服務品質、品牌形象、顧客滿意度對忠誠度的影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/19899

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/19899

Title:	服務品質、品牌形象、顧客滿意度對忠誠度的影響
Authors:	陳建良
Contributors:	企業管理學系企業實務管理數位學習碩士在職專班
Keywords:	服務品質品牌形象滿意度忠誠度
Date:	2010
Issue Date:	2011-10-24 15:51:34 (UTC+8)
Abstract:	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.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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