[[alternative]]A Study of the Relationships among Service Quality, Service Value, Customer Satisfaction and Behavioral Intention--Taking Chiayi District Post Offices as an Example

[[abstract]] 本研究旨在探討嘉義地區郵局服務品質、服務價值對客戶滿意度及行為意向之關係與影響，並驗證服務價值為對服務品質與行為意向之交互影響是否具有中介效果；顧客滿意度對服務品質與行為意向間是否具有干擾效果。本研究以嘉義地區郵局顧客為對象進行問卷調查，共發放520份問卷（不包含前測52份），回收有效問卷495份，有效問卷回收率 95.19 %。研究結果顯示：1.服務品質對服務價值有顯著的正向影響。2.服務價值對行為意向有顯著的正向影響。3.服務品質對行為意向有顯著的正向影響。4.顧客滿意度對行為意向有顯著的正向影響。5.服務價值對服務品質與行為意向之間具有中介效果。6.顧客滿意度對服務品質與行為意向之間不具干擾效果。[[abstract]] The purpose of this study was to explore the relationship and influence of service quality, Service value, customer satisfaction and behavioral intention and to verify the mediating effect between service quality and behavioral intention caused by the Service value, as well as the interference effect between service quality and behavioral intention by the customer satisfaction. This study evidences on the biggest local public financial institution, Post Offices and sample on the Post Offices on Chia yi district. 520 questionnairesare distributed and 495 valid questionnaires are collected with the effective response rate of 95.19％. The results show that,1. The quality of service has a significant positive effect on the value of service.2. The value of service has a significant positive effect on the behavioral intentions.3. Service of quality has significant positive effect on behavioral intentions.4. Customer satisfaction has significant positive effect on behavioral intentions.5. Discussion on the value of services between service quality and behavioral intention hasintermediaryeffect.6. Discussion customer satisfactionon the between service quality and behavioral intention has interference effect