系統識別號 | U0002-3006202013335200 |
---|---|
DOI | 10.6846/TKU.2020.00897 |
論文名稱(中文) | 顧客導向影響顧客行為意圖之研究-以麥當勞自助服務科技為例 |
論文名稱(英文) | The Influence of Customer Orientation on Behavioral Intentions : In the case of McDonald Self-Service Technology |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 管理科學學系企業經營碩士班 |
系所名稱(英文) | Master's Program In Business And Management, Department Of Management Sciences |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 108 |
學期 | 2 |
出版年 | 109 |
研究生(中文) | 張家慈 |
研究生(英文) | Chia-Tzu Chang |
學號 | 607620035 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2020-06-24 |
論文頁數 | 71頁 |
口試委員 |
指導教授
-
陳水蓮(slchen@mail.tku.edu.tw)
委員 - 陳水蓮 委員 - 李培齊 委員 - 康信鴻 |
關鍵字(中) |
顧客導向 知覺便利性 自助服務科技 服務創新 行為意圖 |
關鍵字(英) |
Customer orientation Perceived convenience Self-Service Technology Service Innovation Behavioral Intentions |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
科技的變遷與進步,同時為生活增加了便利性,自助服務科技為企業提供服務給顧客的新趨勢,而企業如何以顧客視角搭配服務創新在滿意度與行為意圖上給顧客帶來影響?故本研究從顧客導向為出發點,並結合知覺便利性、自助服務科技之品質、服務創新來探討顧客在使用自助服務科技後對行為意圖是否會有影響。本研究對象以曾使用麥當勞自助點餐機進行消費的顧客。紙本及網路問卷為本研究進行調查的方式,最終回收942份有效問卷,用以執行數據分析方式為 SPSS AMOS 20.0,研究結果如下 : 一、顧客導向對知覺便利性存在正向關係;二、顧客導向對自助點餐機品質存在正向關係;三、顧客導向對服務創新有存在正向關係;四、顧客滿意度對顧客行為意圖存在正向關係。 本研究最後綜合研究成果針對速食連鎖餐飲業對管理意涵的看法進一步詳描並且提出有助於未來研究之建議與討論,為後續研究提供一個參考依據。 |
英文摘要 |
With the rapid change and development of technology, it brings convenience to our life.Self-service technology provides a new trend for companies to provide services to customers today, and how companies can use the innovation of services from the perspective of customers to impact of customer satisfaction and behavior intention? Therefore, this research’s purpose is based on customer orientation join perceived convenience , the quality of self-service technology(SST) and service innovation to explore the impact of customers on behavior intention after make using of self-service technology(SST). This research object is who have used McDonald's self-service ordering machine. In this study method was used paper questionnaires and online questionnaires. Finally , we collected 942 valid questionnaires, in order to analyze data we used SPSS AMOS 20.0 to deal with the data . This research results are as follows:(1) Customer orientation has a positive association with perceive convenience.(2) Customer orientation has a positive association with the quality of self-service ordering machines.(3)Customer orientation has a positive association with service innovation.(4)Customer satisfaction has a positive association with customer behavior intentions. Finally, this research synthesize results put forward management implications and research in the future then provide follow-up researchers suggestions. |
第三語言摘要 | |
論文目次 |
中文摘要 I 英文摘要 II 圖目錄 VII 表目錄 VIII 第一章 緒論 1 1.1研究背景與動機 1 1.2研究問題與目的 3 1.3研究流程 4 第二章 文獻探討 5 2.1 顧客導向 5 2.2 知覺便利性 6 2.3自助點餐機品質 7 2.4服務創新 8 2.4.1漸進型服務創新(Incremental Service Innovation) 10 2.4.2突破型服務創新(Radical Service Innovation) 10 2.4.3小結 11 2.5 顧客滿意度 11 2.6 行為意圖 12 2.7 研究架構與假設 15 2.7.1顧客導向與知覺便利性間的關係 15 2.7.2顧客導向與自助點餐機品質間的關係 15 2.7.3 顧客導向與服務創新間的關係 15 2.7.4知覺便利性對顧客滿意度間的關係 16 2.7.5自助點餐機品質對顧客滿意度間的關係 16 2.7.6服務創新對顧客滿意度間的關係 17 2.7.7顧客滿意度與行為意圖間的關係 17 2.7.8研究架構 18 第三章 研究方法 19 3.1研究設計 19 3.2研究變量操作型定義及衡量 19 3.2.1顧客導向 19 3.2.2知覺便利性 20 3.2.4服務創新 22 3.2.6行為意圖 23 3.3研究對象及抽樣設計 25 3.4資料分析方法 27 第四章 資料分析 29 4.1樣本基本資料分析 29 4.1.1受訪者基本資料分析 29 4.2測量模型分析 31 4.3信度分析 34 4.3.1Cronbach’s α值 34 4.3.2組成信度(Composite Reliabilities, CR) 35 4.4效度分析 35 4.4.1收斂效度 35 4.4.2區別效度 36 4.5結構模型 40 4.6線性結構模式評估與假設檢定 42 4.7中介效果 45 第五章 結論與建議 47 5.1研究結論 47 5.1.1顧客導向對知覺便利性之影響 47 5.1.2顧客導向與自助點餐機品質之影響 48 5.1.3顧客導向與服務創新之影響 49 5.1.4知覺便利性對顧客滿意度之影響 50 5.1.5自助點餐機品質與顧客滿意度之影響 50 5.1.6服務創新與顧客滿意度之影響 51 5.1.7顧客滿意度與行為意圖之影響 52 5.2管理意涵 53 5.3研究限制與建議 55 參考文獻 57 中文文獻 57 英文文獻 58 網路文獻 67 附錄 68 圖1-1研究流程圖 4 圖2-1研究地圖 14 圖4-1路徑係數結果圖 42 表3- 1衡量問題及資料來源Ⅰ 21 表3- 2衡量問題及資料來源Ⅱ 24 表3-3問卷樣本資料統計表 26 表4-1受訪者基本資料統計表 30 表4-2驗證性因素分析測量指標 33 表4-3信度與效度分析表 37 表4-4限制模型與原始卡方值差異比較 38 表4-5信賴區間分析表 39 表4-6結構方程模型配適度指標 41 表4-7線性結構模式評估之結果 44 表4-8中介模型之直接與間接效果結果表 46 |
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