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    Title: 資訊服務業之創新能力與企業形象對顧客滿意度及忠誠度影響之研究
    Other Titles: The effects of innovation capability and corporate image on customer's satisfaction and loyalty in information service industry
    Authors: 盧欣瑀;Lu, Xin-Yu
    Contributors: 淡江大學企業管理學系碩士在職專班
    王居卿
    Keywords: 創新能力;企業形象;顧客滿意度;顧客忠誠度;Innovation capability;Corporate Image;Customer Satisfaction;Customer
    Date: 2014
    Issue Date: 2015-05-04 09:51:47 (UTC+8)
    Abstract: 創新能力在資訊服務產業扮演著相當重要之角色,因此本研究將以探討資訊服務產業中創新能力對於顧客忠誠度及顧客滿意度之影響。另外,國內廠商面對國外資訊系統大廠(如:IBM、HP、Dell、甲骨文)環伺及國內同業競爭激烈的環境下,身為資訊服務的提供者如何塑造良好的企業形象,以鞏固既有客戶也是相當重要之議題。基此,本研究亦將以企業形象為焦點,去探討其對顧客滿意度及顧客忠誠度之影響。
    本研究主要在探討資訊服務使用者對於資訊服務業者所提供之創新能力及企業形象對滿意度及忠誠度的影響。本研究針對有效問卷為388份,進行統計分析,有下列重要發現:
    1. 就讀資管相關科系或是職位為網路工程師之員工對於企業形象、顧客滿意度及顧客忠誠度認知較低。
    2. 創新能力及企業形象對於顧客滿意度有顯著影響
    3. 創新能力及企業形象對於顧客忠誠度有顯著影響
    4. 創新能力藉由企業形象對於顧客滿意度及忠誠度有顯著影響
    Because the innovation capability plays a significant role in the information service company, so this research aims to explore the effects of innovation capability on customers’ satisfaction and loyalty. Today the domestic information service companies face fierce competition in global market, how to create a good corporate image in customers’ mind and keep existing clients is an important issue.
    The research aims to explore the effect of innovation capability and corporate image on customers’ satisfaction and loyalty toward information services. Total 388 valid questionnaires are collected. Here are the results:
    a. Customers who have information background or work as IT engineers have lower perception on “corporate image” “customers’ satisfaction” and “loyalty.”
    b. Both “innovation capability” and “corporate image” have significant impact on “customers’ satisfaction.”
    c. Both “innovation capability” and “corporate image” have significant impact on “loyalty.”
    d. “Innovation capability” plus “Corporate image” has significant impact on “customers’ satisfaction” and “loyalty.”
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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