品牌形象、服務品質與顧客忠誠度關係之研究－以傳統整復推拿消費者為例

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Title:	品牌形象、服務品質與顧客忠誠度關係之研究－以傳統整復推拿消費者為例
Other Titles:	A Study on the Relationship among Brand Image, Service Quality and Customer Loyalty--The Case of Traditional Integrated Massage Consumers
Authors:	劉秀琴 LIU, HSIU-CHIN
Contributors:	企業管理學系管理科學碩博士班涂瑞德 TWU, RUEY-DER
Keywords:	品牌形象;服務品質;顧客忠誠度;傳統整復推拿 Brand Image;Service Quality;Customer Loyalty Level;Traditional Integrated Massage
Date:	2020
Issue Date:	2022-05-17 14:45:05 (UTC+8)
Abstract:	台灣因生活品質的逐年提升，在多數的服務業中，著重於服務品質的提升，因此要如何讓顧客感到滿意，亦是從古至今服務業奉為圭臬的宗旨。民俗療法為先祖留傳下來的寶，隨著現在時代進步，傳統的瑰寶要如何在這時代的洪流中去找尋其生存的空間與方式，因此對於傳統整復推拿的品牌形象、服務品質與顧客忠誠度是否會影響到顧客對傳統整復推拿的觀感，進而影響其生存，值得我們去深究。　　本研究以傳統整復推拿之消費者為研究對象，旨在探討傳統整復推拿其品牌形象、服務品質與顧客忠誠度的關係，採非隨機之便利抽樣法進行問卷收集，共發出300份，扣除無效問卷30份，有效問卷為260份，其回收率為86.67%。並以SPSS統計軟體進行資料分析。　　結果發現：不同的背景變項在品牌形象與服務品質、顧客忠誠度上部分有顯著差異，品牌形象對顧客忠誠度與服務品質有的正向影響；而服務品質對顧客忠誠度其亦呈現顯著的正向影響；且服務品質在品牌形象與顧客忠誠度之間則具有部分中介效果。　　Taiwan's quality of life is improving year by year. In most service industries, the focus is on the improvement of service quality. Therefore, how to make customers satisfied is also the purpose of the service industry from ancient times to the present. Folklore therapy is the treasure left by the ancestors. With the progress of the current era, how can traditional treasures find their space and way of survival in the torrent of this era, so for the traditional rejuvenation of the brand image, service quality and customer loyalty Whether it will affect the customer's perception of the traditional complex massage, and thus affect its survival, it is worth investigating.　　This study takes consumers of traditional recuperation massage as the research object, and aims to explore the relationship between traditional recuperation massage's brand image, service quality and customer loyalty. A non-random convenience sampling method was used to collect questionnaires. A total of 300 copies were issued, with invalid deduction There were 30 questionnaires and 260 valid questionnaires, and the recovery rate was 86.67%. And use SPSS statistical software for data analysis.　　It was found that different background variables have significant differences in brand image, service quality, and customer loyalty. The brand image has a positive effect on customer loyalty and service quality; and service quality also has a significant effect on customer loyalty. The positive impact of service quality; and service quality has a partial intermediary effect between brand image and customer loyalty.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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