臺灣博碩士論文加值系統

本研究之主要目的為探討筆記型電腦之服務品質、產品品質與價格對顧客滿意度與忠誠度之影響，並加入品牌形象之概念，了解品牌對於消費者之關連特性。利用問卷調查的方式，並將回收之資料進行統計分析，以了解此研究之架構。研究發現：品牌形象、服務品質、產品品質、價格將對顧客滿意度造成正向影響並且顧客滿意度與品牌形象會對忠誠度造成正向之影響。透過此研究，期望能提供企業提升顧客滿意度與忠誠度之參考依據。

The main purpose of this research is to study the influence of service quality, product quality and price of notebook PC on the customer satisfaction and loyalty and join concept of brand image, understand brand correlation of characteristic regarding the consumer. Using questionnaire survey's method, and carry on data of recovery by statistics analysis to understand structure of this research. The research finds that brand image, service quality, product quality, price will have forward influence to customer degree of satisfaction, and customer satisfaction and brand image will have forward influence to loyalty. By this research, expected that can provide enterprise to understand how to promote customer degree of satisfaction and loyalty of reference.

摘要 ........................................................................................i
誌謝 ......................................................................................iii
目錄 .......................................................................................iv
表目錄 .......................................................................................vi
圖目錄 .....................................................................................viii
第壹章　緒論 ........................................................................................1
1.1　　研究背景 ........................................................................................1
1.2　　研究動機 ........................................................................................1
1.3　　研究目的 ........................................................................................3
第貳章　文獻探討 ........................................................................................5
2.1　　品牌形象 ........................................................................................5
2.1.1.　品牌的定義 ........................................................................................5
2.1.2.　品牌形象之定義 ........................................................................................6
2.1.3.　品牌形象之衡量構面 .......................................................................................10
2.2　　價格 .......................................................................................11
2.3　　服務品質 .......................................................................................13
2.3.1.　服務品質定義 .......................................................................................13
2.3.2.　服務品質模式 .......................................................................................14
2.3.3.　服務品質之衡量 .......................................................................................17
2.4　　產品品質 .......................................................................................17
2.4.1.　產品品質定義 .......................................................................................17
2.4.2.　產品品質之衡量 .......................................................................................20
2.5　　顧客滿意度 .......................................................................................22
2.5.1.　顧客滿意度定義 .......................................................................................22
2.5.2.　顧客滿意度之衡量 .......................................................................................24
2.6　　顧客忠誠度 .......................................................................................26
2.6.1.　顧客忠誠度之定義 .......................................................................................26
2.6.2.　顧客忠誠度之衡量構面 .......................................................................................28
2.7　　各變數間關聯性 .......................................................................................29
2.7.1.　品牌形象與顧客滿意度之關係 .......................................................................................29
2.7.2.　產品品質與顧客滿意度之關係 .......................................................................................31
2.7.3.　服務品質與顧客滿意度之關係 .......................................................................................32
2.7.4.　價格與顧客滿意度之關係 .......................................................................................32
2.7.5.　顧客滿意度與顧客忠誠度之關係 .......................................................................................33
2.7.6　品牌形象與顧客忠誠度之關係 .......................................................................................34
第參章　研究設計 .......................................................................................36
3.1.　 研究流程 .......................................................................................36
3.2.　 研究架構 .......................................................................................37
3.3. 　研究假設 .......................................................................................38
3.4. 　問卷設計 .......................................................................................38
3.4.1　變數的定義與衡量 .......................................................................................38
3.5. 　前測 .......................................................................................46
3.5.1 前測問卷之信度分析 .......................................................................................47
3.5.2 前測問卷之t分配檢定 .......................................................................................53
3.5.3 前測結果 .......................................................................................58
3.6. 　抽樣設計 .......................................................................................59
3.7. 　資料分析方法 .......................................................................................59
第肆章　研究結果與分析 .......................................................................................60
4.1. 　回收樣本結構 .......................................................................................60
4.1.1　樣本資料分析 .......................................................................................61
4.2. 　信度與效度 .......................................................................................64
4.3.　 迴歸分析 .......................................................................................65
4.3.1 品牌形象對顧客滿意度之迴歸分析 .......................................................................................65
4.3.2 服務品質對顧客滿意度之迴歸分析 .......................................................................................68
4.3.3 價格對顧客滿意度之迴歸分析 .......................................................................................71
4.3.4 產品品質對顧客滿意度之迴歸分析 .......................................................................................72
4.3.5 顧客滿意度對顧客忠誠度之迴歸分析 .......................................................................................75
4.3.6 品牌形象對顧客忠誠度之迴歸分析 .......................................................................................76
4.4. 　研究結果 .......................................................................................78
4.5. 　研究發現 .......................................................................................81
第伍章　結論與建議 .......................................................................................83
5.1. 　結論 .......................................................................................83
5.2.　 實務具體建議 .......................................................................................86
參考文獻 .......................................................................................88
附錄 ......................................................................................100
簡歷 ......................................................................................106

王智立、施翠娟 (2004)，「知覺品質、品牌聯想對顧客基礎品牌權益之影響─以新聞網站為例」，傳播管理學刊，第五卷第二期，頁4-34。

白滌清、陳怡雯 (2002)，「滿意度與忠誠度間之各類型連結力對消費者行為影響之研究─以行動電話為例」，管理研究學報，頁23-48。

林師模、陳苑欽 (2004)，多變量分析，台北：雙葉。

林素吟 (2005)，「服務品質、滿意度與購買意圖關係之研究：層級干擾迴分析之應用」，管理評論，第二十四卷第二期，頁1-17。

林震岩 (2006)，多變量分析─SPSS的操作與應用，台北：智勝。

吳真瑋 (1999)，品牌個性與品牌關係關聯性之研究，國立台灣大學碩士論文。

吳明隆 (2005)，SPSS統計應用學習實務，第二版，台北：知城。

邱光輝、孫佩珊、陳明怡 (2005)，「知覺產品品質、顧客滿意與顧客忠誠關係之研究─以上海地區東南汽車為例」，行銷評論，第二卷第二期，頁219-238。

洪慶順 (2001)，行銷管理，第二版，台北：新陸書局。

柯宜君 (2000)，消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響─於三種有形性比重不同服務業之比較，國立政治大學碩士論文。

柯俊達 (2003)，網路銀行服務品質、顧客滿意度與顧客忠誠度關係之研究，私立真理大學碩士論文。

施振榮 (2005)，全球品牌大戰略，台北：天下雜誌。
唐麗英、王春和 (2005)，SPSS統計分析，台北：儒林。

陳振燧 (1996)，顧客基礎的品牌權益衡量與建立之研究，國立政治大學博士論文。

陳振宇、鄭碧娥 (1998)，統計學，第三版，台北：華泰書局。

陳振燧、洪慶順 (1999)，「消費品品牌權益衡量量表之建構─顧客基礎觀點」，中山管理評論，第七卷第四期，頁1175-1119。

陳智德 (2002)，管理顧問業服務品質、顧客滿意度與顧客忠誠度研究，國立成功_大學碩士論文。

陳淑芳 (2002)，顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究─以銀行業為例，私立大同大學碩士論文。

陳心田 (2003)，「服務品質、顧客滿意度與顧客後續行為意圖：以海軍修護體系為例」，科技管理學刊，第八卷第二期，頁63-89。

喬友慶 (1999)，從管理機會方格看顧客滿意度─以銀行業為例，國立彰化師範大學碩士論文。

黃逸甫 (2004)，「服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響─以銀行業為例」，廣告學研究，第二十一卷，頁53-81。

葉凱莉、喬友慶 (2001)，「顧客滿意評量之再探討」，管理評論，第二十卷第二期，頁87-111。

張志宏 (2003)，量販店顧客滿意度與顧客忠誠度之研究，私立淡江大學碩士論文。

蔡東俊、李曉青 (2005)，「折扣比例、品牌形象和產品種類對消費者知覺品質和知覺風險的影響」，中山管理評論，第十三卷第一期，頁143-176。

闕芝穎 (2004)，百貨公司服務品質、顧客滿意度、顧客忠誠度與消費者生活型態關係之研究─以台北市地區為例，國立東華大學碩士論文。

關復勇、余錦芳、吳美貞 (2002)，「顧客滿意與品牌忠誠度之相關研究─以汽車業為例」，科技管理研討會論文集，台灣，台北，頁443-450。

蘇美惠 (2002)，大台北地區行動電話用戶對其系統商滿意度與忠誠度之研究，國立交通大學碩士論文。

Aaker, D. A. & Keller, K. L. (1990), “Consumer evaluations of brand extension”, Journal of Marketing, 54(1): 27-41.

Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.

Aaker, D. A. (1992), “The value of brand equity”, Journal of Business Strategy , 13(4):27-32.

Aaker, D. A. (1996), Building Strong Brands, New York: The Free Press.

Aiello, C. & Rosenberg, L. J. (1976), “Customer satisfaction: Toward an integrative framework”, Proceedings of the Southern Marketing Association, USA, Oregon, pp.169-171.

Anderson, E. W. & Sullivan, M. W. (1993), “The antecedents and consequences
of customer satisfaction for firms”, Marketing Science, 12(2): 125-143.

Anderson, E. W., Fornell, C. & Lehmann, D. R.(1994), “Customer satisfaction,
market share, and profitability: Findings from Sweden”, Journal of Marketing, 58(3): 53-66.

Babakus, E., Bienstock, C. C. & Scotter, J. R. V. (2004), “Linking perveived quality and customer satifaction to store traffic and revenue growth”, Decision Sciences, 35(4): 713-737.

Bhote, K. R. (1996), Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Profitability, New York: American Management Association.

Biel, A. (1992), “How bravd inage drives brand equity”, Journal of Advertising Research, 32: 6-11.

Bird, M., Channon, C. & ASC Ehrenberg (1970), “Brand image and brand usage”, Jonrnal of Marketing Research, 7(3): 307-314.

Bitta, A., Monroe, K. & Mcginnis, J. ( 1981 ), “Consumer perceptions of comparative price advertisements”, Journal of Marketing Research, 18(4): 416-427.

Bowen, J. T. & Shoemaker, S. (1998), “Loyalty: A strategic commitment”, Cornell Hotel and Restaurant Administration Quarterly, 39: 12-25.

Brucks, M. & Zeithaml, V. A. (1991), “Price and brand name as indicators of quality dimensions”, Working Paper of Marketing Science Institute, UK, Cambridge, pp.91-130.

Cardozo, R. (1965), “An experimentalstudy of consumer effort, expectation,
and satisfaction”, Journal of Marketing Research, 2(3): 244-249.

Chaudhuri, A. & Holbrook, M. B. (2001), “The chain of effect from brand
trustand brand affect to brand performance: The role of brand loyalty”, Journal of Marketing, 65(2): 81-93.

Cronin, J. J. & Taylor, S. A. (1994), “SERVPERF versus SERVQUAL: Reconciling performance-based and perception-minus-expectations measurement of service quality”, Journal of Marketing, 58(1): 125-131.

Crosby, L. A. & Stephens, N. (1987), “Effects of relationship marketing on satisfaction, and prices in the life insurance indusrry”, Journal of Marketing Research, 24(4): 404-411.

Czepiel, J. A., Larry, J. R. & Adebayo, A. (1974), “Perspectives on consumer
satisfaction”, AMA Educators’ Proceedings , USA, Chicago, pp.119-123.

Czepiel, P. & Rosenberg, J. E. (1976), “Product performance and consumer satisfaction: A new concept”, Journal of Marketing, 40(23): 23-36.

Day, R. L. & Landon, E. L. (1977), Toward a Theory of Consumer Complaining Behavior, New York: North Holland.

Dobni, D. (1990), “In sesrch of brand image: A foundation analysis”, Advances in Consumer Research, 17: 110-119.

Dodds, W. B., Monroe, K. B. & Grewal, D. (1991), “Effects of price, brand, and store information on buyers’ product evaluation”, Journal of
Marketing Research, 28(3): 307-319.

Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1993), Consumer Behavior, New York: Dryden Press.

Erevelles, S., Roy, A. & Vargo, S. L. (1999), “The use of price and warranty cues in product evaluation: A comparison of U.S.A. and Hong Kong consumers”, Journal of International Consumer Marketing, 11(3): 69-71.

Erickson, G. M. & Johnny, J. K. (1985), “The role of price in multi-attribute
product evaluations”, Journal of Consumer Research, 12(2): 195-199.

Etzel, M. J., Bruce, J. W. & William, J. S. (2001), Marketing Management, 12th ed., Irwin: McGraw-Hill.

Fecikova, I. (2004), “An index method for measurement of customer satisfaction”, The TQM Magazine, 16(1): 57-66.

Flanagan, A. & Frederick, H. (1993), “The relationship between employee perceived service climate and consumer satisfaction”, Journal of Marketing, 42(1): 24-33.

Fonvielle, W. (1997), “How to know what customer really want”, Training and
Development, 51(9): 40-44.

Fornell, C. (1992), “A national customer satisfaction barometer: The Swedish
experience”, Journal of Marketing, 56(1): 6-21.

Frederick, F. R. & Schefter, P. (2000), “E-Loyalty”, Harvard Business Review, 78(4): 105-113.

Garvin, D. A. (1984), “What does product quality really means”, Sloan Management Review, 30(3): 25-43.

Goodman, J. (1989), “The nature of customer satisfaction”, Quality Progress, 22(2): 37-40.

Grewal, D. & Krishnan, R. (1998), “The effect of store name, brand name, and price discunts on consumers’ evaluations and purchase intentions”, Journal of Retailing, 74(3): 331-352.
Griffin, J. (1995), Customer Loyalty: How to Earn it, How to Keep it, New York: Simmon and Schuster Inc.
Gronholdt, L., Martensen, A. & Kristensen, K. (2000), “The relationship
between customer satisfaction and loyalty: Cross-industry differences”, Total Quality Management, 11(3): 509-516.
Handy, C. R. & Pfaff, M. (1975), “Consumer satisfaction with food product
and marking serice”, Journal of Business Research, 15(11): 49-61.
Hepworth, M. (1998), “The power of negative thinking”, CMA Management,
72(2): 34.
Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. & Schlesinger, L. A.
(1994), “Putting the service-profit chain to work”, Harvard Busness Review, 72(2): 164-174.
Hoisington, S. & Naumann, E. (2003), “The loyalty elephant”, Quality
Progress, 36(2): 33-41.
Holbrook, M. B. & Corfman, K. P. (1985), Quality and Value in the
Consumption Experience: Phaedrus Rides Again, Lexington: Lexington Books.


Holm, M. G. (2000), “Service quality and product quality in housing
refurbishment”, The International Journal of Quality and Reliability Management, 17(4): 527-540.

Holbrook, M. B. & Corfman, K. P. (1983), Quality and Other Types of Value in the Consumption Experience: Phaedrus Rides Again, Working Paper, New York: Columbia University.

Hong, S. C. & Goo, Y. J. (2004), “A causal model of customer loyalty in professional service firms: An empirical study”, International Journal of Management, 21(4): 531-540.

Howard, J. & Sheth, J. (1969), The Theory of Buyer Behavior, New York: JohnWiley & Sons.

Hunt, H. K. (1977), CS/D-Overview and Future Research Directions, in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Cambridges: Marketing Science Institute.

Iacobucci, D., Grayson, K. & Ostrom, A. (1994), “Customer satisfaction fables”, Sloan Management Review, 35(4): 93-96.

Jones, T. O. & Sasser, W. E. (1995), “Why satisfied custiomers defect”, Harvard Business Review, 73(6): 88-99.

Jones, M. A., Mothersbaugh, D. L. & Beatty, S. E. (2000), “Switching barriers and repurchase intentions in services”, Journal of Retailing, 76(2): 259-274.

Kapferer, J. N. (1992), Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, New York: The Free Press.

Kashyap, R. & Bojanic, D. (2000), “A structural analysis of value, quality, and price perceptions of business and leisure travelers”, Journal of Travel Research, 39(1): 15-51.

Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marking, 57(1): 1-22.

Kotler, P. (1996), Marketing Management: Analysis, Planning, Implementation, and Control, 7th ed., Upper Saddle River: Prentice-Hall Inc.

Kotler, P. (1997), Marking Management: Analysis, Planning, Implementation and Control, 9th ed., Upper Saddle River: Prentice-Hall Inc.

Kotler, P. (2000), Marketing Management, 10th ed., Upper Saddle River: Prentice-Hall Inc.

Kotler, P. (2003), Marketing Management, 11th ed., Upper Saddle River: Prentice-Hall Inc.

Lovelock, C. H. (1979), “Look to customers to increase productivity”, Harvard Business Review, 57(3): 168-180.

Lutz, R. (1986), “Quality is as quality does: An attitudinal perspective on consumer quality judgments”, Presentation to the Marketing Science Institute Trustees’ Meeting, USA, pp.18-23.

Margaret, C. C. (2002), “Building brand equity”, International Journal of Medical Marketing, 2(3): 208-218.

Martin, G. S. & Brown, T. J. (1990), “In search of brand equity: The conceptualization and measurement of the brand impression construct, in childers, mackenzie, leigh, skinner; lynch jr; gatignon, fisk and graham”,Marketing Theory and Applications, 2: 431-438.

Monroe, K. B. & Krishnan, R. (1985), The Effect of Price on Subjective Product Evaluation, Lexington: Lexington Books.

Monroe, K. B. (1990), Pricing: Marketing Profitable Decisions, New York: McGraw-Hill.

Mowen, J. C. (1995), Consumer Behavior, 4th ed., Upper Saddle River: Prentice-Hall.

Myers, J. H. & Shocker, A. D. (1981), “The nature of product-related attributes”, Research in Marketing, 5: 211-236.

Neal, W. D. (1999), “Satisfaction is nice, but vaule drives loyalty”, Marketing Research, 11(1): 20-23.

Nicholls, J. A. F., Gilbert, G. R. & Roslow, S. (1998), “Measurement of customer satisfaction”, Journal of Consumer Marketing, 15(3): 239-252.

Oliver, R. L. (1980), “Measurement and evaluation of satisfaction processes in retail setting”, Journal of Retailing , 57(3): 25-48.

Oliver, R. L., Rust, R. T. & Varki, S. (1997), “Customer delight: Foundations, fidings, and managerial insight”, Journal of Retailing, 73(3): 311-336.

Olsavsky, R. W. (1985), Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective in Perceived Quality, pp.3-29, Lexington: Lexington Books.

Olshavsky, R. W. & Miller, J. A. (1972), “Consumer expectations, product performance, and perceived product quality”, Journal of Marketing Research, 9(1): 19-21.

Olson, J. C. & Jacoby, J. (1972), “Cue utilization in the quality perception
process”, In Proceedings of the Third Annual Conference of the Association of Consumer Proach, USA, Iowa, pp.167-179.

Olson, J. C. (1977), Price as an Information Cue: Effect in Product Evaluation, New York: North Holland.

Ostrom, A. & Iacobucci, D. (1995), “Consumer trade-offs and the evaluation of services”, Journal of Marketing, 59: 17-28.

Park, C. W., Joworski, B. J. & Machinnis D. J. (1986), “Strategic brand concept-image management”, Journal of Marking, 50: 135-145.

Parsuraman, A., Zeithmal, V. A. & Berry, L. L. (1985), “A conceptual model of service quality and its implications for future research”, Journal of Marketing, 49: 41-50.

Parsuraman, A., Zeithmal, V. A. & Berry, L. L. (1988), “SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality”, Journal of Retailing, 64(1): 12-37.

Peter, J. P. & Olson, P. (1994), Understanding Consumer Behavior, Irwin: Burr Ridge.

Prus, A. & Brandt, D. R. (1995), “Understanding your customers”, Marketing Tools, 2: 10-14.

Richardson, P. S., Dick, A. S. & Jain, A. K. (1994), “Extrinsic and intrinsic cue effect on perception of store brand quality”, Journal of Marketing, 58(4): 28-36.

Roth, M. S. & Romeo, J. B. (1992), “Matching product category and country image perceptions: A framework for managing country-of-origineffects”, Journal of Internation Business Studies, 23(3): 477-497.

Scitov, T.(1954), “Two concepts of external economics”, The Journal of Political Economy, 62(2): 143-151.

Selnes, F. (1993), “An examination of the effect of product performance on brand reputation, satisfaction and loyalty”, European Journal of Marketing, 127(9): 19-35.

Singh, J. (1991), “Understanding the structure of consumers satisfaction evaluation of service delivery”, Journal of Academy of Marketing
Sciences, 19(3): 223-234.

Solomon, M. R. (1991), Consumer Behavior: Buying, Having, and Being, Bostin: Allyn and Bacon.

Srinivasan, S. S., Anderson, R. & Ponnavolu, K. (2002), “Customer loyalty in e-commerece: An exploration of its antecedents and consequences”, Journal of Retailing, 78(1): 41-51.

Stum, D. L. & Thiry, A. (1991), “Building customer loyalty”, Training and Development Journal, 45(4): 34-36.

Voss, G. B., Parasuraman, A. & Greeal, D. (1998), “The role of price, performance, and expectations in determining satisfaction in service exchanges”, Journal of Marketing, 62(4): 46-61.

Westbrook, R. A. (1981), “Sources of customer satisfaction with retail outlets”, Journal of Retailing, 57(3): 68-85.

Wiley, J. W. (1991), “Customer satisfaction: A supportive work environment and its financial cost”, Human Resource Planning, 14(2): 117-127.

Wong, A. & Sohal, A. (2003), “Service quality and customer loyalty perspectives on twe levels of retail relationships”, Journal of Service Marketing, 17(5): 495-513.

Wong, A. (2004), “The role of emotional satisfaction in service encounters”, Managing Service Quality, 14(5): 365-376.

Woodruff, R. B., Cadotte, E. R. & Jenkins, R. L. (1983), “Modeling consumer satisfaction processes using experience-based norms”, Journal of Marketing Research, 20(3): 296-304.

Woodside, A. G. & Daly R. T. (1989), “Linking service quality, customer satisfaction, and behavioral intertion”, Journal of Care Marketing, 9(4): 5-17.


Yang, Z. & Peterson, R. T. (2004), “Customer perceived value, satisfaction, and loyalty: The role of switching costs”, Psychology & Marketing, 21(10): 799-822.

Young, S. & Feigin, B. (1975), “Using the benefit chain for improved strategy formulation”, Journal of Marketing, 39(3): 72-74.

Zeithaml, V. A. (1988), “Customer perceptions of price quality and value: A means-end model and synthesis of evidence”, Journal of Marketing, 52(3): 2-22.

Zeithaml, V. A. & Kirmani, A. (1993), Advertising, Perceived Quality and Brand Image, Iowa City: Lawrence Erbaum Associates.

Zeithaml, V. A. & Bitner, M. J. (1996), Service Markrting, New York:
McGraw-Hill.

台灣IDC(國際數據資訊)，http://www.idc.com.tw/Default.htm，(2006/10/28)。

資策會市場情報中心，http://mic.iii.org.tw/intelligence/，(2006/10/28)。