| 摘要註: |
玻璃的特性使其可回收再使用，並且其所使用材料大多為無毒，因此無論對人或是環境所造成的衝擊可以降低到最小，加上玻璃的可量產性與價格上有較平價化的特性，因此在應用上有更多樣化的呈現，從已往的玻璃器皿用途，經歷時代的演變與進步後，廣泛應用在建材、門窗、食器等的民生應用；近年玻璃的應用也連結到各式不同產業，例如理化、光學器材產品上面；當邁入近代科技資訊與通訊的世代，玻璃的應用更加寬廣，如面板業（電視、手機），及太陽能都可以發現玻璃產品應用上的創新與產品需求上的結合。本研究主要目的是透過研究Ｌ公司，探討對於產品創新與知覺品質、顧客滿意度、顧客忠誠度對營運績效影響，藉由探討Ｌ公司在產品創新方面對整體營運績效是否對傳統玻璃店有顯著的影響。文中研究以區域性玻璃店作為研究標的，本研究採用結構方程式(Structural Equation Modeling, SEM)之部分最小平方法(Partial Least Squares, PLS)作為分析方法，問卷設計採用李克特五點尺度衡量指標，本研究針對玻璃店之經營者與消費者共發放86份問卷，藉以瞭解玻璃業者與消費者的消費意願，經證實分析發現產品創新、知覺品質、顧客滿意度及顧客忠誠度對營運績效之間呈現顯著的關係。玻璃店在產品創新研究結果發現：發現一：若提供消費者實際產品範例，使消費者在認知度與感受度有所提升，進而幫助消費者清楚了解自身所需，且相關規格與特性利用電腦動畫解說相對於傳統口述或手繪草稿討論，電腦動畫更能讓消費者的知覺品質呈現正向關聯。發現二：當品質的提升與定期提供產品新知對於顧客的反應是呈現滿意且是正向關聯性，本研究實證結果認為知覺品質的提升對顧客滿意度是呈顯著且正向關係，同時在顧客忠誠度的構面上的研究發現當服務品質的提升，知覺感受上也同樣呈現正向關聯，本研究經由實證結果發現當玻璃店的服務品質獲得消費者的認同，則更願意推薦其他消費者，因此知覺品質對顧客忠誠度之構面呈正向關聯。 由研究結果可以發現知覺品質對顧客滿意度與顧客忠誠度有顯著的影響；而顧客滿意度與顧客忠誠度此中介變數對營運績效經由實證結果也呈現正向關聯。因此玻璃店業者若想提高營運績效，透過知覺品質與顧客滿意度與顧客忠誠度為中介的影響，效果會較明顯。本研究分析結果提供以下建議 : 一、提供創新式的服務可以引起消費者的共鳴。二、提高消費者認知上的品質。三、利用E化的方式可以提高顧客的滿意度與忠誠度。四、售後的定期關懷與服務。本研究結果期望能有助於玻璃店產業營運績效上之理論建構，且提供後續相關理論發展之參考範例。 The character of glasses is recyclable, especially the materials are mostly non-toxic. Therefore, whether human or environmental impact can be reduced to a minimum. With the possibility of mass production of glass and the price becomes fairer recently. There are more diverse in application presentation. As the evolution and progress in times, the use of glassware in the past has been changed into applying on consumer using which are like constructing materials, doors, windows and food container...etc. Recently, glass application has linked to many other fields of industries such as chemical, optical goods. When the information technology and communication go into the recent generation, the application of glasses gets broader such as panel industry (TV, mobile phone), we can even find the combination of the innovation and product requirements on glass applications between solar energy.The purpose of research is to study company L engaged through glass processing and glass decoration works in product innovation and perceived quality, customer satisfaction, customer loyalty on the operating performance of the effects of company L by discussing the company in product innovation on the overall operating performance whether the traditional glass shop’s have a significant impact. Take the PLS(Partial Least Squares, PLS) of SEM(Structural Equation Modeling, SEM) as an analytical method in this study, and using five-point Likert scale measure standard for the questionnaires. There are 86 questionnaires for the glass shop owners and the consumers to understand the glass industry and the consumer's shopping willingness, and in the proven analysis, it’s easily found within the product innovation, perceived quality, customer satisfaction and customer loyalty on the operational performance have showed a significant relationships.Research results of glass shop in product innovation showed that:Found one: If providing consumers with the actual product sample, so that consumers in awareness and perception of improved, thus helping consumers clearly understand their needs, and supplemented with the relevant specifications and features in computer animation whcih makes perceived quality of consumers in positively associated.Found two: When the quality improvement and providing regular product knowledge to customer response is presented and positive, and correlation between the satisfaction of the empirical results that enhance the perceived quality and customer satisfaction is a significant positive relationship, also while customer loyalty will raise when service quality improved, perceptual experience also showed the same positive correlation, the study by the empirical results show that the quality of service when the glass shop gets consumers’ recognition, they’ll be more willing to recommend it to other consumers, Therefore, the perceived quality on customer loyalty appear positive relative.The study results can be found that perceived quality on customer satisfaction and customer loyalty has a significant impact; while customer satisfaction and loyalty on the operating performance of this mediating variables through empirical results also showed positive correlation. So if we want the glass shop operators to improve operational performance through the perceived quality, customer satisfaction and loyalty as an intermediary, the effect will be more obvious.The results of this study provide the following recommendations: First, to provide innovative services which can be resonating with consumers. Second, improve the quality of consumer awareness. Third, enhance to use of E-way(using modern Internect relatives) can improve customer satisfaction and loyalty. Fourth, after-sales care and service. The results of this study can be expected to contribute to the operating performance of theoretical construct on industrial glass shop, and provide follow-up the development of the theory of reference examples. |