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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102013

    Title: 農會服務品質對顧客滿意度之影響 : 以新北市三重區農會為例
    Other Titles: The influence of quality of service on customer satisfaction : a case study on Sanchong District Farmers Association of New Taipei City
    Authors: 王滋瑩;Wang, Tz-Ying
    Contributors: 淡江大學國際企業學系碩士在職專班
    Keywords: 農會;服務品質;滿意度;Farmer Association;Service Quality;Customer Satisfaction
    Date: 2014
    Issue Date: 2015-05-04 09:45:17 (UTC+8)
    Abstract: 面對現在的環境,農業不但必須面對農產品市場開放和自由競爭,亦應檢討並重視其本身所具有的品牌效應所帶來的金融性商品服務之效益,讓農會保持相當的競爭力。而服務品質的提升,可為企業帶來明顯的區隔和差異化,同時也能夠提高顧客的滿意度,進而促使顧客的忠誠度做出提升,達到利潤極大化的目的。以往國內學者對於銀行服務品質的研究,並未著重於農會顧客對於農會的服務品質與顧客滿意度之相關性。


    In the reality of this current social environment, agricultural businesses must encounter not only the capitalistic behavior that market has been becoming into but also the competitive pressure. Accumulating study reveals that the enhancement of service quality has brought significant differences and segmentations for the corporations, also improved customers’ satisfaction, thereby promoting their loyalty to achieve the purpose of profit maximization. Accordingly, it is important to investigate the relationship between the service quality and customers’ satisfaction for Farmer Association. This research focuses on the New Taipei City Farmer Association San Chong Branch as the research target, from observational perspective. Utilizing the survey questionnaire, we can acknowledge customers’ satisfaction on the service quality provided by the San Chong Branch.

      This research shows that service quality is consisted of five characteristics: tangibility, reliability, responsiveness, assurance, and empathy. All of which suggests positive effects on customers’ satisfaction. This implies that when the farmer association provided exceptional service quality, the customers acknowledge and shows gratification. In addition, the yielding result is applicable to all research participants who have different background and perception, revealing the same positive effects on the in-depth explanatory of service quality. On the other hand, the service, achieving high responsiveness and helpfulness, of farmer association asserts in significance to customers’ satisfaction as the complement. Lastly, the result suggests “farmer association’s service quality” as a topic to consider for any further researches.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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