任立中臺灣大學：國際企業學研究所常肇怡Chang, Chao-YiChao-YiChang2007-11-282018-06-292007-11-282018-06-292007http://ntur.lib.ntu.edu.tw//handle/246246/60300隨著體驗經濟的來臨，企業應該將行銷策略的重心由產品功能轉向於如何與顧客產生互動，並讓顧客體驗、享受共同創造價值的過程，而顧客參與便是其中的一項策略。本研究旨在瞭解服務業顧客參與之相關構面，並發展一個具有良好信度、效度且可供測量服務業顧客參與的量表，以利企業有效掌握顧客行為並提昇服務品質。 本研究的調查對象為國內某房屋仲介業之員工。首先進行質性研究的焦點群體訪談，依照訪談逐字稿的內容分析、設計問卷初稿。施測時共發出850份問卷，回收657份，有效問卷369份，有效回收率為43.41%。以SPSS 10.0版之統計軟體隨機抽取185份樣本進行項目分析、信度分析與探索性因素分析；再利用剩餘的184份樣本對前者所歸納出之因素，進行信度驗證；最後以LISREL 8.51版統計軟體對全部樣本進行驗證性因素分析。 研究結果顯示，各構面的信度介於0.73~0.94之間，適合度指標顯示服務業顧客參與量表的測量模式與實證的資料相符，可證實本量表具有良好的信度與效度。結果分析建構出四個構面，在參考文獻與題項之間的關連性，並和學術界專家討論命名，分別為：「親密的夥伴關係」、「任務導向」、「資訊共享」以及「目標導向」。 最後，根據研究發現提出與實務現象的對照以及未來研究建議，以供服務業工作者和後續研究者參考。With the coming of the experience economy, the core of marketing strategy of the company should focus on the interaction with customers not the functions of products. Let customers experience and enjoy the process of co-creating values. Customer participation is one kind of strategies. The purposes of this research are to find out the relevant dimensions of customer participation, and construct a scale with good reliability and validity, which could be used to measure customer participation. It could benefit companies to control customer behavior effectively and raise the quality of services. The respondents of this research are the employees of some real estate in Taiwan. First, we conducted focus group in the qualitative research; then analyzed and designed the questionnaire according to the transcript. A total of eight hundred and fifty questionnaires were distributed. Six hundred and fifty-seven questionnaires were returned, of which three hundred and sixty-nine was valid. The response rate is 43.41%. SPSS 10.0 was used to item analysis, reliability analysis and exploratory factor analysis with 185 samples selected randomly; then the rest 184 samples were used to assess reliability of the former factors. Finally, LISREL 8.51 was used to confirmatory factor analysis with total samples. The results showed that reliabilities of all factors are between 0.73 and 0.94, and hypothetical model of Customer Participation Scale fitted the data with indexes of goodness-of-fit. It detests that the instrument is reliable and valid. It constructed four factors named intimate partnership, task-oriented, information sharing and objective-oriented. In the end, according to the findings, this paper provides contrasts to the practice and suggestions for future research for service workers and following researchers taking references.第一章 緒論.....................................................................................................................1 第一節 研究動機........................................................................................................1 第二節 研究目的........................................................................................................2 第三節 研究問題........................................................................................................3 第四節 名詞解釋........................................................................................................3 第二章 文獻探討.............................................................................................................4 第一節 顧客參與的定義............................................................................................4 第二節 顧客參與的內涵............................................................................................6 第三節 顧客參與的重要性......................................................................................10 第四節 顧客參與的管理意涵..................................................................................14 第五節 顧客參與的相關理論..................................................................................16 第六節 顧客參與的相關性文獻..............................................................................17 第七節 研究假設......................................................................................................21 第三章 研究方法...........................................................................................................22 第一節 研究架構......................................................................................................22 第二節 研究對象......................................................................................................24 第三節 研究工具......................................................................................................25 第四節 研究流程......................................................................................................26 第五節 資料之可信賴度..........................................................................................27 第六節 量表編制......................................................................................................28 第七節 資料處理方式..............................................................................................37 第四章 研究結果分析.................................................................................................. 38 第一節 量表之施測樣本資料..................................................................................38 第二節 量表之項目分析..........................................................................................41 第三節 量表之信度分析..........................................................................................44 第四節 量表之探索性因素分析..............................................................................46 第五節 量表之驗證性因素分析..............................................................................62 第五章 討論與建議.......................................................................................................70 第一節 結論..............................................................................................................70 第二節 實務意涵......................................................................................................71 第三節 研究限制與未來研究建議..........................................................................75 參考文獻...............................................................................................................................77 一、中文部分................................................................................................................77 二、英文部分................................................................................................................78 附錄.......................................................................................................................................85 附錄1 「服務業顧客參與」焦點群體訪談綱要.......................................................85 附錄2 台北場之逐字稿...........................................................................................86 附錄3 台中場之逐字稿.........................................................................................104 附錄4 台北場逐字稿之量表題目.........................................................................121 附錄5 台中場逐字稿之量表題目.........................................................................137787066 bytesapplication/pdfen-US顧客參與量表驗證性因素分析customer participationscaleconfirmatory factor analysisthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/60300/1/ntu-96-R94724057-1.pdf