2008-08-012024-05-18https://scholars.lib.ntu.edu.tw/handle/123456789/698707摘要：了解顧客如何感受服務品質，及服務品質與其他因素，如信任、公平、感受的價值等如何影響顧客對服務的評價機制，對服務產業如何提升服務品質，增強顧客忠誠度有深遠的意義。本研究旨在通過探討影響顧客對服務品質感受的因子，並進一步發展以信任與價值為中心的服務評價機制，並討論其中干擾因子的影響，以提供學術及實務界進一步探討的理論架構及實務指引。 在服務品質的部分，我們將嘗試將Carr(Carr, 2007)新進提出FAIRSERV模型與傳統的SERVQUAL相結合，從服務的公平性與服務的品質兩方面來看其對顧客感受品質的影響。在服務的評價機制部分，我們提出信任與顧客價值是對服務滿意最重要的中介因子。我們也同時試圖辨別這個模型的干擾因子及其影響範圍，有兩項重要的干擾因子被提出：對不確定的迴避與否，及任務或是人際導向。這些假設的驗證將提供服務產業非常重要的管理原則。 <br> Abstract: This research aims to provide new development to service quality measurement and, based on these measurements, to propose an evaluation model for service that has wide generalization possibilities. Moderating factors that influences service evaluation will also be explored to further our understanding of the service industry. There have been a number of service quality measurement tools and among them SERVQUAL seems to be the dominant instrument that has been empirically tested and theoretically scrutinized. This research will be based on the SERVQUAL framework and the newly proposed FAIRSERV model. Several service evaluation models have also be proposed, under different industry contexts and theoretical basis. They address different aspects like value, quality, satisfaction, trust and each has its own merit. Despite the wide application of trust in organization theory, marketing and many more fields, the relationship between trust and re-patronage in service industry demands more theoretical exploration as well as empirical evidence. This research intends to study trust as a core mediator of customer satisfaction. We’ll also try to explore moderating factors from a personality perspective, examining different perception and evaluation resulted from different personality traits.服務品質衡量信任服務評價模型FAIRSERVSERVQUAL顧客價值service quality measurementservice evaluation modelSERVQUALFAIRSERVtrustcustomer value