臺灣博碩士論文加值系統

本研究旨在探討2002年台灣加入WTO，菸酒專賣制度隨之瓦解，私營酒廠及國際知名酒商對台灣市場，無不抱以高度期待。歷經十年的市場開放後，以青島啤酒為例，運用台灣顧客滿意度指標（TCSI）模式探討顧客在消費過程中，對於青島啤酒印象、顧客期望、認知品質、認知價值、顧客滿意等推導至顧客忠誠，並利用策略矩陣（四分圖模型）尋找提升顧客滿意度之服務品質改進項目，提供具價值的建議給企業參考。
本研究結果發現：
企業形象對顧客期望、企業形象對顧客滿意度、企業形象對顧客忠誠度、顧客期望對品質感受、品質感受對價值感受、品質感受對顧客滿意度、顧客滿意度對忠誠度，呈正相關有顯著影響。而顧客期望對價值感受、顧客期望對顧客滿意度、價值感受對顧客滿意度則無顯著影響。
啤酒為情境或交誼所使用之商品，顧客滿意度來自使用者本身的體驗與感受，應更著重與顧客做「情境溝通」，描述青島啤酒對於交誼的效用，藉以提高顧客對青島啤酒「價值認知」，提升顧客忠誠度。

This study aimed to investigate the 2002 Taiwan''s accession to WTO， Followed the collapse of tobacco monopoly system， Winery and internationally renowned private traders on the Taiwan market， all hold to high expectations. After a decade of post-market opening，A case of Tsingtao beer，the use of Taiwan''s Customer Satisfaction Index (TCSI) Mode of customers in the consumer behaviors，for Tsingtao Brewery impression，customer expectations，perceived quality，perceived value， customer satisfaction etc.. to derive customer loyalty. And looking to enhance customer satisfaction service quality improvement projects by use strategy matrix (Figure quarter model)，it is recommended to provide a reference value to the enterprise.
The results of the study as following :
The corporate image for the customer expectations、the corporate image for the customer satisfaction、the corporate image for the customer loyalty 、the customer expectations for the quality and experience、the quality perception for the value of experience、the quality perception for the customer satisfaction、the customer satisfaction for the loyalty，positive correlation significantly affected. The expectation for the customer value experience、the customer expectations for the customer satisfaction，there was no significant impact on the value perception of customer satisfaction.
The beer is situational or fellowship used merchandise, customer satisfaction from the user''s own experiences and feelings, and customers should be more emphasis on doing "situational communication", describing the utility of Tsingtao Brewery for friendship, to enhance customer Tsingtao Beer "perceived value "to improve customer loyalty.

摘 要 I
Abstract II
誌 謝 III
目 錄 IV
圖目錄 VI
表 目 錄 VII
第一章　緒 論 1
第一節　研究動機 1
第二節 研究目的 1
第三節 研究流程 1
第二章 文獻探討 3
第一節 產業介紹 3
第二節 國家顧客滿意度模式之構面與指標 4
第三節、各構念的定義 18
第四節 測評模型介紹 47
第三章 研究方法 54
第一節 研究架構 54
第二節 研究假設 54
第三節 研究對象與抽樣 55
第四節 研究工具(問卷) 55
第五節 資料分析 57
第四章 實證資料分析 58
第一節 基本資料分析 58
第二節 顧客對台灣青啤服務反應與感受分析 60
第三節 模型驗證 62
第四節 滿意度之改進策略分析 71
第五章 結論與建議 74
第一節 結論 74
第二節 建議 78
第三節 研究限制與後續研究陳述 79
參考文獻 81
中文文獻 81
英文文獻 84
附錄一:問卷 98

圖目錄
頁次
圖1-1 研究流程圖 2
圖2-1 知覺價值模型 5
圖2-2 瑞典顧客滿意度模式(SCSB) 9
圖2-3 美國顧客滿意指標模式(ACSI) 11
圖2-4 歐洲顧客滿意指標模式(ECSI) 13
圖2-5 台灣顧客滿意指標模式(TCSI)－製造業 15
圖2-6 台灣顧客滿意指標模式(TCSI)－服務業 16
圖2-7 台灣顧客滿意指標模式(TCSI)－政府與非營利組織 17
圖2-8 企業形象形成之簡單模型 21
圖2-9 顧客期望模型 26
圖2-10 認知服務品質模式 27
圖2-11 PZB服務品質模式 29
圖2-12價格、品牌名稱與商店名稱對認知價值影響的概念性模型 33
圖2-13 知覺價值模型 34
圖2-14 顧客滿意理論觀念性架構 40
圖2-15 四分圖模型 48
圖2-16 KANO模型 50
圖2-17 顧客滿意度指標體系 53
圖3-1 研究架構圖 54
圖4-1 路徑係數之檢定結果 69
圖4-2 青島啤酒重要性與滿意度四分圖模型 73


表 目 錄
頁次
表2-1 滿意度理論彙整 5
表2-2 ACSI衍生之觀察變項 10
表2-3 ECSI衍生之觀察變項 11
表2-4 有關企業形象之學者定義整理 19
表2-5 顧客期望、知覺服務品質、知覺價值與滿意度關聯摘要 24
表2-6 認知品質相關文獻 27
表2-7 顧客滿意度相關論述 36
表2-8 顧客滿意度相關理論彙整表 38
表2-9 顧客滿意度相關構面彙整表 41
表2-10 有關顧客忠誠度之學者定義整理 43
表2-11 顧客忠誠度之衡量構面 45
表4-1 樣本資料分析表 58
表4-2 顧客對台灣青啤服務反應分析 60
表4-3 顧客對台灣青啤服務感受分析 62
表4-4 潛在變量相關係數 62
表4-5 適合度指數 63
表4-6 顯性變數標準負載檢定結果 64
表4-7 組合信度分析 65
表4-8 收歛效度分析 66
表4-9 交叉負荷矩陣 66
表4-10 區別效度分析 68
表4-11 研究假設檢定結果 69
表4-12 模型預測力評估 70
表4-13 服務品質屬性重要性與滿意度分析 71

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