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題名:台灣B2B驗證服務產業服務品質、品牌信任、關係行銷對顧客滿意度與忠誠度影響之研究
作者:黃炳龍
作者(外文):Ping-Lung Huang
校院名稱:輔仁大學
系所名稱:商學研究所博士班
指導教授:李建裕
學位類別:博士
出版日期:2017
主題關鍵詞:驗證服務品質品牌信任關係行銷顧客滿意度顧客忠誠度結構方程模式CertificationService QualityBrand TurstRelationship MarketingCustomer SatisfactionCustomer LoyaltyStuctural Equational Modeling (SEM)
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本研究是在探討B2B驗證服務產業服務品質、品牌信任、關係行銷對顧客滿意度與忠誠度之影響。研究採橫斷面的研究設計,透過企業問卷的方式,詢問被驗證公司對驗證機構之服務品質、品牌信任、關係行銷對顧客滿意度與忠誠度之看法,總共發出300份問卷,回收208份,去除無效問卷2份,總共有效問卷為206 份,回收率為69.33%。研究採用樣本結構分析、敘述性統計分析、信度分析、結構方程式(Stuctural Equational Modeling,SEM )分析方法。
研究結果發現,服務品質、品牌信任、關係行銷對顧客滿意度呈現正向相關;顧客滿意度與顧客忠誠度也呈正向相關。而依重要程度為,關係行銷,次為服務品質,最後為品牌信任。研究顯示關係行銷為B2B驗證服務產業影響顧客滿意度與忠誠度最重要因素。
本研究結果為B2B驗證服務產業管理實務上提出建議,並對後續研究提出方向。
This study aim to evaluate the influence of service quality, brand trust and relationship marketing on customer satisfaction and loyalty in B2B certification service industry in Taiwan. This study applies the cross-sectional study concept and business questionnaires to collection certified companies information. The 300 questionnaires in total release, which has reclaim 208 questionnaires, a 206 valid and 2 invalid are collected. The key research approaches involved the sample structure analysis, narrative statistical analysis, reliability analysis, structural equation (SEM) analysis method.
The results indicate that service quality, brand trust and relationship marketing has positive relationship with customer satisfaction, and customer satisfaction has positive relationship with customer loyalty. According to the factors priority, first is relationship marketing, second, service quality, final is brand trust. Thus we see the relationship marketing is more importance factor to influence of customer satisfaction and customer loyalty by B2B certification service industry.
Finally, this study provides practical findings regarding the provision of certification service by B2B certification service industry. Furthermore, the current findings can serve as a reference for future research.
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