. (2000). Marketing Management, 10th ed., Prentice Hall.
Kotler, Philip, (2003).“Marketing Management”, 11th ed”, Prentice-Hall Inc.
Kohli ,A. K. & Jaworski, B. J. (1990).“Market Orientation: The Construct, Research Propositions, and Managerial Implications” , Journal of Marketing, Vol.54(April),pp.1-18.
Lahti, R. K. & Beyerlein, M. M. (2000). Knowledge transfer and management consulting: a look at the firm. Business Horizon, 43(1), PP65-74.
Lawrence, P.R. & Lorsch, J.W. (1967).〝Differentiation and Integration in Complex Organizations.〞, Administrative Science Quarterly, 12, June: pp. 1-47.
Leonard-Barton,D.(1995). “Wellsprings of Knowledge:Building and Suataining the Sources of Innovation” ,Boston, Masachusetts,Harverd Business School Press. Morgan, Robert M., and Shelby D. Hunt, The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58 (July),PP.20-38 (1994).
Liebowitz, J.(1999). Key ingredients to the success of an organization’s knowledge management strategy, Knowledge and Process Management, 6(1), PP.37-40.
Li, T. and Calantone, R. J. (1998). “The Impact of Market Knowledge Competence on New Product Advantage: Conceptualizatin and Empirical Examination”, Journal of Marketing, 62,PP13-29.
Moorman, C. (1995). “Organizational Market Information Processes:Cultural Antecedents and New Product Outcomes”, Journal of Marketing Research, Vol.XX XⅡ(August),pp.318-335.
Morgan, Robert M. & Shelby D. Hunt, (1994). The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58 (July), PP.20-38 .
Muller, W.(1991). Gaining Competitive Advantage through Customer Satisfaction. European Management Journall, 9(2),PP. 201-241.
Nonaka, I. (1994). “The Dynamic Theory of Organizational Knowledge Creation,” Organization Science, Vol.5,No.1.
Nonaka,I. & Takeuchli,H.(1995). “ The Knowledge-creating company” ,New York:Oxford University Press.
Nonaka, I. and Takeuchi, H. (1995).The Knowledge-Creation Company: How Japanese Companies Create the Dynamics of Innovation. New York/Oxford: Oxford University Press.
Nunnally, J. C. (1978). Psychometric Theory, 2nd ed. New York: McGraw-Hill.
O’Dell, C. (1996). A current review of knowledge management best practice, Conference on knowledge Management and the Transfer of Best Practices, December, London: Business Intelligence.
Oliver, R. L. (1981).“Measurement at Evaluation of Satisfaction Processes in Setting,” Journal of Retailing, vol. 57, no. 21.
Oliver, Richard L. (1980). “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions”, Journal of Marketing, Vol.17, PP.460-464
Oliver, R. L. (1993). "Cognitive, Affective, and Attribute Bases of the Satisfaction Response," Journal of Consumer Research, 9 (1), pp.5-14.
Oliver, Richard L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Customer Research, 20(December), PP.418-430.
Oliver,Richard .L,and Wayne S.Desarbo (1988).’Response Determinants in Satisfaction Judgements’,Journal of Consumer Research,PP.495-507。
Oliver L. Richard (1999). “Whence Consumer Loyalty”, Journal of Marketing. Chicago, Vol. 63; pp. 33-44.
Oliver,R.L. (1980). A Congitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17, PP.460-469
Ottum, B. D. & Moore, W. L. (1997). “The Role of Market Information in New ProductSuccess/Failure”, Journal of Product Innovation Management, 14, PP.258-273.
Ottum, Brian D., and William L. Moore (1997). "The Role of Market Information in New Product Success/Failure," Journal of Product Innovation Management 14, pp. 258-273.
Ostrom, A. & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services, Journal of Marketing, 59(1), PP.17-28.
Patricia, Hunt Dirlam(2000). Give and you shall receive. Office Pro, 60(7) , pp.30.
Payne, A.F.T. and Frow, P., (2005). A strategic framework for customer relationship management. Journal of Marketing, Volume 69 (4), forthcoming
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4),PP. 167-176.
Peppard, Joe, “Customer Relationship Management (CRM)in Financial Services”, Cranfield University School of Management, UK, European Management Journal,vol. 18 No.3 June 2000, pp.312~327
Peppers, Don, Martha Rogers & Bob Dorf (1999). “Is YourCompany Ready for Oneto-One Marketing, ” Harvard Business Review, pp.151-160.
Pfaff, M. (1977). The Index of Customer Satisfaction Measurement Problem and Opportunity. In Hong Kong Hunt (Ed). The Conceptualization of Consumer Satisfaction and Dissatisfaction. Cambridge, MA: Marketing Science Institute.
Philip Kotler & Gary Armstrong (1997). Marketing: An Introduction, 4th ed.. Upper Saddle River: Prentice-Hall, pp.4
Polanyi, M., (1967). “The Tacit Dimension”, M. E. Sharp Inc., New York,
Prus, A. and D. R. Brandt (1995). “Understanding Your Customers,” Marketing Tools, Jul.-Aug., pp.10-14.
Ranaweera Chatura, Prabhu Jaideep. (2003). Journal of Targeting, Measurement and Analysis for Marketing. London: Vol. 12, Iss. 1; pp. 82
Renko, A.M. (2008), “The role of market knowledge in recognizing and exploiting entrepreneurial opportunities in technology intensive firms”, Florida International University, Vol:26.
Reichheld, F.F. & Sasser, W. E, (1990).“Zero Defections: Quality Comes to Services”, Harvard Business Review, Vol.68. No.5.
Reichheld, F. & W. E. Sasser (1990). Zero Defections: Quality Comes to Services, Harvard Business Review, 68(5), pp.105-111.
Richins, M.L. (1983). Negative word-of-mouth by dissatisfied customers: a pilot study. Journal of Marketing 47, PP.68–78.
Quintas, Paul, Lefrere, Paul and Jones, Geoff (1997), “Knowledge Management: A Strategic Agenda”, Long Range Planning, Vol.30, No.3, pp385-391.
Severt, D. E. (2002). The customer's path to loyalty: A partial test of the relationships of prior experience, justice, and customer satisfaction,63(0),2309A (Virginiapolytechnic institute and state university No. 0247)
Senge, P. M .(1997).Transforming the practice of management.Human Resource Development Quarterly, 4(1), pp.5-31.
Senge, Peter (1998). ”Sharing Knowledge”, Executive Excellence,Vol.15,No.6 .pp.11-12.
Sharma, S., Niedrich, R. W. & Dobbins, G. (1999). “ A Framework for Monitoring Customer Satisfaction: An Empirical Illustration,” Industrial Marketing Management, 28, PP,231-243.
Singh, J. & Sirdeshmukh, D. (2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments, Journal of Academy of Marketing Science, 28(1), pp.150-167.
Sin, L. Y. M., Tse, A. C. B., & Yim, F. H. K. (2005). CRM: Conceptualization and scale development. European Journal of Marketing, 39(11/12), PP.1264-1290.
Slater, S. F., & Narver, J. C.(2000). “The Positive Effect of a Market Orientation onBusinessProfitability: A Balanced Replication”, Journal of Business Research, pp.69-73.
Souder, W. E., & Moenaert, R. K. (1992). Integrating marketing and R&D project personnel within innovation projects: An information uncertainty model. Journal of Management Studies, 29(4), PP.485-511.
Stone, Merlin, Neil Woodcock, & Muriel Wilson (1996). Managing the Change form Marketing Planning to Customer Relationship Management. Long Range Planning, 29(5). PP675-683.
Swift, S. (2001). “Wellness Programs Target Busy Execs,” Indianapolis Business Journal, 21: PP.47-72.
Smith, R. A. & Houston, M. J. (1982). Script-Based Evaluations of Satisfaction with Services. In Beny, L., Shostack, G. & Upah, G. (Eds.), Emerging Perspectives on Service Marketing (pp.59-62). Chicago: American Marking.
Teece, David J.(1998). “Capturing Value from Knowledge Assets:The New Economy, Markets For Know-How, And Intangible Assets”, California Management Review.
Thomas H. Davenport & Laurence Prusak (1999). working knowledge 胡瑋珊譯,知識管理,中國生產力中心。
Tiger, L. and Roger J., C. (1998). The impact of market knowledge competence on new product advantage: conceptualization and empirical examination. Journal of Marketing, 62(4), PP.13-29
Tiwana, A. (2000).“The Eesential Guide to Knowledge Management :e-Business and CRM Application”, Upper Saddle River,NJ Prentice Hall.
Slater, S. F., & Narver, J. C., (2000). “The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication”, Journal of Business Research, pp.69-73.
Smith, P. (1999).〝From experience: reaping benefit form speed to market〞,Journal of Product Innovation Management, Vol. 16No. 3, pp.222-30.
Song, X. Michael and Sabrina M. Neelev and Yuzhen Zheo (1996). “Managing R&D-Marketing Integration in the New Product DevelopmentProcess”, Industrial Marketing Management. pp.547.
Spreng RA, Mackenzie SB & Olshavsky RW, (1996), A Reexamination of the Determinants of Consumer Satisfaction, Journal of Marketing, Vol. 60, No. 3, July, PP.15-32.
Stank, T.P., Goldsby, T.J., Vickery, S.K., (2003). Logistics service performance: estimating its influence on market share. Journal of Business Logistics 24(1), pp.27-55.
Swan, J. E. and L. J. Combs, (1976). ”Product Performance and Consumer Satisfaction: A New Concept”, Journal of Marketing, Vol.40, pp.25-33.
Swan, J., Newell, S. & Robertson, M., Limits of IT-Driven Knowledge Management for Interactive Innovation Processes:Towards a Community-Based Approach (33rd ). IN:HICSS, 2000.
Swift, R. S. (2001).“Accelerating Customer Relationship:Using CRM and Relationship Technologies,” Prentice Hall,Upper Saddle River, New Jersey.
Takeuchi, H. & Nonaka, I. (1995). The Knowledge-Creating Company:How Japanese Companies Create the Dynamics of Innovation. New York:Oxford UniversityPress.
Teece, David J. (1998).“Capturing Value from Knowledge Assets:The New Economy,Markets For Know-How, And Intangible Assets”, California Management Review,1998.
Tes, O. K. & Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing, 52(2), PP.204-212.
Tehrani, Nadji (2002), Publisher's outlook: The essence of CRM success,Customer Interaction Solutions, Norwalk, 21(1), pp. 2-4.
Thompson S.H Teo , Paul Devadoss , Shan L. Pan. (2006). "Towards a holistic perspective of customer relationship management (CRM) implementation: A case study of the Housing and Development Board, Singapore". Decision Support systems, 42, PP.1613-1627.
Tiwana, A. (2001). The Knowledge Management Toolkit, Upper Saddle River, NJ:Prentice Hall PTR.
Tsui, A., Nifadkar, S. & Ou, A.Y. (2007). Cross-National, Cross-Cultural Organizational Behavior Research: Advances, Gaps, and Recommendations. Journal of Management, 33: PP.426-478
Wayland, R.E. & Cole, P.M. (1997). Customer Connections: New Strategies for Growth, Harvard Business School Press. (邱振儒譯,顧客關係管理,台北:商周,1999)
Webster, Frederick E., (1992). The Changing Role of Marketing in the Corporation, Journal ofMarketing, 56 (October),pp1-P17.
Weiner,Benard,Dan Russell & David Lernab, (1979). ’Affective Consequenceness of Causal Ascriptions’,New Direction in Attribution Research,2 th ed,John.H。
Weiner, Annette B (1978). "Epistemology and Ethnographic Reality: A Trobriand Island Case Study," American Anthropologist 80:PP.752-757
Wijnhoven, F. (1998). Knowledge logistics in business contexts: analyzing and diagnosing knowledge sharing by logistics concepts, Knowledge and Process Management, 5(3), PP.143-157.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), PP.139-153.
Woodruff, R.B, E.R. Cadotte, & R.L. Jenkins (1983). “Modeling Consumer Satisfaction Process Using Experience-Based Norms,” Journal of Marketing Research, 10,pp.296-304.
Wong, A. (2000). Integrating Supplier Satisfaction with Customer Satisfaction. Total Quality Management, 11(4-6), PP.826-829.
Zack Michael H.(1999), “Managing Codified Knowledge,” Sloan Management Review,Vol.40, pp.45-58.
Zack. (1999). “Developing a Knowledge Strategy,” California Management Review, Vol. 41, No.3.
Zack,M.H.(1999), “Managing codified knowledge”,Sloan Management Review,pp.45-57.
Zeithaml, V. A. & Bitner, M. J. (1996). Service Marketing, NY:McGraw-Hill.
Zeithaml, V. A. & M. J. Bitner (2002). Service Marketing: Integrating Customer Focus across the Firm, 3rd edition, McGraw-Hill Inc., New York, ch. 4, pp. 85.
Zhou (2008). Protein folding in confined and crowded environments. Arch. Biochem. Biophys. 469, PP.76-82.






網站部份:
國泰人壽公司網址
https://www.cathaylife.com.tw/bc/B2CStatic/ext/pages/about/abt_index.html
富邦人壽公司網址
http://www.fubon.com/life/home/
南山人壽公司官方網址
https://www.nanshanlife.com.tw/webapp/NanShan/public_site/index_main_ad.jsp?MenuId=ad&URL=/public_site/main.htm



------------------------------------------------------------------------ 第 11 筆 ---------------------------------------------------------------------
系統識別號 U0084-2805201218332600
論文名稱(中文) 海巡機關受理民眾報案服務評估暨效能提升之研究-以IPA分析法
論文名稱(英文) A case study of service promoting and evaluating as Coast Guard Administration as getting public reported, by IPA analysis
校院名稱 樹德科技大學
系所名稱(中) 經營管理研究所
系所名稱(英) Graduate School of Business and Administration
學年度 100
學期 2
出版年 101
研究生(中文) 吳文傑
學號 s99733305
學位類別 碩士
語文別 中文
口試日期 2012-05-24
論文頁數 64頁
口試委員 指導教授-許正芳
委員-張盛華
委員-周政德
關鍵字(中) 行政院海岸巡防署
服務品質
顧客滿意度
IPA分析法
關鍵字(英) Coast Guard Administration
Service quality
Customer satisfaction
IPA analysis
學科別分類
中文摘要 海巡署為行政院二級行政機關,對於海域捍衛國家主權、維護漁民權益、執行拯救海難任務都發揮了很大的力量,更以專業的精神積極投入救生救難、海洋保育等任務,在現今海巡機關受理報案機制及功能是否能達到民眾滿意度之要求?民眾的反映及接受程度又是如何?相關的制度是否建立完善?是否有窒礙難行之問題?基此,實有探討「海巡機關受理民眾報案服務效能」及檢討如何改進之必要。
本研究實證民眾報案服務效能之滿意度,並結合本署任務屬性擬定「海巡機關受理民眾報案服務品質與滿意度調查問卷」實施資料蒐集,問卷回收後以SPSS統計軟體進行分析,藉以探討不同個人屬性與各變項間的差異性,分析民眾期望報案服務品質、認知服務品質的差異性與影響,並根據上開研究結果提供行政院海岸巡防署在制定「提升受理民眾報案服務效能」各項行政決策之參考。研究結果顯示,本研究蒐集1095份有效樣本經統計分析後主要發現如下:1、部分支持不同人口變項對「海巡機關受理報案服務品質構面期望程度」有顯著性差異。2、部分支持不同個人屬性變項對「海巡機關受理報案服務品質構面滿意程度」有顯著性差異。3、民眾對「海巡機關受理報案服務品質構面期望程度」與「海巡機關受理報案服務品質構面滿意程度」間有顯著性差異。
英文摘要 How Coast Guard Administration develops reported system able to meet the requirements of the public satisfaction? Does Coast Guard Administration deeply understand what public want and need? Based on these, service performance and process improvement are examinated in this essay.
This essay mentioned that the reported by the public service performance, satisfaction, combined with the department's task properties to develop the Coast Guard Administration accepts reported by the public service quality and satisfaction questionnaire and the implementation of data collection, questionnaires were collected were analyzed using SPSS statistical software in order to explore the different differences in personal attributes and variables, analysis of people expect to report service quality, perceived service quality differences and influence, and in accordance with the previous open study to provide the Coast Guard Administration in the formulation to enhance the admissibility of performance reported by the public service, "all administrative decision-making reference.
論文目次 中文摘要 ---------------------------------------------- i
英文摘要 ---------------------------------------------- ii
誌謝 ----------------------------------------------- iii
目錄 ----------------------------------------------- iv
表目錄 ----------------------------------------------- vi
圖目錄 ----------------------------------------------- vii
一、 緒論------------------------------------------- 1
1.1 研究背景--------------------------------------- 1
1.2 研究動機--------------------------------------- 3
1.3 研究目的--------------------------------------- 3
1.4 研究流程與步驟--------------------------------- 4
1.5 研究範圍與限制--------------------------------- 5
1.5.1 研究範圍--------------------------------------- 5
1.5.2 研究限制--------------------------------------- 5
二、 文獻探討--------------------------------------- 6
2.1 服務品質之定義--------------------------------- 6
2.1.1 服務品質的觀念性模式--------------------------- 6
2.1.2 服務品質之衡量構面量表與延伸模式--------------- 10
2.1.3 公部門服務品質--------------------------------- 13
2.2 顧客滿意度之定義------------------------------- 14
2.3 服務品質與顧客滿意度之關係--------------------- 14
2.4 I.P.A 重要績效分析法-------------------------- 16
三、 研究方法--------------------------------------- 18
3.1 研究架構--------------------------------------- 18
3.2 研究假設--------------------------------------- 19
3.3 研究變項之操作定義----------------------------- 19
3.4 預試問卷設計----------------------------------- 20
3.5 資料分析與統計方法----------------------------- 21
3.5.1 正式問卷實施----------------------------------- 21
3.5.2 預試問卷之信度分析----------------------------- 27
3.6 研究進度--------------------------------------- 28
3.6.1 正式問卷實施----------------------------------- 28
3.6.2 資料分析與統計方法----------------------------- 28
四、 研究結果--------------------------------------- 30
4.1 描述性統計分析--------------------------------- 30
4.1.1 民眾對受理報案服務品質期望程度之特性分析------- 31
4.1.2 民眾對受理報案服務品質滿意程度之特性分析------- 34
4.1.3 服務品質分析----------------------------------- 36
4.2 個人背景變項與研究變項之差異性分析------------- 38
4.2.1 性別在期望服務程度及滿意服務程度上之T檢定----- 38
4.2.2 年齡在期望服務程度及滿意服務程度上之變異數分析- 40
4.2.3 教育程度在期望服務程度及滿意服務程度上之變異數分析-------------------------------------------
41
4.2.4 居住地點在期望服務程度及滿意服務程度上之變異數分析-------------------------------------------
42
4.3 民眾對期望服務與滿意服務間成對樣本T檢定分析--- 43
4.4 I.P.A重要-程度分析------------------------------ 44
五、 結論與建議------------------------------------- 48
5.1 研究結論--------------------------------------- 48
5.1.1 人口統計變項與研究變項之差異性----------------- 48
5.1.2 研究假設檢定結果------------------------------- 50
5.1.3 I.P.A 重要-程度分析----------------------------- 50
5.2 研究建議--------------------------------------- 55
5.2.1 對後續研究者建議------------------------------- 56
參考文獻 ----------------------------------------------- 58
中文部分 ----------------------------------------------- 58
英文部分 ----------------------------------------------- 59
附錄 ----------------------------------------------- 61
參考文獻 李來通(2005),警察機關受理報案e化平台與服務品質之關聯性探討-以臺北
縣政府警察局為例,輔仁大學科技管理研究所碩士論文。
2、 金玉珍(2001),提升公共服務品質與民眾滿意度-品質運動之反省與展望,研習
論壇,第4期,頁26-32。
3、 翁崇雄(2000),服務品質評量模式之比較研究,中山管理評論,第8卷,第1期,
頁105-122。
4、 陳冠豪(2008),海岸巡防機關為民服務滿意度之研究探討-以東部地區巡防局與定置網業者互動關係為例,國立海洋科技大學漁業生產管理研究所碩士論文。
5、 黃智邦(2006),離島航線客運港區服務品質與旅客滿意度之研究-以台東縣富岡-綠島航線為例,樹德科技大學經營管理研究所碩士論文。
6、 蕭至惠、蔡進發、盧信豪(2011),“探討服務品質與顧客滿意度對顧客忠誠度的影響-以信任及關係承諾為中介變數”, 商管科技季刊,第十二卷,第三期,
pp.231~262。
7、 呂鴻德.(1998),「創造顧客滿意提升國家競爭力-顧客導向的政府再造」,研考雙月刊,第22卷第4期,8月,頁31~36。
8、 周文賢(2002),多變量統計分析-SAS/STAT使用方法,初版,台北:智勝文化。
9、 吳明隆(2008)。SPSS操作與應用問卷統計分析實務,台北:五南。
1、 Anderson, E. W., Claes F. and Donald R. L., (1994)“Customer Satisfaction, Market
Share and Profitability Findings from Sweden,” Journal of Marketing, Vol.58 ,
pp.53-66.
2、 Blackwell, an d Miniard(2001), Consumer Behavior , N.Y.: Appleton Century Crofts.
3、 Brown, T. J., G. A. Churchill, and J. P. Peter(1993), “Improving the Measurement of
Service Quality,” Journal of Retailing, Vol. 69, No. 1, pp.127-139.
4、 Carman, J. M.(1990), “Consumer Perception of Service Quality: An Assessmemt of
the SERVOQUAL Dimensions,” Journal of Retailing, Vol. 66, pp.33-55.
5、 Cronin, J. J., Jr. and S. A. Taylor(1992), ”Measuring Service Quality: A.”
6、 DONNELLY, M., WISNIEWSKI, M., DALRYMPLE, J. F. & CURRY, A. C. (1995)
Measuring service quality in local government: the SERVQUAL approach. International Journal of Public Sector Management,, 8, 15-20.
7、 Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish
Experience,” Journal of Marketing, Vol.56, No.1, pp.6-21.
8、 Reexamination and Extension, ” Journal of Marketing, Vol.56(July), pp.55-68.
9、 Kaiser,H.F.(1974), “An index of factorial simplicity”, Psychometrika,39,31-36.
10、 Kotler, P., (2003). Marketing management. New Jersey: Prentice-Hall.
11、 Kristensen, K., A. Martensen, and L. Gronholdt. (2002).Customer satisfaction
Measurement at Post Denmark: Results of Application of the European Customer
Satisfaction Index Methodology, Total Quality Management, Vol. 11, No. 7,
pp.1007-1015.
12、 Marr, J. W.(1986), “Letting the Customer be the Judge of Quality,” Quality Progress,
Vol. 19, pp.46-49.
13、 Martilla, J., & James, J. (1977). “Importance-Performance Analysis.” Journal Of
Marketing, 41(1):77-79.
14、 Mittal, B. and W. M. Lassar(1996), “The Role of Personalization in Service
Encounters,” Journal of Retailing, Vol.72, pp.95-109.
15、 Oliver,R.L. (1981), “Measurement and Evaluattion of Satisfaction Processes in Retail
Settings,” Journal of Retailing, Vol. 57,No.3.
16、 Parasuraman, A., V. A. Zeithaml, and L. L. Berry(1985), “A Conceptual Model of
Service Quality and Its Implications for Future Research,” Journal of Marketing, Vol. 49, pp.41-50.
17、 Parasuraman, A., V. A. Zeithaml, and L. L. Berry(1988), “SERVQUAL: A
Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol. 64, pp.12-40.
18、 Tabachnick,B.G.,&Fidell,L,S.(2007), “Using Multivariate Statistics”,5th
ED.Needham Heights,MA:Allyn and Bacon.
19、 Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on
purchase intentions. International Journal of Consumer Studies, 30(2), 207-220.
20、 Wakefield, R. L.(2001 “Measuring Service Quality: A Reexamination and
Extension.” The CPA Journal, pp.55-68.
21、 Zeithaml, ValarieA. And Mary Jo Bitner(1996) “Service Marketing” McGRAW-Hill,
pp.123.

 


如您有疑問,請與我們聯絡
審核問題辦理:請洽各系系助
圖書館資料修正:圖書館採編組組員  林彥儀  電話:(07)6158000 轉2307  電子郵件:pat3288@stu.edu.tw
系統問題處理:圖書館採編組組長  蘇雅屏  電話:(07) 6158000 轉2301  電子郵件:sqavb@stu.edu.tw