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    题名: 顧客經營、服務品質、顧客滿意度與顧客忠誠度之研究－以新娘秘書為例
    其它题名: The Study of Customer Management, Service Quality, Customer Satisfaction and Customer Loyalty: Talking Wedding Planner for Example
    作者: 楊婕瀠
    YANG, JIE-YING
    貢獻者: 企業管理學系管理科學碩博士班
    袁淑芳
    YUAN, SHU-FANG
    关键词: 顧客經營;服務品質;顧客滿意度;顧客忠誠度;新娘秘書
    Customer Management;Service Quality;Customer Satisfaction;Customer Loyalty;Wedding Planner
    日期: 2023
    上传时间: 2023-11-13 14:47:24 (UTC+8)
    摘要: 　　顧客經營、服務品質、顧客滿意度、顧客忠誠度做為探究在新娘秘書的市場裡，顧客選擇新秘的偏好與風格在消費者的心理層面，怎麼看待新秘這個職業也做為研究參考，本研究用四個變項來研討消費者對於新秘的看法及喜好也作為提升技能及改善的一個方向。從研究經由問卷了解顧客於顧客經營、服務品質、顧客滿意度、顧客忠誠度想法，討論方向用網路便利抽樣問卷，使用Line、IG和臉書相關的平台用不特定對象來做問卷分析調查，網路問卷發送173份問卷，收回173份問卷，有效問卷採SPSS軟體為統計工具進行數據統計。　　研究顯示：顧客經營、服務品質、顧客滿意度以及顧客忠誠度關聯性。顧客經營到顧客滿意度會影響忠誠度包括顧客經營關係、價格、可靠、服務口碑，服務品質關係了顧客品質、專業服務、提高介紹率。研究顯示發現，每個變項對新娘秘書都有滿意度與忠誠度具正向影響。描述數據分析結果，從本研究了解到新娘秘書有提供優質服務品質讓顧客滿意度提升也提高了顧客忠誠度。
    　　Customer management, service quality, customer satisfaction and customer loyalty are used as research. In the market of bridal secretaries, the preferences and styles of customers choosing Wedding Planner are also used as research references on the psychological level of consumers. , this study uses four variables to study consumers' perceptions and preferences for Xinmi, which is also used as a direction for improving skills and improvement. From the research to understand customers' thoughts on customer management, service quality, customer satisfaction and customer loyalty through questionnaires, the research direction uses convenient sampling questionnaires on the Internet, and uses Line, IG and Facebook-related platforms to conduct questionnaire analysis with unspecified objects For the survey, 173 questionnaires were sent through the Internet, and a total of 173 questionnaires were returned. The valid questionnaires were analyzed using SPSS package software as the analysis tool. Research shows that customer management, service quality, customer satisfaction and affects loyalty are related. Customer management is related to customer satisfaction, that is, loyalty includes customer management relationship, price, reliability, and service reputation, and service quality is related to customer quality, professional service, and increased introduction rate. The research shows that each variable has a positive impact on the satisfaction and loyalty of the bride secretary. Finally, according to the analysis and research results, it is known from this study that the bride secretary has provided high-quality service quality to improve customer satisfaction and customer loyalty.
    显示于类别:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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