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題名：全面品質管理對行銷管理、顧客滿意度與顧客忠誠度影響之研究--以國內證券業為例
書刊名：品質學報
作者：陳順興／吳逸萍
作者(外文)：Chen, Shun-hsing／Wu, I-ping
出版日期：2012
卷期：19:5
頁次：頁491-522
主題關鍵詞：全面品質管理；行銷管理；顧客滿意度；顧客忠誠度；結構方程模式；Total quality management；Marketing management；Customer satisfaction；Customer loyalty；Structural equation model
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(6) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:8
  • 點閱點閱:106
歷年有關證券業對於顧客滿意與忠誠度之研究，大都側重於SERVQUAL（SERVICE QUALITY）衡量構面為議題，對於證券業如何透過全面品質管理活動的推動過程來提升顧客滿意與忠誠度的研究甚少。服務品質的衡量是一種事後的方法。在實務上，除了事後衡量服務品質之外，在服務過程之前，業者是否更應思考該如何制定全面品質管理與行銷管理策略，先行了解顧客需求，降低服務缺口發生的頻率，進而達到顧客滿意與忠誠？本研究探討證券業者推行全面品質管理對於行銷管理、顧客滿意度與顧客忠誠度之影響，針對新竹、苗栗地區680位券商顧客為對象。本研究透過結構方程模式和LISREL 8.51實證發現，全面品質管理對行銷管理、顧客滿意度與顧客忠誠度有正向的影響，並依據研究結論給予業者與後續研究建議。
Over the years, the security industry researches are mainly focus on customer satisfaction, mostly stresses on the service quality ability definition and the SERVQUAL (SERVICE QUALITY) evaluation dimensions. However, the study of total quality management and how the security industry can impetus the processes to promote customer satisfaction and loyalty are very few. Measuring service quality is an evaluation done after the service is rendered. In practice, the priority of service providers should be thinking about how to develop a comprehensive total quality management and marketing strategies, understanding customer needs, reducing frequency of service gaps to achieve customer satisfaction and loyalty.This study mainly concentrates on the correlations between the total quality management for marketing management and the customer satisfaction and loyalty in the financial service industry. This study is based on the 680 customers of a security industry branches in Hsin-Chu and Miao-Li. The structural equation model and the LISREL 8.51 are used to determine whether the total quality management has the influence on marketing management, customer satisfaction and loyalty.
Other
1.Raine-Eudy, R.(2000)。Using structural equation modeling to test for differential relia-bility and validity: an empirical demonstration。  new window
期刊論文
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17.張永佳、張燦明(20100600)。以多群組分析探討中醫診所服務品質與忠誠度之因果模式。品質學報，17(3)，179-206。new window  延伸查詢new window
18.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
19.陳啟光、廖世凱、蔡政和、謝安晉(20080200)。流程管理對於推動ISO 9000品質系統成效影響之初探--以產品良率為驗証指標。品質學報，15(1)，85-100。new window  延伸查詢new window
20.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
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學位論文
1.李建進(2004)。關係強度與顧客忠誠度之研究--以某綜合證券商為例(碩士論文)。大葉大學。  延伸查詢new window
2.姜秀榮。全面品質管理 (TQM) 在紡織業的應用--以H公司為例(碩士論文)。逢甲大學。  延伸查詢new window
3.萬海洲(2003)。現金卡市場對網際網路與傳統人員之行銷組合重視因素探討(碩士論文)。逢甲大學。  延伸查詢new window
4.林文昌(2001)。銀行保險之傳統人員銷售與網際網路銷售之行銷組合比較研究(碩士論文)。逢甲大學。  延伸查詢new window
5.陳麗雅(2001)。關係結合方式與顧客忠誠度關聯性之研究─證券業服務接觸之分析(碩士論文)。銘傳大學。  延伸查詢new window
6.黃偉松(2001)。服務品質、顧客滿意度與顧客忠誠度關係之研究--以證券商為例(碩士論文)。淡江大學。  延伸查詢new window
7.洪嘉蓉(2004)。服務品質、滿意度與忠誠度關係之研究--以中華電信公司ADSL顧客為例(碩士論文)。大葉大學。  延伸查詢new window
圖書
1.Besterfield, D. H.、Besterfield-Michna, C.、Besterfield, G. H.、Besterfield-Sacre, M.(2003)。Total Quality Management。Upper Saddle River, NJ：Prentice Hall。  new window
2.戴久永(2005)。全面品質管理。臺北。  延伸查詢new window
3.曾光華(2007)。服務業行銷與管理：品質提升與價値創造。台北：前程文化。  延伸查詢new window
4.黃士滔、傅和彥(2004)。品質管理觀念、理論與方法。臺北：前程出版股份有限公司。  延伸查詢new window
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8.Solomon, M. R.、陳志銘、郭庭魁、杜玉蓉、蕭幼麟、周佳樺(2005)。消費者行為。台北：台灣培生教育出版股份有限公司。  延伸查詢new window
9.Jacoby, Jacob、Chestnut, Robert W.(1978)。Brand Loyalty: Measurement and Management。John Wiley & Sons, Inc.。  new window
10.Deming, W. E.(1986)。Out of the crisis, quality, productivity, and competitive position。Cambridge, MA：Cambridge University press。  new window
11.Assael, H.(1992)。Consumer Behavior and Marketing Action。Boston, Massachusetts：PWS-KENT Publishing Company。  new window
12.黃芳銘(2007)。結構方程模式：理論與應用。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
13.Jöreskog, K. G.、Sörbom, D.(1989)。LISREL 7: A guide to the program and applications。SPSS Inc。  new window
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18.邱皓政(2003)。結構方程模式--LISREL的理論、技術與應用。雙葉書廊。  延伸查詢new window
19.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
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其他
1.王彩霞(1997)。我國銀行關係行銷策略之研究。  延伸查詢new window
2.李友錚、賀力行(2010)。品質管理：整合性思維，臺北：前程文化事業有限公司。  延伸查詢new window
3.陳瓊雯(2008)。顧客知覺價值對顧客滿意度與忠誠度影響之研究--以銀行業為例。  延伸查詢new window
4.湯玲郎、林李旺(2007)。企業文化與推行ISO品質制度對組織績效之影響。  延伸查詢new window
5.黃似塤(2005)。影響網路交易顧客保留意圖之研究--以網路下單為例。  延伸查詢new window
6.楊振隆(2005)。服務業推動全面品質管理對服務品質能力影響之概念性關係模式探討。new window  延伸查詢new window
7.楊錦洲(2009)。整合6σ--專案與策略規劃之營運系統。new window  延伸查詢new window
8.鉅亨網臺北資料中心(201005)。99年5月集中交易市場證券商電子式交易元金額為10,274億元。  延伸查詢new window
9.潘浙楠、張耿通(2004)。全面品質管理與六標準差實施方案之比較分析--以臺灣地區之企業為例。  延伸查詢new window
10.潘連鄉(2007)。全面品質管理與行銷管理在公共圖書館內部應用之研究。  延伸查詢new window
11.閻立利(2007)。企業導入全面品質管理對員工工作態度與組織公民行為影響之研究--以臺灣電子科技產業為例。  延伸查詢new window
12.戴麗紅(2006)。運用結構方程模式探討品牌權益、服務品質、關係品質、知覺風險與顧客忠誠度之關係--以臺灣證券業為例。  延伸查詢new window
13.鍾欣蘭(2008)。服務品質、企業形象與顧滿意度之關聯性研究--以臺灣銀行業為例。  延伸查詢new window
14.魏國州(2005)。運用線性關係模式探討領導型態、組織文化、組織學習、全面品質管理以及組織績效之關係--以高科技產業為例。  延伸查詢new window
15.Anderson, D. R., Sweeney, D. J., and Williams, T. A. 著，陳可杰、黃聯海、李宗倚、李婉怡、陳益昌譯(2006)。統計學，第一版，臺中：滄海書局。  延伸查詢new window
16.Assael, H.(1994)。Consumer Behaviour and Marketing Action, 5th ed.，Cincinnati, OH.：South-Western。  new window
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圖書論文
1.Boomsma, A.、Hoogland, J. J.(2001)。The robustness of lisrel modeling revisited。Structural equation models: Present and future. A Festschrift in honor of Karl Joreskog。Chicago, IL：Scientific Software International。  new window
2.Booms, Bernard H.、Bitner, Mary Jo(1981)。Marketing Strategies and Organization Structures for Service Firms。Marketing of Services。Chicago：American Marketing Association。  new window
 
 
 
 
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