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研究生: 陳郁郁
Yuyu - Chen
論文名稱: 資訊服務業服務品質與滿意度之研究
Investigating the Impact of Service Quality on Consumer Satisfaction in Information Technology Service
指導教授: 欒斌
Pin Luarn
口試委員: 吳宗成
Tzong-Chen Wu
陳正綱
Cheng-Kang Chen
學位類別: 碩士
Master
系所名稱: 管理學院 - 管理研究所
Graduate Institute of Management
論文出版年: 2013
畢業學年度: 101
語文別: 中文
論文頁數: 71
中文關鍵詞: 資訊服務服務品質顧客滿意度再購意願
外文關鍵詞: customer satisfaction repurchase intention
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根據資策會產業情報研究所(MIC)的研究報告指出,2007年台灣資訊軟體市場產值達新台幣2,256億元,較2006成長7.0%,可見市場潛力不容小覷,因此台灣的資訊服務業廠商無不希望能分一杯羹,但隨著市場的競爭愈來愈激烈的情況下,精誠資訊雖是國內資訊服務產業的領導廠商,但若不能持續增加公司的競爭優勢,可能會讓公司與其他競爭者間的差距逐漸縮小,為此,精誠資訊欲了解服務品質與顧客滿意度和購買意願間的關係,從中找出可行的對策,以增加公司客戶滿意度,進而提升公司營業額與提升競爭能力,使公司能夠永續的經營且持續坐擁市占率第一名的位子。另外,本研究欲從較新穎的觀點:企業對企業的角度來探討服務品質與滿意度間的關係。
本研究利用PZB三學者所提出之服務品質模式的五項構面與SERVERQUAL量表依資訊服務產業特性加以修改內容發展問卷,針對精誠資訊的企業客戶以問卷的方式進行實證研究。研究結果顯示如下:
1.服務品質構面之反應性對顧客滿意度的相關程度最高,表示客戶的滿意度受到服務人員反應性的影響程度高。
2.服務品質構面之關懷性對再購意願的相關程度最高,可知若顧客感受到的服務人員關懷越多,顧客將更願意與同一間公司合作。
3.顧客滿意度構面之人員服務與再購意願的相關程度最高,可知客戶對服務人員的滿意度與再購意願間的關係密切。
總之,服務品質、顧客滿意度與再購意願彼此間關係密切,但重點為先提升服務品質,將可促成一個正向循環,最後導致顧客滿意度與再購意願的提升。


According to the report from Market Intelligence & Consulting Institute (MIC), The Taiwan market for information industry was reached 225.6 billion in 2007, a 7% increase compared to last year. Therefore, there has great business potential in the information industry in Taiwan. SYSTEX is the leader of information technology service in Taiwan, but we face the serious competition. Therefore, SYSTEX has to improve to avoid other competitors get closer. This research wants to know the relationship between service quality, customer satisfaction and purchase intention, and then find a possible solution to increase the customer satisfaction of SYSTEX. Hence, SYSTEX can increase revenue and Competitiveness to make company sustainable management. Besides, this research discusses the relationship among service quality and customer satisfaction from a new aspect: business to business.
This research is based on 5 dimensions and SEVERQUAL questionnaire, which is brought up by Parasuraman, Zeithaml and Berry to develop questionnaire. The research results are from cooperate clients of SYSTEX survey. The results found out as show as following:
1.The responsiveness dimension in service quality has the highest level of correlation on customer satisfaction, which means that the satisfactions from customers influence highly by the responsiveness of service personnel.
2.The empathy dimension in service quality has the highest level of correlation on repurchase intention. In other words, customers will tend to purchase products or service from same company, if customers perceive more empathy from service personnel.
3.The personal service dimension in customer satisfaction has the highest level of correlation on repurchase intention. We can tell that customers satisfactions and repurchase intention has a very close correlation.
Finally, service quality, customer satisfaction and repurchase intention have a clear correlation. Therefore, company should focus on improving service quality to create a positive cycle and lead to high customer satisfaction and repurchase intention.

摘要 I Abstract II 謝辭 III 目錄 IV 圖目錄 VI 表目錄 VII 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 研究章節架構 3 第二章 文獻探討 5 第一節 服務品質 5 第二節 顧客滿意度 13 第三節 服務品質與滿意度的關係 21 第四節 再購意願 22 第五節 資訊軟體產業 24 第三章 研究方法 29 第一節 研究架構 29 第二節 研究假設 30 第三節 研究變數的操作型定義 32 第四節 問卷設計 33 第五節 資料蒐集方法 36 第六節 資料分析方法 36 第四章 資料分析與結果 38 第一節 基本資料分析 38 第二節 研究變項的描述性分析 40 第三節 信效度分析 47 第四節 相關分析 48 第五節 單因子變異數分析 53 第五章 結論與建議 58 第一節 研究結論 58 第二節 研究建議 60 第三節 研究限制與未來研究建議 62 參考文獻 63 附錄-問卷 68

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