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http://nhuir.nhu.edu.tw/handle/987654321/16952
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| 題名: | 服務品質、促銷與企業形象對顧客購買意願的影響探討─以嘉義縣市加油站為例 |
| 其他題名: | Service Quality, Sales Promotion and Corporate Image on Customers’ Purchase Intentions Take Chia-Yi Gas Stations for Example |
| 作者: | 顧清塗
Ku, Ching-Tu |
| 貢獻者: | 企業管理系管理科學碩博士班
范惟翔
Wei-Shang Fan |
| 關鍵詞: | 企業形象;促銷;服務品質;購買意願
Enterprise Image;Promotion;Service Quality;Purchase Intention |
| 日期: | 2014 |
| 上傳時間: | 2014-11-20 11:44:29 (UTC+8) |
| 摘要: | 國內油品市場自由化之後，加油站經營競爭日趨激烈，中油獨佔的局面已然正式走入歷史。然而，此一改變也間接影響了加油站業者、油品供應商、消費者與社會大眾等油品供應鏈生態。使企業持續成長、永續經營，勢必追求卓越品質、高效率、良好服務品質、高顧客滿意度等相關指標，以利企業於有限資源之下，將其做最有效的充分利用。 一般研究顯示，促銷手法能提升顧客購買意願，因此，為了深入了解顧客購買意願，本研究主要以服務品質、促銷與企業形象三個構面探討對顧客購買意願的影響，以利於加油站業者於如此競爭的油品市場，搶得先機，獲得消費者的青睞。 本研究主要調查消費者前往加油站加油的購買意願，總共分析了一百五十六位消費者前往加油站加油之後所做的問卷調查資料，藉以了解服務品質、促銷與企業形象三個構面探討對顧客購買意願的影響，最終再依據所建立之架構以及實證分析結果提出結論與建議。 綜上所述，本研究主要目的在於了解服務品質、促銷與企業形象三個構面對顧客購買意願的影響，其研究目的彙整如下：1. 研究加油站服務品質對於消費者購買意願是否有所影響。2. 分析加油站促銷對於消費者購買意願是否有所影響。3. 探討加油站企業形象對於消費者購買意願之關係是否顯著。4. 依據消費者對加油站的企業形象，分析企業形象是否會調節服務品質對消費者購買意願的影響效果。5. 依據消費者對加油站的企業形象，分析企業形象是否會調節促銷對消費者購買意願的影響效果。
After domestic oil market liberalization, the operation competition of the gas station has been intensed day by day and the oil monopoly aspect of Chinese Petroleum Corporation (CPC) already officially walked into the history. However, this change has also indirectly affected oil supply chain ecology among the gas station entrepreneur, the oil supplier, the consumer, and the social community. In order to enable the enterprise to grow continually and operate sustainably, they must to pursue the index of correlation on the excellent quality, the higher efficiency, the good service quality, the higher customer degree of satisfaction and so on. Under the limited resources in entrepreneur how they can make full use of effects. The general research shows that the promotion can upgrade the customer’s purchase intention. Therefore, in order to understand deeply the customer’s purchase intention, this research mainly investigates the influences on the customer’s purchase intention by three dimensions of the service quality, the promotion, and the enterprise image in order to make the gas station entrepreneur snatch initiative opportunities and obtain consumer's favors in the competitive oil market. This research mainly investigates the consumer’s purchase intention to go to the gas station to refuel. The questionnaire survey material altogether analyzed 156 consumers to go to the gas station after refueling, in which used simple regression analysis in order to understand three dimensions of the service quality, the promotion, and the enterprise image and explore the influences on the consumer’s purchase intention. Finally based on the constructed structures as well as the real diagnosis analysis results, the conclusions and suggestions are proposed. In summary, the main purpose of this research lies in the understanding of the influence for the three dimensions of the service quality, the promotion and the enterprise image on the customer’s purchase intention. The object of this research collects entirely as follows:1.Research whether the service quality of the gas station has the influence on the customer’s purchase intention or not.2.Analyze whether the promotion of the gas station has the influence on the customer’s purchase intention or not.3.Discuss whether the gas station enterprise image relates obviously to the customer’s purchase intention or not.4.Based on the consumer’s image to the gas station entrepreneur, analyze whether they can adjust the influence and effect on the service quality to the customer’s purchase intention or not.5.Based on the consumer’s image to the gas station entrepreneur, analyze whether they can adjust the influence and effect on the promotion to the customer’s purchase intention or not. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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