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| Title: | 瑜珈服務品質、 知覺價值與顧客滿意度、顧客忠誠度之關係研究：以會員制瑜珈中心為例
Signification correlation between the demographic variable, service quality, perceived value, customer satisfaction, and the customer loyalty. –ex the Mermbership yoga cvernter. |
| Authors: | 葉軒 |
| Contributors: | 祝鳳岡
葉軒 |
| Keywords: | 瑜珈
服務品質
知覺價值
顧客滿意度
顧客忠誠度
yoga
Service Quality
perceived value
customer satisfaction
customer loyalty. |
| Date: | 2010 |
| Issue Date: | 2011-09-29 16:56:27 (UTC+8) |
| Abstract: | 在國內有關於瑜珈的論文裡面,我發現比較多會在於設備與課程的研究,對於會員制的瑜珈中心比較少著墨, 本研究特別針對了會員制的瑜珈中心的服務品質,知覺價值,顧客滿意度與顧客忠誠度的關連性做一個論述,以期可以找到好的服務的建議給瑜珈業者,並對其訂定瑜珈的策略有很好的啟發性.
在瑜珈的消費者行為中到底有多少地方未被滿足?現行的會員制瑜珈中心到底還有多少可以改善的空間?本論文透過了質化與量化的分析,也透過了專家訪談的方式進行了深度的探訪,並採用了SPSS12.0統計分析軟體進行實證分析,並已因素分析與信度分析來萃取出各個構面的主要因素,接著以回歸分析來探討服務品質及知覺價值對顧客滿意度與顧客忠誠度的影響,再來再以迴歸分析的方式,來探討不同性別,年齡,教育程度還有一些基本的使用習慣在各個構面上的差異.
本問卷的發放對像以北部的會員制瑜珈中心的會員為主,總共發出310份,有效問卷309份,經過分析研究結果得到的結論如下:
1. 服務品質對顧客滿意度有顯著關係
2. 服務品質對顧客忠誠度有顯著關係
3. 服務品質對知覺價值有顯著關係
4. 知覺價值對顧客滿意度有顯著關係
5. 知覺價值對顧客忠誠度有顯著關係
6. 顧客滿意度對顧客忠誠度有顯著關係
7. 人口變數對服務品質,知覺價值,顧客滿意度與顧客忠誠度有顯著關係
大綱如下
第一章 緒論
第二章 文獻探討與理論基礎
第三章 研究方法與設計
第四章 統計分析方法
第五章 結論與建議
關鍵字:瑜珈,服務品質,知覺價值,顧客滿意度,顧客忠誠度
Among all the dissertations regarding the yoga learning centers, I found most of them focusing on the topic of either facilities or course arrangement rather than on that of the membership system. This paper focuses on the relation among the service quality, perceived value, and customer satisfaction of the Yoga centers so that it might help Yoga centers to offer the better service and to set up the inspiratory business strategy.
How much unsatisfied is it within consumer behavior? How much should it be improved within the current membership system in Yoga center? This paper makes both qualitative and quantitative analysis by interviewing specialists, by SPSS12.0 software, by the factor analysis and credit analysis. Finally by the regression analysis, this paper discusses the impact of the service quality and awareness value on the customer satisfaction and loyalty; it also discusses the difference on the usage habits among gender, age and educational level.
The survey in this paper mainly covers the group located in the northern Taiwan with the quantity of questionnaire 309 valid out of 310. The conclusion is shown below: 1.Significant correlation between service quality and customer satisfaction. 2. Significant correlation between service quality and customer loyalty. 3. Significant correlation between service quality and perceived value. 4. Signification correlation between perceived value and customer satisfaction. 5. Signification correlation between perceived value and customer loyalty. 6. Signification correlation between customer satisfaction and customer loyalty.7. Signification correlation between the demographic variable, service quality, perceived value, customer satisfaction, and the customer loyalty.
Chapter 1: Introduction
Chapter 2: The reference and theory
Chapter 3: Research method and design
Chapter 4: Statistic analysis |
| Reference: | 英文部分
1. Rodney & Nina(2004) ,Yoga: The Poetry of the Body
2. AMY Weintraub(2000),取自 Yoga for Depression; http://www.sedonacreativelife.com/pre0279.html
3. Goble, D.(1996)http://www.dyogahome.com/danielle.html
4. Sasser, Olsen & Wyckoff(1978)
5. Gronroos(1982)
6. Lehtinen(1983)
7. Lewis & Booms(1983)
8. Gronroos (1984)
9. Charles Zimmerman(1985)
10. Parsuraman 、Zeithaml & Berry (1985)
11. 杉本臣夫 (1986)
12. Marr.(1986)
13. Sasser、Olsenc & Wyckoff (1987)
14. Parasuraman, Zeithaml, Berry（PZB）(1988)
15. Dabholkar, Thorpe and Rentz(1990)
16. Mitra行為及態度（Behavior &Attitude）(1993)
17. Stevens 、Knudsen及Patton(1995)
18. Hope & Muhlemann(1998)
19. Lovelock,Wright(2002)
20. Parasurman, A., Valarie A. Zeithaml, and Leonard L. Berry (1984). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(Fall), 84-106.
21. Thaler（1985）
22. Dodds and Monroe（1985）
23. Zeithaml(1988)
24. Lichtenstein, Netemeyer and Burton(1990)
25. Monroe(1990)
26. Dodds et al.,(1991)
27. Aaker (1991)
28. Kirmani and
29. Zeithmal (1993)
30. Rust and Oliver(1994)
31. Fornell, Johnson, Anderson, Cha and Byant(1996)
32. Woodruff and Gardial(1996)
33. Bhuian (1997)
34. Holbrook(1999)
35. Sirohi, McLaughlin and Wittink(1998)
36. Teas and Agarwal（2000）
37. Lapierre(2000)
38. Slater and Narver(2000)
39. Babin and Attaway（2000）
40. Kothandaraman and Wilson(2001)
41. Van der Haar(2001)
42. Lovelock（2001）
43. Sweeny and Soutar（2001）
44. Sirdeshmukh et al.
45. （2002）
46. Pertick（2002）
47. Chen and Dubinsky(2003)
48. Kotler（2003）
49. Sanchez et al.（2006）
50. Cardozo(1965)
51. Howard&Sheth (1969)
52. Czepil(1974)
53. Oliver(1980)
54. Day (1984)
55. Singh(1991)
56. Kotler(1996)
57. Hemple (1997)
58. Kotler (2003)
59. Shankar et al.(2003)
60. Ranaweera & Prabhu(2003)
61. Choi et al. (2004)
62. Dick 與Basu（1994）
63. Jones 與Sasser（1995）
64. Bhote（1996）
65. Oliver 等人（1997）
66. Bowen與Shoemaker（1998）
67. Selnes（1993）
68. Janes 與Sasser（1995）
69. Hepworth（ 1998）
70. Gronholdt 等人（2000）
71. Malhotra、Peterson，07＇九月，p89-104
72. MacCallum (1999)
中文部份
1. 劉美珠（1990）。瑜珈—身心合一的科學。中華體育，13，44-50。
2. 梁玉秋、曾明郎(2005)中文期刊篇目系統：循序漸進的學習瑜珈,頁8-11
3. 中華民國瑜伽協會(2006) http://www.cya.org.tw/
4. 葆體瑜珈 http://www.bodhiyoga.com.tw/knowledge.html
5. 洪睿聲(2005),瑜珈之生理心理功能,頁8-18
6. 服務品質,陳明邦(1995)
7. PZB,郭德賓、周泰華、黃俊英，2000
8. 彰師大彰化師大輔導學報 民92 年，25 期，63-86 頁共同因素分析與主成份分析之比較黃財尉
網站
1. 瑜珈定義取自：大欣寫作, 登錄時間：09/09/2010網址：http://www.driller.idv.tw/?p=459
2. PZB 取自:維基百科，自由的百科全書 網址:http://zh.wikipedia.org/zh-tw/PZB%E6%A8%A1%E5%BC%8F
3. 出處:http://www.dyu.edu.tw/~msung/Research/Research_Methods/Reliability.htm)
4. WIKI百科http://zh.wikipedia.org/zh/%E8%BF%B4%E6%AD%B8%E5%88%86%E6%9E%9
5. 中央大學教學網-迴歸分析(http://webclass.ncu.edu.tw/~tang0/Chap12/Sas12.htm#%AC%DB%C3%F6%BBP%C2%B2%B3%E6%B0j%C2k%A4%C0%AAR) |
| Description: | 碩士
國立政治大學
管理碩士學程(AMBA)
96380040
99 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0096380040 |
| Data Type: | thesis |
| Appears in Collections: | [管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文
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