研究生: |
莊文彬 Wen-Pin,Chuang, |
---|---|
論文名稱: |
企業形象、服務品質、認知價值、顧客滿意度與顧客忠誠度之關係研究-以臺灣資訊服務業者S公司為例 Research of the Relationship among Corporate Image, Service Quality, Perceived Value, Customer Satisfaction, and Customer Loyalty: An Example of IT Services Provider S Company |
指導教授: |
祝鳳岡
Feng-Kang,Chu |
共同指導教授: |
王明隆
Wang, Ming-Long |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 高階管理碩士在職專班(EMBA) Executive Master of Business Administration (EMBA) |
論文出版年: | 2014 |
畢業學年度: | 102 |
語文別: | 中文 |
論文頁數: | 141 |
中文關鍵詞: | 企業形象 、服務品質 、認知價值 、顧客滿意度 、顧客忠誠度 、資訊服務 |
外文關鍵詞: | Corporate image, Service quality, Perceived value, Customer satisfaction, Customer loyalty, Information technology services |
相關次數: | 點閱:120 下載:13 |
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本研究以臺灣本地資訊服務公司其企業用戶為研究對象,探討資訊服務公司的企業形象、服務品質、認知價值、顧客忠誠度與顧客滿意度間的關連性及影響程度,以提供資訊服務公司行銷策略之建議。針對曾經使用過該公司之電腦硬體或軟體系統的企業用戶進行問卷調查,以網路發放問卷方式,回收370份,扣除部份內容不完整的22份問卷,回收之有效問卷共有348份,有效問卷比率為94%。根據研究目的之需要,以統計方法,如:因素分析、信度分析、皮爾森相關、多元迴歸、變異數分析等方法進行量化實證分析。最後,經由質化訪談,提出建議。歸納實證結果發現如下:
經由分析結果顯示,企業形象、服務品質、認知價值個別對顧客忠誠度與顧客滿意度具有正向的影響;若企業形象、服務品質及認知價值一起對顧客滿意度或對顧客忠誠度的影響效果來看,企業形象呈現部份不顯著;此外,企業形象、服務品質、認知價值三者對於顧客滿意度與顧客忠誠度的影響程度,認知價值之影響大於其他二者;還有,顧客滿意度仍會正向影響顧客忠誠度。
研究結果顯示,以企業特徵變數衡量,不同規模企業顧客群所重視的資訊服務公司的企業形象、認知價值、認知價值、顧客忠誠度與顧客滿意度有明顯的差異,以及不同行業別的企業顧客群所體認的各構面也有明顯的差異。而年營業額較高及較低之兩大企業群體,其重視資訊服務公司以顧客導向提供產品與服務備受矚目。因此,資訊服務公司應持續維持顧客導向的企業形象,以爭取不同規模的企業顧客,並且在相關活動與措施上,讓企業顧客有實質受益,來提昇顧客滿意度與忠誠度。如此的差異化顧客導向策略可做為S公司規劃行銷策略的參考。
In this study, we focus on local business users of information technology services companies in Taiwan as research object. We explore the degree of connection and influence of customer loyalty and customer satisfaction of IT services company's corporate image, service quality, perceived value in order to provide suggestions for IT services company's marketing strategy. To fit the research purposes, statistical methods, factors of analysis, reliability analysis, Pearson correlation, multiple regression, variation empirical analysis are used to quantify the number of analysis methods. Finally, through qualitative interviews we come to a conclusion and make recommendations.
By analyzing the results, we find that corporate image, service quality, perceived value for customer loyalty, and customer satisfaction has a positive impact. If we look at corporate image compared with service quality and perceived value, the impact of corporate image on customer loyalty effect or customer satisfaction is rendered insignificant part. Similarly, among the impact of the three together, perceived value will most significantly positively affect customer loyalty and customer satisfaction. Customer satisfaction will positively affect customer loyalty.
The results using enterprise features variable as measures show that different scale enterprises valued customer base IT services company's corporate image and there are obvious differences. The study also shows that perceived value of companies in different industries that recognize customer base has significant differences. Therefore, information technology services companies should continue to maintain customer-oriented corporate image to enhance customer satisfaction and loyalty for businesses of all sizes. In particular, activities and measures must allow corporate customers to feel satisfied and strengthen their loyalty. Such differences can be used as reference for the customer-oriented strategy for S company when planning marketing strategy.
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15.張國忠,劉娜婷,柯麗蓉,鄭敏媛(2006),「銀行業客服中心之服務功能對顧客認知價值與行為意向之影響研究」,管理與系統,第十三卷第二期。
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