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服務品質、顧客滿意度與顧客忠誠度關係之研究-以A營養諮詢公司為例 = A...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

服務品質、顧客滿意度與顧客忠誠度關係之研究-以A營養諮詢公司為例 = A Study on the Relationship among Service Quality, Customer Satisfaction and Customer Loyalty.-A Case of A Nutrition Counseling Company.

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study on the Relationship among Service Quality, Customer Satisfaction and Customer Loyalty.-A Case of A Nutrition Counseling Company.
作者:	徐玲媚,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2009[民98]
面頁冊數:	120面圖、表 : 30公分;
標題:	服務品質
標題:	Customer loyalty
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/89358053169649145078
附註:	參考書目：面
附註:	指導教授：黃英忠、杜佩蘭
摘要註:	營養諮詢業，除了是屬於預防醫學產業外，同時又涵蓋了服務業的特質，而服務業是以「顧客」為主的行業，服務業的目的在提供服務給顧客，以滿足他們的需求（林叔娥，2003），因此營養諮詢產業，優良的「服務品質」，成為本研究探討的構面之一。在營養諮詢公司的經營策略上，滿足顧客的需求，使顧客滿意是企業經營的重要課題，因此「顧客滿意度」納入研究構面之二。然而許多研究指出「顧客滿意度愈高，愈會提升「顧客忠誠度」，而「顧客忠誠度」的提升將有助於企業創造利潤及永續經營。故將「顧客忠誠度」做為本研究探討的構面之三。另外，本研究將探討「顧客滿意度」在「服務品質」與「顧客忠誠度」間的中介效果。本研究以A—營養諮詢公司之顧客為調查對象，共發出350份問卷，回收316份，有效問卷為316份，有效回收率為90.2%。經實證統計分析結果如下：一、營養諮詢業的「服務品質」對「顧客滿意度」呈顯著正向影響；二、營養諮詢業的「顧客滿意度」對「顧客忠誠度」呈顯著正向影響；三、營養諮詢業的「服務品質」對「顧客忠誠度」呈顯著正向影響；四、營養諮詢業的「服務品質」會透過「顧客滿意度」的部份中介效果，影響「顧客忠誠度」。結論：根據本研究結果，提出下列建議：一、營養諮詢業「服務品質」的構面中以「關懷性」、「有形性」對「顧客忠誠度」最具影響，因此經營管理應強化這兩個構面，有利於創造對企業持續忠誠之顧客；二、提高顧客滿意度中的「對營養師滿意」與「對公司硬體滿意」將可促進企業「顧客忠誠度」的建立。而顧客滿意度之「對公司產品滿意」，對「服務品質」與「顧客忠誠度」，具有部份中介效果；三、本研究實證發現，營養諮詢業的經營者，除了重視服務品質外，更需加強顧客滿意度，二者具足下，才能在提高「服務品質」與「顧客滿意度」的同時，進一步創造出「顧客忠誠度」。 Nutrition counseling profession does belong to preventive medicine trade. In the meantime, it’s covered the particularity of service industry. Furthermore, the service trade is mainly serving for customers. The purpose of service is to offer serving to customers and meet their needs. Thus, high service quality of nutrition counseling profession has become the first dimension of this research for exploring.The management strategy of counseling company will do everything to meet our customers’ needs. This is the main point of business operating for customer satisfaction. Hence was involved customer satisfaction to be second dimension of this research. However, a lot of researches have been shown that higher percentage of customer satisfaction would be raised relationship of customer loyalty up. Moreover, raising customer loyalty would be making more profits and continuity management for business. Therefore, customer loyalty was the third dimension of this research for investigation.In a ddition, the research is exploring the mediating effects of customer satisfaction between service quality and customer loyalty.A case of a nutrition counseling company is used by this research for investigation. A total of 350 questionnaires are distributed, 316 are gathered and valid questionnaires are also 316, so the recall rate of valid questionnaires is 90.2%.The results of empirical study are as follows:1.Service quality significantly has a positive and direct influence on customer satisfaction.2.Customer satisfaction has a positive and direct influence on customer loyalty.3.Service quality significantly has a positive and direct influence on customer loyalty.4.Service quality is relative to customer satisfaction of mediating effects and influenced the customer loyalty.Conclusions:According to analysis indicates of this research, the suggestions are as follows:1.Among the pattern of service quality; empathy, tangibility, and related on customer loyalty significantly. Therefore, should be enhance these two aspects for management, it would be beneficial to customer whom loyalty to enterprise.2.Raising the satisfaction of dietitian and hardware would be promoting customer loyalty established. Besides, the satisfaction for products of customer satisfaction has been parts of mediating effects on service quality and customer loyalty. 3.An empirical study is indicate that top managers of nutrition counseling profession is regarded as main for customer satisfaction enhancement at the same time. Thus, customer loyalty would be created.

服務品質、顧客滿意度與顧客忠誠度關係之研究-以A營養諮詢公司為例 = A Study on the Relationship among Service Quality, Customer Satisfaction and Customer Loyalty.-A Case of A Nutrition Counseling Company.
徐, 玲媚

服務品質、顧客滿意度與顧客忠誠度關係之研究-以A營養諮詢公司為例 = A Study on the Relationship among Service Quality, Customer Satisfaction and Customer Loyalty.-A Case of A Nutrition Counseling Company. / 徐玲媚撰 - [高雄市] : 撰者, 2009[民98]. - 120面 ; 圖、表 ; 30公分.
參考書目：面指導教授：黃英忠、杜佩蘭.
服務品質Customer loyalty

服務品質、顧客滿意度與顧客忠誠度關係之研究-以A營養諮詢公司為例 = A Study on the Relationship among Service Quality, Customer Satisfaction and Customer Loyalty.-A Case of A Nutrition Counseling Company.
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