服務品質、品牌形象、顧客滿意度與顧客忠誠度關係之研究－以自行車消費者為例

南華大學機構典藏系統 > 管理學院 > 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 > Item 987654321/18313

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題名:	服務品質、品牌形象、顧客滿意度與顧客忠誠度關係之研究－以自行車消費者為例
其他題名:	THE STUDY OF THE RELATIONSHIP AMONG SERVICE QUALITY, BRAND IMAGE, CUSTOMER SATISFACTION,AND CUSTOMER LOYALTY--A SURVEY OF BICYCLE CONSUMERS
作者:	張圓芳 Chang, Yuan-fang
貢獻者:	企業管理系管理科學碩博士班黃國忠 Kuo-chung Huang
關鍵詞:	迴歸分析;忠誠度;滿意度;品牌形象;服務品質 Brand Image;Regression Analysis;Customer Loyalty;Service Quality;Customer Satisfaction
日期:	2011
上傳時間:	2015-01-20 14:12:31 (UTC+8)
摘要:	近年來自行車產業在全球掀起了一股熱潮，自行車是綠色環保產品，基於環保、休閒的因素，使得自行車活動成為家家戶戶的熱門活動之一，所以如何在不景氣以及競爭激烈的市場中脫穎而出，更是各家廠商的熱門議題。對消費者而言最重要的是對自行車業者服務品質、品牌形象的感受，進而影響對業者的滿意度及忠誠度。本研究以嘉南地區自行車消費者為研究對象，利用獨立樣本T檢定與單因子變異數分析，發現不同性別、年齡、職業、教育程度及平均月收入的自行車消費者在服務品質、品牌形象、顧客滿意度及顧客忠誠度構面中的感受皆無顯著差異；另透過迴歸分析探討自行車消費者對於自行車業者的服務品質、品牌形象、滿意度與忠誠度之關係，結果顯示：服務品質對品牌形象與顧客滿意度忠誠度有顯著正向影響；品牌形象對顧客滿意度與忠誠度呈顯著正向影響；顧客滿意度對忠誠度有顯著正向影響；接著再驗證品牌形象及顧客滿意度是否具有中介效果，結果顯示：服務品質會透過品牌形象及顧客滿意度的部分中介效果影響顧客滿意度及顧客忠誠度；品牌形象會透過顧客滿意度的部分中介效果影響顧客忠誠度。　　In recent years bicycles have been in vogue for their eco-friendly character. While having a bike is on everyone's concern, how to win favor with consumers in this bad time has been on entrepreneurs' mind. For consumers the most important thing is the service quality and brand image, which in turn effect the customer satisfaction and loyalty to the company. This study investigated the consumers from the region of Chiayi and Tainan. Using the independent sample t-test and one-way ANOVA, we found that gender, age, occupation, education, and income separately had no significant effect on consumers' recognition of service quality, brand image, customer satisfaction, and customer loyalty. Further regression analysis explored the relation between service quality, brand image, customer satisfaction, and customer loyalty. The result indicated that both service quality and brand image has significant positive effect on customer satisfaction and customer loyalty, while customer satisfaction has significant positive effect on customer loyalty. As for the mediating role of brand image and customer satisfaction, the result indicates that both brand image and customer satisfaction partially mediates the effect of service quality on customer satisfaction and customer loyalty, while customer satisfaction mediates the effect of brand image on customer loyalty
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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