服務品牌權益、關係行銷和服務品質對關係品質與行為意向的關聯性研究－以資訊產品流通業為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/21731

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Title:	服務品牌權益、關係行銷和服務品質對關係品質與行為意向的關聯性研究－以資訊產品流通業為例
Other Titles:	Research on The Relationship between Service Brand Equity, Relationship Marketing, Service Quality, relationship quality and Behavior Intention: based on Flow Computer Products Industry as example
Authors:	李東松 Lee, Dong-Song
Contributors:	管理科學研究所陳孟修 Meng-Shiou Chen
Keywords:	服務品質;關係品質;行為意向;服務品牌權益;關係行銷 Service Quality;Service Brand Equity;Relationship Quality;Behavior Intention;Relationship Marketing
Date:	2004
Issue Date:	2015-07-02 15:08:45 (UTC+8)
Abstract:	本研究採用SPSS 統計視窗軟體作為統計分析之工具，針對樣本資料使用之研究方法如：次數分配、T 檢定分析、單因子變異數分析與事後多重比較、皮爾森相關分析、典型相關分析、集群分析、迴歸分析與徑路分析等方法。　　本研究的目的是探討服務品牌權益、關係行銷和服務品質對關係品質與行為意向的關聯性研究--以資訊產品流通業為例，透過隨機取樣的方式進行問卷調查，共發出720份問卷，回收690份，扣除無效問卷69份，有效問卷621份，有效問卷回收率為86.25 ﹪，而研究所得結論如下：　1.不同個人特徵變項（收入）的顧客，其對服務品牌權益實施程度的認知有顯著差異。　2.不同個人特徵變項（性別、收入）的顧客，其對關係行銷的認知有顯著差異。　3.不同個人特徵變項（收入）的顧客，其對服務品質的認知有顯著差異。　4.不同個人特徵變項（收入）的顧客，其對關係品質的認知有顯著差異。　5.不同個人特徵（年齡）變項的顧客，其對行為意向的認知有顯著差異。　6.服務品牌權益與關係行銷、服務品質、關係品質、忠誠及付出（行為意向之子構面）有顯著正相關。　7.關係行銷與服務品質、關係品質、忠誠及反應（行為意向之子構面）有顯著正相關。　8.服務品質與關係品質、忠誠（行為意向之子構面）有顯著正相關。　9.關係品質與行為意向有顯著正相關。　10.服務品牌權益各構面與關係行銷、服務品質、關係品質各構面有顯著典型相關。　11.關係行銷各構面與服務品質、關係品質各構面有顯著典型相關。　12.服務品質各構面與關係品質各構面有顯著典型相關。　13.不同集群的顧客對行為意向的認知有顯著差異。　14.服務品牌權益、關係行銷、服務品質與關係品質對行為意向忠誠子構面有極顯著正向影響。　15.服務品牌權益、關係行銷、服務品質與關係品質對行為意向付出子構面有極顯著正向影響。　16.服務品牌權益、關係行銷、服務品質與關係品質對行為意向反應子構面有極顯著正向影響。　17.服務品牌權益對關係品質有極顯著正向影響；關係行銷對關係品質有極顯著正向影響；服務品質對關係品質有極顯著正向影響；服務品牌權益對關係行銷有極顯著正向影響；關係行銷對服務品質有極顯著正向影響；關係品質對行為意向有極顯著正向影響。　　　　以上結論將分享給相關資訊產品流通業者、相關學者，以及提供未來相關研究者之方向根據。　　This study has adopted SPSS FOR WINDOWS as the tool for statistical analysis. For sampling data use research method for example, frequency distribution, T-test analysis, single factor variant analysis（One Way ANOVA）and subsequent inspection, Pearson correlated analysis canonical correlated analysis, cluster analysis, regression analysis , path analysis and so on.　　　The purpose of this study was to examine the Study on the relationship between service brand equity, relationship marketing, service quality, relationship quality and behavior intention in Flow Computer Products Industry .The research was mainly conducted by questionnaires. Of the 720 questionnaires sent out, 690 were returned, among which 69 were not valid, 621 were valid. The returning rate of valid questionnaires was 86.25﹪.　　　The major conclusions of this study are as follows：　1.The personal demographic information of customer （income）is significantly difference to the perceptions in areas of service brand equity .　2.The personal demographic information of customer （i.e., gender ,income）is significantly difference to the perceptions in areas of relationship marketing . 　3.The personal demographic information of customer（income）is significantly difference to the perceptions in areas of service quality . 　4.The personal demographic information of customer（income）is significantly difference to the perceptions in areas of relationship quality .　 5.The personal demographic information of customer（gender）is significantly difference to the perceptions in areas of behavior intention .　6. Service brand equity is significantly positive correlated to relationship marketing, service quality, loyalty & pay（the parts of behavior intention）. 　7. Relationship marketing is significantly positive correlated to service quality, relationship quality, loyalty & responses（the parts of behavior intention）.　 8. Service quality is significantly positive correlated to relationship quality, loyalty（the parts of behavior intention）. 　9. Relationship quality is significantly correlated to behavior intention.　10.The parts of service brand equity are significantly canonical correlated to the parts of relationship marketing, service quality, relationship quality.　11.The parts of relationship marketing are significantly canonical correlated to the parts of service quality, relationship quality.　12.The parts of service quality are significantly canonical correlated to the parts of relationship quality.　13. Different cluster’s customer are significantly difference to the perceptions of behavior intention.　14. The relationship among Service brand equity, relationship marketing, service quality and relationship quality is significantly positive effectiveness on loyalty.　15. The relationship among Service brand equity, relationship marketing, service quality and relationship quality is significantly positive effectiveness on pay.　16. The relationship among Service brand equity, relationship marketing, service quality and relationship quality is significantly positive effectiveness on response.　17. Service brand equity is significantly positive effectiveness on relationship quality. Relationship marketing is significantly positive effectiveness on relationship quality. Service quality is significantly positive effectiveness on relationship quality. Service brand equity is significantly positive effectiveness on relationship marketing. Relationship marketing is significantly positive effectiveness on service quality. Relationship quality is significantly positive effectiveness on behavior intention.　　　The above findings will be shared with the boss of flow computer products industry, relevant scholar, and can be the basis for future relevant studies.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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