臺灣博碩士論文加值系統

很少研究以商用駕駛來探討影響顧客滿意度之前因，故本研究主要針對互動品質、顧客導向與信任等變數探討其對於顧客滿意度的影響，以信任作為中介變數，在選擇實證樣本時，以5年內駕駛商用車到商車保修（原廠）直營廠消費過之車主或使用人為研究對象。本研究共收回有效問卷129份，利用迴歸分析，研究之結果分述如下：(1)互動品質對顧客滿意度具有正向影響；(2) 互動品質透過信任度影響顧客滿意度； (3) 顧客導向對顧客滿意度具有正向影響；(4) 顧客導向透過信任影響顧客滿意度； (5) 顧客導向對互動品質具有正向影響。並依據本研究之結果，提出相關建議給業者。

Few studies have explored the factors affecting the customer satisfaction for the drivers of commercial vehicle. This study focuses on the influence of Interactive Quality, customer orientation and trust on the customer satisfaction, using trust as a mediator variable. As for the empirical samples, the owners or users who have ever driven commercial vehicle and maintained in the original factory within five years were selected as the research subject.
A total of 129 valid questionnaires were retrieved in this study. Using regression analysis, the results are as follows: (1) Interactive quality and customer orientation influence customer satisfaction; (2) Interactive quality influences the customer satisfaction through trust; (3) Customer orientation influences the customer satisfaction through trust; (4) Customer orientation has a positive impact on interactive Quality. Based on the research results, this study proposes relevant recommendations to companies.

國立高雄科技大學
目錄
中文摘要 -------------------------------------------------i
英文摘要 -------------------------------------------------ii
誌謝--------------------------------------------------------iii
目錄--------------------------------------------------------iv
表目錄-----------------------------------------------------vi
圖目錄-----------------------------------------------------vii

第一章 緒論
第一節 研究背景----------------------------------------1
第二節 研究動機----------------------------------------2
第三節 研究目的----------------------------------------4
第四節 研究流程----------------------------------------5
第二章 文獻探討
第一節 顧客滿意度-------------------------------------6
第二節 信任----------------------------------------------9
第三節 互動品質----------------------------------------15
第四節 顧客導向----------------------------------------20
第三章 研究方法
第一節 研究架構----------------------------------------25
第二節 研究變項操作型定義與衡量方式----------26
第三節 問卷設計----------------------------------------29
第四節 研究方法----------------------------------------30
第四章 研究分析與結果
第一節 敘述性統計分析-------------------------------31
第二節 信度分析----------------------------------------32
第三節 各變數間之相關係數分析-------------------38
第四節 各變數與人口統計變項的差異性分析----38
第五節 中介效果之驗證-------------------------------40
第六節 假設結果檢定----------------------------------42
第五章 結論與建議
第一節 研究結論----------------------------------------43
第二節 研究理論貢獻與實務管理意涵-------------46
第三節 研究限制與建議-------------------------------50
參考文獻
一、中文部分--------------------------------------------52
二、英文部分--------------------------------------------54
附錄--------------------------------------------------------63

表目錄
表3-1 顧客滿意度之衡量構面與問項---------------26
表3-2 信任之衡量構面與問項------------------------27
表3-3 互動品質之衡量構面與問項------------------28
表3-4 顧客導向之衡量構面與問項------------------29
表4-1 基本背景資料百分比次數分配表------------31
表4-2 顧客面度之信度分析表------------------------33
表4-3 信任之信度分析表------------------------------33
表4-4 互動品質之信度分析表------------------------34
表4-5 顧客導向之度分析表---------------------------36
表4-6 各變數平均數與標準差------------------------37
表4-7 各變數相關係數分析表------------------------38
表4-8 不同年齡對各變數之差異分析表------------39
表4-9 研究假設檢驗結果彚整表---------------------42

圖目錄
圖1-1 研究流程圖----------------------------------------5
圖3-1 研究架構圖----------------------------------------25
圖4-1 互動品質透過信任對顧客滿意度的影響 （Model 4信任的中介分析）---40
圖4-2 顧客導向透過信任對顧客滿意度的影響 （Model 4信任的中介分析）---41

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