ASIA unversity:Item 310904400/113805
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    ASIA unversity > 管理學院 > 經營管理學系  > 博碩士論文 >  Item 310904400/113805


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    题名: 應用PLS模型於W藝術館之服務品質、滿意度及忠誠度實證研究
    Empirical Study on service quality, customer satisfaction and customer loyalty analysis of W Art Museum by using PLS model
    作者: 魏瑞蓉
    Wei, Rui-Rong
    贡献者: 經營管理學系碩士在職專班
    关键词: 偏最小平方法;服務品質;路徑分析;顧客滿意度;顧客忠誠度
    Partial least square method;Path analysis;Service quality;Customer satisfaction;Customer loyalty
    日期: 2021-08-12
    上传时间: 2022-10-31 05:38:25 (UTC+0)
    出版者: 亞洲大學
    摘要: 本研究以位於台中市的W美術館為研究對象,藉由偏最小二乘(PLS)統計分析結合服務質量變量、滿意度變量及忠誠度指標構建的模型。本研究使用 Google 表格為 W 藝術博物館設計了一項客戶滿意度之調查。 本次問卷調查採用PLS對來店消費者實施問卷調查,有效樣本量為295。本研究論文利用SmartPLS-Algorithm對「結構模型路徑係數」及「PLS-Bootstrapping結構模型」進行路徑分析。由實證的結果顯示「服務品質」對於「顧客滿意度」的影響為正號且顯著,其整體效果皆為 0.874,t 值為31.3970, 達到統計的顯著水準;「顧客滿意?」對於「顧客忠誠?」之影響為正號且具顯著性, 整體效果為0.384, t 值為 2.948,也達到統計的顯著水準;「服務品質」對於「顧客忠誠?」之影響為正號且顯著,其整體效果為0.669,t 值為2.948,達到統計的顯著水準。本研究論文所建立之三項假說皆為成立。
    This research takes W Art Museum in Taichung City as the research object and uses partial least squares (PLS) statistical analysis to build a model that combines service quality variables, satisfaction variables and loyalty indicators. This study used Google Sheets to design a customer satisfaction survey for the W Museum of Art. In this questionnaire survey, PLS was used to conduct a questionnaire survey on shoppers, and the effective sample size was 295. This research uses SmartPLS-Algorithm to perform path analysis on “structure model path coefficients” and “PLS-Bootstrapping structural model”. Empirical results show that: the impact of “service quality” on “customer satisfaction” is positive and significant, with an overall effect of 0.874 and a t value of 31.3970, reaching a statistically significant level; the impact of “customer satisfaction” on “customer loyalty” is positive and significant, the overall effect is 0.384, and the t value is 2.948, which is also a statistically significant level; the impact of "service quality" on "customer loyalty" is positive and significant, and its overall effect is 0.669, t value is 2.948, reaching a statistically significant level. The results indicated that the three hypotheses established in this research are all valid.
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