研究生: |
何昊 |
---|---|
論文名稱: |
臺灣健康檢查產業服務品質、品牌形象對顧客滿意度之影響-服務創新調節之作用 The Effects of Service Quality and Brand Image on Customer Satisfaction in Taiwan Health Examination Industry – The Moderating Effect of Service Innovation |
指導教授: | 蘇友珊 |
學位類別: |
碩士 Master |
系所名稱: |
工業教育學系 Department of Industrial Education |
論文出版年: | 2012 |
畢業學年度: | 100 |
語文別: | 中文 |
論文頁數: | 99 |
中文關鍵詞: | 服務品質 、服務創新 、品牌形象 、顧客滿意度 、台灣健檢產業 |
英文關鍵詞: | Service quality, Service innovation, Brand image, Customer satisfaction, Taiwan health examination industry |
論文種類: | 學術論文 |
相關次數: | 點閱:228 下載:0 |
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本研究旨在探討服務品質、品牌形象對顧客滿意度影響之研究,兼論服務創新調節作用之驗證,並以「台北市某一醫學中心等級之醫院的健檢中心顧客」作為抽樣對象,茲採用現場請顧客填答方式,進行本研究問卷調查,為橫斷面研究,共發出227 份問卷,回收有效問卷為210 份,總計本研究問卷回收率為92.51%。
本研究採用敘述性統計分析、效度分析、信度分析以及多元迴歸分析進行研究假設的驗證。依據資料分析結果,獲得以下結論:
茲將各研究結果說明如下:
1. 服務品質對顧客滿意度具有顯著正向影響。
2. 品牌形象對顧客滿意度具有顯著正向影響。
3. 服務創新能夠調節服務品質對顧客滿意度的影響。
4. 服務創新能夠調節品牌形象對顧客滿意度的影響。
The purpose of this study is to understand the influence of service quality and brand image on customer satisfaction – the moderate effect of service innovation. This research is a cross-sectional study. There are 210 effective samples with the response rate 92.51%.
Descriptive statistics analysis, reliability analysis, validity analysis and multiple regression analysis were the tools to interpret the relationship between service quality, brand image, service innovation and customer satisfaction. Through collecting and analyzing materials and questionnaire, the study obtains the following conclusion:
1.The service quality positively affects the customer satisfaction.
2.The brand image positively affects the customer satisfaction.
3.The service innovation affects the relationship between the service quality and the customer satisfaction.
4.The service innovation affects the relationship between the brand image and the customer satisfaction.
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