(34.229.64.28) 您好!臺灣時間:2021/05/06 07:14
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:陳建良
研究生(外文):Chen, Chienliang
論文名稱:服務品質、品牌形象、顧客滿意度對忠誠度的影響
論文名稱(外文):The influence of service quality, brand image, and customers' satisfaction on loyalty
指導教授:陳武倚陳武倚引用關係
指導教授(外文):Chen, Wuuyee
口試委員:陳武倚楊台寧陳俊豪
口試委員(外文):Chen, WuuyeeYang, TainingChen, Chunhao
口試日期:2011-06-13
學位類別:碩士
校院名稱:中國文化大學
系所名稱:企業實務管理數位學習碩士在職專班
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:2011
畢業學年度:99
語文別:中文
論文頁數:66
中文關鍵詞:服務品質品牌形象滿意度忠誠度
外文關鍵詞:Service qualityBrand imageCustomers’ satisfactionloyalty
相關次數:
  • 被引用被引用:9
  • 點閱點閱:260
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:10
  • 收藏至我的研究室書目清單書目收藏:2
近年來研究發現,開發新客戶是維繫舊客戶成本的五倍。若企業能有忠誠顧客為基礎,將有利公司減少行銷成本支出,進而提高市場佔有率並增加營收,該如何維持並提升顧客忠誠度便是重要議題。本研究目的為:一、了解服務品質、品牌形象、顧客滿意度對忠誠度的影響;二、了解品牌形象和顧客滿意度對服務品質與顧客忠誠度之間關係的影響。研究者透過網路及方便取樣的方式,請目前有使用汽車的顧客協助填寫有關於自用車的服務品質、品牌形象、顧客滿意度與顧客忠誠度之相關問卷。總共發出250份問卷,回收250份,去除無效問卷共12份(未填寫完全),有效問卷為238份,有效問卷比率為95.2%。
研究結果:一、服務品質對品牌形象和顧客滿意度呈現正相關;二、品牌形象和顧客滿意度對顧客忠誠度呈現正相關;三、品牌形象及顧客滿意度是服務品質影響顧客忠誠度的關鍵因素,故品牌形象及顧客滿意度這兩個中介變數能發揮作用。

Recent research has shown that the cost of attracting new customers is five times higher than maintaining existing customers and so it would be beneficial for an enter-prise to have its own loyal customers. Since customer loyalty can reduce marketing cost, extend market share and increase revenue, it is important to understand how to retain or enhance customer loyalty. This study thus aims to explore (1) how service quality, brand image, and customer satisfaction might affect customer loyalty and (2) how brand image and customer satisfaction might influence service quality and customer loyalty. Using an on-line survey design, the researcher adopted convenience sampling to ask the drivers to fill out the questionnaire about the service quality, brand image, customer satisfaction and customer loyalty of their owned cars. To conduct the survey, a total of 250 questionnaires were delivered, all of which were retrieved. Among them, 12 question-naires were invalid, and 238 questionnaires were valid. So the valid retrieve rate was 95.2%.
The results showed that brand image and customer satisfaction were positively correlated with service quality as well as customer loyalty. It is thus suggested that brand image and customer satisfaction, functioning well as intermediary variables, are the key factors that mediate customer satisfaction to affect customer loyalty.

中文摘要 ..................... iii
英文摘要 ..................... iv
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... xi
第一章  緒論................... 1
第一節  研究背景與動機.............. 1
第二節 研究問題與目的.............. 2
第三節 研究流程................. 5
第二章  文獻探討................. 6
第一節  品牌形象................. 6
第二節 服務品質................. 9
第三節 顧客滿意度................ 14
第四節 顧客忠誠度................ 17
第三章  研究方法................. 22
第一節  研究架構................. 22
第二節 研究假說推導............... 22
第三節 研究對象與抽樣.............. 24
第四節 變數定義及衡量.............. 25
第五節 資料分析方法............... 28
第四章 資料分析與結果.............. 30
第一節 樣本分析................. 30
第二節 因素分析................. 33
第三節 人口統計變項差異............. 38
第四節 整體磨適配適度.............. 45
第五節 中介效果................. 48
第五章 結論與建議................ 50
第一節 研究結論與建議.............. 50
第二節 研究限制與後續研究建議.......... 53
參考文獻 ..................... 54
附錄一 研究問卷................. 63
參考文獻
Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
Abdullah, M., A1-Masser, A. D., & Husain, N. (2000). Evaluating functional relationship betwen image, customer satisfaction and customer loyalty using general maximum entropy. Total Quality Management & Business Excellence, 11, 826-829.
Bennett, C. H. (1988). Logical Depth and Physical Complexity. In R. Herken (Ed.), The Universal Turing Machine A Half-Century Survey (pp. 227-258): Oxford University Press.
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32, 6-12.
Blackett, T. (1988). Researching Brand Names. Marketing Intelligence & Planning, 6(3), 5-8.
Blackwell, D. R., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior, 9th ed. Loudon: Harcourt.
Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13, 1-2.
Cram, T. (2001). Customers that count. London: Pearson Education.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56, 55-65.
Cronin, J. J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing 56(3), 55-68.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113.
Dobni, & Zinkhan. (1990). In Search Of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17, 110-119.
Dodds, B. W., Kent, B. M., & Grewal, D. (1991). The effects of price, brand and store information on buyers' product evalustions. Journal of Marketing Research, 28, 307-319.
Duncan, T., & Moriarty, S. (1999). Brand relationships key to agency of the future. Advertising Age, 18, 44-51.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer behavior. NY: The Dryden press.
Farquhar, P. H. (1990). Managing brand equity. Journal of Advertising Research, 30, 7-12.
Fonvielle, W. (1997). How to Know What Custoners 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. (1996). Learning from customer. Harvard Business Review, 74(57-69).
Fredericks, J. O. (2001). Connecting Customer loyalty to financial results. Marketing Management, 10, 26-33.
Fredericks, J. O., & Slater, J. M. (1998). What does your customer really want. Quality Progress, 31, 63-65.
Gensch, D. C. (1978). Image-measurement segmentation. Journal of Marketing Research, 15, 84-94.
Graeff, T. R. (1996). Using promotional messages to manage the dffects of brand and self-image on brand evaluations. Journal of Consumer Marketing 13, 4-18.
Grewal, M., & Krishnan, R. (1998). The Effect of Price-comparison Advertising on Buyer's perception of Acquisition Value, Transaction Value, and Behavioral Intensions. Journal of Marketing, 62, 46-59.
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry divergences. Total Quality Management, 11(4-6), 509-516.
Host, V., & Andersen, M. (2004). Modeling customer satisfaction in mortgage vredit compahnis. The International Journal of Bank Marketing, 22(1), 26-42.
Ingrid, F. (2004). An Index Method for Measurement of Customer Satisfaction. The TQM Magazine, 16(1), 57-66.
Jones, T. O., & Sasser Jr., W. E. (1995). Why satisfied customer defect. Harvard Business Review, 73(6), 88-99.
Juran, J. M. (1974). Quality control handbook. New York: Mcgraw-Hill.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer- Based Brand Equity. Journal of Marketing, 1-22.
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10, 15-19.
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145-159.
Kltler, P. (1991). Marketing Management. New Jersey: Prentice-Hall International, Inc.
Kolter, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control, 9th ed. New Jersey: Prentice-Hall.
Kotler, P. (1999). Marketing management: Analysis, Planning and Control. NJ: Prentice-Hall.
Kotler, P. (2000). Marketing management. NJ: Prentice Hall.
Kotler, P., & Gary, A. (1996). Principles of Marketing. New Jersey: Prentice-Hall international, Inc.
Lee, M., & Cunningham L., F. A. (2001). Cost / Benefit Approach to Understanding Service Loyalty. Journal of Services Marketing, 15(2), 113-130.
Lehtinen, J. R., & Lehtinen, U. (1982). Service quality: a study of quality dimensions. Helsinki: Service Management Institute.
Loudon, D., & Bitta, A. J. D. (1988). Consumer behavior: Concepts and applications. New York: McGraw-Hill.
Lovelock, H. C. (1996). Service quality. New Jersey: Prentice Hall.
Martin, W. B. (1986). Defining what quality service is for you? Cornell Hotel & Restaruant Administration Quarterly, 16, 32-88.
Muller, W. (1991). Gaining Competitive Advantage through Customer Satisfaction. European Management Joural, 9(2), 201-211.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision. Journal of Marketing Research, 17, 460-469.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on The Consumer. Now York: McGraw-Hill.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings and managerial insight. Journal of Retailing, 73(3), 311-336.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of servicequality and its implications for future research. Journal of Marketing Research, 49, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1990). Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing, 67, 420-450.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1991). Understanding customer expectations of service. Slonan Management Review, 32, 39-48.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). The behavioral consequences of service quality. Journal of Marketing, 58, 111-124.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1996). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-40.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50, 135-145.
Peltier, J. W., & Westfall, J. E. (2000). Dissecting the HMO-benefits managers relationship: What to measure and why. Marketing Health Services, 20(2), 4-13.
Peppers, D., Rogers, M., & Drof, B. (1999). Is your company ready for one-to-one marketing. Harvard Business Review, 77(1), 151-160.
Prus, A., & Brandt, D. R. (1995). Understanding Your Customers. Marketing Tools, 2(5), 10-14.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-111.
Romaniuk, J., & Sharp, B. (2003). Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis of Marketing, 11, 218-229.
Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (1995). Return on quality (ROQ): Making Service Quality Financially Accountable. Journal of Marketing, 59(2), 58-70.
Sasser, W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of service. Boston: Text and Cases.
Selens, F. (1993). An examination of the effect of product performance on brand reputation satisfaction and loyalty. Journal European of Marketing, 27, 19-35.
Seybold, P. B. (2000). Customer. Com: how to create a profitable business strategy for the internet and beyond: Patricia Seybold Group, Inc.(謝偉勛譯).
Sheth, J. M. B., & Newman, B. (1999). Customer behavior: Consumer behavior and beyond. Fort Worth, Texas: The Dryden Press.
Singh, J. (1991). Understanding the structure on consumers’ satisfaction evaluations of service deliver. Journal of the Academy of Marketing Science, 19(3), 223-244.
Sirgy, M. J., & Samli, A. C. (1985). A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of the Academy of Marketing Science, 13, 265-291.
Webster, F. E. J. (1994). Defining the new marketing concept. Marketing Management, 2(4), 22-31.
Zeithaml, V. A. (1988 ). Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A., & Bitner, M. J. (2000). Services Marketing: Integrating Customer Focus Across the Firm. Madison: McGraw-Hill.
尹代豪 (2004)。飛航台灣國際航線航空公司之品牌忠誠度研究。國立台北大學企業管理研究所,台北市。
王婷穎 (2001)。國際觀光旅館之服務品質、關係品質與顧客忠誠度之相關性研究─以台北、台中及高雄地區為例。南華大學旅遊事業管理研究所,嘉義縣。
王精文、沙俊豪 (2001)。綜合證券商服務品質與業績績效關聯之研究。企業管理學報,48,27-58。
李坤哲 (2006)。統一獅職棒球團服務品質球迷覺知之研究,國立嘉義大學,嘉義市。
余溪水、侯博仁 (2009)。關係行銷、顧客滿意度與忠誠度之研究─以高科技產業為例。聯大學報, 6(2),323-343。
周泰華、郭德賓、黃俊英 (2000)。服務業顧客滿意評量之重新檢測與驗證。中山管理評論,8(1),153-200。
林世弘 (2008)。台北市羽球拍消費者品牌形象對顧客忠誠度影響之研究─以線性結構方程模式之驗證。臺北市立教育大學,台北市。
林玫玫 (2005)。服務品質與顧客滿意度關係之研究。Paper presented at the 第一屆管理與決策2005年學術研討會,經營管理論叢。
林連宗 (2002)。連鎖經營與影響顧客消費相關因素之調查研究。大葉大學事業經營研究所,彰化縣。
林陽助 (1996)。顧客滿意決定模式與效果之研究─台灣自用小客車之實證. 國立台灣大學商學研究所,台北市。
林陽助、葉華容 (2003)。顧客關係、服務流程品質、服務品質與顧客忠誠度之互動性研究─以網路購物為例。東吳經紀商學學報,40,41-70。
林聖偉、李君如 (2006)。品牌形象、知覺價值、顧客滿意度與顧客忠誠度關係之研究─以旅行社海外團體套裝旅遊為例。旅遊管理研究,6(1),63-81。
段存吉 (2004)。武陵富野度假村遊客進行服務品質與滿意度對再宿意願之影響研究。國立台灣師範大學,台北市。
洪珠媚 (2007)。大台南地區運動健身俱樂部會員服務品質、滿意度與忠誠度之因果徑路關係研究。北體學報,15,193-203。
洪嘉蓉 (2004)。服務品質、滿意度與忠誠度關係之研究─以中華電信公司ADSL顧客為例。大葉大學,彰化縣。
胡凱傑、呂明穎、黃美婕 (2010)。航空貨運站服務品質、創新能力與企業形象對顧客滿意度與忠誠度之影響。商略學報,2(1),37-54。
張几文 (2008)。服務品質、滿意度與重遊意願之研究─以牛耳藝術渡假村為例.。朝陽科技大學,台中市。
張百清 (1994)。顧客滿意萬歲。台北市:華泰文化事業股份有限公司。
陳振燧、洪順慶 (1998)。顧客基礎的品牌權益建立之研究。管理學報,15(4),623-642。
陳瑞辰 (2007)。游泳池服務品質、顧客滿意度與再購意願之研究─以台北縣三重市地區游泳池為例。國立台灣師範大學,台北市。
游宗仁 (2002)。全國YMCA運動休閒課程知覺服務品質與滿意度之研究。朝陽科技大學,台中市。
黃世明、林育璋 (2003)。台中20號倉庫服務品質與參觀者滿意度之研究。Paper presented at the 第五屆休閒、遊憩、觀光學術研討會。
黃宏鈞 (2001)。企業形象與服務品質對消費者再購行為之影響:顧客關係的中介效果。國立台灣大學心理研究所,台北市。
楊秀玲 (2006)。服務品質、顧客滿意度與顧客忠誠度關聯性之研究─以金門地區銀行業為例。長榮大學,台南縣。
楊瑞泉 (2006)。大學體育室服務品質滿意度之研究─以萬能科技大學為例。輔仁大學,新北市。
臧魯望 (2003)。品牌權益、顧客滿意與消費者購買行為之關係─以加油站為例。朝陽科技大學企業管理研究所,台中市。
劉天賜 (2006)。品牌形象、服務品質、促銷活動對消費者購買行為之影響─以加油站為例。國立成功大學企業管理研究所,台南市。

電子全文 電子全文(本篇電子全文限研究生所屬學校校內系統及IP範圍內開放)
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔