服務創新、服務價值與品牌關係品質： 顧客導向之調節效果

Tunghai University Institutional Repository > 管理學院 > 國際經營與貿易學系所 > 碩士論文 > Item 310901/20196

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/20196

Title:	服務創新、服務價值與品牌關係品質：顧客導向之調節效果
Other Titles:	Service Innovation, Service Value, and Brand Relationship Quality: The Moderating Effect of the Customer Orientation
Authors:	曾鈺閔 Tseng, Yumin
Contributors:	吳立偉;張國雄 Wu, Li-Wei;Chang, Kuo-Hsiung 東海大學國際貿易學系
Keywords:	品牌承諾;正面口碑;品牌關係品質;服務價值;顧客導向;服務創新 positive word of mouth;brand relationship quality;service value;customer orientation;service innovation;brand commitment
Date:	2012
Issue Date:	2013-01-02T03:45:03Z (UTC)
Abstract:	本研究探討服務創新加入顧客導向調節後，是否更會提升服務價值，進而影響品牌關係品質、正面口碑與品牌承諾。另外並探討品牌關係品質是否會影響顧客的品牌承諾與正向口碑。本研究以 XXX 美容美體業為探討對象，藉由發放問卷來進行結果檢測，共發放 282 份問卷，回收有效問卷 281 份。過去的研究大都認為服務創新會提升服務價值，卻忽略了顧客導向是否會干擾服務價值提升，加上市場競爭激烈，服務價值是否會提升品牌關係品質、使的顧客產生品牌承諾，本研究將以此觀點做深入探討。本研究結果發現，「服務創新」會正向影響「服務價值」；「顧客導向」正向調節「服務創新」與「服務價值」之關係；「服務價值」會正向影響「正面口碑」、「品牌關係品質」和「品牌承諾」；以及「品牌關係品質」會正向影響「正面口碑」與「品牌承諾」。關鍵字：服務創新、顧客導向、服務價值、品牌關係品質、正面口碑與品牌承諾。 This research aims at whether service value would be promoted by moderating effect of customer orientation into service innovation, and then it would affect the interrelationship among brand relationship quality, positive word-of-mouth, and brand commitment. Besides, the research also discusses about whether brand relationship quality affects customer’s brand commitment and positive word-of-mouth. The empirical context is provided by a case study of xxx Beauty Spa Industry. With the effective response rate 281 out of 282, we examine the effects of the research. A lot of exiting research argues that service innovation would positively promote service value, and fails to consider whether customer orientation interferes in the promotion of service value. As it is competitive on the market of beauty industry, this research makes a deep investigation on whether service value promotes brand relationship quality, and consequently customers make a brand commitment. We find that service innovation positively affects service value; customer orientation positively adjusts the relationship between service innovation and service value; service value positively affects positive word-of-mouth, brand relationship quality, and brand commitment; and brand relationship quality positively affects positive word-of-mouth and brand commitment. Keywords: service innovation, customer orientation, service value, brand relationship quality, positive word of mouth, and brand commitment.
Appears in Collections:	[國際經營與貿易學系所] 碩士論文

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