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研究生:王振明
研究生(外文):Chen-Ming Wang
論文名稱:運用結構方程模式探討品牌權益、服務品質、顧客滿意度、關係品質與顧客忠誠度之關係-以桃園縣加油站為例
論文名稱(外文):Applying Structural Equation Modeling to Study the Relationship among Brand Equity, Service Quality, Customer Satisfaction, Relationship Quality, and Customer Loyalty-An Empirical Study of Petrol Stations in Taoyuan.
指導教授:池文海池文海引用關係
指導教授(外文):Wen-Hai Chih
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:113
中文關鍵詞:顧客滿意度顧客忠誠度關係品質品牌權益服務品質
外文關鍵詞:Service QualityBrand EquityCustomer LoyaltyRelationship QualityCustomer Satisfaction
相關次數:
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國內油品市場自由化後,民營加油站因為經營不善易主或租賃給集團加油站的數量高達五百多家,產業競爭激烈可想而知。由於汽、柴同質性太高,所以加油站使用的品牌幾乎成為消費者所選擇的依據。隨著消費意識抬頭,消費者對於服務品質愈來愈重視,此往往是決定消費滿意與否的重要依據,因此,服務品質已被視為獲取競爭優勢的重要因素。又因為加油站商品交付是經由管線進行,消費者不能當場檢視商品,業者的承諾與消費者的信任是加油站產業能夠維持順利進行交易的不二法門,因此,關係品質的重要性在此產業中佔有舉足輕重的地位。顧客是加油站利潤的來源,為了創造和保有顧客就必須使顧客不斷的感受到加油站所提供之產品與服務具有特殊價值以增加顧客的滿意度。而增加顧客的忠誠度,使其不斷產生重複購買的行為,更能為加油站帶來長久的利益。
有鑑於此,本研究以桃園縣加油站為例運用結構方程模式探討品牌權益、服務品質、顧客滿意度、關係品質與顧客忠誠度彼此間之關係,以瞭解這五者之間所能互相影響的程度。
研究結果發現,本研究之理論模式驗證品牌權益對服務品質有直接顯著正向的影響,且品牌權益也可以透過服務品質間接顯著正向的影響顧客滿意度及顧客忠誠度。服務品質不但能夠直接顯著正向的影響顧客忠誠度,且可以透過顧客滿意度間接顯著正向的影響顧客忠誠度。本研究也發現服務品質構念中服務可靠性是提昇顧客忠誠度的關鍵因素,這表示加油站業者可以藉由加強服務可靠性而大幅提昇顧客忠誠度。
After the liberalization of petroleum market in Taiwan, there have been more than five hundred private petrol stations shifted or rented to other main petrol station chains. It is noticeable that the industrial competition has become even more intense these days. Because of the similarity between gasoline and diesel fuel, the brand of the station has become the focus of attention when it comes to purchasing petrol products. With the awakening of consumerism, service quality is greatly valued and has become the key to customer satisfaction. There is no doubt that service quality is the highlight factor in the industrial competition. Furthermore, because consumers cannot on the spot survey or examine the petrol products which are delivered through pipes and nozzles, vendors’ commitment and customers’ trust are the only ways to insure a fair long term trade. Accordingly, relationship quality plays a decisive role in this industry. To keep and expand customer base, the petrol stations must continually provide valuable products and services. Besides, it will also increase customer satisfaction and help strengthen customer loyalty. Only when customers keep coming back can petrol stations profit permanently.
In order to research how brand equity, service quality, customer satisfaction, relationship quality, and customer loyalty affects one another, this empirical study of the petrol stations in Taoyuan applies structural equation modeling to study the relationship among these five factors.
The results of this study are as follows: brand equity directly and positively influences service quality; through service quality, brand equity plays a positive and indirect role to affect customer satisfaction and customer loyalty; service quality can positively influence customer loyalty not only directly but indirectly through customer satisfaction. Also, the study finds that service reliability in the structure of service quality is the key factor to enhance customer loyalty. This shows that petrol station managers can better their service reliability to greatly win customer loyalty.
目 錄
頁次
誌謝 --------------------------------------------------------------------------------------------- ii
中文摘要 --------------------------------------------------------------------------------------------- iii
英文摘要 --------------------------------------------------------------------------------------------- v
目錄 --------------------------------------------------------------------------------------------- vii
圖目錄 --------------------------------------------------------------------------------------------- ix
表目錄 --------------------------------------------------------------------------------------------- x
第一章 緒論 ------------------------------------------------------------------------------------------ 1
第一節 研究背景----------------------------------------------------------------------------- 2
第二節 研究動機----------------------------------------------------------------------------- 2
第三節 研究對象與範圍-------------------------------------------------------------------- 3
第四節 研究目的----------------------------------------------------------------------------- 4
第五節 研究流程----------------------------------------------------------------------------- 4
第二章 文獻探討-------------------------------------------------------------------------------------- 6
第一節 加油站-------------------------------------------------------------------------------- 6
第二節 品牌權益----------------------------------------------------------------------------- 9
第三節 服務品質----------------------------------------------------------------------------- 13
第四節 顧客滿意度-------------------------------------------------------------------------- 19
第五節 關係品質----------------------------------------------------------------------------- 23
第六節 顧客忠誠度-------------------------------------------------------------------------- 27
第三章 研究方法-------------------------------------------------------------------------------------- 30
第一節 研究架構----------------------------------------------------------------------------- 30
第二節 研究假說----------------------------------------------------------------------------- 31
第三節 研究變數與操作性定義----------------------------------------------------------- 35
第四節 問卷設計----------------------------------------------------------------------------- 41
第五節 資料蒐集方法----------------------------------------------------------------------- 41
第六節 資料分析方法----------------------------------------------------------------------- 42
第四章 資料分析發現-------------------------------------------------------------------------------- 44
第一節 樣本資料特性分析----------------------------------------------------------------- 44
第二節 人口統計變數對各構念差異----------------------------------------------------- 46
第三節 各構念衡量量表信、效度分析--------------------------------------------------- 57
第四節 整體模式衡量分析----------------------------------------------------------------- 71
第五章 結論與建議----------------------------------------------------------------------------------- 84
第一節 結論----------------------------------------------------------------------------------- 84
第二節 管理意涵----------------------------------------------------------------------------- 86
第三節 研究限制與建議------------------------------------------------------------------- 88
參考文獻 --------------------------------------------------------------------------------------------- 90
附錄、問卷 --------------------------------------------------------------------------------------------- 111

圖 目 錄
頁次
圖1-1 研究流程----------------------------------------------------------------------------------- 5
圖2-1 品牌知識----------------------------------------------------------------------------------- 12
圖2-2 PZB服務品質的觀念性模式----------------------------------------------------------- 15
圖3-1 研究架構----------------------------------------------------------------------------------- 30
圖4-1 本研究整體模式與參數結構--------------------------------------- 72
圖4-2 本研究整體理論模式------------------------------------------------------------------ 76
圖4-3 修正後本研究整體理論模式--------------------------------------- 78



























表 目 錄
頁次
表2-1 已核發經營許可執照之汽車加油站分布情況分析統計表--------------------- 8
表2-2 品牌權益的衡量指標------------------------------------------------------------------ 12
表2-3 服務品質定義彙整表------------------------------------------------------------------ 14
表2-4 服務品質衡量構面彙整表------------------------------------------------------------ 17
表2-5 SERVQUAL量表---------------------------------------------------------------------- 18
表2-6 顧客滿意度定義彙整表--------------------------------------------------------------- 20
表3-1 品牌權益次要變數定義與衡量------------------------------------------------------ 36
表3-2 服務品質次要變數定義與衡量------------------------------------------------------ 37
表3-3 顧客滿意度次要變數定義與衡量--------------------------------------------------- 38
表3-4 關係品質次要變數的定義與衡量--------------------------------------------------- 39
表3-5 顧客忠誠度次要變數定義與衡量--------------------------------------------------- 39
表3-6 人口統計變數問項及選項------------------------------------------------------------ 40
表4-1 回收樣本基本資料次數分配表------------------------------------------------------ 45
表4-2 品牌權益敘述性統計分析------------------------------------------------------------ 47
表4-3 品牌權益多變量變異數分析--------------------------------------------------------- 47
表4-4 各人口統計變數對品牌權益各構面Scheffé事後檢定-------------------------- 48
表4-5 服務品質敘述性統計分析------------------------------------------------------------ 49
表4-6 服務品質多變量變異數分析--------------------------------------------------------- 50
表4-7 各人口統計變數對服務品質各構面Scheffé事後檢定-------------------------- 50
表4-8 顧客滿意度敘述性統計分析--------------------------------------------------------- 51
表4-9 顧客滿意度多變量變異數分析------------------------------------------------------ 52
表4-10 各人口統計變數對顧客滿意度各構面Scheffé事後檢定----------------------- 53
表4-11 關係品質敘述性統計分析------------------------------------------------------------ 54
表4-12 關係品質多變量變異數分析---------------------.----------------------------------- 54
表4-13 各人口統計變數對關係品質各構面Scheffé事後檢定-------------------------- 55
表4-14 顧客忠誠度敘述性統計分析--------------------------------------------------------- 56
表4-15 顧客忠誠度多變量變異數分析------------------------------------------------------ 56
表4-16 各人口統計變數對顧客忠誠度各構面Scheffé事後檢定---------------------- 57
表4-17 品牌權益衡量量表信度分析--------------------------------------------------------- 58
表4-18 服務品質衡量量表信度分析--------------------------------------------------------- 59
表4-19 顧客滿意度衡量量表信度分析------------------------------------------------------ 60
表4-20 關係品質衡量量表信度分析--------------------------------------------------------- 61
表4-21 顧客忠誠度衡量量表信度分析------------------------------------------------------ 62
表4-22 品牌權益量表二階段驗證性因素分析--------------------------------------------- 63
表4-23 服務品質量表二階段驗證性因素分析--------------------------------------------- 64
頁次
表4-24 顧客滿意度量表二階段驗證性因素分析------------------------------------------ 65
表4-25 關係品質量表二階段驗證性因素分析--------------------------------------------- 67
表4-26 顧客忠誠度量表二階段驗證性因素分析------------------------------------------ 68
表4-27 品牌權益各構面區別效度分析------------------------------------------------------ 69
表4-28 服務品質構面區別效度分析--------------------------------------------------------- 70
表4-29 顧客滿意度構面區別效度分析----------------------------------------------------- 70
表4-30 關係品質構面區別效度分析----------------------------------------------------------- 71
表4-31 顧客忠誠度構面區別效度分析------------------------------------------------------ 71
表4-32 各變數相關係數表--------------------------------------------------------------------- 73
表4-33 整體理論衡量模式分析--------------------------------------------------------------- 75
表4-34 修正後整體理論衡量模式分析------------------------------------------------------ 78
表4-35 理論結構模式之路徑係數與假設驗證--------------------------------------------- 82
表4-36 各變數對顧客忠誠度的影響效果分析--------------------------------------------- 83
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