影響知覺服務品質與失驗与相關因素與關係品質績效關連性之研究.docVIP

影響知覺服務品質與失驗的相關因素與關係品質績效關連性之研究 張淑昭1 林文寶2 1國立成功大學企管系　　台南市大學路1號 Tel: 06-2757575 ext 53300 Fax: 06-2080179 2南台科技大學資管系　　高雄市三民區大豐一路111-4號8F-1 Tel: 07-3838594 Fax: 07-3838594 摘 要 本研究目的在探究基金投資人對於金融機構所提供服務品質的期望與知覺，並且這些因素與金融機構進行關係行銷活動對於消費者的滿意度或忠誠度的影響程度為何？運用倒傳遞類神經網路模式，透過232個投資者的問卷調查發現：影響投資人滿意度的主要因素為關係行銷活動與正面的失驗程度；投資人知覺服務品質程度會受到本身的期望水準與企業進行關係行銷活動因素的影響；投資人對於金融機構服務品質的期望水準與滿意度，在實證資料中，並沒有呈現正相關，可能原因為期望與滿意度之間會受到其他中介變項的影響。 關鍵詞：知覺服務品質、失驗、期望 A Study of the Interrelationship between Related Factors of Perceptivity on Service Quality with Disconfirmation and Relationship Quality Achievements Su-Chao Chang 1　　Wen-Bao Lin 2 1Department of Business Administration, National Cheng Kung University 2Department of Business Administration, Southern Taiwan University of Technology Abstract The purpose of this study is to investigate the expectation and perceptivity of funds investors on service quality being rendered by financial institutions, and to what extent will these factors be influencing the satisfaction and/or loyalty upon the relation marketing activity carried out by the financial institutions. With the application of reverse quasi-neural network model, a questionnaire survey over 232 investors finds that: The chief factor that affect the degree of satisfaction for investors is the relation marketing activity and the positive degree of disconfirmation; The degree of investors’ perceptivity on service quality will be influenced by the expectation level in itself as well as the factors arise from the relation marketing activity being proceeded by the enterprise. Among the concrete evidencing material, there is no realization of direct relevance against the expectation level and degree of satisfaction of investors upon the service quality provided by financial institution. The possible reason might be due to the influence of some other intermediary variables between the expectancy and degree of satisfaction. Keywords: Perceptivity on service quality, Disconfirmation, Expectation