促銷活動、服務創新與顧客滿意度關係之實證研究－以國道客運為例

An Empirical Study on the Relationship of Sales Promotion and Service Innovation with the Customer Satisfaction in Freeway Schedule Bus Service

10.6338/JDA.200904_4(2).0002

陳建成(Chien-Cheng Chen)

促銷活動 ； 服務創新 ； 顧客滿意度 ； 國道客運 ； 問卷調查 ； sales promotion ； service innovation ； customer satisfaction ； freeway schedule bus service ； questionnaire survey

Journal of Data Analysis

4卷2期（2009 / 04 / 01）

13 - 34

繁體中文

本研究旨在探討國道客運業的促銷活動對服務創新之關係，促銷活動對顧客滿意度之關係，以及服務創新對顧客滿意度之關係分別加以探討，然後再進一步探討促銷活動、服務創新以及顧客滿意度三者之綜合關係。本研究總共發放200份問卷，回收有效問卷178份。首先，本研究透過因素分析進行關鍵因素的萃取，接著採用複迴歸分析驗證本研究各構面的影響關係。本研究主要發現如下：（1）國道客運的促銷活動對服務創新呈現正向直接影響；（2）國道客運的促銷活動對顧客滿意度呈現正向直接影響；（3）國道客運的服務創新對顧客滿意度呈現正向直接影響；（4）國道客運的促銷活動會透過服務創新，進而對顧客滿意度產生正向中介影響。

The purpose of this study is to explore the relationships among sales promotion, service innovation and customer satisfaction, and undertaken among 200 questionnaires customer of freeway schedule bus service. 200 questionnaires were issued and received responses 178 effective responses. First of all, analyzed the data by factor analysis to find out key factors, and then we applied multiple regression analysis to measure the relationship amongst the constructs. The major finding of this study includes: (1) The sales promotion has positive direct effect on service innovation; (2) The sales promotion has positive direct effect on customer satisfaction; (3) The service innovation has positive direct effect on customer satisfaction; (4) The service innovation has positive interaction effect on sales promotion and customer satisfaction.

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