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研究生:楊玄榆
研究生(外文):Hsuan-Yi Yang
論文名稱:品牌形象、行銷組合、服務品質對顧客滿意度的影響
論文名稱(外文):The Effects of Brand Image, Marketing Mix and Service Quality on Customer Satisfaction
指導教授:李賢哲李賢哲引用關係
指導教授(外文):Hsien-Che Lee
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
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:109
中文關鍵詞:品牌形象行銷組合服務品質顧客滿意
外文關鍵詞:Brand ImageCustomer SatisfactionMarketing MixService Quality
相關次數:
  • 被引用被引用:44
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  • 收藏至我的研究室書目清單書目收藏:26
本研究針對必勝客的品牌形象、行銷組合、服務品質對顧客滿意度的影響進行調查研究。本研究以台北縣市之必勝客用餐的顧客進行隨機抽樣調查,有效問卷為414份,問卷內容分為「品牌形象調查」、「行銷組合調查」、「服務品質調查」與「滿意度調查」三部份,並以迴歸方法驗證之。 研究結果顯示,品牌形象、行銷組合與服務品質對顧客滿意度具有顯著影響;最後,提出研究限制與建議。
We choose Pizzahut that has come in Taiwan for many years as the object of this study. The valid samples consisting of 414 are chosen by random sampling method from the customers in Taipei City and Taipei County. This study finds that the brand image, marketing mix and service quality have a significant effect on the customer satisfaction respectively.
第一章 緒論…………………………………………………………………………57
研究背景與動機………………………………………………………………..57
研究目的………………………………………………………………………..57
第二章 文獻探討……………………………………………………………………58
品牌形象………………………………………………………………………..58
行銷組合………………………………………………………………………..62
服務品質………………………………………………………………………..70
顧客滿意度……………………………………………………………………..76
第三章 研究方法……………………………………………………………………79
公司簡介………………………………………………………………………..79
研究架構與假設………………………………………………………………..79
變數操作型定義………………………………………………………………..81
問卷設計………………………………………………………………………..84
統計分析方法…………………………………………………………………..86
第四章 資料處理與分析……………………………………………………………87
問卷信度分析…………………………………………………………………..87
因素分析………………………………………………………………………..88
品牌形象、行銷組合與服務品質之分析……………………………………..89
人口統計分析…………………………………………………………………..91
品牌形象、行銷組合與服務品質對顧客滿意度影響之分析………………..93
第五章 結論與建議…………………………………………………………………96
研究結論與建議………………………………………………………………..96
研究限制………………………………………………………………………..97
參考文獻……………………………………………………………………………..98
Appendix 中文問卷……………………………………………………………….101
個人簡歷……………………………………………………………………………109
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