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.”
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096380065 |
| Creators | 游仕偉 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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