台灣近年生育率降低，即將邁入高齡化的社會型態，寵物已成為心靈寄託，寵物帶來的無限商機不容小覷，本研究以飼主角度為出發點，就寵物美容業為例，探討「服務品質、知覺價值、顧客滿意度與顧客忠誠度」之關聯性，透過發放問卷回收分析結果如下：
1.服務品質對顧客滿意度具有正向影響。
2.服務品質對知覺價值具有正向影響。
3.知覺價值對顧客滿意度具有正向影響。
4.知覺價值對顧客忠誠度具有正向影響。
5.顧客滿意度對顧客忠誠度具有正向影響。
6.服務品質對顧客忠誠度具有正向影響。

Taiwan’s fertility rate has declined in recent years and is about to enter an aging society. Pets have become a spiritual sustenance. The unlimited business opportunities brought by the pets are not to be underestimated. This study focuses on the perspective of pet owners. It explores the relationship among service quality, perceived value, customer satisfaction and customer loyalty in the pet grooming industry. The analysis results are as follows:

1.	Service quality positively influences customer satisfaction.
2.	Service quality positively influences perceived value.
3.	Perceived value positively influences customer satisfaction.
4.	Perceived value positively influences customer loyalty.
5.	Customer satisfaction positively influences customer loyalty.
6.	Service quality positively influences customer loyalty.

第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	3
第三節 研究目的	5
第四節 研究範圍	6
第五節 研究流程	6
第二章 文獻探討	8
第一節 服務品質	8
第二節 知覺價值	10
第三節 顧客滿意度	12
第四節 顧客忠誠度	14
第五節 假設推論	16
第三章  研究方法	20
第一節 研究架構	20
第二節 變數定義	21
第三節 研究設計	22
第四節 研究樣本來源	25
第五節 資料分析	25
第四章  資料分析與研究結果	28
第一節 敘述性統計分析	28
第二節 變異性分析	33
第三節 構念效度分析	40
第四節 信度分析	43
第五節 相關性分析	44
第六節 迴歸分析	45
第五章  結論與建議	50
第一節 研究結論	50
第二節 管理意涵	53
第三節 研究限制與建議	57
參考文獻	59
附錄	71

表目錄

表2-1 服務品質定義	8
表2-2 知覺價值定義	10
表2-3 顧客滿意度定義	12
表2-4 顧客忠誠度定義	14
表3-1 變數、構面與衡量題目彙整表	23
表4-1 飼養寵物經驗次數分配表	28
表4-2 是否會送寵物去洗澡美容次數分配表	29
表4-3 送寵物到哪種類型的店進行洗澡美容次數分配表	29
表4-4 寵物平均多久進行洗澡美容次數分配表	30
表4-5 平均每月花費在寵物美容的金額次數分配表	30
表4-6 飼主每月收入次數分配表	31
表4-7 飼主性別次數分配表	31
表4-8 飼主是否已婚次數分配表	32
表4-9 飼主年齡次數分配表	32
表4-10 飼主教育程度次數分配表	33
表4-11 人口統計變項與服務品質之t檢定與單因子變異數分析	34
表4-12 人口統計變項與知覺價值之t檢定與單因子變異數分析	35
表4-13 人口統計變項與顧客滿意度之t檢定與單因子變異數分析	36
表4-14 人口統計變項與顧客忠誠度之t檢定與單因子變異數分析	38
表4-15 服務品質構面之因素分析表	40
表4-16 知覺價值構面之因素分析表	41
表4-17 顧客滿意度構面之因素分析表	42
表4-18 顧客忠誠度構面之因素分析表	43
表4-19 各構面之信度分析表	44
表4-20 各主構面之相關分析表	44
表4-21 服務品質對顧客滿意度之迴歸分析表	45
表4-22 服務品質對知覺價值之迴歸分析表	46
表4-23 知覺價值對顧客滿意度之迴歸分析表	47
表4-24 知覺價值對顧客忠誠度之迴歸分析表	48
表4-25 顧客滿意度對顧客忠誠度之迴歸分析表	48
表4-26 服務品質對顧客忠誠度之迴歸分析表	49
表4-27 本研究假設推論驗證之結果表	52



圖目錄

圖1-1 研究流程圖	7
圖3-1 研究架構圖	20

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