臺灣博碩士論文加值系統

自1987年政府開放石油銷售業務，准許民間設立加油站及販售汽柴油以來，民營加油站便如雨後春筍般的成立。尤其是台塑石化公司於2000年9月起開始量產上市銷售汽柴油，並以各種促銷方式搶攻已趨飽和的加油站市場，國內的油品市場更進入春秋戰國時代。對長期處於獨佔的國營企業中油公司而言，面臨油品全面自由化及台塑集團的強大競爭，調整組織結構，推行責任中心制度等，以提昇經營效率外，為了確保油品通路之掌控，亦積極經營品牌形象，以維持國內油品市場第一品牌的形象。由於加油站為中油公司傳遞服務品質的第一線，因此在面對市場環境變化之時，更應瞭解消費者與潛在消費者對加油站品牌認知及服務品質的需求，以及消費習性的變化，以作為未來競爭及政策擬定之參考，此為本研究的動機。
本研究以台北地區中油加油站(包含直營站及加盟站)加油經驗的消費顧客為母體，利用問卷調查統計分析，並採用結構方程模式分析品牌權益、服務品質、知覺價值、顧客滿意度與顧客忠誠度之影響關係，研究結果發現：(1)品牌權益對服務品質有顯著正向影響；(2)品牌權益對知覺價值有顯著正向影響；(3)品牌權益對顧客忠誠度無顯著正向影響(具間接效果)；(4)服務品質對知覺價值有顯著正向影響；(5)服務品質對顧客滿意度無顯著正向影響(具間接效果)；(6)服務品質對顧客忠誠度無顯著正向影響(具間接效果)；(7)知覺價值對顧客滿意度有顯著正向影響；(8)知覺價值對顧客忠誠度有顯著正向影響；(9) 顧客滿意度對顧客忠誠度有顯著正向影響；(10)不同人口統計變數對各構念有顯著差異。

The set up of private-owned service station since 1987 and the full production of Taiwan Formosa Petrochemical Corporation has started a new era of competition in domestic gasoline and diesel fuel market in Taiwan. Chinese Petroleum Corporation (CPC), the number one enterprise in Taiwan, has already faced the pressure of competition and tried to adjust its organization structure and stragedy to promate its management efficiency. Because the service station of CPC is on the the first line to face competition and customers, the understanding of consumer’s brand cognition and their service quality demand, as well as the expense habitual change, has become the most important issue to the management department of service station.
In order to guarantee its 70% market sharing rates and maintain the first brand image in domestic oil market, the management department of service station must concern about the effects of brand equity, service quality, perceived value, and customer satisfaction to its customer loyalty. The objects of this research is concentrated on customers with experience of purchasing gasoline from the service stations of Chinese Petroleum Corporation in Taipei area (including CPC-owned and franchised stations). By using questionnaire and Strutural Equation Modeling(SEM) method to analyze the effect of brand equity, service quality, perceived value, and customer satisfaction on customer loyalty, the results are as follows: (1) Brand equity affects service quality positively；(2) Brand equity affects perceived value positively；(3) Brand equity has no direct influence on customer loyalty in a positive way, but indirectly；(4) Service quality affects perceived value positively；(5) Service quality has no direct influence on customer satisfaction in a positive way, but indirectly；(6) Service quality not reveals to the customer loyalty in a positive way(an indirect effect)；(7) Persieved value affects customer satisfaction positively；(8) Persieved value affect customer loyalty positively；(9) Customer satisfaction affects customer loyalty positively；(10) The effects of different population statistic variables to each variance are also reveals positively.

第一章 緒論1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 品牌權益 6
第二節 服務品質 11
第三節 知覺價值 17
第四節 顧客滿意度 23
第五節 顧客忠誠度 25
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假說 30
第三節 研究變數操作性定義與衡量 34
第四節 問卷設計 37
第五節 資料蒐集方法 38
第六節 資料分析方法 39
第四章 資料分析與發現 40
第一節 敘述性統計分析 40
第二節 問卷信度與效度分析 45
第三節 多變量變異數分析 54
第四節 全體樣本結構方程模式分析 63
第五章 結論 71
第一節 研究目的與實證結果 71
第二節 管理意涵與建議 76
第三節 研究限制與後續研究建議 78

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