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研究生:余錦芳
研究生(外文):Chin-Fang Yu
論文名稱:顧客滿意與品牌忠誠度之相關研究
論文名稱(外文):A Relationship Study between Customer Satisfaction and Brand Loyalty
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:120
中文關鍵詞:滿意度服務品質品牌忠誠度汽車業
外文關鍵詞:Automobile industryservice qualitysatisfaction degreebrand loyalty
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工業化的結果,服務業已超越製造業,成為開發中國家產業結構的主流,在台灣亦不例外。而服務品質,顧客滿意一直是服務業經營所追求的重要目標。但是由於服務品質具有無形性、異質性、不可分割性和易消失性等四大特性,使得服務品質的衡量與管理更為不易。尤其在台灣今年正式加入國際世界貿易組織(World Trade Organization;WTO)後,對汽車產業而言,將是空前的一大挑戰。若想在激烈競爭的環境中,取得非價格的競爭優勢,廠商應加強產品與服務品質,創造產品與服務價值,進而提高顧客滿意度與品牌忠誠度,以期獲得永續的經營和更高的利潤;這將是未來汽車業廠商應該努力的方向。
本研究以汽車業的國產汽車五大品牌車主為研究對象,探討顧客對汽車產品及售後服務滿意度與品牌忠誠度的影響關係,以期提供汽車廠商在汽車產業進入WTO以後經營方向上的參考。
本研究採問卷調查的實證研究方法,以汽車業顧客滿意與品牌忠誠度的相關為題,針對汽車產品來衡量顧客的滿意度,以專家的深度訪談及顧客與業界資深主管的焦點團體座談法,綜合彙總各方意見後作為設計產品滿意度的問卷;而售後服務滿意度,則以黃俊英等於2000年所發展之「服務業顧客滿意評量之重新檢測與驗證」的論述中「顧客滿意評量項目」作為售後服務滿意度問卷設計的依據。而品牌忠誠度則以J .D. Power Asia Pacific(1998、1999)對汽車產業所作的問卷調查為參考,作為設計品牌忠誠度的問卷。最後以國產車五大品牌顧客在產品與售後服務兩構面的滿意度,以及該兩構面對品牌忠誠度的影響,來評估各廠牌顧客的滿意度與品牌忠誠度之相關研究。針對國產車五大品牌在台灣地區的所有轎車顧客作為實證之對象,共計發放1200份問卷,回收有效問卷為515份。採用SPSS統計軟體作t檢定、ANOVA、卡方檢定、相關及迴歸分析工具,得出結論如下:
產品與售後服務的好壞與顧客滿意度有顯著影響,且顧客滿意度對品牌忠誠度也有顯著影響,亦即對產品及售後服務重視度愈高的廠商,其顧客在產品與售後服務的滿意度也愈高;而顧客滿意度愈高的廠商,其顧客對該廠商的品牌忠誠度(正面口碑宣傳、再購意願及推介意願)也愈高。
故廠商除了應該努力提昇產品品質與服務品質外,更應該主動為顧客創造產品價值與服務價值,進而提高顧客的再購率與推介率。如此才能在競爭激烈的汽車產業環境中為自己創造立於不敗的競爭優勢。
As result of industrialization, service industries has surpassed the manufacturing industry, becoming the mainstream industry of developing countries, it has no exception in Taiwan. And the quality of service industry, customer satisfaction has been the pursuing goal of operation of service industry. But, it has made the constant and management more difficulty due to service quality having four large characteristics of invisible character, heterogeneity, and indivisibility character and easy disappear character. It will be an unprecedented big challenge to automobile industry, especially Taiwan has officially entered to the World Trade Organization(WTO). If you want to obtain the competitive superiority from non-price in the fierce circumstance, manufacturer should enhance the degree of service quality, customer satisfactory and brand loyalty in order to get permanent eternal operation and get more high profit. This is the direction in which automobile manufacturer should be endeavor.
The research is studying the owner who has domestic brand automobile of automobile industry as an object of study, researching customer to the attribution of automobile products and the satisfactory degree of after service to the influence relation of brand loyalty in order to provide the reference of operation direction to automobile manufacturer after entered to the WTO.
This research has adopted questionnaire investigation of experiment proof study method, taking the technique aspect and sensation aspect of customer satisfaction in automobile industry to the effect of quality loyalty degree as subject. Technique aspect is to be directed automobile products against the measurement customer’s satisfaction degree, by expert’s depth interview and customer as well as industrial supervisor’s focus group informal discussion method, after synthetic and collection every one’s opinion take it as the questionnaire of design product satisfaction degree, and sensation aspect is to be aimed at after service measuring automobile customer in accepting after service’s satisfaction degree. Taking the re-check, test and verify from the discussion essay (customer satisfactory comment and measurement item) which were developed by Mr. Huang in Y2000 as basis of questionnaire design of after service satisfaction degree. And brand loyalty degree is taking the questionnaire investigation of automobile industry which were made by J.D. Power Asia Pacifica 1998 as reference and as an questionnaire of designing brand loyalty degree. Finally, by the top 5 brand domestic automobile customer in the two components satisfaction degree of products and after service, and that two components to the effect of brand loyalty degree, to evaluate every brand’s customer satisfaction degree and brand loyalty degree’s relative research.
Focusing on 5 brands of domestic automobile in Taiwan regional customer of allSedans as experiment and demonstration object, there are total amount of 1200 pes of Questionnaire being provided and there are 515 pes of questionnaire has been retrieved.Adopting Spss for windows as Reliability analysis, T test,ANOVA,Chi-square test, Correlation and Regression analysis.After the truly proof investigation, this research has
a significant discover as the following:
The good and bad of product after service and customer satisfaction degree have outstanding influence, and customer’s satisfaction degree to the brand royalty has the same outstanding influence as well, namely the more that manufacturer pay more attention on products and after service, the more their customer has more brand loyalty to their products. However, the more high customer satisfaction that manufacturer has had, the more high brand loyalty (positive public praise propaganda, repurchase desire and recommendation wish) that their customer has had.
Manufacture should not only be endeavor to enhance products quality and service quality, but also should be on the initiative to create the value of product and service and then enhance the rate of repurchasing and recommendation from customer. Thus manufacturer will creat itself in the undefeated competitive superiority from the keen competition environment of automobile industry.
中文提要----------------------------------------------------- i
英文提要-----------------------------------------------------iii
誌謝--------------------------------------------------------- v
目錄--------------------------------------------------------- vi
表目錄------------------------------------------------------ viii 
圖目錄------------------------------------------------------- xi 
第壹章 緒論-------------------------------------------------- 1
  第一節 研究背景與動機----------------------------------- 1
  第二節 研究問題與目的----------------------------------- 5
  第三節 研究範圍與對象----------------------------------- 6
  第四節 研究流程----------------------------------------- 9
  第五節 研究限制----------------------------------------- 10
第貳章 文獻探討---------------------------------------------- 11
  第一節 品牌/顧客忠誠度之探討---------------------------- 11
  第二節 顧客滿意度之探討--------------------------------- 15
第三節 產品面的顧客滿意------------------------------------- 21
  第四節 售後服務的顧客滿意------------------------------- 25
  第五節 顧客滿意與品牌忠誠度間關係之探討----------------- 31
第參章 研究方法---------------------------------------------- 32 
  第一節 研究架構及其假設--------------------------------- 33
第二節 調查對象及其特性--------------------------------- 35
  第三節 問卷內容----------------------------------------- 39
  第四節 問卷測試----------------------------------------- 41
第五節 調查程序----------------------------------------- 44
第肆章 研究結果---------------------------------------------- 45
  第一節 對汽車品牌之消費狀況分析------------------------- 45
第二節 受測對象品牌忠誠反應之分析----------------------- 47
第三節 對產品滿意度及其與品牌忠誠間關係之分析----------- 54
  第四節 對售後服務滿意度及其與品牌忠誠間關係之分析------- 63
第五節 產品滿意度、售後服務滿意度與品牌忠誠度間關係之分析-72
第伍章 結論與建議-------------------------------------------- 76
  第一節 研究結果之彙整----------------------------------- 76
第二節 研究結論------------------------------------------ 80
第三節 研究建議------------------------------------------ 82
參考文獻----------------------------------------------------- 87
<中文部分>--------------------------------------------------- 87
<西文部分>--------------------------------------------------- 89
附錄表:1-1 ~ 1-10
附錄:研究問卷
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