本研究旨在以大台北地區狗飼主中，願意給予寵物進行美容服務者，探討「服務品質」、「顧客知覺價值」、「知覺寵物價值」、「顧客滿意度」，對顧客「行為意圖」之影響。本研究從相關的文獻探討開始著手，依其理論根據建立本研究之架構與假設，並建立量表為研究工具。而後透過網路問卷、電子郵件及訪談等方式進行問卷調查，針對有效樣本進行分析及討論後，有以下重要發現：
1.	服務品質對顧客知覺價值、知覺寵物價值、顧客滿意度，及行為意圖均具有正向顯著影響。
2.	顧客知覺價值對行為意圖及顧客滿意度具有正向顯著影響；顧客滿意度對行為意圖具有正向顯著影響。
3.	知覺寵物價值對行為意圖間具有正向顯著影響。
在整體樣本模式中，對顧客的行為意圖的影響效果，以服務品質為最高，意即在與顧客互動的過程中，服務品質仍是最關鍵的因素。因此經營者應設法提供令顧客滿意的服務品質，減少顧客的等待時間及耗費，俾能提升顧客再度回店及推薦給親朋好友之意願。

This study aims the dog owner who is willing to give the pet to groom in Taipei area, to discuss “service quality”, “customer perceived value”, “perceived pet value”, “customer satisfaction”, which affect the “behavioral intentions” of customer. This research is to set about from  reviewing related articles, and set up the structure and hypotheses of  this research according to its theoretical foundation, then set up the scale for study tool. Then, the questionnaires are distributed by internet,  e-mail, and interviewing. Basing on the effective responses, after the empirical research, the major findings as follows:
1.	Service quality is positively significant influence to customer perceived value, perceived pet value, customer satisfaction, and behavioral intentions.
2.	Customer perceived value is positively significant influence to behavioral intentions and customer satisfaction; Customer satisfaction is positively significant influence to behavioral intentions.
3.	Perceived pet value is positively significant influence to behavioral intentions.
In the full sample model, in terms of the impact on behavioral intentions of customers, the factor with the most impact is service quality. That means service quality is the most critical factor to the interaction between customers and pets grooming shops. Thus, the shop owner  should try to increase customer satisfaction through improving service quality, and reducing the waiting time and endeavor, which would then increase the intentions of consumers to return and recommend friends or relatives to go to the same shop.

目 錄	I
表 次	III
圖 次	VI
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	6
第四節 研究流程與架構	6
第二章  文獻探討	10
第一節 寵物美容	10
第二節 服務品質	15
第三節 顧客知覺價值	21
第四節 知覺寵物價值	30
第五節 顧客滿意度	33
第六節 行為意圖	38
第七節 變數間關係之探討	43
第三章  研究方法	48
第一節 研究架構	48
第二節 研究假設	48
第三節 操作性定義	51
第四節 研究設計	53
第五節 資料分析方法	56
第四章  資料分析與探討	59
第一節 敘述性統計分析	59
第二節 信度與效度分析	63
第三節 因素分析	65
第三節 相關分析	73
第四節 假設檢定	74
第五章  結論與建議	85
第一節 研究結論	85
第二節 管理意涵	92
第三節 研究限制與建議	95
參考文獻	98
一、中文部份	98
二、英文部分	101
附件一：問卷	117
附件二：信度分析	123

III
表 次
表 2-1 服務品質定義..........................................................................16
表 2-2 SERVQUAL量表之構面與評量項目..........................................20
表 2-3 顧客知覺價值衡量構面表......................................................29
表 2-4 顧客滿意度之定義..................................................................34
表 2-5 顧客滿意衡量構面表..............................................................37
表 2-6 行為意圖之定義......................................................................39
表 2-7 行為意圖量表..........................................................................42
表 3-1 變數與衡量題項彙整表..........................................................55
表 4-1 前測問卷之信度分析結果彙整..............................................60
表 4-2 變數與衡量題項彙整表..........................................................62
表 4-3 六大構面之信度分析結果彙整..............................................64
表 4-4 服務品質構面KMO與Bartlett檢定........................................66
表 4-5 服務品質構面之解說總變異量..............................................66
表 4-6 服務品質構面之轉軸後的成份矩陣......................................67
表 4-7 顧客知覺價值構面KMO與Bartlett檢定................................68
表 4-8 顧客知覺價值構面之解說總變異量......................................68
表 4-9 顧客知覺價值構面之轉軸後的成份矩陣..............................69

表 4-10 知覺寵物價值構面KMO與Bartlett檢定..............................70
表 4-11 知覺寵物價值構面之解說總變異量....................................70
表 4-12 知覺寵物價值構面之成份矩陣............................................70
表 4-13 顧客滿意度構面KMO與Bartlett檢定..................................71
表 4-14 顧客滿意度構面之解說總變異量........................................71
表 4-15 顧客滿意度構面之成份矩陣................................................71
表 4-16 行為意圖構面KMO與Bartlett檢定......................................72
表 4-17 行為意圖構面之解說總變異量............................................72
表 4-18 行為意圖構面之成份矩陣....................................................72
表 4-19 主成分因素分析表................................................................73
表 4-20 各構面相關分析表................................................................74
表 4-21 服務品質與顧客知覺價值各構面之相關性研究結果........76
表 4-22 服務品質各構面與顧客知覺價值之相關性研究結果........77
表 4-23 顧客知覺價值各構面與行為意圖之相關性研究結果........78
表 4-24 服務品質各構面與行為意圖之相關性研究結果................79
表 4-25 顧客知覺價值各構面與顧客滿意度之相關性研究結果....80
表 4-26 服務品質各構面與顧客滿意度之相關性研究結果............81
表 4-27 顧客滿意度與行為意圖之相關性研究結果........................81
表 4-28 服務品質各構面與知覺寵物價值之相關性研究結果........82
表 4-29 知覺寵物價值與行為意圖之相關性研究結果....................83
表 4-30 研究假設結果彙整表............................................................84
表 4-31 迴歸分析結果彙整表............................................................84

圖 次
圖 1-1 研究流程....................................................................................7
圖 2-1 價格、品質、價值關係模式圖..............................................25
圖 2-2 品質價值模式..........................................................................46
圖 3-1 本研究架構圖..........................................................................48

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