創新能力在資訊服務產業扮演著相當重要之角色，因此本研究將以探討資訊服務產業中創新能力對於顧客忠誠度及顧客滿意度之影響。另外，國內廠商面對國外資訊系統大廠（如：IBM、HP、Dell、甲骨文）環伺及國內同業競爭激烈的環境下，身為資訊服務的提供者如何塑造良好的企業形象，以鞏固既有客戶也是相當重要之議題。基此，本研究亦將以企業形象為焦點，去探討其對顧客滿意度及顧客忠誠度之影響。
本研究主要在探討資訊服務使用者對於資訊服務業者所提供之創新能力及企業形象對滿意度及忠誠度的影響。本研究針對有效問卷為388份，進行統計分析，有下列重要發現：
1.	就讀資管相關科系或是職位為網路工程師之員工對於企業形象、顧客滿意度及顧客忠誠度認知較低。
2.	創新能力及企業形象對於顧客滿意度有顯著影響
3.	創新能力及企業形象對於顧客忠誠度有顯著影響
4.	創新能力藉由企業形象對於顧客滿意度及忠誠度有顯著影響

Because the innovation capability plays a significant role in the information service company, so this research aims to explore the effects of innovation capability on customers’ satisfaction and loyalty. Today the domestic information service companies face fierce competition in global market, how to create a good corporate image in customers’ mind and keep existing clients is an important issue. 
The research aims to explore the effect of innovation capability and corporate image on customers’ satisfaction and loyalty toward information services. Total 388 valid questionnaires are collected. Here are the results: 
a.	Customers who have information background or work as IT engineers have lower perception on “corporate image” “customers’ satisfaction” and “loyalty.” 
b.	Both “innovation capability” and “corporate image” have significant impact on “customers’ satisfaction.”
c.	Both “innovation capability” and “corporate image” have significant impact on  “loyalty.” 
d.	“Innovation capability” plus “Corporate image” has significant impact on “customers’ satisfaction” and “loyalty.”

目錄	IV
表目錄	V
圖目錄	VII
第一章  緒論	1
第一節  研究背景	1
第二節  研究動機	4
第三節  研究目的	8
第四節  研究流程	8
第二章 文獻探討	11
第一節  創新能力之概念與內涵	11
第二節  企業形象之概念與內涵	17
第三節  顧客滿意之概念與內涵	21
第四節  顧客忠誠度之概念與內涵	25
第五節  創新能力、企業形象、顧客滿意度與顧客忠誠度間之關係	30
第三章  研究方法	36
第一節  研究架構與假說	36
第二節  研究對象與抽樣設計	38
第三節  變項之定義與衡量	38
第四節  研究工具與資料分析方式	43
第五節  預試分析	45
第四章  資料分析與結果	52
第一節  問卷回收與樣本結構	52
第二節  描述性分析	54
第三節  信效度分析	58
第四節  差異性分析	64
第五節  迴歸分析	73
第五章  結論與建議	95
第一節  研究結論	95
第二節  研究限制	97
第三節  建議	98
參考文獻	102
中文文獻	102
英文文獻	105
附錄-問卷	113
 
表目錄
表1- 1  2007-2012台灣資訊服務業產業       	1
表1- 2  近年主要資訊服務廠商之併購企業	3
表2- 1  能力的定義彙整表	12
表2- 2  企業形象定義	18
表2- 3  顧客滿意度定義一覽表	22
表2- 4  顧客滿意度之衡量構面	24
表2- 5  顧客忠誠度之定義	26
表3- 1  創新能力問卷題項與內容	39
表3- 2  企業形象問卷題項與內容	41
表3- 3  顧客滿意度問卷題項與內容	42
表3- 4  顧客忠誠度問卷題項與內容	43
表3- 5  KMO值與Bartlett球型檢定	45
表3- 6  創新能力因素分析(前測)	46
表3- 7  企業形象因素分析(前測)	47
表3- 8  顧客滿意度因素分析(前測)	47
表3- 9  顧客忠誠度因素分析(前測)	48
表3- 10  各研究構面之信度分析	49
表4- 1  受訪者基本資料次數分配	53
表4- 2  創新能力之平均數及標準差	54
表4- 3  企業形象之平均數及標準差	55
表4- 4  顧客滿意度之平均數及標準差	56
表4- 5  顧客忠誠度之平均數及標準差	57
表4- 6  KMO值與Bartlett球型檢定	59
表4- 7  創新能力因素分析	60
表4- 8  企業形象因素分析	60
表4- 9  顧客滿意度因素分析	61
表4- 10  顧客忠誠度因素分析	62
表4- 11  各研究構面之信度分析	63
表4- 12  性別之差異性檢定	64
表4- 13  婚姻狀況之差異性檢定	65
表4- 14  年齡之差異性檢定	66
表4- 15  教育程度之差異性檢定	67
表4- 16  就讀系別之差異性檢定	69
表4- 17  平均月收入之差異性檢定	70
表4- 18  職位名稱之差異性檢定	72
表4- 19  「創新能力」對「顧客滿意度」迴歸分析摘要表	73
表4- 20   「創新能力」對顧客滿意度之「服務構面」迴歸分析摘要表	74
表4- 21  「創新能力」對顧客滿意度之「產品構面」迴歸分析摘要表	75
表4- 22  「創新能力」對顧客滿意度之「作業構面」迴歸分析摘要表	76
表4- 23  「創新能力」對「顧客忠誠度」迴歸分析摘要表	77
表4- 24  「創新能力」對顧客忠誠度之「品牌忠誠」迴歸分析摘要表	78
表4- 25  「創新能力」對顧客忠誠度之「價格容忍度」迴歸分析摘要表	79
表4- 26  「企業形象」對「顧客滿意度」迴歸分析摘要表	79
表4- 27  「企業形象」對顧客滿意度之「服務構面」迴歸分析摘要表	80
表4- 28  「企業形象」對顧客滿意度之「產品構面」迴歸分析摘要表	81
表4- 29  「企業形象」對顧客滿意度之「作業構面」迴歸分析摘要表	82
表4- 30  「企業形象」對「顧客忠誠度」迴歸分析摘要表	83
表4- 31  「企業形象」對顧客忠誠度之「品牌忠誠」迴歸分析摘要表	83
表4- 32  「企業形象」對顧客忠誠度之「價格容忍度」迴歸分析摘要表	84
表4- 33  「創新能力」對「企業形象」迴歸分析摘要表	85
表4- 34  「創新能力」對企業形象之「功能性」迴歸分析摘要表	86
表4- 35  「創新能力」對企業形象之「完整性」迴歸分析摘要表	86
表4- 36  「顧客滿意度」對「顧客忠誠度」迴歸分析摘要表	87
表4- 37  「顧客滿意度」對顧客忠誠度之「品牌忠誠」迴歸分析摘要表	88
表4- 38  「顧客滿意度」對顧客忠誠度之「價格容忍度」迴歸分析摘要表	89
表4- 39  假設檢驗彙總表	94
 
圖目錄
圖1- 1  研究流程	10
圖3- 1  研究架構	36
圖3- 2 修正後研究構架	50
圖4- 1  中介效果確認-第一步驟	90
圖4- 2  中介效果確認-第二步驟	90
圖4- 3  中介效果確認-第三步驟	90
圖4- 4  企業形象的中介效果確認-第一步驟	91
圖4- 5  中介效果的確認-第二步驟	91
圖4- 6  中介效果的確認-第三步驟	92
圖4- 7  企業形象的中介效果確認-第一步驟	92
圖4- 8  中介效果的確認-第二步驟	92
圖4- 9  中介效果的確認-第三步驟	93

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