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題名 產品品質、服務品質與教師滿意度與忠誠度之關係研究-以國中參考書採用為例
Research of the relationships among product quality, service quality, teachers’ satisfaction and royalty—Take adoption of junior high schools’ textbooks’ supplemental materials for example
作者 游仕偉
貢獻者 祝鳳岡
游仕偉
關鍵詞 產品品質
服務品質
滿意度
忠誠度
參考書
日期 2009
上傳時間 23-Apr-2010 19:24:43 (UTC+8)
摘要 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.”
第一章 緒論………………………………………………………………………..1
     第一節 研究背景與動機…………………………………………………………..1
     第二節 研究目的…………………………………………………………………..4
     第三節 研究流程…………………………………………………………………..5
     第二章 文獻探討與理論基礎…………………………………………….…....6
     第一節 產品品質的定義……………………………………………….……....6
     一、產品定義……………………………………………………………………...6
     二、品質定義……………………………………………………………………...6
     三、參考書產品品質……………………………………………………………...8
     第二節 服務品質的定義…………………………………………………….…..9
     一、服務品質的定義……………………………….……………….………....9
     二、服務品質PZB模式……………………………………………………......10
     三、服務品質的橫量構面…………………………………………………..….11
     第三節 滿意度的定義………………………………………………….….....13
     一、滿意度定義……………………………………………………………………13
     二、滿意度的橫量構面…………………………………………………………..17
     三、顧客滿意度指標模式……………………………………………………...17
     第四節 忠誠度的定義………………………………………………………….…18
     一、忠誠度的定義…………………………………………………………………18
     二、忠誠度的衡量構面……………………………………………………………18
     第五節 質化研究焦點團體法………………………………………………….…19
     第三章 研究方法與設計……………………………………………………….…20
     第一節 研究架構與假設……………………………………………………….…20
     第二節 操作型定義與問卷設計……………………………………………….…22
     一、產品品質操作型定義………………………………………………..………22
     二、服務品質操作型定義…………………………………………………………24
     三、滿意度操作型定義……………………………………………………………25
     四、忠誠度操作型定義……………………………………………………………25
     第三節 資料分析方法………………………………………………….…………27
     第四章 研究分析與結果……………………………………………….…………30
     第一節 樣本結構與敘述性統計資料分析…………………………….…………30
     一、信度分析………………………………………………………………………30
     二、研究樣本基本資料………………………………………………….……….33
     三、敘述性統計資料分析…………………………………………………………34
     第二節產品品質與服務品質之因素分析結果……………………………………37
     一、產品品質因素分析……………………………………………………………37
     二、服務品質因素分析……………………………………………………………40
     第三節 產品品質、服務品質、顧客滿意度與顧客忠誠度相關分析….………41
     一、顧客忠誠度迴歸分析…………………………………………………………41
     二、產品品質與顧客滿意度相關分析……………………………………………42
     三、產品品質與顧客忠誠度相關分析……………………………………………44
     四、服務品質與顧客滿意度相關分析……………………………………………46
     五、服務品質與顧客忠誠度相關分析……………………………………………47
     六、顧客滿意度與顧客忠誠度相關分析…………………………………………48
     第四節 人口變數對產品品質、服務品質、滿意度、忠誠度認同程度差異.…49
     一、性別對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…49
     二、學歷對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…49
     三、科目對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…51
     四、學校區域對產品品質、服務品質之認同程度差異及滿意度、忠誠度差異55
     五、年齡對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…62
     六、年資對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…64
     七、參考書別對產品品質、服務品質之認同程度差異以滿意度、忠誠度差異65
     八、參考書別與性別、學校所在區域、任教科目、學歷、年齡、年資的關係65
     九、小結………………………………………………………………………..…66
     第五章　研究結論與建議…………….…………………………………….……69
     第一節 研究結論…………………………………………………………….……69
     第二節 研究建議…………………………………………………………….……75
     參考文獻……………………………………………….………………………..78
     附錄………………………………………………………………….………….…82
參考文獻 英文部分
Aaker, D. A. (1996),“Measuring Brand Equity Across Product and Markets,”California Management Review, Vol. 38 No. 3, pp.102-120.
Ackerman, R., R.Coleman, E.Leger, & J.Macdorman,（1988） “Process Quality & Improvement guidelines.” Indiana-polis, IN:Publication Center, AT&T Bell Laboratories.
Bloom, B. S., Engelhart, M. D., Furst, E. J., Hill, W. H., & Krathwohl, D. R. (Eds). (1956).Taxonomy of educational objectives: The classification of educational goals. (HandbookⅠ:cognitive domain). New York: David Mckay.
Cronin, J. J., & S.A.Taylor, ”Measuring Service Quality: A reexamination and Extension,” Journal of Marketing, Vol.56(July), 1992, pp. 55-68.
Day, R.L. and Hunk, h.k.(1997). “Toward a Process Model of Customer Satisfaction, in Conceptualization and Measurement of Customer Satisfaction and Dissatisfaction？Cambridge” , Mass Marketing Science Institute.
Hay & Roming, Modern Quality Control（1997）, McGraw-Hill Co., New York, p.9.
Deming, W. E., “Improvement of Quality and Productivity Through Action by Management,” National Productivity Review, 1981, pp.12-22,
Fornell, C., “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol.55(January), 1992, pp. 1-21.
Fornell, Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha and Everitt Bryant, "The American Customer Satisfaction Index: Nature, Purpose, and Findings", Journal of Marketing, 60 (October), 1996, pp.7-18.
Grönroos, C.（2000）, Service Management and Marketing－A Customer Relationship Management Approach, 2nd ed., Wiley,
Gronroos, C. (1984), "A service quality model and its marketing implications," European Journal of Marketing, Vol. 18, Iss. 4; pp.36-44.
Gronroos, C. &Gummesson,E.(1985)The Nordic School of Service Marketing –an introduction. Service Firm In Service Marketing- Nordic School Perspectives.University of Stockholm,pp.6-11
Garvin, D.A. (1988), Managing Quality:the Strategic and Competitive Edge. Free Press,New York
Garvin,David A.(1984),”What Does Product Quality Really Mean”,Sloan Management Review,Fall,pp.25-43.
Gronholdt, L., A. Martensen, & K. Kristense, “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences,” Total Quality Management, Vol.11, 2000, pp.509-516.
ISO 9004-2(1991) Quality Management and Quality Systems Element- Part 2:Guidelines for Services.
Javalgi,R. and Moberg,C.(1997)”Servuce loyalty:implications for service providers,”Journal of Services Marketing,11(3),pp.165-79
Jacoby, J. and Kyner, D.B. (1973).”Brand loyalty vs. prepeat purchasung behavior,”Journal of Marketing Research,Vol.10,No.1,pp.1-9
Jones,Tomas O. and W. Earl Sasser, J. R.(1995 Nov/Dec). “hy satisfied Customer Defect”,Harvard Business Review, pp.88-99.
Kaufman, J. J.（1989）, Total Quality Management Ekistics, pp.182-186.
Kotler, P., “Marketing’s New Paradigm：What’s Really Happening Out There, ” Planning Review, Vol.20, Sep/Oct 1992, pp.51-52.
Kotler, P., S. H. Ang, S. M. Leong, & C. T. Tan(1999), Marketing Management – an Asian Perspective, 2nded, Singapore: Prentice Hall, pp.17-31.
Kotler, P. and Keller, K.L. (2006), “Marketing Management, 12th edition,” Prentice-Hall Inc.
Kotler, P.(1996)
, Marketing Management: Analysis Planning, Implementation and Control, 9th ed., New Jersey: Prentice-Hall.
Kotler, Philip and Gary Armstrong (1997); “Principles of marketing, 7th ed.” , Prentice Hall.
Lockwwod, Andrew;Deng, Ni(2004)Can Service Recovery Help When Service Failures Occur? Journal of Hospitality&Tourism Management,Vol 11,Issue2, p.148,8p
Lockwwod, Andrew;Deng, Ni(2004)The Interplay of Gender and Affective Tone in Service Encounter Satisfaction. Journal of Hospitality&Tourism Management,Vol 11,Issue2, p.149,8p
Oliver,R. L.(1997).Satisfaction: A Behavioral Perspective on the Customer,McGraw-Hill,New York,NY.
Parasuraman, A.,V.A.Zeithaml,and L.L.Berry(1996),”The Behavioral Consequences of Service Quality, “Journal of Marketing, April,pp.31-46
Smith, M. R.(1979), Quality sense: Organizational Approaches to Improving Product Quality and Service, New York: AMACOM.
Tellis,G.J.(1988), “Advertising exposure, loyalty, and brand purchase: a two-stage model of choice”,Journal of Marketing Research,25(5):134-144
Zeithaml, V.A. and M. J.Bitner(2000),Service Marketing: Integrating Customer Focus Across the Firm,2nd ed.,New York:Mcgraw-Hill Company, Inc.
中文部份
參考書評鑑委員會（1984）國中國小參考書評鑑結果，消費者報導38期，消費者文教基金會p.29-31
政大教研所進修班（1986.10）教育資料文摘18卷4期，p.169-175
戴永久（1987）品質管理，三民書局，台北，p.4
劉國光（1989.04）國小參考書存廢問題之研究，國教研究雙月刊，第六期
余朝權(1991)現代行銷管理，台北市：五南出版社。
李永年（1998）產品品質與服務品質對顧客滿意度及之影響忠誠度─以加油站為例，國立政治大學企業管理研究所碩士論文
陳耀茂、鄭憶莉(1999)二十一世紀品質的應有認識與展望，中華民國品質學會第三十五屆年會暨第五屆全國品質管理研討會論文集。
衛南陽(2001)服務競爭優勢：探索永續經營的奧祕，商兆文化出版公司2001/04/05
楊錦洲(2002) 服務業品質管理，台北品質學會，台北
余天德(2004) 教科書品質、品牌形象對顧客滿意與行為意向影響之研究－以K出版公司為例，商業自動化與管理研究所
賀桂芬 (2004.08)，行銷費用灌爆參考書價格，商業周刊873期，p.072
黃銘傑(2005/07)公平交易季刊，第13卷第3期，p.1-39，公平交易委員會
楊倩芳(2007)出版社的服務品質對使用者滿意度與忠誠度之研究─以康軒文教事業為例
戴國良（2007.07）服務業行銷與管理，普林斯頓國際有限公司,p.214
曾光華（2007.09）服務業行銷，前程文化事業有限公司，p.120
周逸衡、凌儀玲譯（2007）服務業行銷，華泰文化圖書公司,p.13
陳思倫（2008.05）服務品質管理，前程文化事業有限公司，p.156~158
人本教育基金會新聞稿（2008.06）「多本的真相」：國中現況調查系列記者會http://hef.yam.org.tw/index01.htm
鄭秋蘋（2009）數位內容創造全球另一兆元產業—電子書，工研院產業經濟與趨勢研究中心http://www.iek.itri.org.tw/internet/News/ShowDetail.aspx?id=633873933380220233&func=publish
政府公報資訊網http://gaz.ncl.edu.tw/searchResult.jsp
北北基一綱多本選一本及高中職聯合入學測驗網站http://ppk.tp.edu.tw/
描述 碩士
國立政治大學
商管專業學院碩士學位學程(AMBA)
96380065
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096380065
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 游仕偉zh_TW
dc.creator (作者) 游仕偉zh_TW
dc.date (日期) 2009en_US
dc.date.accessioned 23-Apr-2010 19:24:43 (UTC+8)-
dc.date.available 23-Apr-2010 19:24:43 (UTC+8)-
dc.date.issued (上傳時間) 23-Apr-2010 19:24:43 (UTC+8)-
dc.identifier (Other Identifiers) G0096380065en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/38933-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 商管專業學院碩士學位學程(AMBA)zh_TW
dc.description (描述) 96380065zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.”		en_US
dc.description.abstract (摘要) 第一章 緒論………………………………………………………………………..1
     第一節 研究背景與動機…………………………………………………………..1
     第二節 研究目的…………………………………………………………………..4
     第三節 研究流程…………………………………………………………………..5
     第二章 文獻探討與理論基礎…………………………………………….…....6
     第一節 產品品質的定義……………………………………………….……....6
     一、產品定義……………………………………………………………………...6
     二、品質定義……………………………………………………………………...6
     三、參考書產品品質……………………………………………………………...8
     第二節 服務品質的定義…………………………………………………….…..9
     一、服務品質的定義……………………………….……………….………....9
     二、服務品質PZB模式……………………………………………………......10
     三、服務品質的橫量構面…………………………………………………..….11
     第三節 滿意度的定義………………………………………………….….....13
     一、滿意度定義……………………………………………………………………13
     二、滿意度的橫量構面…………………………………………………………..17
     三、顧客滿意度指標模式……………………………………………………...17
     第四節 忠誠度的定義………………………………………………………….…18
     一、忠誠度的定義…………………………………………………………………18
     二、忠誠度的衡量構面……………………………………………………………18
     第五節 質化研究焦點團體法………………………………………………….…19
     第三章 研究方法與設計……………………………………………………….…20
     第一節 研究架構與假設……………………………………………………….…20
     第二節 操作型定義與問卷設計……………………………………………….…22
     一、產品品質操作型定義………………………………………………..………22
     二、服務品質操作型定義…………………………………………………………24
     三、滿意度操作型定義……………………………………………………………25
     四、忠誠度操作型定義……………………………………………………………25
     第三節 資料分析方法………………………………………………….…………27
     第四章 研究分析與結果……………………………………………….…………30
     第一節 樣本結構與敘述性統計資料分析…………………………….…………30
     一、信度分析………………………………………………………………………30
     二、研究樣本基本資料………………………………………………….……….33
     三、敘述性統計資料分析…………………………………………………………34
     第二節產品品質與服務品質之因素分析結果……………………………………37
     一、產品品質因素分析……………………………………………………………37
     二、服務品質因素分析……………………………………………………………40
     第三節 產品品質、服務品質、顧客滿意度與顧客忠誠度相關分析….………41
     一、顧客忠誠度迴歸分析…………………………………………………………41
     二、產品品質與顧客滿意度相關分析……………………………………………42
     三、產品品質與顧客忠誠度相關分析……………………………………………44
     四、服務品質與顧客滿意度相關分析……………………………………………46
     五、服務品質與顧客忠誠度相關分析……………………………………………47
     六、顧客滿意度與顧客忠誠度相關分析…………………………………………48
     第四節 人口變數對產品品質、服務品質、滿意度、忠誠度認同程度差異.…49
     一、性別對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…49
     二、學歷對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…49
     三、科目對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…51
     四、學校區域對產品品質、服務品質之認同程度差異及滿意度、忠誠度差異55
     五、年齡對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…62
     六、年資對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…64
     七、參考書別對產品品質、服務品質之認同程度差異以滿意度、忠誠度差異65
     八、參考書別與性別、學校所在區域、任教科目、學歷、年齡、年資的關係65
     九、小結………………………………………………………………………..…66
     第五章　研究結論與建議…………….…………………………………….……69
     第一節 研究結論…………………………………………………………….……69
     第二節 研究建議…………………………………………………………….……75
     參考文獻……………………………………………….………………………..78
     附錄………………………………………………………………….………….…82		-
dc.description.tableofcontents 第一章 緒論………………………………………………………………………..1
     第一節 研究背景與動機…………………………………………………………..1
     第二節 研究目的…………………………………………………………………..4
     第三節 研究流程…………………………………………………………………..5
     第二章 文獻探討與理論基礎…………………………………………….…....6
     第一節 產品品質的定義……………………………………………….……....6
     一、產品定義……………………………………………………………………...6
     二、品質定義……………………………………………………………………...6
     三、參考書產品品質……………………………………………………………...8
     第二節 服務品質的定義…………………………………………………….…..9
     一、服務品質的定義……………………………….……………….………....9
     二、服務品質PZB模式……………………………………………………......10
     三、服務品質的橫量構面…………………………………………………..….11
     第三節 滿意度的定義………………………………………………….….....13
     一、滿意度定義……………………………………………………………………13
     二、滿意度的橫量構面…………………………………………………………..17
     三、顧客滿意度指標模式……………………………………………………...17
     第四節 忠誠度的定義………………………………………………………….…18
     一、忠誠度的定義…………………………………………………………………18
     二、忠誠度的衡量構面……………………………………………………………18
     第五節 質化研究焦點團體法………………………………………………….…19
     第三章 研究方法與設計……………………………………………………….…20
     第一節 研究架構與假設……………………………………………………….…20
     第二節 操作型定義與問卷設計……………………………………………….…22
     一、產品品質操作型定義………………………………………………..………22
     二、服務品質操作型定義…………………………………………………………24
     三、滿意度操作型定義……………………………………………………………25
     四、忠誠度操作型定義……………………………………………………………25
     第三節 資料分析方法………………………………………………….…………27
     第四章 研究分析與結果……………………………………………….…………30
     第一節 樣本結構與敘述性統計資料分析…………………………….…………30
     一、信度分析………………………………………………………………………30
     二、研究樣本基本資料………………………………………………….……….33
     三、敘述性統計資料分析…………………………………………………………34
     第二節產品品質與服務品質之因素分析結果……………………………………37
     一、產品品質因素分析……………………………………………………………37
     二、服務品質因素分析……………………………………………………………40
     第三節 產品品質、服務品質、顧客滿意度與顧客忠誠度相關分析….………41
     一、顧客忠誠度迴歸分析…………………………………………………………41
     二、產品品質與顧客滿意度相關分析……………………………………………42
     三、產品品質與顧客忠誠度相關分析……………………………………………44
     四、服務品質與顧客滿意度相關分析……………………………………………46
     五、服務品質與顧客忠誠度相關分析……………………………………………47
     六、顧客滿意度與顧客忠誠度相關分析…………………………………………48
     第四節 人口變數對產品品質、服務品質、滿意度、忠誠度認同程度差異.…49
     一、性別對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…49
     二、學歷對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…49
     三、科目對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…51
     四、學校區域對產品品質、服務品質之認同程度差異及滿意度、忠誠度差異55
     五、年齡對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…62
     六、年資對產品品質、服務品質之認同程度差異以及滿意度、忠誠度差異…64
     七、參考書別對產品品質、服務品質之認同程度差異以滿意度、忠誠度差異65
     八、參考書別與性別、學校所在區域、任教科目、學歷、年齡、年資的關係65
     九、小結………………………………………………………………………..…66
     第五章　研究結論與建議…………….…………………………………….……69
     第一節 研究結論…………………………………………………………….……69
     第二節 研究建議…………………………………………………………….……75
     參考文獻……………………………………………….………………………..78
     附錄………………………………………………………………….………….…82		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096380065en_US
dc.subject (關鍵詞) 產品品質zh_TW
dc.subject (關鍵詞) 服務品質zh_TW
dc.subject (關鍵詞) 滿意度zh_TW
dc.subject (關鍵詞) 忠誠度zh_TW
dc.subject (關鍵詞) 參考書zh_TW
dc.title (題名) 產品品質、服務品質與教師滿意度與忠誠度之關係研究-以國中參考書採用為例zh_TW
dc.title (題名) Research of the relationships among product quality, service quality, teachers’ satisfaction and royalty—Take adoption of junior high schools’ textbooks’ supplemental materials for exampleen_US
dc.type (資料類型) thesisen
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