臺灣博碩士論文加值系統

過去已有許多人針對百貨公司服務品質與滿意度去做探討，然而，卻鮮少有人將 Parasuraman 等人 (1985, 1991) 所提出的「服務品質」之績效與期望差距模式與 Churchill 與 Surprenant (1982) 及 Tse 與 Wilton (1988) 所提出的「直接績效評量模式」相結合來做探討，因此，本研究將上述兩種模式相結合並加入商店形象構念做一整合模式來針對購物中心探討其服務品質、商店形象、顧客滿意度與忠誠度彼此間的關係。而由於夢時代購物中心為全東南亞及全台最大的百貨零售業，他自2007年3月30日開幕營運後一年內即成功吸引超過2000萬以上來客人潮，其創新的經營模式值得近一步深入研究，因此本研究以夢時代購物中心為研究對象來做更深入的探討。本研究以實證的方式向夢時代購物中心之顧客進行問卷發放，再將所收集之問卷以結構方程模式進行分析。研究結果顯示，當顧客實際感受到夢時代購物中心所提供「有形性」、「保證性」及「同理心」之服務品質及對夢時代購物中心之商店形象越佳，則對於夢時代購物中心之滿意度也會越高。此外，若顧客對夢時代購物中心之商店形象及滿意度越佳，則對於夢時代購物中心之忠誠度也會越高。

There were many people researched about service quality and satisfaction in the past, but very few combined the gap of service quality model from Parasuraman, Zeithaml, and Berry (1985, 1991), performance-based measures of service quality from Churchill and Surprenant (1982) and Tse and Wilton (1988). So we use these two theories to discuss the relationship between service quality, store image, customer satisfaction and customer loyalty in shopping mall. The Dream Mall in Taiwan is the biggest shopping mall in South East Asia. Since opening on March 30th 2007, there were more than 20 million visitors in its first year. The successful and interesting business model employed in the operation of Dream Mall has lead me to use it as my research subject. The empirical research study has been carried out by survey, involving the collection of questionnaires from the customers of Dream Mall, and analysis of this data with Structural Equation Modeling (SEM). The following are results of this study: (1) When customers feel good tangibles; assurance and empathy of service quality from the Dream Mall and they have good store image of Dream Mall, then they will be satisfied about Dream Mall. (2) When the customers have a good store image of the shopping mall and feel satisfy with it, then they will become loyal customers to the shopping mall.

摘要 1
Abstract 2
目錄 3
表目錄 5
圖目錄 7


第一章 緒論 8
第一節 研究背景與動機 8
第二節 研究目的 10
第三節 研究流程 10
第二章 文獻探討 12
第一節 顧客關係管理 12
第二節 商店形象 16
第三節 服務品質 17
第四節 顧客滿意度 24
第五節 顧客忠誠度 30
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 35
第三節 研究變數及操作型定義 38
第四節 問卷設計 40
第五節 資料蒐集方法 42
第六節 資料分析方法 43
第四章 資料結果與分析 46
第一節 樣本結構之敘述性分析 46
第二節 驗證性因素分析與信效度 47
第三節 各構念特性分析 60
第四節 整體模式建議與分析 65
第五章 結論與建議 79
第一節 討論與結論 79
第二節 建議 80
第三節 研究限制與後續研究建議 81
參考文獻 83
附錄一 93
附錄二 97

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