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    題名: 知覺品質、知覺價值、顧客滿意度與顧客忠誠度之研究—以某禮服公司女性消費者為例
    The study of perceived quality, perceived value, customer satisfaction and customer loyalty: a case study of women`s evening gowns
    作者: 楊綺華
    貢獻者: 鄭宇庭
    楊綺華
    關鍵詞: 知覺品質
    知覺價值
    顧客滿意度
    顧客忠誠度
    日期: 2012
    上傳時間: 2012-12-03 11:24:12 (UTC+8)
    摘要: 本研究主要在探討女性消費者對於禮服零售的知覺品質、知覺價值、顧客滿意度與顧客忠誠度間之影響。本研究以台北門市的女性消費者為研究對象，有效回收率為92%。經SPSS統計軟體進行單因子變異數分析、Pearson積差相關分析及路徑分析，實證結果發現如下：
    1.女性消費者在禮服零售的知覺品質及知覺價值對顧客滿意度都有顯著的正向影響，但整體而言，知覺價值對顧客滿意度的影響大於知覺品質對於顧客滿意度的影響。
    2.對於整體的架構而言，知覺品質會藉由知覺價值及顧客滿意度來影響顧客忠誠度，但不會直接影響顧客忠誠度；而知覺價值才是會直接影響顧客忠誠度的構面；此點可作為行銷策略的訂定。
    3.女性消費者產生顧客忠誠度是來自知覺品質、知覺價值及顧客滿意度之影響，因此要讓女性消費者購買該品牌禮服，則須以顧客滿意度為經營目標，亦即運用提升知覺品質及知覺價值，使消費者有顧客忠誠度。
    4.不同之人口統計變項對於禮服零售的知覺品質、知覺價值、顧客滿意度及顧客忠誠度無差異，以品質和價值導向區隔目標市場時應避免以人口統計變項為區隔標準。
    "目 錄 I
    表目錄 II
    圖目錄 III
    第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 2
    第三節 研究流程 3
    第二章 文獻探討 5
    第一節 知覺品質 5
    第二節 知覺價值 8
    第三節 顧客滿意度 10
    第四節 顧客忠誠度 14
    第五節 各構面之影響關係 16
    第三章 研究方法 21
    第一節 研究架構與假設 21
    第二節 問卷設計 22
    第三節 資料蒐集方式 24
    第四節 統計分析分法 25
    第四章 研究分析 26
    第一節 信度分析 26
    第二節 描述性統計 28
    第三節 差異性分析 32
    第四節 相關分析 33
    第五節 路徑分析 34
    第六節 小結 38
    第五章 結論與建議 40
    第一節 結論 40
    第二節 管理意涵 41
    第三節 建議 42
    參考文獻 44
    附錄 53
    參考文獻: 參考文獻
    一、 中文文獻
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    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    99932017
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0099932017
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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