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題名:結構方程模式應用於市政的服務品質、廣告宣傳、民眾期望、知覺犧牲、知覺價值對忠誠度影響之研究
作者:邱建富
作者(外文):CHIU,CHIEN-FU
校院名稱:國立彰化師範大學
系所名稱:工業教育與技術學系
指導教授:陳德發
石文傑
學位類別:博士
出版日期:2022
主題關鍵詞:服務品質廣告宣傳民眾期望知覺犧牲知覺價值忠誠度service qualityadvertisingexpectationperceived sacrificeperceived valueloyalty
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本研究旨在探究結構方程模式應用於市政的服務品質、廣告宣傳、民眾期望、知覺犧牲、知覺價值對忠誠度之研究。本研究依據文獻探討,研究假設,設計研究問卷,內容包含: 服務品質量表、廣告宣傳量表、民眾期望量表、知覺犧牲量表、知覺價值量表、忠誠度量表,各量表之信、效度都達可接受程度。本研究採用調查研究法,以彰化市選民為研究對象,發出500份正式問卷,經整理與統計後,獲得回收問卷460份,回收率92%,剔除填答不實或呈固定反應者計17份,合計443份,正式問卷有效回收率為88.6%。正式問卷回收之後,以結構方程模式對回收資料進行分析。本研究之研究結論如下:
一、服務品質各構面、廣告宣傳、民眾期望、知覺犧牲、知覺價值、忠誠度之平均得分皆高於同意等級,可知市民對於各層面的感受達中上程度。
二、由不同背景差異分析可知,在「性別」之中女性高於男性,在「年齡」之中年長者高於年輕者,在「性別」之中北區高於東區,在「職業」之中軍公教的民眾高於工、商,在「月收入」之中收入較低與較高的民眾高於收入中等。
三、「服務品質於知覺價值」、「廣告宣傳於知覺價值」、「知覺犧牲於知覺價值」、「知覺價值於忠誠度」、「服務品質於忠誠度」呈現顯著正向預測。
四、服務品質各構面、廣告宣傳、民眾期望、知覺犧牲、知覺價值對忠誠度之整體結構模式良好。
五、服務品質可以透過知覺價值的中介作用,正向影響忠誠度;廣告宣傳可以透過知覺價值的中介作用,正向影響忠誠度;知覺犧牲可以透過知覺價值的中介作用,正向影響忠誠度。
This study took Changhua City as an example to explore the relationship among service quality, advertising, expectations, perceived sacrifice, and perceived value of loyalty in municipal services. Research hypotheses were established based on litera-ture review. Questionnaires to measured constructs including service quality, advertising, expectation, perceived sacrifice, perceived value, and loyalty were developed. The reliability and validity of the questions were within acceptable level. This study sampled 500 voters in Changhua City. A total of 460 question-naires were returned, with a return rate of 92%. After removing 17 invalid questionnaire, 443 valid responses retained, and the effective response rate after return was 88.6%. Structural equa-tion modeling was performed to analysis the data. The conclu-sions of this study were as follows:
1.The average scores of service quality, advertising, expecta-tions, perceived sacrifice, perceived value, and loyalty were all above the average, which showed that the citizens' feelings at all levels were good or better.
2.Different background analysis indicated that women were higher than men in "gender", older person were higher than younger persons in "age", and the northern district was higher than the eastern district in "gender". The military was higher than labors and businessman in "vocation", and the people with lower and higher incomes are higher than the middle income in the "monthly income".
3.Service quality to perceived value, advertising to perceived value, perceived sacrifice to perceived value, perceived value to loyalty, and service quality to loyalty, presented significant positive predictions.
4.The structural model that service quality, advertising, ex-pectation, perceived sacrifice, and perceived value to loy-alty was good.
5.Service quality positively affected the loyalty through the mediator perceived value. Advertising and perceived sacri-fice positively impacted the loyalty through perceived val-ue.
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