服務創新、規範性評估、服務品質與顧客滿意度關係之研究－以台灣小客車租賃業爲例

The Research on the Relationship among Service Innovation, Normative Evaluation, Service Quality and Customer Satisfaction-A Case Study of Taiwan Car-Rental Carrier

蔡明田(Ming-Tien Tsai)；莊立民(Li-Min Chuang)；陳建成(Chien-Cheng Chen)；趙新銘(Hsin-Ming Chao)

服務創新 ； 規範性評估 ； 服務品質 ； 顧客滿意度 ； 台灣小客車租賃業 ； service innovation ； normative evaluation ； service quality ； customer satisfaction ； Taiwan car-rental carrier

品質學報

17卷3期（2010 / 06 / 30）

207 - 227

繁體中文

本研究主要目的係探討服務創新、規範性評估、服務品質與顧客滿意度之間的影響關係，以問卷調查方法蒐集實證資料，研究對象則是台灣小客車出賃業之消費者。本研究就275份有效問卷進行統計分析，並透過因素萃取、信度分析、效度分析以及線性結構方程模式對本研究架構進行驗證，並得出以下幾點研究結果：(1)服務創新對規範性評估有正向的顯著影響；(2)服務創新對服務品質有正向的顯著影響；(3)服務創新對顧客滿意度有正向的顯著影響；(4)規範性評估對服務品質有正向的顯著影響；(5)規範性評估對顧客滿意度有正向的顯著影響；(6)服務品質對顧客滿意度有正向的顯著影響；(7)服務創新會透過服務品質的中介效果正向的顯著影響顧客滿意度；(8)規範性評估亦會透過服務品質的中介效果正向的顯著影響顧客滿意度。最後，歸納研究結論並提出具體可行的建議俾供台灣小客車租賃業者與未來研究者參考。

The main purpose of this study is to examine the relationships among service innovation, normative evaluation, service quality and customer satisfaction. A survey approach is used to collect empirical data from customers of Taiwan Car-Rental Carrier industry. This study had analyzed 275 effective questionnaires and had used factor analysis, reliability analysis, validity analysis and structural equation modeling (SEM) to validate the structure of this study. The results are as follows: (1) The service innovation had positive influence on normative evaluation; (2) The service innovation had positive influence on service quality; (3) The service innovation had positive influence on customer satisfaction; (4) The normative evaluation had positive influence on service quality; (5) The normative evaluation had positive influence on customer satisfaction; (6) The service quality had positive influence on customer satisfaction; (7) The service innovation had positive influence on customer satisfaction by the mediating effects of service quality; (8) The normative evaluation also had positive influence on customer satisfaction by the mediating effects of service quality. Finally, this study discussed managerial implications according to the research results, and offered some suggestions for future studies.

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