臺灣博碩士論文加值系統

近年來研究發現，開發新客戶是維繫舊客戶成本的五倍。若企業能有忠誠顧客為基礎，將有利公司減少行銷成本支出，進而提高市場佔有率並增加營收，該如何維持並提升顧客忠誠度便是重要議題。本研究目的為：一、了解服務品質、品牌形象、顧客滿意度對忠誠度的影響；二、了解品牌形象和顧客滿意度對服務品質與顧客忠誠度之間關係的影響。研究者透過網路及方便取樣的方式，請目前有使用汽車的顧客協助填寫有關於自用車的服務品質、品牌形象、顧客滿意度與顧客忠誠度之相關問卷。總共發出250份問卷，回收250份，去除無效問卷共12份(未填寫完全)，有效問卷為238份，有效問卷比率為95.2%。
研究結果：一、服務品質對品牌形象和顧客滿意度呈現正相關；二、品牌形象和顧客滿意度對顧客忠誠度呈現正相關；三、品牌形象及顧客滿意度是服務品質影響顧客忠誠度的關鍵因素，故品牌形象及顧客滿意度這兩個中介變數能發揮作用。

Recent research has shown that the cost of attracting new customers is five times higher than maintaining existing customers and so it would be beneficial for an enter-prise to have its own loyal customers. Since customer loyalty can reduce marketing cost, extend market share and increase revenue, it is important to understand how to retain or enhance customer loyalty. This study thus aims to explore (1) how service quality, brand image, and customer satisfaction might affect customer loyalty and (2) how brand image and customer satisfaction might influence service quality and customer loyalty. Using an on-line survey design, the researcher adopted convenience sampling to ask the drivers to fill out the questionnaire about the service quality, brand image, customer satisfaction and customer loyalty of their owned cars. To conduct the survey, a total of 250 questionnaires were delivered, all of which were retrieved. Among them, 12 question-naires were invalid, and 238 questionnaires were valid. So the valid retrieve rate was 95.2%.
The results showed that brand image and customer satisfaction were positively correlated with service quality as well as customer loyalty. It is thus suggested that brand image and customer satisfaction, functioning well as intermediary variables, are the key factors that mediate customer satisfaction to affect customer loyalty.

中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv
內容目錄　．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
第一節　　研究背景與動機．．．．．．．．．．．．．． 1
第二節 研究問題與目的．．．．．．．．．．．．．． 2
第三節 研究流程．．．．．．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
第一節　　品牌形象．．．．．．．．．．．．．．．．． 6
第二節 服務品質．．．．．．．．．．．．．．．．． 9
第三節 顧客滿意度．．．．．．．．．．．．．．．． 14
第四節 顧客忠誠度．．．．．．．．．．．．．．．． 17
第三章　　研究方法．．．．．．．．．．．．．．．．． 22
第一節　　研究架構．．．．．．．．．．．．．．．．． 22
第二節 研究假說推導．．．．．．．．．．．．．．． 22
第三節 研究對象與抽樣．．．．．．．．．．．．．． 24
第四節 變數定義及衡量．．．．．．．．．．．．．． 25
第五節 資料分析方法．．．．．．．．．．．．．．． 28
第四章 資料分析與結果．．．．．．．．．．．．．． 30
第一節 樣本分析．．．．．．．．．．．．．．．．． 30
第二節 因素分析．．．．．．．．．．．．．．．．． 33
第三節 人口統計變項差異．．．．．．．．．．．．． 38
第四節 整體磨適配適度．．．．．．．．．．．．．． 45
第五節 中介效果．．．．．．．．．．．．．．．．． 48
第五章 結論與建議．．．．．．．．．．．．．．．． 50
第一節 研究結論與建議．．．．．．．．．．．．．． 50
第二節 研究限制與後續研究建議．．．．．．．．．． 53
參考文獻　．．．．．．．．．．．．．．．．．．．．． 54
附錄一 研究問卷．．．．．．．．．．．．．．．．． 63

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