| Summary: | 碩士 === 國立彰化師範大學 === 會計學系 === 107 === This study mainly explores the service quality of bookkeeper firm through the impact of trust on customer satisfaction. This study first examines the relationship between service quality and customer satisfaction, and then joins the test of service quality through trust to influence customer satisfaction, and explores whether trust plays the role of the mediation variable in bookkeeper firms.
In this study, a questionnaire survey was conducted to survey 200 SMEs in central Taiwan. A total of 200 questionnaires were distributed, 68 valid samples were collected, and a hypothesis test was performed using regression analysis and path analysis to test the bookkeeper firms and whether the quality of service enhances customer satisfaction through trust.
According to the empirical results, all the hypotheses of this research are supported. The service quality of the bookkeeper firms will directly affect customer satisfaction, and the service quality will also s enhances customer satisfaction through trust. Therefore, the customer has a partial intermediary effect on the trust of the bookkeeper firms.
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