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研究生:陳凱倫
研究生(外文):Chen-Kai Lun
論文名稱:影響顧客滿意度因素與後續行為意圖之研究-以國產房車為例
論文名稱(外文):A study on the factors affecting customer satisfaction and the relationship between customer satisfaction and behavioral intention- Using domestic car as an example
指導教授:謝佳宏謝佳宏引用關係
指導教授(外文):Chia-Hung Hsieh
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:100
中文關鍵詞:品牌形象產品品質服務品質顧客滿意度行為意圖
外文關鍵詞:brand imageproduct qualityservice qualitycustomer satisfaction
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隨著時代環境的變遷,行銷觀念也隨之改變,在消費者意識抬頭與產業競爭激烈的現今,原本掌握於賣方手中之市場主導權已轉移到買方(顧客)手中,而成為顧客選擇產品的時代。
根據Zeithaml, Berry and Parasuraman (1996)指出顧客的整體滿意度高時,顧客的後續行為意圖可能會對業者的產品或服務做出下面行為,包括給予正面口碑、增加對該公司的購買數量或是願意支付較高的價格,以及推薦他人購買等行為,若整體滿意度低時,顧客可能因而傳達負面口碑、向企業或第三團體提出訴願,並影響其他顧客對業者購買意願及產品與服務的形象。
本研究使用配額抽樣法,樣本回收後透過「敘述統計法」及「線性廻歸法」,發現影響顧客滿意度之因素與後續行為意圖如下:(1)品牌形象對於顧客滿意度有正向的關係。(2)產品品質對顧客滿意度有正向的關係。(3)服務品質對顧客滿意度有正向的關係。(4)顧客滿意度對後續的行為意圖有部分顯著關係。
國內汽車業者,除了要在汽車品質製造技術上需不斷精進外,更要在品牌形象、服務品質上,建立一套標準化提升流程;因為有滿意的顧客,才可建立汽車公司良好形象,形成口碑,增加顧客再購意願或推薦他人購買的機會,進而創造企業競爭優勢。
With advances of time and environment, people’ view of marketing is changed as well. Since the rising of consumer consciousness and highly competitive industry nowadays, the leading power of the market is transferred from the seller to buyer, that is, customer has the right to choose the product.
  Zeithaml, Berry and Parasuraman (1996)have pointed out that the customers’ follow-up behavioral intention toward the product or service could be given the positive reputation, increased the quantity of purchase, willing to pay higher price and recommended others while the overall customer satisfaction is high. On the contrary, the customer may convey negative reputation, appeal to the enterprise or the third organization, affect others’ purchase intention while customer satisfaction is low.
  The data collection used in this research was based on the quota sampling; the sample was analyzed by using descriptive statistics and linear regression. The results are listed below: (1) Brand image was positively correlated with customer satisfaction. (2) Product quality was positively correlated with customer satisfaction. (3) Service quality was positively correlated with customer satisfaction. (4) Customer satisfaction and follow-up behavioral intention were shown to be partial significantly related.
  To conclude, the domestic automobile industry is not only need to improve their manufacture skills but also to set a standard procedure for the brand image and service quality. Due to the satisfied customers, the enterprise could establish good imagine and well-known reputation. Furthermore, it also could increase the opportunity of customers’ repurchase intention and recommend others to purchase to create the competitive advantage.
目 錄
頁次
目錄 I
圖目錄 IV
表目錄 V
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 2
第二章 文獻探討 4
2.1 品牌形象 4
2.1.1 品牌的定義 4
2.1.2 品牌形象的定義 4
2.1.3 品牌形象之重要性 5
2.1.4 品牌形象與顧客間的關係 5
2.1.5 品牌形象的不同屬性 5
2.1.6 品牌形象的衡量構面 6
2.2 產品品質 6
2.2.1 品質的定義 6
2.2.2 產品品質的定義 7
2.2.3 產品品質的衡量構面 7
2.3 服務品質 9
2.3.1 服務品質的定義 9
2.3.2 服務品質模型 10
2.3.3 服務品質的衡量構面 12
2.4 顧客滿意度 16
2.4.1 顧客滿意度的定義 16
2.4.2 顧客滿意度衡量項目 18
2.4.3 顧客滿意度衡量模式及相關研究 19
2.5 行為意圖 22
2.5.1 行為意圖的概念 22
2.5.2 行為意圖的定義 23
2.5.3 行為意圖衡量構面 24
2.5.4 行為意圖之衡量模式 24
2.6 品牌形象、產品品質、服務品質與顧客滿意度關係 25
2.7 顧客滿意度與行為意圖間關係 25
2.8 汽車業特性 26
2.8.1 台灣汽車業現況 26
2.9 本章小結 30
第三章 研究方法 31
3.1 研究架構 31
3.2 研究假設 31
3.3 變數的操作性定義 32
3.4 問卷設計及衡量方式 33
3.5 研究對象 37
3.6 抽樣方法 37
3.7 問卷發放方式 37
3.8 分析方法 37
第四章 研究結果與分析 40
4.1 敘述性統計分析 40
4.1.1 樣本回收情況 40
4.1.2 人口統計變數之敘述性分析 40
4.1.3 七大品牌樣本數分配 42
4.2 七大品牌顧客滿意度分析 45
4.2.1 品牌形象滿意度分析 45
4.2.2 產品品質滿意度分析 47
4.2.3 服務品質滿意度分析 51
4.3 因素分析 56
4.3.1 KMO檢定與Bartlett球形檢定 56
4.3.2 各變數因素分析 57
4.4 信度與效度之分析 61
4.4.1 信度分析 61
4.4.2 效度分析 62
4.5 迴歸分析 63
4.5.1 各變數間迴歸分析 64
4.5.2 小結 67
4.6 差異性分析 67
4.6.1 各變數差異性分析 68
第五章 結論與建議 73
5.1 結論 73
5.2 建議 74
5.2.1 對產業的建議 74
5.2.2 對國產汽車前五大品牌的建議 75
5.2.3 未來研究建議 76
5.3 研究限制 77
參考文獻 78
附錄一 研究問卷 86


圖 目 錄

圖1-1研究流程圖 3
圖2-1 PZB服務品質模型 11
圖2-2知覺服務品質的10大構面 13
圖2-3顧客滿意度的總體意涵 19
圖2-4顧客滿意指標(ACSI)模式 21
圖2-5顧客滿意前因後果概念模式 21
圖2-6態度、行為意圖、與行為間之關係 22
圖2-7推論行為理論模式 23
圖3-1研究架構 31

表 目 錄

表2-1 產品品質衡量構面 8
表2-2 各學者對服務品質之論點 9
表2-3 服務品質十個構面表 12
表2-4 服務品質衡量表 14
表2-5 修正後服務品質衡量表 15
表2-6 學者對顧客滿意度之定義 17
表2-7 顧客滿意度衡量表 20
表2-8 台灣汽車產銷統計表 28
表2-9 台灣汽車業產值 29
表2-10 汽車產業規模差異表 29
表3-1 各變數衡量問項及相關文獻 34
表3-2 各家廠牌國產房車市佔率 37
表4-1 人口統計變數次數分配表 41
表4-2 廠牌樣本分配 42
表4-3 性別樣本數分配 42
表4-4 年齡樣本數分配 43
表4-5 教育程度樣本數分配 43
表4-6 職業別樣本數分配 44
表4-7 婚姻狀況樣本數分配 44
表4-8 月平均所得樣本數分配 45
表4-9 品牌形象滿意度結果分析表 45
表4-10 七大品牌之品牌形象滿意度分析表 47
表4-11 產品品質滿意度分析表 48
表4-12 七大品牌之產品品質滿意度分析表 50
表4-13 服務品質滿意度結果表 51
表4-14 七大品牌之服務品質滿意度分析表 53
表4-15 KMO檢定與Bartlett球形檢定 56
表4-16 品牌形象因素分析 57
表4-17 品牌形象因素命名 57
表4-18 產品品質因素分析 58
表4-19 產品品質因素命名 58
表4-20 服務品質因素分析 59
表4-21 服務品質因素命名 59
表4-22 顧客滿意度因素分析 60
表4-23 顧客滿意度因素命名 60
表4-24 行為意圖因素分析 60
表4-25 行為意圖因素命名 61
表4-26 各構面信度分析表 62
表4-27 各構面效度分析表 63
表4-28 品牌形象對顧客滿意度之迴歸分析結果 64
表4-29 產品品質對顧客滿意度之迴歸分析結果 64
表4-30 服務品質對顧客滿意度之迴歸分析結果 65
表4-31 顧客滿意度對行為意圖之忠誠度迴歸分析結果 65
表4-32 顧客滿意度對行為意圖之對外及對內反應迴歸分析結果 66
表4-33 顧客滿意度對行為意圖之願付更多迴歸分析結果 66
表4-34 顧客滿意度對行為意圖之轉換傾向迴歸分析結果 66
表4-35 研究實證結果表 67
表4-36 性別情況差異之獨立樣本T檢定 68
表4-37 性別情況差異之事後檢定 68
表4-38 年齡情況差異之單因子變異分析 69
表4-39 教育程度差異之單因子變異分析 69
表4-40 職業情況差異之單因子變異分析 70
表4-41 所得程度差異分析之單因子變異分析 70
表4-42 廠牌情況差異之單因子變異分析 71
表4-43 廠牌情況差異之事後檢定 71
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二、中文部分
1.王朝民,「休旅車消費行為之研究」,國立交通大學管理研究所碩士論文,民國86年6月。
2.台灣區車輛工業同業公會,網址http://www.ttvma.org.tw/cht/industrial-survey.php,民國97年。
3.李永年,「商品品質與服務品質對顧客滿意度及忠誠度之影響-以加油站為例」,國立政治大學企業管理研究所碩士論文,民國87年6月。
4.李志宏,「組織公民行為意圖影響因素之研究-以兩岸資訊從業人員為例」,國立中央大學資訊管理研究所博士論文,民國88年6月。
5.李佳璋,「消費者滿意度模型之探討-以汽車產業實證」,國立台灣大學國際企業研究所碩士論文,民國84年6月。
6.林師模、陳欽苑,多變量分析,雙葉書廊,初版,民國92年。
7.林陽助,「顧客滿意度決定模型與效果之研究-台灣自由小客車之實證」,國立台灣大學商學研究所博士論文,民國85年6月。
8.林偉彬,「利益區隔與品質知覺在休旅車市場之應用」,國立台灣科技大學管理技術研究所碩士論文,民國87年6月。
9.胡木榮,「消費者滿意之認知品質策略研究—以台萬運動休旅車實證」,國立中央大學企業管理研究所碩士論文,民國92年6月。
10.華英傑,「服務品質¸客戶滿意度與購買傾向關係之研究-保險業之實證」,國立政治大學企業管理研究所未出版碩士論文,民國85年6月。
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14.莊泰旭,「Kano 品質模式在汽車市場調查之研究-以中、印汽車業為例」,元智大學管理研究所碩士論文,民國91年6月。
15.許慧娟,「顧客滿意、服務品質與服務價值關係之研究-零售業之實證」,中原大學企業管理研究所碩士論文,民國83年7月。
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17.劉崇義,「顧客滿意之研究-以壽險業為例」,私立中原大學企業管理研究所碩士論文,民國90年7月。
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21.衛南陽,顧客滿意學,台北:牛頓出版股份有限公司,初版,民國85年。
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