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_

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題名：	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
書刊名：	商管科技季刊
作者：	蕭至惠／蔡進發／盧信豪
作者(外文)：	Hsiao, Chih-hui／Tsai, Chin-fa／Lu, Sin-hao
出版日期：	2011
卷期：	12:3
頁次：	頁231-261
主題關鍵詞：	服務品質；顧客滿意度；信任；關係承諾；顧客忠誠度；Service quality；Customers' satisfaction；Trust；Relationship commitment；Customers' loyalty
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(7) 博士論文(2) 專書(0) 專書論文(0) 排除自我引用:7 共同引用:7 點閱:86

本研究從汽車原廠「汽車售後服務角度」探討服務品質、顧客滿意與顧客忠誠之間的關係，並且希望釐清在顧客滿意與顧客忠誠間，信任與承諾是否扮演關鍵中介變數的角色。本研究採問卷方式進行調查，蒐集 312份有效樣本資料後，以線性結構方程模式軟題進行假說的驗證。研究結果顯示，在服務品質構面之影響力與重要性方面，以「互動品質」為最高；其次，服務品質對顧客滿意度具有顯著且正向的影響，但顧客滿意度對顧客忠誠度沒有直接正向影響，卻透過關係承諾對顧客忠誠度產生正向影響。最後，顧客滿意度對信任有正向影響，但信任卻沒有對顧客忠誠度有正向影響。因此在顧客滿意度與顧客忠誠度之互動關係中，信任並不存在顯著的中介效果，但關係承諾卻具有顯著的中介效果。本文迥異於過往研究結果的重要發現有二，首先，高的顧客滿意度或信任並無法招致高的顧客忠誠度；其次，信任也未在顧客滿意度與顧客忠誠之間扮演中介效果。

以文找文

This study examines the relationships between service quality, customers’ satisfaction and customers’ loyalty. We hope to clarify whether trust and commitment can play mediating roles between customers’ satisfaction and loyalty. In this research, we study the industry of vehicle maintenance services. We collected 312 valid samples of questionnaires. We analyze these collected questionnaires by using LISREL. We arrive the the following conclusions. First, among all dimensions of service quality, interaction quality is the most important one; and, outcome quality is more important than physical environment quality. Second, service quality has positive influence on customers’ satisfaction. Customers’ satisfaction hasn’t positive influence on customers’ loyalty, but it has positive influence on customers’ loyalty through relationship commitment. Third, customers’ satisfaction has positive influence on customers’ trust; but, trust hasn’t positive influence on customers’ loyalty. So trust does not play the critical mediating role on the relationship between customers’ satisfaction and customers’ loyalty. However, the relationship commitment plays the critical mediating role. We have two new findings. One is that high customers’ satisfaction or trust does not lead to high customers’ loyalty. The other one is that customers’ trust does not play as the mediating role between cumstomers’ satisfaction and loyalty.

以文找文

期刊論文
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1.	陳建民(2004)。服務便利性與服務品質對顧客滿意度（以顧客再回修意願為指標）之研究--以維修服務委外為例(碩士論文)。銘傳大學。延伸查詢
2.	彭鈺婷(2005)。服務品質滿意度與移轉障礙對消費者購後行為之研究。嘉義大學。延伸查詢

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