A Study of Influence of Channel Service Quality and Channel Relationship Quality upon Channel Customer Loyalty of Cement
鍾振和、廖彩伶
E-mail: 9806166@mail.dyu.edu.tw
ABSTRACT
The main purpose of the study is to discuss the influence of channel service quality and channel relationship quality upon channel loyalty of cement industry, and discuss the mediation effect of channel relationship quality.
Questionnaires were used convenient sampling in China. A total of 280 questionnaires were delivered, 249 questionnaires were valid, valid respondent rate was 92.5%.
This study revealed that channel service quality is positively associated with channel relationship quality on cement industry.
Channel relationship quality is positively associated with channel loyalty. The promise and response of channel service quality have no associated with channel relationship quality. The care of channel relationship quality is positively associated with channel loyalty.
Channel relationship quality is positively associated with the word-of-mouth of channel loyalty.
Keywords : channel service quality、channel relationship quality、channel loyalty Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．． ix
第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 2 第三節 研究對象與範圍．．．．．．．．．．．． 3 第四節 研究流程．．．．．．．．．．．．．．． 3 第二章 文獻探討．．．．．．．．．．．．．．．．． 6 第一節 通路服務品質．．．．．．．．．．．．． 6 第二節 通路關係品質．．．．．．．．．．．．． 8 第三節 通路服務品質與通路關係品質之關係．．． 11 第四節 通路忠誠度．．．．．．．．．．．．．． 13 第五節 通路關係品質與通路忠誠度之關係．．．． 15 第六節 通路服務品質與通路忠誠度之關係．．．． 15 第三章 研究方法．．．．．．．．．．．．．．．．． 17 第一節 研究架構．．．．．．．．．．．．．．． 17 第二節 研究假設．．．．．．．．．．．．．．． 18 第三節 變項之操作性定義與衡量．．．．．．．． 21 第四節 研究設計．．．．．．．．．．．．．．． 27 第五節 研究對象及抽樣方法．．．．．．．．．． 27 第六節 資料分析方法．．．．．．．．．．．．． 27 第四章 資料分析與結果．．．．．．．．．．．．．． 30
第一節 人口統計分析．．．．．．．．．．．．． 30 第二節 因素分析．．．．．．．．．．．．．．． 32 第三節 信度分析．．．．．．．．．．．．．．． 38 第四節 相關分析．．．．．．．．．．．．．．． 40 第五節 實證分析．．．．．．．．．．．．．．． 41 第五章 結論與建議．．．．．．．．．．．．．．．． 53 第一節 研究結論．．．．．．．．．．．．．．． 53 第二節 實務意涵．．．．．．．．．．．．．．． 54 第三節 研究限制．．．．．．．．．．．．．．． 57 第四節 後續研究之建議．．．．．．．．．．．． 57 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 58 附錄 問卷．．．．．．．．．．．．．．．．．．．． 67
表目錄
表 3-1 通路服務品質量表之衡量構面與問項．．．．．．． 22 表 3-2 通路關係品質量表之衡量構面與問項．．．．．．． 25 表 3-3 通路忠誠度量表之衡量構面與問項．．．．．．．．． 26 表 4-1 樣本之基本資料分析．．．．．．．．．．．．．．． 31 表 4-2 通路服務品質KMO與Bartlett球形檢定．．．．．．． 33 表 4-3 通路服務品質因素分析．．．．．．．．．．．．．． 33 表 4-4 通路關係品質KMO與Bartlett球形檢定．．．．．．． 35 表 4-5 通路關係品質因素分析．．．．．．．．．．．．．． 35 表 4-6 通路忠誠度KMO與Bartlett球形檢定．．．．．．．． 36 表 4-7 通路忠誠度因素分析．．．．．．．．．．．．．． 36 表 4-8 各構念之信度分析．．．．．．．．．．．．．．． 40 表 4-9 整體之相關分析．．．．．．．．．．．．．．．．． 41 表 4-10 通路服務品質對通路關係品質之迴歸分析．．．．． 42 表 4-11 通路關係品質對通路忠誠度之購買忠誠迴歸分析．． 43 表 4-12 通路關係品質對通路忠誠度之口碑迴歸分析．．．． 43 表 4-13 通路服務品質對通路忠誠度之購買忠誠迴歸分析．． 44 表 4-14 通路服務品質對通路忠誠度之口碑迴歸分析．．．． 45 表 4-15 通路關係品質對關照性與購買忠誠之層級迴歸分析． 46 表 4-16 通路關係品質對承諾性與口碑之層級迴歸分析．．． 47 表 4-17 通路關係品質對回應性與口碑之層級迴歸分析．．． 48 表 4-18 通路關係品質對關照性與口碑之層級迴歸分析．．． 49 表 4-19 路徑分析各項效果分解說明．．．．．．．．．．．． 50 表 4-20 研究假設與研究結果彙整表．．．．．．．．．．．． 51
圖目錄
圖 1- 1 研究流程圖．．．．．．．．．．．．．．．．．． 5 圖 3- 1 研究架構圖．．．．．．．．．．．．．．．．．． 17 圖 4- 1 修改後之研究架構．．．．．．．．．．．．．．． 37 圖 4- 2 路徑分析圖．．．．．．．．．．．．．．．．．． 50 REFERENCES
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