臺灣博碩士論文加值系統

根據『台灣連鎖暨加盟協會』普查資料顯示，台灣好市多賣場總店數已達到了14
家，好市多賣場的服務空間、品牌形象在服務的傳遞過程中，直接影響到顧客滿意度的
內在與外在因素，企圖購買此項產品的可能性、消費者在接收廣告訊息後所產生的行為
傾向。本研究以『服務空間、品牌形象與顧客滿意度相關之研究』進行研究，以好市多
賣場之消費者為主要研究對象，針對好市多賣場，發出200 份問卷，總共回收175 份，
回收率為87%，無效問卷25 份，並運用信度與皮爾森分析、因素分析、多元迴歸分析
等統計方法加以分析。研究結果顯示，服務空間、品牌形象和顧客滿意度之間關係呈顯
著正相關，即表示消費者對好市多賣場品牌定位與品牌形象，則能增加滿意度。

This research carries on a research by" Relationship among Brand Positioning, Brand
Image and Customer satisfaction- A Case Study of Kaohsiung Costco Market",456 customers
were requested to answer the questionnaire and the effective respondents were 200sets. The
questionnaires were issued, a total of 175 recycling, recovery rate of 87%, 25 questionnaires
were invalid, and the use of fundamental analysis, reliability and the Pearson analysis, factor
analysis, multiple regression analysis and other statistical methods for analysis. The results
showed that the service space, the relationship between brand image and customer satisfaction
were positively correlated, that means the customer base, the whole welfare center in
conjunction with the brand image brand positioning, you can increase satisfaction.

摘 要 I
Abstract II
目錄 III
圖目錄 V
表目錄VI
第一章 緒論1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究限制 5
第二章 文獻探討 6
第一節 服務空間 6
第二節 品牌形象 10
第三節 顧客滿意度 17
第三章 研究方法 24
第一節 研究架構與假設 24
第二節 研究對象與抽樣方法 25
第三節 研究變項的定義與衡量 26
第四節 研究構面之操作性定義 27
第四章 資料分析與實證結果 28
第一節 基本資料分析 28
第二節 因素分析 30
第三節 信度與皮爾森相關分析 31
第四節 多元迴歸分析 34
第五章 結論與建議 37
第一節 研究結論 37
第二節 研究建議 39
參考文獻 41
附錄 正式問卷 45

一、中文部分
黃素珍, 葉麗琴, & 葉麗珠. (2011). 休閒農場品牌形象知覺與遊客滿意度之關係研
究. 蘭陽學報, (10), 81-87.
林學賢. (2021). 知覺價值, 品牌形象, 顧客滿意度與再購意願之關係-以台灣農社企產
品為例.
葉淑暖. (2021). 航空公司品牌形象與服務品質對顧客忠誠度之影響-顧客滿意度之中介
效果.
黎洪潮. (2021). 商店形象, 顧客滿意度與顧客忠誠度關係之研究-以星巴克為例.
中華民國連鎖店協會（2020），連鎖店年鑑，台北：中華民國連鎖店協會。
郭嘉珍, & 劉財龍. (2021). 社會責任與品牌形象對購買意願之影響. 大仁學報, (55), 17-
35.
高采琦. (2021). 品牌形象色彩之識別性研究. ICFXD 2021 未來 X 設計國際學術研討
會論文集, e41-06.
裴氏銀. (2021). 品牌權益, 品牌形象, 品牌關係對消費者購買意願之影響.
邱誌偉, 徐玉華, & 張傳忠. (2021). 全聯企業社會責任, 品牌形象, 品牌信任與購買意
願之研究. 管理資訊計算, 10, 95-104.
江育真, 林皆興, & 黎洪潮. (2022). 商店形象, 顧客滿意度與顧客忠誠度關係之研究-以
星巴克為例. 政策與人力管理, 13(1), 1-38.
林彥成. (2021). 顧客關係管理對顧客滿意度及購買意願之影響-以壽險公司為例.
陳基祥. (2022). 導入人工智能與顧客滿意度之實證研究: 智能客服與網路銀行觀點. 台
灣管理學刊, 22(1), 45-66.
曾羽瑈. (2022). 體驗行銷對顧客滿意度之影響─ 以手作飾品課程為例.
黎洪潮. (2021). 商店形象, 顧客滿意度與顧客忠誠度關係之研究-以星巴克為例.

二、英文部分
Backer, T. E. (1987). Strategic planning for workplace drug abuse programs. US Department
of Health and Human Services, Public Health Service, Alcohol, Drug Abuse, and Mental
Health Administration, Office for Research Communications, National Institute on Drug
Abuse.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & management studies: an international journal, 6(1),
128-148.
Budiman, S. (2021). The effect of social media on brand image and brand loyalty in generation
Y. The Journal of Asian Finance, Economics and Business, 8(3), 1339-1347.
Budur, T., & Poturak, M. (2021). Employee performance and customer loyalty: Mediation
effect of customer satisfaction. Middle East Journal of Management, 8(5), 453-474.
Budur, T., & Poturak, M. (2021). Employee performance and customer loyalty: Mediation
effect of customer satisfaction. Middle East Journal of Management, 8(5), 453-474.
DAM, S. M., & DAM, T. C. (2021). Relationships between service quality, brand image,
customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and
Business, 8(3), 585-593.
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer
satisfaction and purchase intention. Journal of business research, 122, 608-620.
Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on
purchase intention and brand image in Iran. Journal of Advances in Management Research.
Fornell, C.,(1992), “A National Customer Satisfaction Barometer :The Swedish
Han, Min C. (1989), “Country Image: Halo or Summary Construct?,” Journal of
Hsuan, J., Jovanovic, M., & Clemente, D. H. (2021). Exploring digital servitization trajectories
within product–service–software space. International Journal of Operations & Production
Management.
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021).
The impact of corporate social responsibility on customer loyalty: The mediating role of
corporate reputation, customer satisfaction, and trust. Sustainable Production and
Consumption, 25, 123-135.
Kaiser, H. F. (1970). A second generation little jiffy.
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on
brand building process: The case of Chinese millennial generation consumers. Journal of
International Studies, 12(3).
Lin, Y. H., Lin, F. J., & Wang, K. H. (2021). The effect of social mission on service quality and
brand image. Journal of Business Research, 132, 744-752.
Plumeyer, A., Kottemann, P., Böger, D., & Decker, R. (2019). Measuring brand image: a
systematic review, practical guidance, and future research directions. Review of
Managerial Science, 13(2), 227-265.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia
male’s skin care by social media marketing effect towards brand image and brand
trust. Management Science Letters, 10(10), 2139-2146.
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H.
(2021). Creating electronic word of mouth credibility through social networking sites and
determining its impact on brand image and online purchase intentions in India. Journal of
Theoretical and Applied Electronic Commerce Research, 16(4), 1008-1024.
Singh, J. and Sirdeshmukh, D. (2000), “Agency and Trust Mechanisms in Consumer
SOOMRO, Y. A., BAESHEN, Y., ALFARSHOUTY, F., KAIMKHANI, S. A., & BHUTTO, M.
Y. (2021). The Impact of Guerrilla Marketing on Brand Image: Evidence from Millennial
Consumers in Pakistan. The Journal of Asian Finance, Economics and Business, 8(4),
917-928.
Vaz, N., & Venkatesh, R. (2021). Service design in the healthcare space with a special focus on
non-clinical service departments: A synthesis and future directions. Health Services
Management Research, 09514848211010250.
Weiner, D. R. and Lerman, D., The cognition-emotion process in achievement-related
contexts,Journal of Personality and Social Psychology, Vol.37, No. 4, (1979) , p.1211-
1220.
Yi, H. T., Yeo, C., Amenuvor, F. E., & Boateng, H. (2021). Examining the relationship between
customer bonding, customer participation, and customer satisfaction. Journal of Retailing
and Consumer Services, 62, 102598.
Yusuf, A. (2021). The Influence of Product Innovation and Brand Image on Customer Purchase
Decision on Oppo Smartphone Products in South Tangerang City. Budapest International
Research and Critics Institute-Journal (BIRCI-Journal, 2 (1), 472–481.
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the Impact of Brand Image and Brand
Loyalty on Brand Equity: The Mediating Role of Brand Awareness. International Journal
of Innovation, Creativity and Change, 15(2), 1091-1106.