| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (Authors) | 向玲萱 | zh_TW |
| dc.creator (作者) | 向玲萱 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 8-Dec-2010 14:36:41 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 14:36:41 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 14:36:41 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097380015 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/49590 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 管理碩士學程(AMBA) | zh_TW |
| dc.description (描述) | 97380015 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 本研究以「線上唱歌網站」為研究標的，探討使用者對於線上唱歌網站所重視的服務內容，以及影響其顧客忠誠度之重要因素。透過與線上唱歌服務的業者訪談，並回顧相關文獻，以提高顧客忠誠度為課題，探討服務品質、服務價值、虛擬社群及顧客忠誠度之間的關係。 本研究以個案線上唱歌網站的會員為研究對象，並且與國內各家線上唱歌業者進行訪談，設計本研究架構與內容。其後對個案公司的會員進行網路問卷調查，蒐集使用者的意見進行分析，提出結果與建議，作為線上唱歌網站服務方向及經營管理之參考。研究結果如下：一、 使用者對線上唱歌網站的認知服務水準會影響其整體服務品質二、 整體服務品質對服務價值有正向影響三、 不同的使用動機對不同構面的服務品質之期望服務水準有顯著不同四、 虛擬社群參與度對使用者顧客忠誠度有正向影響五、 服務價值在整體服務品質對顧客忠誠度之關係具中介作用六、 服務價值與使用者顧客忠誠度有正向影響 | zh_TW |
| dc.description.tableofcontents | 第一章緒論 9第一節 研究背景與動機 9第二節 研究目的 11第三節 研究範圍與對象 12第四節 研究流程 12第五節 論文架構 14第二章文獻探討 15第一節 線上KTV 15第二節 線上服務品質 20第三節 虛擬社群 28第四節 服務價值 35第五節 顧客忠誠度 38第三章 研究方法 41第一節 研究架構 41第二節 研究假設 42第三節 研究設計 43第四節 資料分析方法 50第四章 實證結果分析 52第一節 樣本結構分析 52第二節 敘述統計分析 55第三節 因素分析 63第四節 信度分析 70第五節 研究假設之驗證 72第六節 高、低顧客忠誠程度會員之分析 84第五章 結論與建議 91第一節 研究結論 91第二節 對個案公司之建議 95第三節 研究限制 96第四節 後續研究建議 97參考文獻 98附錄一：網路問卷 103附錄二：業者訪談大綱與紀要 108 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097380015 | en_US |
| dc.subject (關鍵詞) | 服務品質 | zh_TW |
| dc.subject (關鍵詞) | 服務價值 | zh_TW |
| dc.subject (關鍵詞) | 虛擬社群 | zh_TW |
| dc.subject (關鍵詞) | 顧客忠誠度 | zh_TW |
| dc.subject (關鍵詞) | 線上唱歌 | zh_TW |
| dc.title (題名) | 影響線上唱歌網站之顧客忠誠度之整合模式研究 | zh_TW |
| dc.title (題名) | Influence on Customer Loyalty of Online KTV–An Integrated Model | en_US |
| dc.type (資料類型) | thesis | en |
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