本研究主要探討「旅遊目的地意象」、「口碑」與「滿意度」之關係。 「旅遊目的地意象」主要分為3種狀況：期待之旅遊目的地意象（體驗前之旅遊目的地意象）、實際體驗後之旅遊目的地意象，以及旅遊目的地意象之落差。 本研究也探討旅客對旅遊目的地之資訊收集方式及其可靠度，與體驗前之旅遊目的地意象、旅遊目的地意象之落差，和旅遊滿度的相關性。旅客資訊收集的方式，共分為：（1）傳統口碑傳播、（2）傳統媒體傳播、（3）電子口碑傳播、（4）電子媒體傳播四種。 旅遊目的地意象量表的內容由兩大部份組成，第一部份借用Florida(2012) 所提出的創意城市4T條件，發展出創意城市量表，本研究不在討論創意城市，而是借用4T的條件來衡量旅客對目的地的意象。第二部份則根據Pine II & Gilmore(1998) 體驗經濟的4大領域，作為另一個測量旅客對旅遊目的地意象的體驗知覺量表。分別跑出創意城市意象和體驗知覺意象兩個因素，前者的Cronbach’ s α值為.658，後者的Cronbach’ s α值為.881。 旅遊滿意度量表，包括整體滿意度、重遊意願、推薦意願和移居意願的內容，共7個題目，得出一個因素，Cronbach’ s α值為.790。 所有量表評分之方式皆採用 Likert 5點量表，從「非常不同意」、「不同意」「普通」、「同意」到「非常同意」，分別給予1至5分。 本研究的對象為宜蘭的旅客，於2013年6月2日，及6月9日，下午5時至晚上11時，在宜蘭縣羅東鎮之火車站及客運站發放問卷。總共收集208個有效樣本，25歲以下占74%；學生占73.6%；台北人占55%、宜蘭人占11％、台北及宜蘭以外地區占34%。 在旅客旅遊現況方面： 旅遊資訊收集方式之採用狀況（複選題），「電子媒體傳播」（96.2%）為最多，「傳統口碑傳播」（90.4%）第2多， 「傳統媒體傳播」（88.5%）為第三， 「電子口碑傳播」（81.7%）人數最少。採用百分比均超過81.7％，表示大部份旅客會同時採用多種旅遊資訊收集方式。 旅遊資訊收集方式之可靠程度，由高至低之排序為「傳統口碑傳播」（4.02）、 「電子口碑傳播」（3.35）「電子媒體傳播」（3.41）、「傳統媒體傳播」（3.18）。 實際體驗前，旅客期待之旅遊目的地意象，創意城市意象為3.426，旅客體驗意象為3.7139。 實際體驗後之旅遊目的地意象，創意城市整體印象為3.4875，旅客整體體驗為3.90064。 旅遊目的地意象之落差雖然很小（旅遊目的地意象之落差 = 體驗後之旅遊目的地意象－期待之旅遊目的地意象），但各項數值基本都有所提升，創意城市整體印象之落差為0.0615，旅客整體體驗之落差為0.1867，可見旅客實際體驗後之旅遊目的地意象皆比期待稍為好。 旅遊滿意度由7個題目構成整個量表，分數為3.8482，接近同意。細部分為三個構面來看，平衡分數依序為：(1)包括重遊意願的整體滿意度(4.1995)，(2)推薦意願(平均分為3.881)，(3)移居意願(3.0144)。從各構面的狀況，可見旅客對宜蘭的整體滿意度及重遊意願很高，也願意透過各種資料收集方式推薦宜蘭，但是移居宜蘭的意願只有普通。 在假設驗證方面： 1. 旅客對各類已收集之旅遊資訊的信任度與期待之旅遊目的地意象具有顯著的正相關，大部份假設成立。 2. 旅客期待之旅遊目的地意象與實際體驗後之旅遊目的地意象具有顯著的正相關，假設皆成立。 3. 旅客實際體驗後之旅遊目的地意象與旅遊滿意度具有顯著正相關，假設皆成立。 4. 旅客期待之旅遊目的地意象與旅遊滿意度具有顯著的正相關，假設皆成立。 5. 旅客對各類已收集之旅遊資訊的信任度與目的地意象之落差具有顯著的負相關，只有旅客對以電子媒體傳播方式收集之旅遊資訊信任度與目的地意象之落差(以旅客體驗角度) 具有顯著的負相關，假設成立。 6. 目的地意象之落差與旅遊滿意度具有顯著的相關，假設皆不成立。 7. 旅客對各類已收集之旅遊資訊的信任度與旅遊滿意度具有顯著的正相關，結果大部份假設成立。 / The major purpose of this research was to explore the relationship among Destination Image, Word-of-Mouth, and Satisfaction. Destination Image includes 3 situations: Expected Destination Image (期待之旅遊目的地意象), Destination Image After Visiting (實際之旅遊目的地意象), and Gap between Expected and Actual Destination Image (旅遊目的地意象之落差). This research also explored how travelers collect tourist information, including: (1) traditional word-of-mouth dissemination (傳統口碑傳播), (2) traditional advertising dissemination (傳統媒體傳播), (3) electronic word-of-mouth dissemination (電子口碑傳播), and (4) electronic advertising dissemination (電子媒體傳播). The Destination Image Scale is composed of two parts, which include the Traveler Experience Scale from Pine II & Gilmore (1998), and the concepts of Creative City Scale from Florida (2012). The reliability of the scales are .658 and .881. The Satisfaction Scale includes three parts: Total Satisfaction (including willingness to revisit) (整體滿意度和重遊意願), Willingness to Recommend (推薦意願) and Willingness to Migrate (移居意願). The reliability of the scales is .790. All measurement used a 5-point Likert-scale, from 5 (strongly agree) to 1 (strongly disagree). The subjects of this research were travelers to Yilan on June 2 and June 9, 2013, from 5pm to 11pm. 208 questionnaires were collected at bus stations and the train station in Luodong Township of Yilan County. 74% of respondents were under 25 years old; 73.6% were students; 55% were from Taipei, 11% from Yilan, and 34% from other cities. The current traveler information gathering situation: Regarding travelers collecting tourist information, most travelers use electronic advertising dissemination (96.2%), followed by traditional word-of-mouth dissemination (90.4%), traditional advertising dissemination, and finally electronic word-of-mouth dissemination (81.7%). With all four information collection rates above 80%, it is clear that travelers use more than one way to the gather tourist information. The degree of dependence for the methods of collecting information (旅遊資訊收集方式之可靠程度) from high to low is traditional word-of-mouth dissemination, (4.02), electronic word-of-mouth dissemination (3.35), electronic advertising dissemination (3.41), and finally traditional advertising dissemination (3.18). Before visiting the destination (Expected Destination Image) the overall image of a creative city (創意城市整體印象) was 3.426, and overall traveler experience (旅客整體體驗) was 3.7139. Regarding Destination Image After Visiting, the overall creative city image was 3.4875, and overall traveler experience was 3.90064. The Gap between Expected and Actual Destination Image (旅遊目的地意象之落差) was very low, but all evaluations showed an increase from pre- to post-visit. The same method of comparison showed that the gap between the overall image of creative city was 0.0615, and the gap between overall traveler experience is 0.1867. From this, we can see that for the se travelers, the reality was better than the expectation. The Satisfaction Scale included 3 items, from high to low, and Total Satisfaction included willingness to revisit (4.1995), willingness to recommend (3.881), and willingness to migrate (3.0144). Hypothesis testing: 1. Most correlations between the trustworthiness of collected information (旅客對各類已收集之旅遊資訊的信任度) and Expected Destination Image (期待之旅遊目的地意象) were significant and positive. 2. All correlations between Expected Destination Image (期待之旅遊目的地意象) and Destination Image After Visiting (實際之旅遊目的地意象) were significant and positive. 3. All correlations between Destination Image After Visiting (實際之旅遊目的地意象) and Satisfaction (旅遊滿意度) were significant and positive. 4. All correlations between Expected Destination Image (期待之旅遊目的地意象) and Satisfaction (旅遊滿意度) were significant and positive. 5. Only one hypothesis had a significant negative correlation between the trustworthiness of collected information (旅客對各類已收集之旅遊資訊的信任度) and Gap between Expected and Actual Destination Image (旅遊目的地意象之落差). 6. There was no significant correlation between Gap between Expected and Actual Destination Image (旅遊目的地意象之落差) and Satisfaction (旅遊滿意度). 7. Most correlations between the trustworthiness of collected information (旅客對各類已收集之旅遊資訊的信任度) and Satisfaction (旅遊滿意度) were significant and positive.

本研究主要目的為 1.探討「產品品質」、「服務品質」、「顧客滿意度」、「顧客忠誠度」之內涵。 2.分析不同人口變項對「產品品質」、「服務品質」、「顧客滿意度」、「顧客忠誠度」之差異性。 3.檢測「產品品質」與「服務品質」與「顧客滿意度」與「顧客忠誠度」之顯著關係。 4.探討「顧客滿意度」與「顧客忠誠度」之間是否具顯著關係。 5.經由量化分析結果與質化相關訪談，提出研究國中參考書行銷策略建議。 本研究對象是「全省採用康軒版參考書之國中老師」，但因考量研究人力、經費與時間等因素，因此採用便利抽樣(convenience sampling)較容易取的樣本數特性，並經由70位業務人員協助將本問卷發送給符合條件之老師填答，問卷調查期間合計回收587份有效問卷。 研究結果發現： 結果一：「產品品質」與「顧客滿意度」之關係呈現顯著正相關。 結果二：「產品品質」與「顧客忠誠度」之關係呈現顯著正相關。 結果三：「服務品質」與「顧客滿意度」之關係。出版社在：「資訊提供」、「企業形象」、「問題解決」、等構面呈現顯著正相關。 結果四：「服務品質」與「顧客忠誠度」之關係。出版社在：「資訊提供」、「企業形象」、「問題解決」、「適時補充更新教材內容」、等構面呈現顯著正相關。 結果五：「顧客滿意度」與「顧客忠誠度」之關係。「產品滿意」、「價格滿意」、「形象滿意」、「整體滿意」等顧客滿意度構面與顧客忠誠度呈顯著正相關。 結果六：不同人口統計變數在「產品品質」上呈現顯著差異性。 結果七：不同人口統計變數在「服務品質」上呈現顯著差異性。 結果八：不同人口統計變數在「顧客滿意度」上呈現顯著差異性。 結果九：不同人口統計變數在「顧客忠誠度」上呈現顯著差異性。 / This thesis’ major research purposes are: 1.To study the contents of “Products Quality,” “Services Quality,” “Customers Satisfaction,” and “Customers’ Royalty;” and 2.To analyze the differences incurred by the variables of population against “Products Quality,” “Services Quality,” “Customers Satisfaction,” and “Customers’ Royalty;” and 3.To examine the obvious relationships among “Products Quality,” “Services Quality,” “Customers Satisfaction,” and “Customers’ Royalty;” and 4.To study if obvious relationship exists between “Customers Satisfaction,” and “Customers’ Royalty;” and 5.To propose suggestions of doing researches in junior high schools’ textbooks’ supplemental materials marketing strategies. Nine research results are found: 1.Relationship between “Product Quality” and “Customers’ Satisfaction” is obviously positive. 2.Relationship between “Product Quality” and “Customers’ Royalty” is obviously positive. 3.Relationship between “Service Quality” and “Customers’ Satisfaction” is upon factors of publisher houses’ ability to “Provide Information,” to “Amend and to “Solve the Problems;” such factors are obviously positive. 4.Relationship between “Service Quality” and “Customers’ Royalty” is upon factors of publisher houses’ ability to “Provide Information,” to “Amend and to “Solve the Problems,” to “Update the Contents of Teaching Materials at Proper time” and their “Enterprise Image;” such factors are obviously positive. 5.Relationship between “Customers’ Satisfaction” and “Customers’ Royalty” is upon factors of “Satisfaction to Product,” “Satisfaction to Price,” “Satisfaction to Image,” and “Satisfaction to Complicity;” such factors of Customers’ Satisfaction are in obviously positive relationship to Customers’ Royalty. 6.Different population variables show obvious differences in “Products Quality.” 7.Different population variables show obvious differences in “Services Quality.” 8.Different population variables show obvious differences in “Customers Satisfaction.” 9.Different population variables show obvious differences in “Customers Royalty.”

本研究主要探討鐵路警察的個人特質，對組織公民行為、工作滿意度的相關影響，並回顧過去有關組織公民行為、工作滿意度的相關文獻，主要在關切鐵路警察個人特質與組織公民行為二變項是否會產生工作滿意度的關係。 本研究主要目的有三：（一）探討鐵路警察個人特質在組織公民行為是否有影響。（二）探討鐵路警察個人特質在工作滿意度是否有影響。（三）探討鐵路警察組織公民行為對工作滿意度是否有關聯性。 回顧過去有關組織公民行為的相關文獻，並透過問卷發放，了解影響鐵警個人特質表現在組織公民行為、工作滿意度三者間關係，並提供建議與發現。本研究採用研究方法為「文獻分析法」、「問卷調查法」。以量化方式研究，問卷發放對象係以全國鐵路警察各外勤單位員警為主，採立意抽樣方法，計發放353份問卷，資料回收後透過相關統計方法（敍述統計、因素分析、ANOVA、相關分析、迥歸方程式）等方法進行資料分析。 由研究結果發現，在鐵路警察個人特質中，顯示員警年齡結構呈現老化的趨勢，以及鐵警服務年資3年以下之資淺人員占最大宗，其原因為於95年7月間因應高鐵的營運擴編成立新單位「高鐵警務段」，並從外單位調入大批警力；其他個人特質中，絕大多數鐵警都希望居住地能與駐地位處同一縣市，而鐵警服務年資與調職原因也都是影響工作滿意度的重要因素；另針對鐵警組織公民行為也發現一般員警普遍具有服從性、自主管理與善盡本分的特色，因此對工作滿意度也有高度的影響力。 綜上，本論文研究發現，鐵警要提高工作滿意度，應重新調整鐵警的人力結構朝年輕化，以及整體規劃資深警力的待退機制，也建請鐵警主管機關能重視改善基層員警的工作環境與持續培育專業素養，並藉由周期性的教育訓練，使得鐵警經驗得以傳承與交流，重塑鐵警的活力與新形象。 關鍵詞：鐵路警察、個人特質、組織公民行為、工作滿意度。 / This research aims to investigate the relative influences of railway police’s personal characteristics (RPPC) to organizational citizenship behaviors (OCB) and job satisfaction. By reviewing documents related to OCB and job satisfaction, the main concern is whether the two variables, RPPC and OCB, would enhance the job satisfaction. The main objectives of this research are to examine: (1) the effects of RPPC on OCB, (2) the effects of RPPC on job satisfaction, and (3) the relations of job satisfaction with railway police OCB. By reviewing documents of OCB and administering questionnaires, the relations among RPPC, OCB, and job satisfaction were interpreted, and the results and suggestions were stated. The methods used for this research were “document analysis” and “questionnaire survey.” The investigation was quantified, and approaches of the questionnaires were mainly the railway policemen of out posts throughout the nation. With determined sampling, 352 questionnaires were administered, and data collected was processed by related statistical analysis (descriptive statistics, factor analysis, ANOVA, relative analysis, multiple regression analysis, etc). The results of investigating RPPC indicate that their age structure was tending old, and that less-experienced staff with seniority less than 3 years was the majority. The reason was the establishment of new unit, “high speed railway police division,” according to the expansion of high speed rail during July, 2006, had caused transferring of great police force from other posts. The other personal characteristic was that majority of railway police wish to reside and work at the same city. Both the work seniority and the reason of transfer were significant factors influencing job satisfaction. In addition, the results of investigating railway police OCB indicate the staff in general had the characteristics of willingness to obey, self-manage and fulfill obligations, which also had high influence on job satisfaction. Collectively, the findings of this thesis demonstrate that to improve job satisfaction of railway police, the population structure should be modulated to be younger, and the retirement regulation of senior police force should be thoroughly planned. It is also suggested that the railway police authorities to pay attentions to improve working environment and to continuously advance professional capacities of the basic level police force. With regular trainings, railway police’s experience can be transmitted and interchanged, and the fine energy, as well as a renewed image, of railway police would be established. Keywords: railway police, personal characteristics, organizational citizenship behaviors (OCB), job satisfaction.

本研究針對台灣新聞記者協會的組織經營與會員滿意狀況，以全體正式會員做為問卷分析對象，分別在非營利組織、組織認同感及會員滿意度等影響層面做為分析指標，輔以主導整個會務組織發展方向與決策擬定之理、監事之深度訪談，並加上未加入台灣新聞記者協會之現職記者進行焦點團體訪談，找出台灣新聞記者協會之定位、功能與服務，是否能滿足會員與現職記者群的期望及認同；並分析現有的服務與活動滿意度。 問卷調查的對象是以台灣新聞記者協會全體正式會員的電子郵件信箱做為問卷調查的樣本，依序探討會員滿意度、參與度、服務品質與組織認同感等四大指標，對於會員的影響程度進行分析。 深度訪談的對象是13位理、監事當中的7位，以「半結構性訪談」的方式，了解記協如何經營會員服務、創造參與意義，並剖析現有之困境與關鍵成功因素，以及未來之方向。 焦點團體訪談則是針對六位現職記者，分析台灣新聞記者協會現有之會員服務及組織認同感兩大層面之成效如何，並且深度探討他們為何不加入記協這關鍵問題。 研究結果發現台灣新聞記者協會之會員滿意度僅是及格邊緣的成績，會員主要依賴對組織的專業認同感而對該協會有所認同，卻對於協會的相關服務與品質，多半不滿意而要求再加強。而會員人數不足、經營走向衝突、政治色彩影響、專業性再提升與溝通及參與管道不足等問題，都是記協之困境與眾人期待改善之方向。 / This study aims to investigate the position, function and service of Association of Taiwan Journalists (ATJ) on the one hand, and members and journalists’ satisfaction, expectation, and identification to ATJ on the other. Research methods include general survey, in-depth interview with council members and supervisors who direct organizational management of ATJ, and focus group interview with non-member journalists. The survey was sampled from electronic mail account of ATJ members. Indices include the extent of members’ satisfaction and participation of organizational activities, and organizational identification to ATJ. Based on 7 interviewees out of thirteen council members and supervisors, in-depth interview was conducted with semi-structured questions. It not only seeks to understand the ways in which ATJ provides members with services and meaningfulness, but to analyze organizational obstructions, benefits and prospects of ATJ. Focus group, composed of 6 non-member journalists, is interviewed for analyze performance of ATJ with respect to member services and organizational identification, and for grasp the interviewees’ reasons of not join ATJ. The research findings are several. First, members are barely satisfied with services and performance of ATJ. Second, their identification with ATJ depends upon professionalism. Third, among many organizational obstructions, insufficient amount of member, conflicts of diversified organizational strategy, the effects of political positions, improvement of professionalism, and the increase of channels of communication and participation are the most demanding.

為了解家庭結構（生親家庭、單親家庭及繼親家庭）、父母管教方式（專制權威、寬鬆放任、開明權威及忽視冷漠）、親子關係（聚頻心繫、聚頻心離、聚疏心繫及聚疏心離）、滿意度與子女整體幸福感（自我肯定、生活滿意、人際關係、身心健康）的關係，乃以國中學生717人為研究對象，經運用個人基本資料調查表、父母管教方式及滿意度量表、親子關係及滿意度量表、幸福感量表等研究工具，獲得所需資料，再以T考驗、變異數分析、積差相關、多元逐步迴歸分析等方法，進行統計分析。結果發現： 1、目前國中生的幸福感良好，決定幸福感高低之自我肯定、生活滿意、人際關係及身心健康皆呈偏正向的表現。 2、來自不同家庭結構子女之幸福感，尤其在生活滿意方面會有顯著差異。 3、父母採用管教方式類型不同，子女的幸福感會有顯著差異，最佳的為採用開明權威的方式，而最差者則為採用忽視冷漠方式。 4、親子關係不同，子女的幸福感會有顯著差異，聚頻心繫的親子關係會使子女的幸福感最佳，而聚疏心離的親子關係則會使子女的幸福感最差。 5、不同家庭結構中，父母採用管教方式不同，子女幸福感會有顯著差異存在。 6、不同家庭結構中，與父母親子關係不同，子女幸福感會有顯著差異存在。 7、來自不同家庭結構的子女，對家庭結構感到滿意的程度，會有顯著差異。 8、父母採用管教方式不同，子女感到滿意的程度，會有顯著差異。 9、與父母親子關係不同時，子女感到滿意的程度，會有顯著差異。 10、子女對家庭結構、父母管教方式及親子關係感到滿意的程度不同時，其幸福感會有顯著差異。 11、不同家庭結構中，子女幸福感會因其對家庭結構滿意度不同而有顯著差異。 12、父母採用管教方式不同時，子女幸福感會因其對父母管教方式滿意度不同，而有顯著差異。 13、與父母親子關係不同時，子女幸福感會因其對親子關係滿意度不同，而有顯著差異。 14、在不同家庭結構中、父母採用不同的管教方式，子女管教方式滿意度與幸福感間存有顯著正相關。 15、在不同家庭結構中、與父母親子關係不同時，子女對親子關係的滿意度與幸福感間存有顯著正相關的關係。 16、家庭結構、父母管教方式類型、親子關係及子女滿意度等變項，能有效預測子女的幸福感。 最後，根據研究所得結果，針對家庭、學校、社會及未來研究提出積極建議。 關鍵字：家庭結構、管教方式、親子關係、滿意度、幸福感

國內藝文市場發展熱絡，各式特展紛紛來台展出，如何透過行銷創造人潮，在市場中勝出，是重要課題。本研究發現「臺北天才達文西特展」展示品特色多元，具備執行體驗行銷之完整條件，因此引發本研究動機。 本研究利用質化深度訪談方式，訪問六位特展志工以及問卷發放的量化研究方式，共計379份有效問卷，進行統計分析後獲得以下發現。本研究發現如下： 1.體驗行銷策略體驗模組的思考關聯、感官情感及行動體驗對體驗價值的美感趣味有顯著影響。 2.體驗行銷策略體驗模組的思考關聯、感官情感及行動體驗對體驗價值的參觀者投資報酬有顯著影響。 3.體驗價值的美感趣味及參觀者投資報酬對顧客滿意度有顯著影響。 4.體驗價值的美感趣味及參觀者投資報酬對顧客忠誠度有顯著影響。 5.顧客滿意度對顧客忠誠度有顯著影響。 根據以上發現，對臺北天才達文西特展提出發展體驗行銷的建議： 1. 注意體驗模組跟每一項體驗媒介之間的相互銜接或補強，以創造價值 2. 展場的環境面向將牽動體驗模組的每一個環節 3. 廣宣策略應視參觀者預期的心理調整建議 4. 加強優質服務以提昇顧客滿意度。 5. 加強空間大小適當性、人數控制與定時導覽密度以提昇體驗價值中的服務優越性價值。 6. 改善畫作區與解剖區展示物說明與空調問題。 7. 增加志工培訓專業度與人數。 / When arts began to develop and expand in various directions and more exhibitions are hosted in Taiwan, using effective marketing strategy to attract visitors has become a significant factor for achieving market success. Da Vince – The Genius Exhibition in Taipei, offers comprehensive collections to the audience, and by having these elements, makes it a perfect case study for experiential marketing research which became the initial motivation of this research. In-depth interview method with qualitative approach and survey method with quantitative approach were used in the research. In-depth interviews were performed among six exhibition volunteers. As for surveys, 379 were returned. After analyzing all statistics, results are listed as follows. The research concluded as follow: 1. It’s confirmed that experiential marketing with the SEMs (Strategic experiences modules) of think, relate, sense and action has a significant positive effect on experiential value of aesthetics and playfulness. 2. It’s confirmed that experiential marketing with SEMs of think, relate, sense and action has a significant positive effect on experiential value of consumer return on investment（CROI）. 3. It’s confirmed that experiential marketing with SEMs of playfulness and consumer return on investment has a significant positive effect on customer satisfaction. 4. It’s confirmed that experiential marketing with SEMs of playfulness and visitor return on investment has a significant positive effect on customer loyalty. 5. It’s confirmed that customer satisfaction has a significant positive effect on customer loyalty. Based on the above findings, the following are the marketing strategy advices for Da Vinci - The Genius: 1. Value creation is enhanced by emphasizing the connection and collaboration between experiential modules and experience providers. 2. Experiential modules are influenced by exhibition vicinity. 3. Publicity strategies need to be adjusted based on visitor expectations. 4. Improve customer satisfaction by enhancing customer services. 5. Improve experiential value of service excellence by enhancing the appropriate room space, capacity control of visitors, and availability of guided tours. 6. Improve exhibit description and air conditioning in painting and anatomy sections. 7. Increase volunteers as well as improving their skills and knowledge.

本研究以B2B忠誠度模型探討Web2.0評價網站中同時身為價值共創夥伴與顧客的公司在選擇該平台時所在意的因素，分別探討服務品質對滿意度、關係績效對滿意度、成本績效對滿意度以及滿意度與忠誠度的關係。並以評價網站中的特殊因素-網友評價作為干擾變數，對這些價值共創夥伴持續使用該平台意願的影響。 　　而本研究選擇愛評網當作個案網站，針對其平台的顧客-餐廳以及該平台的使用者進行開放性的價值共創訪談，確定本研究的研究方向與架構後針對餐廳端設計問卷並且發放，總共回收90份有效問卷，以Partial Least Square(PLS)進行分析，得到以下結論： -服務品質對顧客滿意度有正向影響 -關係績效對顧客滿意度有正向影響 -成本績效對顧客滿意度有正向影響 -顧客滿意度對顧客忠誠度有正想影響 -網友評價對顧客忠誠度有顯著調節效果

近年來，隨著記憶卡技術與發展的成熟，造成市場激烈的競爭，各品牌須致力於維持與消費者之關係，創造良好的品牌形象，讓消費者心中產生價值，重視顧客滿意度程度，進而建立顧客忠誠度，已成為各家品牌最重要的經營策略之一。 本研究利用「問卷調查法」與「深度訪談法」進行研究，兼顧量化及質化兩種研究途徑。透過網路問卷抽樣調查方式，回收有效問卷335份，並針對業者以及消費者進行深度訪談。 本研究目的在探討知覺價值、品牌形象、顧客滿意度與顧客忠誠度之關係。分析不同人口統計變數對知覺價值、品牌形象、顧客滿意度與顧客忠誠度之差異性。檢定知覺價值、品牌形象、顧客滿意度與顧客忠誠度之關係。經由量化分析與質化訪談針對SanDisk品牌提出行銷建議。 研究結果顯示，知覺價值以及品牌形象對於顧客滿意度有顯著正相關、知覺價值、品牌形象以及顧客忠誠度有顯著正相關、顧客滿意度與忠誠度有顯著正相關。經過質化與量化的分析，本研究建議SanDisk經營者在行銷策略上能夠以口碑行銷、提高品牌曝光率以及提供多元化促銷方式，深化消費者對於該品牌的知覺價值與品牌形象認同。 / In recent years, the maturity of technology development has created an extremely competitive market for flash memory cards.Every company in the business is trying to establish or preserve an effective customer relationship, building a strong brand image as well as the product value.Understanding the significance of customer satisfaction and developing customer loyalty have now become the most important business strategy for all companies. This study used surveys and interviews as research method, integrating both quantitative and qualitative approaches. Using random internet samples, there were 335 surveys returned.In-depth interviews among companies and customers were also performed. This research focuses on the relationship between perceived value, brand image, customer satisfaction, and customer loyalty.It analyzes the difference of demographics valuable in perceived value, brand image, customer satisfaction and loyalty; investigates the relationship among each factor and provides marketing advices for SanDisk based on the analysis result of quantitative and qualitative research of the interviews. The research indicates that perceived value and brand image have a significant positive correlation with customer satisfaction. Positive correlation also exists between perceived value, brand image and customer loyalty.Based on the analysis of quantitative and qualitative research, this study suggests SanDisk to integrate word-of-mouth, product exposure, and advertising promotions into their marketing strategies, for which to reinforce the perceived value and the brand image to customer.

人類在謀求生存與發展的過程中，維護安全的工具與手段，主要是憑藉武力的建立，也就是軍隊的武裝力量。而主宰軍隊活動的領導者，也就是領導各階層的職業軍官，為使軍隊戰力日益精壯，足以與敵對國相抗衡，除了武器與裝備購(設)置、部隊持續訓練外，人員素質的提升才是主要的要素之一，因為人員素質的提升與精密武器效能的發揮，才能成為發揮戰力的必要條件，為使高投資率的軍隊菁英份子能長期在軍隊經營組織，提升職業軍官素質以及其生涯規劃發展在在影響軍隊戰力的消長。 基於影響生涯規劃發展因素甚多，包括個人、家庭、環境變化等，而國軍現階段正在推動一系列之組織變革工作，使得組織成員原本熟悉的環境，從而可能影響會影響到變革的相關成效。本研究係以職業軍官工作特性與環境因素之變化為出發點，探索影響職業軍官生涯規劃發展與工作滿意度之因素為何？ 本研究問卷設計內容包括「生涯信念」、「生涯感受」、「生涯發展探索行為」、「生涯發展計畫行為」，以及「工作滿意度」等變項，以描述性統計、因素分析、單因子變異數分析等統計方法進行檢定。問卷試測對象區域遍及本島北、中、南，以及外離島的金門、馬祖與澎湖地區的陸軍職業軍官，總計問卷發放850份，回收812份，有效800份，回收率達94.1%。 經研究分析發現，陸軍職業軍官在不同個特質與生涯規劃發展認知、生涯發展行為及工作滿意度各因素中之差異性檢驗，結果如下： 一、生涯規劃發展認知： （一）升遷發展因素：年齡、教育程度、軍階、婚姻狀況與工作年資達到極顯著差異；職務性質、家庭收入、工作時間與休假天數則達到顯著差異水準；而眷住地則未達到顯著差異。 （二）工作意義因素：年齡、教育程度、軍階、婚姻狀況、工作年資與工作時間達到極顯著差異；家庭收入則達到相當顯著差異；職務性質與休假天數則達到顯著差異水準；而眷住地則未達到顯著差異。 （三）工作表現因素：年齡、教育程度、軍階、婚姻狀況與工作年資達到極顯著差異；職務性質與家庭收入則達到相當顯著差異；而眷住地、工作時間與休假天數則未達到顯著差異。 （四）理想實現因素：年齡、教育程度、軍階、婚姻狀況、工作年資與工作時間達到極顯著差異；而眷住地、職務性質、家庭收入與休假天數則未達到顯著差異。 二、生涯發展行為： （一）計畫新職因素：年齡、教育程度、軍階、婚姻狀況與工作年資達到極顯著差異；職務性質則達到顯著差異水準；而眷住地、家庭收入、工作時間與工作年資則未達到顯著差異。 （二）選擇退伍選因素：僅工作年資達到極顯著差異；教育程度與軍階達到相當顯著差異；年齡、家庭收入與休假天數則達到顯著差異水準；而眷住地、職務性質、婚姻狀況與工作時間則未達到顯著差異。 （三）尋求轉業因素：年齡、眷住地、教育程度、軍階、職務、婚姻、家庭收入、工作年資、工作時間與休假天數均未達到顯著差異。 （四）專業技能因素：年齡、教育程度、軍階、職務性質、婚姻狀況、家庭收入與工作年資達到極顯著差異；而眷住地、工作時間與休假天數則未達到顯著差異。 （五）生活閒適因素：年齡、教育程度、軍階、婚姻狀況、工作年資與工作時間達到極顯著差異；家庭收入則達到相當顯著差異；而眷住地、職務性質與休假天數則未達到顯著差異。 （六）人際支持因素：僅教育程度與軍階達到相當顯著差異；工作年資則達到顯著差異水準；而年齡、眷住地、軍階、家庭收入、職務性質、工作時間與休假天數則未達到顯著差異。 三、工作滿意度： （一）發展機會因素：教育程度、軍階、工作年資與工作時間達到極顯著差異；年齡達到相當顯著差異；婚姻狀況達到顯著差異水準；而眷住地、職務性質、家庭收入與休假天數則未達到顯著差異。 （二）職場生活因素：年齡、教育程度、軍階、工作年資與工作時間達到極顯著差異；婚姻狀況達到相當顯著差異；而眷住地、職務性質、家庭收入與休假天數則未達到顯著差異。 （三）領導風格因素：教育程度、工作年資與工作時間達到極顯著差異；年齡與婚姻狀況達到相當顯著差異；而眷住地、軍階、職務性質、家庭收入與休假天數則未達到顯著差異。 本研究建議： 一、經營婚姻，穩固軍旅發展。 二、合理工時，落實人性管理。 三、著重基層，紮實基礎戰力。 四、休假正常，增進休閒品質。 五、優質氣氛，增進團隊和諧。 六、宣導計畫，以利生涯規劃。 七、調整薪資，激勵工作士氣。

Suffering from the heavy pressure from daily lives and work, a lot of contemporary people hold the idea to consume health foods as a way for keeping healthy. More and more people concern about their own health and would like to achieve this by having a healthy lifestyle or consuming health foods. Almanac of food consumption survey in Taiwan from FIRDI (Food Industry Research and Development Institute) shows that about 58.2% people had consumed functional food more than three times a month in 2010. Functional drink, as a format of oral-intake nutrients for dietary supplements, gradually becomes popular due to its convenience. Among those products, drinks with beauty claims have been particularly favored in the recent years and becomes a noticeable phenomenon. A case study on Brand’s InnerShine beauty drink, which achieves high market share in the past few years is conducted for the study. For a clearer exploration of how marketing strategy works on beauty drinks with consumer-orientated perspective, I chose to study on variables including brand image, perceived value, customer satisfaction, and customer loyalty. Both quantitative and qualitative methods are utilized for probing the scenario. Samples are collected from 465 valid online questionnaires and 5 interviewees of in-depth interviews. The conclusions according to the analysis from the study results are as follows: The theoretical and practical meaning of “brand image,” “perceived values,” “customer satisfaction,” and “customer loyalty” for Brand’s management are examined. Consumers’ perceived value can be increased by reinforcing the brand image. To reinforce customer satisfaction, their perceived value should be firstly enhanced. In addition, customer loyalty can be increased via reinforcing the brand image. The study also found that differences are revealed by consumers with different demographical profiles on “brand image,” “perceived values,” “customer satisfaction,” and “customer loyalty.” Suggestions for marketing strategies on Brand’s InnerShine beauty drinks are elaborated.