台灣經濟快速起飛，國人生活水平提升，國防部也開始重視官兵福利，為施政的重點項目，同時這也是各級指揮官有效的領導統御方式之一。因此，國軍在部隊中廣設軍中營站，提供官兵生活上所需的服務，使其服役期間能專心於戰備訓練工作，在生活上無後顧之憂。
軍中營站設立後統合了各項服務，提供官兵日常生活用品，並設立了許多服務部門，提供專職技術類的服務，如洗衣、縫紉、理髮、照相、刻印、小吃等。從早期的營站自辦，到民國87年軍中營站進入特種基金後，全面改由委商經營，提升效率及服務品質。本研究以海軍新兵訓練中心內官兵為主要研究樣本為對象，探討國軍五０三營站採最低標方式辦理委商經營之洗衣部，其服務品質與顧客滿意度之影響，其關聯性採用Parasuraman（1988）及 Zeithaml & Bitner（2000）提出之『顧客知覺服務品質與顧客滿意度』之關係架構為基礎，，以SERVQUAL量表衡量國軍五０三營站洗衣部服務品質現況，運用SPSS 統計套裝軟體，對回收之有效問卷進行統計分析，探討並說明服務品質與顧客滿意程度之間相互影響程度。經實證結果顯示服務品質與服務滿意度二者間有顯著關係影響；優質的服務品質，可提昇顧客消費經驗的滿意度。

As the take-off of ROC Economy and development of living quality of Taiwanese residents, Ministry of National Defense also began to focus on military benefits as governance emphasis, which also turned out an efficient way for each commanding officer to lead their troops. As foregoing, ROC Armed Forces widely establish Armed Forces welfare station in troops, providing variety of living necessity to soldiers. They may focus on army operational readiness training and be comfortable for living.
Armed Forces welfare station unites several services and distributes daily necessity in military camp, including laundry, tailoring, hair-cutting, photo-developing, seal-engraving, dining, etc. It was hosted by Armed Forces in the beginning. Until 1998, the ROC Armed Forces supplied special fund to Armed Forces welfare station; all the operations are fully outsourced in order to increase efficiency and service quality. This study will target the personnel in Naval Recruit Training Center(NRTC) as questionnaire’ samples and explore the service quality and customers’ satisfaction of Armed Forces 503 welfare station. The correlation of the samples in this study is adapted to Parasuraman（1988）and “Customer Satisfaction and Customer Experience” of Zeithaml & Bitner（2000）This study will be evaluated the service quality to the laundry section of Armed force 503 station with SERVQUAL framework and SPPS statistical program; analyzed valid questionnaires and explored the vivid interrelationship between service quality and customers’ satisfaction. Excellent service quality may advance customers’ satisfaction.

論文審定書…………………………………………………………… i
誌謝 ………………………………………………………………… ii
中文摘要 …………………………………………………………… iii
英文摘要 …………………………………………………………… iv
第一章 緒論 ……………………………………………………… 1
第一節 研究背景及動機 …………………………………… 1
第二節 研究目的 …………………………………………… 2
第三節 研究範圍與對象 …………………………………… 3
第四節 研究流程 …………………………………………… 4
第二章 文獻回顧 ………………………………………………… 5
第一節 服務品質 …………………………………………… 5
第二節 顧客滿意度 ………………………………………… 16
第三章 研究方法 ………………………………………………… 26
第一節 研究架構 …………………………………………… 26
第二節 研究假設 …………………………………………… 27
第三節 問卷設計 …………………………………………… 28
第四節 統計方法 …………………………………………… 31
第五節 研究限制 …………………………………………… 33
第四章 研究結果 ………………………………………………… 34
第一節 個人基本資料分析 ………………………………… 34
第二節 信度分析 …………………………………………… 40
第三節 因素分析 …………………………………………… 42
第四節 迴歸分析 …………………………………………… 45
第五章 結論及建議 ……………………………………………… 48
第一節　研究結論 …………………………………………… 48
第二節　研究建議 …………………………………………… 50
參考文獻 …………………………………………………………… 51
中文部分 ……………………………………………………… 51
外文部分 ……………………………………………………… 52
附錄 ………………………………………………………………… 56
服務品質與顧客滿意度調查問卷 …………………………… 56

中文部分
1. 杉本辰夫著，1986，盧淵源譯，事務、營業、服務的品質管制，中興管理顧問公司。
2. 陳明邦，1995，服務品質的管理，品質管制月刊。
3. 蘇雲華、何雍慶，1995，服務行銷領域顧客滿意模式及服務品質模式之比較研究，輔仁管理評論，p.37-64。
4. 林陽助（1996），「顧客滿意度決定模型與效果之研究-台灣自由小客車之實證」，國立台灣大學商學研究所，博士論文，台北。
5. 衛南陽（2001），新顧客滿意學：e 世紀的成功之道，台北：商兆文化出版社。
6. 葉晶雯（1997），「顧客知覺品質、滿意度與行為傾向關係之分析－以航空客運服務業為實證」，東吳大學企業管理研究所，碩士論文，台北。
7. 林東清（2002），資訊管理-e 化企業的核心競爭能力，台北：智勝文化事業出版社。
8. 黃俊英（2000），「服務業顧客滿意評量之重新檢測與驗證」，中山管理評論。第八卷，第一期，153-200。
9. 郭介仁（2006），「服務品質,顧客滿意度與再購意願之關聯性研究－以豐田汽車中區經銷商為例」，逢甲大學經營管理學院，碩士論文，台中。
 
外文部分
1. Anderson, E.W. & Sullivan, M., 1993,“The antecedents and consequences of customer satisfaction for firms. ” Marketing Science,12, pp.125-143.
2. Anderson, E.W., Claes, F.& Donald R.L., 1994,“Customer Satisfaction, Market Share, and Profitability: Findings from Sweden”, Journal of Marketing, 58, pp.53-66.
3. Anderson, J.C. & Gerbing, D.W., 1988,“Structural equation modeling in practice: a review and recommended two-step approach”, Psychological Bulletin, 103（3）, pp.411-423.
4. Brown, S. W., 2000,“Customer relationship management: Astrategic imperative in the world of e-Business”, John wiley & SonsCanada, Ltd.
5. Cardozo, R.N., 1965,“An experimental study of customer effort, expectation and satisfaction”, Journal of Marketing Research, 2,pp.244-249.
6. Churchill, G.A. & Surprenant, C.F., 1982,“An investigation into the determinants of customer satisfaction”, Journal of Marketing Research, 19, pp.133-147.
7. Dick, A.S. & Basu, K., 1994,“Customer loyalty：Toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, 22, pp.99-113.
8. Dodds, B.W., K.B. Monroe & D. Grewal., 1991,“Effect of Price, Brands and Store Information on Buyers’ Product Evaluation”, Journal of Marketing Research, 28（Aug.）, pp.307-319.
9. Drucker, P.F., 1950,“The new society”, William Heinemann, Ltd.
10. Engel, J.F., Blackwell, R.D., & Miniard, P.W., 1986,“Consumerbehavior”, The Dryden Press, NY.
11. Erickson, G.M., & Johansson, J.K., 1985,“The Role of Pricein Multi-Attribute Product Evaluations,” Journal of Consumer Research, 12（Sep.）, pp.195-199.
12. Fornell, C., 1992,“A national customer satisfaction barometer: The Swedish experience”, Journal of Marketing, 56, pp.6-21.
13. Fornell, C., Johnson, M., Anderson, E., Cha, J., & Bryant, B, 1996,”The American customer satisfaction index: Nature, purpose and findings”, Journal of Marketing, 60, pp.7-18.
14. Griffin, J., 1996,“Customer loyalty”, Simon & Schuster, Inc.
15. Gronhold, L., Martensen, A., & Kristensen, K.,2000,“Therelationship between customer satisfaction and loyalty: Cross-industry differences”, Total Quality Management, 11, pp.509-516.
16. Hairs, Jr. F., Anderson, R.E., Tatham, R.L., & Black,W.C., 1998,“Multivariate Data Analysis”, 5th ed. New York: Macmillan.
17. Hallowell, R., 1996, “The relationship of customer satisfaction, customer loyalty and profitability: An empirical study”, The International Journal of Service-Industry Management, 7, pp.27-42.
18. Hawkins, D.I., Best,R.J. &Coney, K.A., 1983,“ConsumerBehavior: Implication for Mrketing, Strategy Revised ed. Business Publication”, Inc, Plano, Texas.
19. Host, V. & Andersen, M., 2004, “Modeling customer satisfaction in mortgage credit companies”, The International Journal of Bank Marketing, 22（1）, pp.26-42.
20. Jones, T.O. & Sasser Jr., W.E., 1995,“Why satisfied customers defect”, Harvard Business Review, 76（6）, pp.88-99.
21. Juran, J. M., 1974,“Quality control handbook. ” 3rd Ed., New York Mc Graw-Hill.
22. Kaiser, H.F.,1974,“Little Jiffy, Mark IV. Educational and Psychological Measurement”, 34,pp.111-117.
23. Kashyap, R. and Bojanic, D.C., 2000,“Astructural Analysis of Value, Quality and Price Perceptions of Business and leisure Travelers”, Journal of Travel Research, 39（Aug.）, pp.45-51.
24. Kotler, P.1991, “Marketing Management”, 7th Ed., New Jersey: Prentice-Hall International, Inc.
25. Kotler, P., Ang, S. H., Leong, S.M. &Tan, C.T. ,1999,“MarketingManagemnet”, an Asian Perspective, 2nd Ed. Prentice-Hall International, Inc.
26. Latour, S.A. & Peat, N.C., 1979,“Conceptual and methodological issue in consumer satisfaction research. ” Advances in Consumer Research, 6, pp.431-437.
27. Lele M,M,& Jagdish, N.S., 1988,“The four fundamentals of customersatisfaction”, Business Marketing , pp.80-94.
28. Martin, W. B., 1986,“Defining what quality service is for you ? ”Cornell Hotel & Restaruant Administration Quarterly, 16, pp.32-88.
29. Monroe, K.B.& Krishnan, R., 1985,“The Effect of Price on Subjective Product Evaluations,” Perceived Quality, J. Jacoby and J. Olson, eds. Lexington, MA Lexington Books, pp.209-232.
30. Murdick, R.G., Render, B.R., & Russel R.B., 1990,“ServiceOperations Management. ” Allyn and Bacon, 24.
31. Oliver, R.L., 1981,“Measurement and evaluation of satisfaction process in retail settings”, Journal of Retailing, 57, pp.25-47.
32. Oliver, R.L., Rust, R.T., & Varki, S., 1997,“Customer delight: Foundations, findings and managerial insight”, Journal of Retailing,73（3）, pp.311-336.
33. Parasuraman, A., Zeithaml, V.A., & Berry, L.L., 1985, “A conceptual model of service quality and its implications for future research”, Journal of Marketing Research ,49, pp.41-50.
34. Parasuraman, A., Zeithaml, V.A., & Berry, L.L., 1988,“Communication and control processes in the delivery of service quality”, Journal of Marketing, 52, pp.35-38.
35. Peppers, D. & Rogers, Marttha., 1999,“Is your company ready forone-to-one marketing”, Harvard Bussiness Review, 77, pp.151.
36. Perkins, W.S., 1993,“Measuring customer satisfaction”, IndustrialMarketing Management, 22, pp.247-254.
37. Reichheld, F.F. & Sasser, E.W., 1990,“Zero defections: Quality comes to service”, Harvard Bussiness Review, 68, pp.105-111.
38. Reichheld, F.F., 1996,“Learning from customer defections”, Harvard Business Review, 74, pp.57-69.
39. Sasser, W.E., Olsen, R.P., & Wyckoff, D.D., 1978,“Managementof service operation”, Text and Cases, Boston.
40. Selens, F., 1993,“An examination of the effect of product performance on brand reputation satisfaction and loyalty”, Journal European of Marketing, 27, pp.19-35.
41. Seybold, P.B., 2000,“Customer.com: How to create a profitable business strategy for the Internet and beyond”, Patricia Seybold Group, Inc.
42. Shankar, V., Smith, A.K., & Rangaswamy, A., 2003,“Customersatisfaction and loyalty in online and offline environments”, International Journal of Research in Marketing, 20, pp.153-175.
43. Sharma, S.,1996,“Applied multivariate technique”, New York :John Wiely & Sons.
44. Singh, J., 1991,“Industry characteristics and consumer dissatisfaction”, Journal of Consumer Affairs, 25, pp.19-56.
45. Sirgy, M.J. & Samli, A.C., 1985,“A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status”, Journal of the Academy of Marketing Science,13, pp.265-291.
46. Tsiros, M. & Mittal, V., 2000,“A model of its antecedents and consequences in consumer decision making. ” Journal of Consumer Research, 26, 401-415.
47. Walker, J.L., 1995, “Service encounter satisfaction-conceptualized”, Journal of Service Marketing, 9, pp.5-14.
48. Zeithaml, V.A. & Binter, M.J. 2000, “Service Marketing”, NY : McGraw Hill.
49. Zeithaml, V.A., 1988, “Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence”, Journal of Marketing, 52, pp.2-22.