頁籤選單縮合
題 名 | 全面品質管理對行銷管理、顧客滿意度與顧客忠誠度影響之研究--以國內證券業為例=The Empirical Analysis of Total Quality Management for Marketing Management, Customer Satisfaction and Customer Loyalty--The Case of Security Industry |
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作 者 | 陳順興; 吳逸萍; | 書刊名 | 品質學報 |
卷 期 | 19:5 2012.10[民101.10] |
頁 次 | 頁491-522 |
分類號 | 494.56 |
關鍵詞 | 全面品質管理; 行銷管理; 顧客滿意度; 顧客忠誠度; 結構方程模式; Total quality management; Marketing management; Customer satisfaction; Customer loyalty; Structural equation model; |
語 文 | 中文(Chinese) |
中文摘要 | 歷年有關證券業對於顧客滿意與忠誠度之研究,大都側重於SERVQUAL(SERVICE QUALITY)衡量構面為議題,對於證券業如何透過全面品質管理活動的推動過程來提升顧客滿意與忠誠度的研究甚少。服務品質的衡量是一種事後的方法。在實務上,除了事後衡量服務品質之外,在服務過程之前,業者是否更應思考該如何制定全面品質管理與行銷管理策略,先行了解顧客需求,降低服務缺口發生的頻率,進而達到顧客滿意與忠誠?本研究探討證券業者推行全面品質管理對於行銷管理、顧客滿意度與顧客忠誠度之影響,針對新竹、苗栗地區680位券商顧客為對象。本研究透過結構方程模式和LISREL 8.51實證發現,全面品質管理對行銷管理、顧客滿意度與顧客忠誠度有正向的影響,並依據研究結論給予業者與後續研究建議。 |
英文摘要 | Over the years, the security industry researches are mainly focus on customer satisfaction, mostly stresses on the service quality ability definition and the SERVQUAL (SERVICE QUALITY) evaluation dimensions. However, the study of total quality management and how the security industry can impetus the processes to promote customer satisfaction and loyalty are very few. Measuring service quality is an evaluation done after the service is rendered. In practice, the priority of service providers should be thinking about how to develop a comprehensive total quality management and marketing strategies, understanding customer needs, reducing frequency of service gaps to achieve customer satisfaction and loyalty.This study mainly concentrates on the correlations between the total quality management for marketing management and the customer satisfaction and loyalty in the financial service industry. This study is based on the 680 customers of a security industry branches in Hsin-Chu and Miao-Li. The structural equation model and the LISREL 8.51 are used to determine whether the total quality management has the influence on marketing management, customer satisfaction and loyalty. |
本系統中英文摘要資訊取自各篇刊載內容。