空軍主計人員服務行銷對顧客滿意的影響

The Correlation Study between of Service Marketing and Customer Satisfaction on the Air Force Comptroller

以 Parasuraman， Zeithaml 與 Berry（1985）理論為主，本研究主要目的為探討在空軍單位主計人員，有形性、可靠性、反應性、保證性的期待服務對於顧客滿意的影響，兼論關懷性的中介效果。透過相關文獻回顧，共導出 3 項假設。在研究方法上，採取量化研究之問卷調查方法以空軍單位主計人員為研究母體對象，進行調查研究。本研究採實地發放問卷，共回收了 630 份問卷來作檢測分析，回收有效問卷 573 份回收率 91﹪，以SPSS 進行統計分析，並透過信度效度分析、因素分析、相關分析、迴歸分析進行實證分析。研究結果發現，除了有形性、可靠性、反應性、保證性對「顧客滿意」產生正向影響外，有形性、可靠性、反應性、保證性對「關懷性」產生正向影響。而「關懷性」會對「顧客滿意」產生正向影響。有形性、可靠性、反應性、保證性構念透過關懷性部分中介會對「顧客滿意」產生正向影響。

This study adopt Parasuraman， Zeithaml and Berry（1985）theory to explore the impact of service marketing on customer satisfaction to the AirForce Comptroller. Furthermore ，we also discuss the mediating effect of caring on the above-mentioned relationship. Extensive literature review was done to build up seven research hypotheses. The sample consisted of 630 staff of air force comptroller.and it used the survey（questionary）method to analyze the affect of employment. Our approach to test hypotheses was that of reliability analysis， validity analysis， relation， multiple regression.Study results indicate tangible， reliability， responsiveness， certification positively affect customer satisfaction. tangible， reliability， responsiveness， certification positively affect caring. Besides， caring partially mediates the relationship between antecedent（tangible， reliability， esponsiveness ，certification） and outcome variable（customer satisfaction）.