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研究生:陳謹郁
研究生(外文):Chin-Yu Chen
論文名稱:探討服務品質與品牌權益之關聯性-以品牌形象為中介變數
論文名稱(外文):Explore the Relationship Between Service Quality and Brand Equity- The Mediating Effect of Brand Image
指導教授:廖森貴廖森貴引用關係
口試委員:陳建丞李易諭
口試日期:2012-06-13
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:74
中文關鍵詞:服務品質品牌形象品牌權益
外文關鍵詞:Service qualityBrand imageBrand equity
相關次數:
  • 被引用被引用:4
  • 點閱點閱:170
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服務品質是現代服務業獲取競爭優勢的重要關鍵,追求高品質的服務,儼然已成為最重要的消費需求趨勢,因此服務品質更是影響企業成敗的重要因素,本研究即是因為這樣的動機影響下,探討服務品質對其品牌形象、品牌權益的影響。
本研究以問卷調查方式進行,由於不同服務業類別提供的服務類型有所差異,對於消費者服務品質上的知覺也會有所不同,服務品質構面的重要性可能隨著服務類型而有所改變。因此本研究以不同類型的服務產業做為區別來探討,依據服務如何傳遞將服務區分為兩個領域,「以人為主」服務業-銀行業與「以設備主」服務業- 飯店業作為研究對象,分別回收450份及414份有效樣本數,並以AMOS統計軟體進行實證分析,研究結果證實:在兩種產業內服務品質皆會對品牌形象產生正向影響進而提升品牌權益。最後,本研究之結論與管理意涵做深入探討,並呈現具體之研究貢獻,亦針對管理實務及未來研究方向提出建議,以供企業界及學術界卓參。




Service quality is the key to the service industry to gain competitive advantage. And the pursuit of high-quality services, seems to have become the most important trends in consumer demand. Therefore, service quality is an important factor affecting the company success or not. By this motivation, we decided to research the relation between service quality, brand image, and brand equity.
In the research methods we used distribute questionnaires to the companies which fit in our research topic, there are bank industry and hotel industry. This paper used 450 and 414 received questionnaires to analyze it with Amos. The results are confirmed: the service quality improved on brand image, and the brand image will further enhance the brand equity. Finally, we also discuss the implications of all results for further researching and practicing.


目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VII
圖目錄 IX
第一章緒論 1
1.1 研究背景與動機 1
1.2 與過去研究之差異 3
1.3 研究目的 4
第二章文獻探討 5
2.1 服務品質 5
2.1.1服務品質定義 5
2.1.2 服務品質構面 7
2.2 品牌形象 10
2.2.1 品牌形象定義 10
2.2.2 品牌形象構面 11
2.3 品牌權益 12
2.3.1 品牌權益定義 13
2.3.2 品牌權益構面 13
2.4 變數間之關係 15
2.4.1 服務品質與品牌形象之關係 15
2.4.2 品牌形象與品牌權益之關係 16
2.5 服務業的分類 17

第三章研究方法 22
3.1研究架構與假設 22
3.1.1研究架構 22
3.1.2研究假設 23
3.2研究變數之操作性定義 23
3.2.1服務品質 23
3.2.2品牌形象 25
3.2.3品牌權益 25
3.3問卷與抽樣設計 26
3.3.1研究對象 26
3.3.2問卷設計 26
3.3.3問卷抽樣 30
3.4 統計方法 31
3.4.1描述性統計 31
3.4.2 信效度分析 31
3.4.3 相關分析 32
3.4.4 結構方程模式 32
第四章 研究分析與結果 35
4.1 樣本結構分析 35
4.2 信度分析 36
4.3 效度分析 39
4.4 相關分析 45
4.5 AMOS架構分析 46
4.5.1理論模式適配度分析 47
4.5.2整體模式路徑圖 49
4.5.3 競爭模式分析 50
4.6 研究假設驗證結果與路徑分析 52
4.6.1 研究結果驗證 52
4.6.2 路徑分析 53
第五章 結論與建議 55
5.1 研究結論 55
5.1.1 互動品質與品牌形象之關係 55
5.1.2 實體環境品質與品牌形象之關係 56
5.1.3 結果品質與品牌形象之關係 56
5.1.4 品牌形象與品牌權益之關係 56
5.1.5 「以人為主」服務業與「以設備為主」服務業比較 56
5.2 理論貢獻與管理意涵 58
5.2.1 理論貢獻 58
5.2.2 實務意涵 59
5.3 研究限制 59
5.4 未來研究方向 60
參考文獻 61
附錄 69

表目錄

表2-1服務品質定義彙整 5
表2-2服務業的分類 17
表2- 3以服務活動本質分類 19
表2- 4以服務機構與顧客關係分類 20
表2- 5以服務傳遞的顧客化程度分類 20
表2- 6以服務供需的本質分類 21
表2- 7以服務傳遞方式分類 21
表3-1研究假設 23
表3-2服務品質之操作性定義 24
表3-3品牌形象之操作性定義 25
表3-4品牌權益之操作性定義 26
表3-5各變數之衡量問項 28
表4-1樣本結構敘述統計 36
表4-2本研究各構面之信度值 37
表4-3多元相關平方 38
表4-4第一階段驗證性因素分析表40
表4-5第二階段驗證性因素分析表42
表4-6第三階段驗證性因素分析表43
表4-7收斂、區別效度 45
表4-8相關分析矩陣-銀行業 46
表4-9相關分析矩陣-飯店業 46
表4-10整體模式適配度分析 49
表4-11理論與競爭模式之適配性分析-銀行業 51
表4-12理論與競爭模式之適配性分析-飯店業 52
表4-13研究假設驗證 53
表4-14構面間之路徑圖 54
表5-1研究假設結果整理 55

圖目錄

圖2-1分層服務品質模型 9
圖3-1概念性研究架構 22
圖3-2本研究之架構 23
圖3-3問卷發展流程 27
圖4-1第一階段服務品質模式標準化路徑分析 41
圖4-2第二階段服務品質模式標準化路徑分析 42
圖4-3整體模式路徑圖-銀行業 50
圖4-4整體模式路徑圖-飯店業 50



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