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研究生:吳文琪
研究生(外文):Wen- Chi Wu
論文名稱:品牌形象、服務品質、顧客滿意度 對於購買意願之影響 –以永慶房屋為例
論文名稱(外文):The Effects of Brand Image , Service Quality and Customer Satisfaction on Purchase Intention – A Case Study of Yung-Ching Real Estate
指導教授:吳斯偉吳斯偉引用關係
口試委員:練凱文李亦君
口試日期:2016-06-16
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
畢業學年度:104
中文關鍵詞:顧客滿意度服務品質品牌形象
外文關鍵詞:Customer SatisfactionService QualityBrand Image
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近年來臺灣的房地產交易市場相當熱絡,不管是建商所推出的新建案,甚或是中古屋都成為炙手可熱的物件,而房仲業在買賣雙方之間擔任極為重要的角色,許多不管是直營或加盟的房仲業者,也在這幾年如雨後春筍般成立,在競爭激烈的房市,如何才能在眾多的房仲業者當中脫穎而出,成為消費者的首選,除了品牌形象的經營之外,服務品質及顧客滿意度更是重要。
本研究以永慶房屋為例,旨在探討影響消費者購買房地產意願之因素,內文僅針對品牌形象,服務品質及顧客滿意度是否影響顧客購買意願等3項變因做出研析,本研究以永慶房屋原有消費者及潛在消費者作為研究對象,本研究共發放200分問卷,,回收182份,回收率為91%,扣除無效問卷,有效問卷共回收161份,回收率為80.5%,其研究結果顯示︰(1)品牌形象對顧客購買意願具有正面顯著的影響(2)服務品質對於顧客購買意願具有正向顯著的影響(3)服務品質對於顧客滿意度具有正向顯著的影響(4)顧客滿意度對於顧客購買買意願具有正面顯著的影響。
In recent years, the real estate market in Taiwan is prosperous. No matter it is a new house launched by house builder or even a pre-owned house has become a hot object. What’s more, many real estate companies have set up a huge amount of regular chain stores and franchise stores rapidly in these years since the realtor plays an important role between buyers and sellers. Thus, in addition to brand image management, service quality and customer satisfaction have become more important to a real estate company in order to stand out and become the first choice of consumers in such competitive realty industry.
The purpose of this study is to explore the factors which affect consumer’s purchase intension for real estate and aim to find out whether brand image, service quality and customer satisfaction have impacts on customer purchase intension. In this study, data of consumers and potential customers of Yung-Ching Real Estate are collected, with a total of 200 questionnaires distributed. 182 questionnaires are received, the response rate is 91%. 21 questionnaires are invalid such that 161 questionnaires are valid, and the effective response rate is 80.5%. The resulting conclusions of this study are listed as follows: (1) Brand image has a positive significant impact on customer purchase intension. (2) Service quality has a positive significant impact on customer purchase intension. (3) Service quality has a positive significant impact on customer satisfaction. (4) Customer satisfaction has a positive significant impact on customer purchase intension.
目 錄

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
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 3
第二章 文獻探討 4
2.1 房屋仲介業 4
2.1.1 房地產與房仲業之定義 4
2.1.2 房屋仲介產業之發展 4
2.1.3 房仲業現況 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 服務品質 12
2.3.1服務品質定義 12
2.3.2 服務品質構面 14
2.4 顧客滿意度 16
2.4.1顧客滿意度定義 16
2.4.2顧客滿意度構面 17
2.5 顧客購買意願 19
2.5.1顧客購買意願定義 19
2.5.2顧客購買意願構面 20
第三章 研究設計 21
3.1 研究架構 21
3.2 研究假設 21
3.3 研究變數操作性定義與衡量 22
3.3.1 品牌形象 22
3.3.2 服務品質 23
3.3.3 顧客滿意度 25
3.3.4顧客購買意願 26
3.3.5 人口統計變數 26
3.4 資料分析方法 27
第四章 資料分析 29
4.1 樣本敘述性統計分析 29
4.2 問項敘述性統計分析 30
4.3 問卷信度與效度分析 33
4.4 因素分析 37
4.5 獨立樣本T檢定 41
4.6 單因子變異數分析 42
4.7 相關分析 46
4.8 迴歸分析 47
第五章 結論與建議 50
5.1 研究結果 50
5.2 管理意涵 51
5.3 研究限制 52
參考文獻 53
附錄 問卷 56
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