客服中心服務品質對顧客滿意度及忠誠度之研究─以信用卡為例

• Main Author: 黃怡音
• Other Authors: Wellington K. Kuan
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/47117991199698443636

碩士 === 國立政治大學 === 企業管理研究所 === 91 === 　　In the past, in the literature research on service quality, the characteristics of service such as reliability, responsiveness, and etc. were regarding as the dimensions of service quality to study the influence of each dimension on whole service quality. This research is taking the category of service quality as the dimensions of service quality to study the influence of different kinds of service on whole service quality. According to Grönroos’s study on the category of service in 1990, this study is divided service into core service, facilitating services and supporting services to realize the influence of these three kinds of service on whole service quality. Furthermore, in the framework “Customer perception of quality and customer satisfaction” proposed by Zeithmal and Bitner’s, satisfaction is directly influenced by perceived service quality, perceived product quality, and perceived price. According to this reference, this study is to discuss the influence of whole service quality on satisfaction. In addition, this study would Because this study emphasizes on the study of service quality, the main focus in on credit card to investigate the influence of perceived service quality and perceived price on satisfaction, rather than the influence of perceived product. According to the definition of core service, facilitating services and supporting services proposed by Grönroos, core services are the reasons for being on the market. Applied to credit card, the core services are the benefit of deferred payment, travel insurance, road rescue, and etc. Besides, facilitating services are the services that facilitate the use of the core services. Applied to credit card, the facilitating services are the services call centers could supply. In addition, supporting services are used to increase the value and/or to differentiate the service from the services of competitors. Applied to credit card, supporting services are the image of the company and the activities for public warfare or charity the company holds or joins. This study collects 382 copies of valid questionnaires and later LISREL analysis is carried out with 247 copies. The results are as follows. With the relationship between service category and whole service quality, core service and supporting services has no significant influence on whole service quality. Only facilitating services─the services call center supplies─have significant influence on whole service quality. It shows that under the situation that the core services and supporting services are imitated easily and equaled gradually, the importance of facilitating services is beyond any other kinds of services when consumers evaluating the whole service quality. As to the factors that influence satisfaction, whole service quality and perceived price both have significant influence of satisfaction, and whole service quality has more influence than price. In addition, with the relationship between satisfaction and loyalty, the two variables are positively related. This study is to discuss the influence of different kinds of services on whole service quality and create a linkage between services category and the framework proposed by Zeithaml and Bitner. Also, the study wishes to provide a new direction for future literature research regarding the dimensions that would influence the service quality.