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研究生:鄭英俊
研究生(外文):Ying-chun Cheng
論文名稱:環境管理、產品品質與品牌態度對顧客忠誠之影響關係研究-以加油站為例
論文名稱(外文):THE EFFECTS OF EMVIRONMENT MANAGEMENT, PRODUCT QUALITY, AND BRAND ATTITUDE ON CUSTOMER LOYALTY- AN EMPIRICAL STUDY OF GAS STATIONS
指導教授:范惟翔范惟翔引用關係
指導教授(外文):Wei-hsiang Fan
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:73
中文關鍵詞:環境管理顧客忠誠實體環境品牌態度產品品質
外文關鍵詞:Physical EnvironmentProduct QualityCustomer RoyaltyBrand AttitudeEnvironment Management
相關次數:
  • 被引用被引用:12
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  • 下載下載:462
  • 收藏至我的研究室書目清單書目收藏:4
  面對節能減碳的強大壓力,現代企業須能順應環保趨勢,使環境污染減到最低,將環保問題弭而無形。「安全無污染」一直是加油站重視的環境管理焦點,也是責無旁貸的課題,過去國內有關加油站的研究大多著重在服務品質,甚少從環境管理與產品品質面進行探討,同時兩者與品牌態度對加油顧客忠誠度的影響關係為何亦乏人討論。鑒於台灣加油站每日加油量達數十公秉,同時每日進出數佰車次、人次,對於社會公共安全影響甚巨。
 
  因此,本研究運用線性結構關係模式(SEM)探討各研究構面之間的影響關係,進而建立整體結構模式。本研究依據文獻之推導建立研究假設,研究結果顯示:(1)環境管理與產品品質存在顯著正相關(2)環境管理對產品品質、品牌態度、顧客忠誠皆具有正向顯著影響;(3)產品品質對品牌態度、與顧客忠誠具正向影響;(4)品牌態度對顧客忠誠有正向顯著影響;(5)產品品質對顧客忠誠之影響不顯著;(6)環境管理與產品品質透過品牌態度對顧客忠誠具有中介效果。
  Confronting the pressure of energy-saving and carbon reduction, modern entrepreneurs must accommodate themselves to the trend of environmental protection, make the pollution reduce to the minimum, and eliminate the problem of environmental protection.“Safe without pollution” has always been the focus of environmental management which gas stations emphasize, and it is an undeniable responsibility for gas stations. In the past, the majority of the research concerning gas station concentrated on the quality of service; few explored from the aspects of environment management and product quality. Moreover, no researcher dedicated to the discussion of the effects of the aforementioned two variables and Brand attitude on customer royalty. In light of the consumed gasoline per day being up to thousands of liters and hundreds of cars and people coming to the gas station per day, it enormously affects the public safety.
 
  The present study, therefore, conducted SEM to investigate the correlations among the various constructs, building a whole structure model. Based on the inducing of literature review, research hypotheses were proposed and the research results were as follows : (1) Environmental management exists significantly positive relations on the quality of products. (2)Environment management has a positive significant effect on product quality, brand attitude, and customer royalty. (3) Product quality has a positive significant effect on brand attitude and customer royalty. (4) Brand attitude has a positive significant effect on customer royalty. (5) Product quality doesn’t have a significant effect on customer royalty. (6) Environmental management and product quality have intermediary effects on the customer loyally through brand attitude.
中文摘要i
英文摘要ii
目錄 iv
圖目錄 viii
 
第一章 緒論 1
1.1 研究動機 2
1.2 研究目的 3
1.3 研究流程 4
1.4 研究範圍與限制 6
 
第二章 文獻探討 7
2.1 環境管理 7
2.1.1 環境管理的定義 7
2.1.2 何謂實體環境 10
2.1.3 安全衛生與環境美化 11
2.1.4環境管理與產品品質、品牌態度、顧客忠誠之相關探討 13
2.2 產品品質 14
2.2.1 產品品質的定義 14
2.2.2產品品質、TQM與ISO 9000國際品質驗證之關聯性 15
2.2.3 產品品質與品牌態度、顧客忠誠度之相關探討 16
2.3 品牌態度 17
2.3.1何謂品牌 17
2.3.2品牌態度的定義 17
2.3.3品牌形象、品牌忠誠度與品牌態度之關聯性 18
2.4顧客忠誠 20
 
第三章 研究方法 23
3.1 研究架構 23
3.2 研究假設 25
3.2.1環境管理與產品品質、品牌態度、顧客忠誠之影響 25
3.2.2產品品質與品牌態度、顧客忠誠度之影響 26
3.2.3品牌態度與顧客忠誠之影響 27
3.3 研究變數之操作性定義及量表發展 28
3.3.1環境管理 28
3.3.2 產品品質 30
3.3.3 品牌態度 30
3.3.4 顧客忠誠 32
3.4 問卷設計與資料收集 32
3.4.1 前測分析 33
3.4.2 正式問卷與發放 34
3.4.3 信度分析 34
3.4.4 效度分析 35
3.4.5 皮爾森(Pearson)相關分析 35
3.4.6 結構模型與配適度分析 36
 
第四章 資料分析結果 38
4.1 樣本結構描述 38
4. 1.1 樣本結構敘述分析 38
4.2 信度、效度與相關分析 40
4.2.1探索性因素分析 41
4.2.2相關分析 42
4.2.3區別效度分析 43
4.3 模式配適度分析 44
4.3.1結構方程式 44
4.3.2模式內在結構模式 45
4.3.3相關係數矩陣分析 47
4.3.4模式適配標準 47
4.3.5假設性驗證 48
4.3.6模型之中介效果 49
 
第五章 結論與建議 53
5.1研究結論 53
5.2管理意涵 55
5.2.1實務意涵 55
5.2.2 實務建議 56
5.3研究建議 57
 
參考文獻 58
一、中文部份 58
二、英文部份. 60
 
附錄:本研究問卷 68
個人簡歷 73
 
表目錄
表2.1企業環境管理相關之定義 9
表2.2『97年加油站精緻服務季考評』作業要點 12
表3.1 環境管理之操作性定義及衡量方式 29
表3.2 產品品質之操作性定義及衡量方式 30
表3.3 品牌態度之操作性定義及衡量方式 31
表3.4顧客忠誠之操作性定義及衡量方式 32
表3.5 各構面之前測結果分析 34
表3.6問卷收發情形 34
表4.1描述性統計表 40
表4.2本研究各構面之信度分析 41
表4.3探索性因素分析 42
表4.4研究變項之相關分析表 42
表4.5區別效度分析表 44
表4.6模式內在結構配適度分析結果 46
表4.7本研究潛在變項的相關係數矩陣 47
表4.8模式適配度分析結果 48
表4.9結構方程式模型路徑係數表 49
表4.10結構方程模型直接、間接與總效果彙整 50
表4.11本研究之中介效果彙整 51
表5.1研究假設內容與驗證結果 54
圖目錄
圖1.1研究流程 5
圖3.1觀光研究學報,第九卷,第一期:61-77頁:巫喜瑞、凌儀玲、吳貞宜(2003) 24
圖3.2 Journal of Business Research, Mar2007, Vol. 60 Issue 3, p215-221,7p:Bill Merrilees et al.(2007) 24
圖3.3 International Journal of Commerce and Management. Vol. 16 Issue 3/4, p162-177, 16p.:Lien-Ti Bei and Yu-Ching Chiao.(2006) 25
圖3.4本研究架構 25
圖4.1本研究路徑係數模型 52
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