探討服務品質與顧客滿意度對顧客忠誠度的影響–以信任及關係承諾為中介變數

THE IMPACTS OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY – THE MEDIATING ROLE OF TRUST AND RELATIONSHIP COMMITMENT　

蕭至惠 

國立嘉義大學行銷與運籌研究所副教授 

蔡進發 

國立嘉義大學企業管理學系助理教授 

盧信豪 

國立嘉義大學行銷與運籌研究所研究生 
　

摘要

　　本研究從汽車原廠「汽車售後服務角度」探討服務品質、顧客滿意與顧客忠誠之間的關係，並且希望釐清在顧客滿意與顧客忠誠間，信任與承諾是否扮演關鍵中介變數的角色。本研究採問卷方式進行調查，蒐集312份有效樣本資料後，以線性結構方程模式軟題進行假說的驗證。研究結果顯示，在服務品質構面之影響力與重要性方面，以「互動品質」為最高；其次，服務品質對顧客滿意度具有顯著且正向的影響，但顧客滿意度對顧客忠誠度沒有直接正向影響，卻透過關係承諾對顧客忠誠度產生正向影響。最後，顧客滿意度對信任有正向影響，但信任卻沒有對顧客忠誠度有正向影響。因此在顧客滿意度與顧客忠誠度之互動關係中，信任並不存在顯著的中介效果，但關係承諾卻具有顯著的中介效果。本文迥異於過往研究結果的重要發現有二，首先，高的顧客滿意度或信任並無法招致高的顧客忠誠度；其次，信任也未在顧客滿意度與顧客忠誠之間扮演中介效果。　

關鍵字：服務品質、顧客滿意度、信任、關係承諾、顧客忠誠度　

ABSTRACT

　　This study examines the relationships between service quality, customers’ satisfaction and customers’ loyalty. We hope to clarify whether trust and commitment can play mediating roles between customers’ satisfaction and loyalty. In this research, we study the industry of vehicle maintenance services. We collected 312 valid samples of questionnaires. We analyze these collected questionnaires by using LISREL. We arrive the the following conclusions. First, among all dimensions of service quality, interaction quality is the most important one; and, outcome quality is more important than physical environment quality. Second, service quality has positive influence on customers’ satisfaction. Customers’ satisfaction hasn’t positive influence on customers’ loyalty, but it has positive influence on customers’ loyalty through relationship commitment. Third, customers’ satisfaction has positive influence on customers’ trust; but, trust hasn’t positive influence on customers’ loyalty. So trust does not play the critical mediating role on the relationship between customers’ satisfaction and customers’ loyalty. However, the relationship commitment plays the critical mediating role. We have two new findings. One is that high customers’ satisfaction or trust does not lead to high customers’ loyalty. The other one is that customers’ trust does not play as the mediating role between cumstomers’ satisfaction and loyalty.　

Keywords: Service Quality, Customers’ satisfaction, Trust, Relationship Commitment

回目錄

兩岸大學專利活動之比較研究

A CROSS – STRAIT COMPARATIVE STUDY ON UNIVESITY PATENTING ACTIVTIES　

王美雅 

世新大學企業管理系助理教授 

陳保秀 

世新大學企業管理研究所碩士 

陳欽雨 

世新大學企業管理系副教授 
　

摘要

　　隨著兩岸往來與人才交流愈漸密切，兩岸三地大學競爭已經愈漸白熱化。在美國通過拜杜法案（Bayh-Dole Act）後，大學研究朝向產業化方向發展，大學所取得專利之質與量已經成為競爭力的重要指標，過去大學專利研究多數著重於單一國家調查，有關兩岸大學在專利發展方面比較仍缺乏相關研究；其次，目前產學合作的研究多從大學技術移轉的角度切入；然而，隨著兩岸企業研發能量成長，若大學能在研發或專利申請階段就與企業合作，對大學知識創造和國家整體創新都有相當助益。本研究以美國專利資料庫為基礎，檢索兩岸大學（含港、澳地區）在2000年到2009年底的專利獲准數和被引證數，探討兩岸大學近年來在專利發展的趨勢，並從企業與大學共同申請的專利數了解產學合作的發展狀況。研究結果發現，在專利獲准數量與質量方面，台灣大學獲准專利總數量較大陸為多，但比較其在被引證篇數、次數及對國家整體貢獻比例上，則皆低於大陸。在專利排行方面，兩岸各大學聲望排名與大學專利核准數量排名，兩者具有相當一致性；但是，台灣的專利獲准數均勻分佈於各大學間，而大陸方面則明顯較集中在少數大學；在產學合作方面，大陸大學產業合作之密切程度略高於台灣之大學。　

關鍵字：大學專利、專利指標、產學合作　

ABSTRACT

　　As China and Taiwan has more and more interaction in all aspects, cross-strait universities will face fierce competition. Since the Bayh-Dole Act of 1980 led the research of U.S. universities toward industrial applications, the quantity and quality of university patents have become one of the critical indicators of University competitiveness. Most research on university patents focus on single country survey, there is still no empirical data about cross-strait comparison. Furthermore, most research regards “University- Industry Collaboration” as “technology transfer”. However, as cross-strait enterprises grow in R&D capabilities, if university and industry can collaborate while they are doing R& D or applying patents, which might benefit universities and overall national innovation system. This study conducted the search and retrieval by classifying and accounting the number of patent documents and the patent citation ratio based on the database of USPTO patent from 2000 to 2009. Besides, the status of the industry-university cooperation by the patent acquisition was also explored. The results indicated that the patent granted quantity of Taiwan’s universities was higher than that of Mainland China, but the patent granted quality of Taiwan’s universities seemed to be lower than the universities in China. Moreover, the finding showed that the rank of university reputation was quite consistent with the order of universities’ patent quantity granted by US. In general, the number of patents was quite even distributed among universities in Taiwan, where in contrast, numerous patents were acquired by only a few universities in Mainland China. However, unlike Taiwan, there were close links between enterprises and universities in Mainland China.　

Keywords: University patent, Patent indicators, University-Industry collaboration　

回目錄

從銷售交易資料探討多商品單–供應商之最適訂購策略

AN OPTIMAL ORDERING STRATEGY FOR MULTIPLE GOODS FROM ONE SUPPLIER UNDER THE TRANSACTION DATA　

黃允成 

國立屏東科技大學工業管理系教授 

陳思婷 

國立屏東科技大學工業管理系碩士 

潘信佐 

國立屏東科技大學工業管理系碩士 

摘要

　　本文主要是探討多商品之最適訂購策略，在一般商品中，銷售大略分為離峰、尖峰與假日三時段，不同的商品其需求量亦不相同。因此，我們經由POS系統收集多商品每天之銷售資料，瞭解和分析每日之銷售狀況，進而建構出一存貨模型，再根據最佳化分析方法，找出多商品單一供應商之最適 ，使總期望存貨成本最小化，並對參數進行敏感度分析。最後，提出四點結論，作為後續研究與實務應用之參考。　

關鍵字：隨機性需求、前置時間、敏感度分析　

ABSTRACT

The main propose of this article is to establish optimal ordering Strategy for multiple goods. For some merchandise, its sales conditions can be partitioned into three periods: peak-time period, off-peak-time period and holidays. Because of the demands for different goods are not the same, so we need to collect the transaction data through the POS system, analying the daily sales conditions. In addition, we build up an inventory model and according to the optimization technique and a numerical analysis method, the article can find out the optimal ordering quantity and reorder point under multiple goods and single supplier to minimize the total expected cost. The sensitivity analysis was also taken to realize the influence of parameters. Finally, four conclusions are drawn for practical applications and future studies.　

Keywords: Stochastic demand, Lead time, Sensitivity analysis　

回目錄

資訊教育領域的性別差異

GENDER DIFFERENCES IN COMPUTER EDUCATION　

樊台聖 

國立屏東科技大學資訊管理系副教授 

李一靜 

國立屏東科技大學餐旅管理系教授 

蔡翌潔 

國立屏東科技大學資訊管理研究所碩士生 

摘要

　　目前探討資訊教育領域中性別差異之相關研究多著重於特定因素或單一觀點的探討，極少針對相關因素進行廣泛整理與分析。本研究藉由不同來源文獻的綜合整理，針對個體在電腦學習上所呈現之性別差異的相關文獻進行完整回顧與分析，期望能整理出多年來資訊學習領域中之性別差異的研究結果。
結果發現，實證研究中探討資訊教育領域性別差異的各項議題大致分為：電腦自我效能、網路自我效能、電腦態度、電腦經驗、電腦使用度、電腦焦慮、電腦素養、使用與學習動機、自我意象、電腦績效、擁有電腦設備和社會支持與鼓勵等12大項。其中最常被探討的重要議題依序為「電腦自我效能」、「電腦焦慮」和「電腦態度」。
　　透過二項分配檢定分析，發現電腦自我效能（p<0.001）、電腦焦慮（p<0.001）、電腦態度（p<0.01）及電腦素養（p<0.05）等項目有顯著的性別差異，其他項目的檢驗則未達統計顯著水準。基於研究的發現，我們針對社會及學校二個層面提出改善資訊教育領域性別差異現象的適當建議。　

關鍵字：電腦學習、性別差異、電腦自我效能、電腦態度、電腦焦慮

ABSTRACT

　　According to the literature reviewed, research comprehensively examined gender difference issues in computer education were rarely seen. Most of the studies done focused on either a single view point or specific factors. Therefore, we synthesized and evaluated all the studies reviewed, tried to obtain a clearer picture for gender differences in computer education.
The results showed that gender difference issues in computer education investigated including computer self-efficacy, internet self-efficacy, attitude toward computer, experience in computing, computer usage, computer anxiety, computer literacy, motivation of using/learning computer, self-image, performance in computing, owning a computer as well as support and encouragement from the society. Among all these issues, computer self-efficacy, computer anxiety , and attitudes toward computer were investigated most frequently.
The test of binomial distribution also showed that computer self-efficacy (p<0.001), computer anxiety (p<0.001), attitudes toward computer (p<0.01) and computer literacy (p<0.05) were found to have significant gender differences. Based on the results found, suggestions to lessen gender differences on these issues were given. 
　

Keywords: Computer learning, Gender differences, Computer self-efficacy, Attitudes toward computer, Computer anxiety　

回目錄