服務品質、滿意度與購買意圖關係之研究：層級干擾迴歸分析之應用_

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題名：	服務品質、滿意度與購買意圖關係之研究：層級干擾迴歸分析之應用
書刊名：	管理評論
作者：	林素吟
作者(外文)：	Lin, Su-yin
出版日期：	2005
卷期：	24:2
頁次：	頁1-17
主題關鍵詞：	服務品質；滿意度；購買意圖；交互作用；干擾；Service quality；Satisfaction；Purchase intention；Interaction；Moderate
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(12) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:12 共同引用:0 點閱:99

評估服務品質與滿意度對購買意圖的影響是服務行銷文獻的重要主題，過去研究強調中介關係的探討，但滿意度是否會干擾服務品質與購買意圖的關係，為研究上的缺口，又服務品質與滿意度對購買意圖的影響程度孰大，為研究上的另一缺口。本研究以銀行業的顧客為研究對象，研究結果發現服務品質對購買意圖有直接的影響效果且服務品質對購買意圖的影響程度大於滿意度；又發現滿意度會干擾服務品質與購買意圖的關係，亦即隨著滿意度的增高，服務品質對購買意圖的影響力遞減。最後，提出管理意涵與理論意涵。

以文找文

Assessing the impact of service quality and satisfaction on purchase intentions is an important theme in the service marketing literature. Past studies emphasized the exploration of the mediating relationship. However, whether satisfaction moderates the relationship between service quality and purchase intentions is a gap of studies. Moreover, regarding service quality and satisfaction, which one has the bigger level of influence on purchase intentions is another gap of studies. The current research surveys the customers of the banking service industry. The results of the current research suggest that service quality has a direct effect on purchase intentions and has the bigger effect than satisfaction. The findings also reveal that satisfaction moderates the relationship between service quality and purchase intentions. The managerial and theoretical implications of the current study are also presented and discussed.

以文找文

期刊論文
1.	Patterson, P. G.、Johnson, L. W.(1993)。Disconfirmation of expectations and the gap model of service quality: An integrated paradigm。Journal of Satisfaction, Dissatisfaction and Complaining Behavior，6，90-99。
2.	Kristensen, K.、Martensen, A.、Grønholdt, L.(1999)。Measuring the impact of buying behaviour on customer satisfaction。Total Quality Management，10(4/5)，S602-S614。
3.	Cronbach, L. J.(1987)。Statistical Tests for Moderator Variables: Flaws in Analyses Recently Proposed。Psychological Bulletin，102(3)，414-417。
4.	Yi, Y.(1989)。On the evaluation of main effects in multiplicative regression models。Journal of the Market Research Society，31(1)，133-138。
5.	Parasuraman, A.、Zeithaml, V. A.、Berry, L. L.(1994)。Reassessment of Expectations as a Comparison Standard in Measuring Sevice Quality: Implications for Further Research。Journal of Marketing，58(1)，111-124。
6.	Taylor, Steven A.、Baker, Thomas 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。
7.	Bon-Llusar, J. C.、Camisón-Zornoza, C.、Escrig-Tena, A. B.(2001)。Measuring the Relationship Between Firm Perceived Quality and Customer Satisfaction and Its Influence on Purchase Intentions。Total Quality Management，12(6)，719-734。
8.	Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Norm(1998)。The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions。Journal of Retailing，74(3)，331-352。
9.	Taylor, S. A.(1997)。Assessing regression-based importance weights for quality perceptions and satisfaction judgments in the presence of higher order and/or interaction effects。Journal of Retailing，73(1)，135-159。
10.	Taylor, S. A.、Cronin, J. J., Jr.、Cornin, J. J.(1994)。Modeling Patient Satisfaction and Service Quality。Journal of Health Care Marketing，14(1)，34-44。
11.	McClelland, G. H.、Judd, C. M.(1993)。Statistical difficulties of detecting interactions and moderator effects。Psychological Bulletin，114，376-390。
12.	Chow, Gregory C.(1960)。Tests of Equality Between Sets of Coefficients in Two Linear Regressions。Econometrica，28(3)，531-534。
13.	Bigné, J. Enrique、Sánchez, M. Isabel、Sánchez, Javier(2001)。Tourism image, evaluation variables and after-purchase behavior: inter-relationship。Tourism Management，22(6)，607-616。
14.	Bolton, Ruth N.、Drew, James H.(1991)。A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes。Journal of Marketing，55(1)，1-9。
15.	Gaski, John F.、Nevin, John(1985)。The differential effects of exercised and unexercised power sources in marketing channel。Journal of Marketing Research，22(2)，130-142。
16.	Carman, James M.(1990)。Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions。Journal of Retailing，66(1)，33-55。
17.	Martensen, Anne、Gronholdt, Lars、Kristensen, Kai(2000)。The drivers of customer satisfaction and loyalty: Cross-industry findings from Denmark。Total Quality Management，11(4-6)，544-553。
18.	Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。
19.	Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。
20.	Sharma, S.、Durand, R. M.、Gur-Arie, O.(1981)。Identification and analysis of moderator variables。Journal of Marketing Research，18，291-299。
21.	Woodside, Arch G.、Frey, Lisa L.、Daly, Robert Timothy(1989)。Linking service quality, customer satisfaction, and behavioral intention。Journal of Health Care Marketing，9(4)，5-17。
22.	Oliver, Richard L.(1993)。Cognitive, affective, and attribute bases of the satisfaction response。Journal of Consumer Research，20(3)，418-430。
23.	Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。
24.	Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。
25.	Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。
26.	Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。
27.	Boulding, William、Kalra, Ajay、Staelin, Richard、Zeithaml, Valarie A.(1993)。A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions。Journal of Marketing Research，30(1)，7-27。
28.	Bitner, Mary Jo(1990)。Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses。Journal of Marketing，54(2)，69-82。
29.	Iacobucci, Dawn、Ostrom, Amy、Grayson, Kent(1995)。Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer。Journal of Consumer Psychology，4(3)，277-303。
30.	Baker, Thomas L.、Taylor, Steven A.(1998)。Patient Satisfaction and Service Quality in the Formation of Customers' Future Purchase Intentions in Competitive Health Service Settings。Health Marketing Quarterly，15(1)，1-15。
31.	Sivadas, Eugene、Baker-Prewitt, Jamie L.(2000)。An Examination of the Relationship between Service Quality, Customer Satisfaction, and Store Loyalty。International Journal of Retail & Distribution Management，28(2)，73-82。
32.	Taylor, Steven A.(1993)。The Roles of Service Quality, Consumer Satisfaction, and Value in Quinn's (1992) Paradigm of Services。Journal of Marketing Theory and Practice，2(1)，14-26。
33.	Taylor, Steven A.(1994)。Distinguishing Service Quality from Patient Satisfaction in Developing Health Care Marketing Strategies。Hospitals and Health Services Administration，39(2)，221-236。

圖書
1.	Rust, R. T.、Oliver, R. L.(1994)。Service Quality: New Directions in Theory and Practice。SAGE。
2.	Aiken, Leona S.、West, Stephen G.、Reno, Raymond R.(1991)。Multiple regression: Testing and interpreting interactions。Sage。
3.	Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.(1995)。Multivariate Data Analysis: with Readings。Prentice Hall。
4.	Anderson, E. W.、Fornell, Claes(1994)。A Customer Satisfaction Process Research Prospectus。Service Quality, New Directions in Theory and Practice。London, UK。

圖書論文
1.	Oliver, R. L.(1993)。A conceptual model of service quality and service satisfaction: Compatiblegoals, different concepts。Advances in Services Marketing and Management: Research and practice。Greenwich, Conn.：JAI Press。
2.	Bitner, Mary Jo、Hubbert, Amy R.(1994)。Encounter Satisfaction versus Overall Satisfaction versus Quality: The Customer's Voice。Service Quality: New Directions in Theory and Practice。Thousand Oaks, CA：Sage。

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