The Study of the Asset Specificity and Service Quality affecting Audiences Satisfaction and Loyalty—A Case Study of VOH
彭青介、高立箴
E-mail: [email protected]
ABSTRACT
Radio stations broadcast thru radio wave to the public. As a low contact service, to achieve satisfactory service quality is not easy.
Specificity, since the opening of market in mainland China, people are eager for all sorts of novelty knowledge. To what extend of the service quality should radio stations provide in order not to loss the existing listeners? And, how to enhance the characteristics of asset specificity to achieve higher satisfaction and loyalty? By referring to the pass researches, this study intends to construct a complete model, in which key factors of influences can be identified for radio station’s future strategic planning; such as service quality, and characteristic of asset specificity, satisfaction, and loyalty. By route analysis, this study can confirm that all hypotheses are valid with the following description: 1.Quality service provided by radio station is positively related to the satisfaction. Meaning, if the radio station can offer a fine quality service platform, the listeners’ satisfaction will be lifted. 2.Quality service is positively related to the listener’s trust. Meaning, when radio station is improving its service quality, listener’s trust will increase at the same time. 3.Asset Specificity is positively related to the listener’s satisfaction. Meaning, if the radio station can provide better, more diverse, and more professional programs thru better reception and clarity of the radio signal, then the listener’s satisfaction will be enhanced. 4.Asset Specificity is positively related to the listeners’ loyalty. Meaning the higher the asset specificity, the higher the listeners’ loyalty. 5.Listeners’ trust and satisfaction are positively related to each other. Meaning, Trust is one of the key factors for building satisfaction. 6.Listeners’ trust and the loyalty are positively related to each other. Meaning the higher the trust, the better the loyalty, and therefore the positive referrals. 7.Listeners’ royalty and satisfaction are positively related to each other. This statement indicates that in order to achieve high royalty, high satisfaction level must be ensured, while the satisfied listeners will conduct loyal behaviors such as continual reception of the programs and positive referrals to others.
Keywords : Service Quality ; Asset Specificity ; Trust ; Satisfaction ; Loyalty Table of Contents
封面內頁 簽名頁 授權書 iii 中文摘要 iv 英文摘要 vi 誌謝 viii 目錄 ix 圖目錄 xiii 表目錄 xiv 第一章 緒論 1.1 研究背景與動機 1 1.2 研究目的 3 1.3 研究流程 4 1.4 研究範圍與限制 5 1.5 論文內容 5 第二章 文獻探討 2.1 服務品質 7 2.1.1 服務的定義與特性 7 2.1.2 服務品質的定義 9 2.1.3 服務品質模式 10 2.1.4 服務品質的衡量 12 2.1.5 服務品質的改善 16 2.2 資產專屬性 17 2.2.1 資產專屬性的定義 17 2.2.2 資產專屬性的類型 17 2.3 信任 20 2.3.1 信任的定義 20 2.3.2 信任與服務品質關係 21 2.3.3 信任與 顧客滿意度關係 22 2.3.4 信任與顧客忠誠度關係 22 2.4 顧客滿意度 24 2.4.1 顧客滿意度定義 24 2.4.2 顧客滿意指標 26 2.4.3 顧客滿意度的衡量 28 2.4.4 資產專屬性與顧客滿意度關係 28 2.4.5 服務品質與顧客滿意度關係 28 2.5 顧客忠誠度 30 2.5.1 顧 客忠誠度定義 30 2.5.2 顧客忠誠度的衡量 31 2.5.3 資產專屬性與顧客忠誠度關係 32 2.5.4 顧客滿意度與忠誠度關係 33 第三 章 研究方法 3.1 研究架構 36 3.2 研究推論與假說 37 3.2.1 服務品質與閱聽人滿意度關係 37 3.2.2 服務品質與信任關係 38 3.2.3 資產專屬性與閱聽人滿意度關係 39 3.2.4 資產專屬性與閱聽人忠誠度關係 39 3.2.5 信任與閱聽人滿意度關係 40 3.2.6 信任與閱聽人忠誠度關係 40 3.2.7 閱聽人滿意度與忠誠度關係 40 3.3 變數定義與衡量 41 3.3.1 服務品質 41 3.3.2 資產專屬性 42 3.3.3 信任 43 3.3.4 閱聽人滿意度 44 3.3.5 閱聽人忠誠度 44 3.4 研究對象 45 3.5 問卷設計 45 3.6 資料分析方法 46 3.6.1 敘 述性統計分析 46 3.6.2 因素分析 46 3.6.3 信度分析 47 3.6.4 路徑分析 48 3.6.5 T檢定 48 3.6.6 變異數分析 48 3.7 前測施行及 結果分析 49 3.7.1 因素分析結果 49 3.7.2 信度分析結果 54 3.7.3 彙整前測分析結果 54 第四章 研究結果分析 4.1 樣本基本資 料分析 56 4.1.1 樣本敘述性統計分析 56 4.2 因素分析與信度分析 58 4.2.1 因素分析結果 58 4.2.2 信度分析結果 63 4.3 獨立樣 本T檢定及單因子變異數分析 64 4.3.1 獨立樣本T檢定(T-test) 64 4.3.2 單因子變異數分析(One-Way ANOVA) 65 4.4 假說檢定 之路徑分析 67 第五章 結論 5.1 研究結論與意涵 76 5.2 研究貢獻 77 5.3 研究建議 78 5.3.1 針對電台之建議 78 5.3.2 未來研究 之建議 80 參考文獻 82 附錄一 91 附錄二 93 圖目錄 圖1-1 本論文之研究流程 4 圖2-1 服務品質概念性模式 10 圖2-2 服務品 質決定因素模式 13 圖2-3 重視程度-績效水準座標圖 15 圖2-4 改善服務過程模式 16 圖2-5 信任-承諾理論模式 23 圖2-6 顧客 滿意指標模式 27 圖2-7 知覺品質與顧客滿意度關係圖 29 圖2-8 服務—利潤鏈 34 圖2-9 便利商店「品質—滿意度—忠誠度」
模型 35 圖3-1 研究架構圖 36 圖4-1 研究架構之路徑分析圖 74 表目錄 表2-1 服務品質的定義 9 表2-2 衡量服務品質構面及變 項意義 12 表2-3 SERVQUAL量表的五個構面與評量項目 14 表2-4 Williamson資產專屬性彙整表 18 表2-5 大陸網的資產專屬 性 19 表2-6 資產專屬性衡量變項 20 表2-7 信任的定義 20 表2-8 顧客滿意度定義 25 表2-9 顧客忠誠度定義 30 表2-10 顧客忠
誠度衡量方式 32 表2-11 顧客滿意度與忠誠度關係 33 表3-1 服務品質衡量問項 41 表3-2 資產專屬性衡量問項 43 表3-3 信任 衡量問項 43 表3-4 滿意度衡量問項 44 表3-5 忠誠度衡量問項 45 表3-6 服務品質因素分析結果 50 表3-7 資產專屬性因素分析 結果 51 表3-8 信任因素分析結果 52 表3-9 閱聽人滿意度因素分析結果 53 表3-10 閱聽人忠誠度因素分析結果 53 表3-11 各構 面之信度衡量表 54 表3-12 前測彙整表 55 表4-1 樣本敘述性統計分析 57 表4-2 服務品質因素分析結果 58 表4-3 資產專屬性 因素分析結果 60 表4-4 信任因素分析結果 61 表4-5 閱聽人滿意度因素分析結果 61 表4-6 信任因素分析結果 62 表4-7 各構面 之信度衡量 63 表4-8 不同性別的收聽者之平均數 64 表4-9 性別與各構面之獨立T檢定 65 表4-10 年齡與各構面之單因子變 異數分析 66 表4-11 教育程度與各構面之單因子變異數分析 66 表4-12 ?捅g收聽時間與各構面之單因子變異數分析 67 表4-13 因果關係影響路徑及效果分類表 68 表4-14 路徑分析結果摘要表 69 表4-15 影響各反應變數之路徑效果推導彙總表 70 表4-16 路徑分析各項效果總表 71 表4-17 服務品質各個子構面對閱聽人滿意度之迴歸分析 72 表4-18 服務品質各個子構 面對信任之迴歸分析 72 表4-19 閱聽人滿意度及忠誠度子構面摘要表 73 表4-20 本研究之研究假說彙整表 73
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