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    政大典藏 > College of Commerce > Advanced MBA, NCCU > Theses >  Item 140.119/38933


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/38933


    Title: 產品品質、服務品質與教師滿意度與忠誠度之關係研究-以國中參考書採用為例
    Research of the relationships among product quality, service quality, teachers’ satisfaction and royalty—Take adoption of junior high schools’ textbooks’ supplemental materials for example
    Authors: 游仕偉
    Contributors: 祝鳳岡
    游仕偉
    Keywords: 產品品質
    服務品質
    滿意度
    忠誠度
    參考書
    Date: 2009
    Issue Date: 2010-04-23 19:24:43 (UTC+8)
    Abstract: 本研究主要目的為
    1.探討「產品品質」、「服務品質」、「顧客滿意度」、「顧客忠誠度」之內涵。
    2.分析不同人口變項對「產品品質」、「服務品質」、「顧客滿意度」、「顧客忠誠度」之差異性。
    3.檢測「產品品質」與「服務品質」與「顧客滿意度」與「顧客忠誠度」之顯著關係。
    4.探討「顧客滿意度」與「顧客忠誠度」之間是否具顯著關係。
    5.經由量化分析結果與質化相關訪談，提出研究國中參考書行銷策略建議。

    本研究對象是「全省採用康軒版參考書之國中老師」，但因考量研究人力、經費與時間等因素，因此採用便利抽樣(convenience sampling)較容易取的樣本數特性，並經由70位業務人員協助將本問卷發送給符合條件之老師填答，問卷調查期間合計回收587份有效問卷。

    研究結果發現：
    結果一：「產品品質」與「顧客滿意度」之關係呈現顯著正相關。
    結果二：「產品品質」與「顧客忠誠度」之關係呈現顯著正相關。
    結果三：「服務品質」與「顧客滿意度」之關係。出版社在：「資訊提供」、「企業形象」、「問題解決」、等構面呈現顯著正相關。
    結果四：「服務品質」與「顧客忠誠度」之關係。出版社在：「資訊提供」、「企業形象」、「問題解決」、「適時補充更新教材內容」、等構面呈現顯著正相關。
    結果五：「顧客滿意度」與「顧客忠誠度」之關係。「產品滿意」、「價格滿意」、「形象滿意」、「整體滿意」等顧客滿意度構面與顧客忠誠度呈顯著正相關。
    結果六：不同人口統計變數在「產品品質」上呈現顯著差異性。
    結果七：不同人口統計變數在「服務品質」上呈現顯著差異性。
    結果八：不同人口統計變數在「顧客滿意度」上呈現顯著差異性。
    結果九：不同人口統計變數在「顧客忠誠度」上呈現顯著差異性。
    This thesis’ major research purposes are:
    1.To study the contents of “Products Quality,” “Services Quality,” “Customers Satisfaction,” and “Customers’ Royalty;” and
    2.To analyze the differences incurred by the variables of population against “Products Quality,” “Services Quality,” “Customers Satisfaction,” and “Customers’ Royalty;” and
    3.To examine the obvious relationships among “Products Quality,” “Services Quality,” “Customers Satisfaction,” and “Customers’ Royalty;” and
    4.To study if obvious relationship exists between “Customers Satisfaction,” and “Customers’ Royalty;” and
    5.To propose suggestions of doing researches in junior high schools’ textbooks’ supplemental materials marketing strategies.

    Nine research results are found:
    1.Relationship between “Product Quality” and “Customers’ Satisfaction” is obviously positive.
    2.Relationship between “Product Quality” and “Customers’ Royalty” is obviously positive.
    3.Relationship between “Service Quality” and “Customers’ Satisfaction” is upon factors of publisher houses’ ability to “Provide Information,” to “Amend and to “Solve the Problems;” such factors are obviously positive.
    4.Relationship between “Service Quality” and “Customers’ Royalty” is upon factors of publisher houses’ ability to “Provide Information,” to “Amend and to “Solve the Problems,” to “Update the Contents of Teaching Materials at Proper time” and their “Enterprise Image;” such factors are obviously positive.
    5.Relationship between “Customers’ Satisfaction” and “Customers’ Royalty” is upon factors of “Satisfaction to Product,” “Satisfaction to Price,” “Satisfaction to Image,” and “Satisfaction to Complicity;” such factors of Customers’ Satisfaction are in obviously positive relationship to Customers’ Royalty.
    6.Different population variables show obvious differences in “Products Quality.”
    7.Different population variables show obvious differences in “Services Quality.”
    8.Different population variables show obvious differences in “Customers Satisfaction.”
    9.Different population variables show obvious differences in “Customers Royalty.”
    第一章 緒論………………………………………………………………………..1
    第一節 研究背景與動機…………………………………………………………..1
    第二節 研究目的…………………………………………………………………..4
    第三節 研究流程…………………………………………………………………..5
    第二章 文獻探討與理論基礎…………………………………………….…....6
    第一節 產品品質的定義……………………………………………….……....6
    一、產品定義……………………………………………………………………...6
    二、品質定義……………………………………………………………………...6
    三、參考書產品品質……………………………………………………………...8
    第二節 服務品質的定義…………………………………………………….…..9
    一、服務品質的定義……………………………….……………….………....9
    二、服務品質PZB模式……………………………………………………......10
    三、服務品質的橫量構面…………………………………………………..….11
    第三節 滿意度的定義………………………………………………….….....13
    一、滿意度定義……………………………………………………………………13
    二、滿意度的橫量構面…………………………………………………………..17
    三、顧客滿意度指標模式……………………………………………………...17
    第四節 忠誠度的定義………………………………………………………….…18
    一、忠誠度的定義…………………………………………………………………18
    二、忠誠度的衡量構面……………………………………………………………18
    第五節 質化研究焦點團體法………………………………………………….…19
    第三章 研究方法與設計……………………………………………………….…20
    第一節 研究架構與假設……………………………………………………….…20
    第二節 操作型定義與問卷設計……………………………………………….…22
    一、產品品質操作型定義………………………………………………..………22
    二、服務品質操作型定義…………………………………………………………24
    三、滿意度操作型定義……………………………………………………………25
    四、忠誠度操作型定義……………………………………………………………25
    第三節 資料分析方法………………………………………………….…………27
    第四章 研究分析與結果……………………………………………….…………30
    第一節 樣本結構與敘述性統計資料分析…………………………….…………30
    一、信度分析………………………………………………………………………30
    二、研究樣本基本資料………………………………………………….……….33
    三、敘述性統計資料分析…………………………………………………………34
    第二節產品品質與服務品質之因素分析結果……………………………………37
    一、產品品質因素分析……………………………………………………………37
    二、服務品質因素分析……………………………………………………………40
    第三節 產品品質、服務品質、顧客滿意度與顧客忠誠度相關分析….………41
    一、顧客忠誠度迴歸分析…………………………………………………………41
    二、產品品質與顧客滿意度相關分析……………………………………………42
    三、產品品質與顧客忠誠度相關分析……………………………………………44
    四、服務品質與顧客滿意度相關分析……………………………………………46
    五、服務品質與顧客忠誠度相關分析……………………………………………47
    六、顧客滿意度與顧客忠誠度相關分析…………………………………………48
    第四節 人口變數對產品品質、服務品質、滿意度、忠誠度認同程度差異.…49
    一、性別對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…49
    二、學歷對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…49
    三、科目對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…51
    四、學校區域對產品品質、服務品質之認同程度差異及滿意度、忠誠度差異55
    五、年齡對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…62
    六、年資對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…64
    七、參考書別對產品品質、服務品質之認同程度差異以滿意度、忠誠度差異65
    八、參考書別與性別、學校所在區域、任教科目、學歷、年齡、年資的關係65
    九、小結………………………………………………………………………..…66
    第五章　研究結論與建議…………….…………………………………….……69
    第一節 研究結論…………………………………………………………….……69
    第二節 研究建議…………………………………………………………….……75
    參考文獻……………………………………………….………………………..78
    附錄………………………………………………………………….………….…82
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    Description: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    96380065
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096380065
    Data Type: thesis
    Appears in Collections:[Advanced MBA, NCCU] Theses

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