產品品質, 服務品質, 情緒及行為意圖關係之研究曾耀煌a 王璟滎 蔡啟仲a 大葉大學企管系副教授 大葉大學事業.docVIP

. . 產品品質、服務品質、情緒及行為意圖關係之研究 曾耀煌a 王璟滎b 蔡啟仲b a大葉大學 企管系 副教授 b大葉大學 事業經營研究所 碩士 摘要： 本研究係以台中市麥當勞的消費者為研究對象，從顧客觀點來測量，以探討產品品質、服務品質、情緒及行為意圖之關係，並建構其關係模式。本研究採用問卷調查法進行探究，先按比例分層隨機抽樣，抽出原台中市八個行政區域內麥當勞家數及問卷發放數，在顧客用完餐後隨機抽出以填答問卷。總計發出問卷400份，實際回收376份，有效問卷共333份，問卷回收率為94％，有效問卷回收率為83％。基本分析以SPSS 12.0 進行分析，整體模式分析則是以AMOS 19.0軟體進行相關統計分析工作，得到以下結論：(1)產品品質對顧客的愉悅程度及喚起程度均產生顯著正向之影響；(2)服務品質對顧客的愉悅程度及喚起程度均產生顯著正向之影響；(3)愉悅程度及喚起程度皆對行為意圖產生顯著正向的影響；(4)產品品質對行為意圖有顯著正向的影響。最後，根據研究的結果，對管理者提供管理意涵以及未來此領域的研究提出後續研究建議以茲參考。 【關鍵字】產品品質、服務品質、情緒、行為意圖 A Study of the Relationships among Product Quality, Service Quality, Emotions and Behavioral Intention Yao-Huang Tseng a Jing-Ying Wang b Chi-Chung Tsai b a Associate Professor, Department of Business Management, Da-Yeh University b Master, Graduate School of Business Management, Da-Yeh University Abstract This research was subject to MacDonald’s comsumers in Taichung city. The main purpose was to investigate their opinions in the relationships among product quality, service quality, emotions and behavioral intention. The investigation was done by questionnaire survey. The sampling principle was operated the stratified random samples first to select MacDonald shops and copies of questionnaire according to the rate of MacDonalds from 8 districts in original Taichung City which was uncombined with Taichung Country. Afterwards selected issued questionnaires randomly when comsumers had dining from MacDonalds. Total survey samples were issued 400 copies there were 376 copies retrieved and valid 333 copies. The rate of retrieval was 94% and 83% of effective retrieval.The basic analysis was made by SPSS 12.0, and overall model analysis was AMOS 19.0. From the survey, some conclusions were summarized as follows: 1. The product quality made conspicuously positive effect on pleasure and arousal. 2. The service quality made conspicuously positive effect on pleasure and arousal. 3. The pleasure and arousal effect behavioral intention were conspicuously and positively. 4. The pro