服務品質、品牌形象、顧客滿意度與顧客忠誠度關係之研究－以外送平台為例

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Title:	服務品質、品牌形象、顧客滿意度與顧客忠誠度關係之研究－以外送平台為例
Other Titles:	The Study on the Relationships among Service Quality, Brand Image, Customer Satisfaction and Customer Loyalty--The Case of Delivery Platform as an Example
Authors:	林永順 LIN, YONG-SHUN
Contributors:	企業管理學系管理科學碩博士班黃國忠 HUANG, KUO-CHUNG
Keywords:	服務品質;品牌形象;顧客滿意度;顧客忠誠度 Service Quality;Brand Image;Customer Satisfaction;Customer Loyalty
Date:	2021
Issue Date:	2022-08-11 10:07:02 (UTC+8)
Abstract:	本研究的目的欲探討外送平台之服務品質、品牌形象、顧客滿意度與顧客忠誠度關係之研究。本研究以實際使用外送平台之顧客為研究對象，並採用隨機的便利抽樣法的方式進行問卷調查，共發出311份，扣除無效問卷22份，有效問卷為289份，有效問卷回收率92.9%，由回收問卷進行各構面相關分析和迴歸分析來探討彼此間關係以及本研究假設是否成立。　　本研究所得結論如下：(1)服務品質對品牌形象有顯著正向之影響；(2)服務品質對顧客忠誠度有顯著正向之影響；(3)服務品質對顧客滿意度有顯著正向之影響；(4)品牌形象對顧客忠誠度有顯著正向之影響；(5)品牌形象對顧客滿意度有顯著正向之影響；(6)顧客滿意度對顧客忠誠度有顯著正向之影響；(7)在品牌形象於服務品質與顧客忠誠度之間具有部分中介效果；(8)在品牌形象於服務品質與顧客滿意度之間具有部分中介效果；(9)顧客滿意度於服務品質與品牌形象之間具有部分中介效果；(10)顧客滿意度於品牌形象與顧客忠誠度之間具有部分中介效果。　　This research aims to explore the relationship between service quality, brand image, customer satisfaction and customer loyalty of delivery platforms. This research is based on customers who actually use the delivery platform, and use random convenience sampling method to conduct questionnaire survey, A total of 311 copies were issued, 22 questionnaires were recovered, and 289 valid questionnaires were recovered. The effective questionnaire response rate was 92.9%. By returning the questionnaire to carry out correlation analysis and regression analysis of each dimension, explore the relationship between each other and whether the hypothesis of this research is valid.　　The conclusions of this study are as follows: (1) Service quality has a significant positive impact on brand image; (2) Service quality has a significant positive impact on customer loyalty; (3) Service quality has a significant positive impact on customer satisfaction; (4) Brand image has a significant positive impact on customer loyalty; (5) Brand image has a significant positive impact on customer satisfaction; (6) Customer satisfaction has a significant positive impact on customer loyalty; (7) Brand image has a significant mediation effect on the relationships between servise quality and customer loyalty; (8) Brand image has a significant mediation effect on the relationships between servise quality and customer satisfaction; (9) Customer satisfaction has a significant mediation effect on the relationships between servise quality and brand image; (10) Customer satisfaction has a significant mediation effect on the relationships 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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