A study of the relationships among enterprise image, service quality, customer satisfaction and behavioral intention /
唐蓉芳、曾耀煌
E-mail: 347897@mail.dyu.edu.tw
ABSTRACT
The purpose of this research was to study about “A study of the Relationship among Enterprise Image, Service Quality, Customer Satisfaction and Behavioral Inten-tion-Enterprise Image as a Interference Variable”, the data were obtained by question-naires, the sample chosen from the customers who stay in the tourist hotel in Taoyung during July and August in 2011, using SPSS 12 and AMOS 18.0 to analyze collected data. Statistical methods, such as descriptive statistics, exploratory factor analysis, con-firmative factor analysis, as well as structural equation modeling (SEM) were supposed to test the variable of the significant path coefficients.
The significance was to verify the relationship among enterprise image, service quality, customer satisfaction and beha-vioral intention. The results showed that enterprise image and service quality had positive and di-rectly significant effect on customer satisfaction; and service quality had positive but indirect effect through customer satisfaction on behavioral intention; Enterprise Image had positive and direct significant effect on service quality and behavioral intention, al-so has a Interference effect between service quality and customer satisfaction; Customer satisfaction had positive and direct influence on behavioral intention. The result of the overall model fit supported the proposed structural equation mod-el of a study of the relationship among enterprise Image, service quality, customer sa-tisfaction and Behavioral Intention. Theoretical and managerial implications, and sug-gestions for further studies are presented in final session.
Keywords : enterprise image、service quality、customer satisfaction、behavioral in-tention Table of Contents
一、中文部分 方喻韓(2007)，餐飲服務業消費價值服務品質對消費者行為意圖之研究－以西式套餐連鎖店為例，國立台北 大學企業管理學系未出版之碩士論文。 台灣立報(2010，3)，來源：http://www.lihpao.com/?action-viewnews -itemid-919。
交通部觀光局(2009)，觀光統計年報，台北：觀光局。 交通部觀光局(2010)，觀光旅館營運統計月報，台北：觀光局。 李 永年(1998)，商品品質與服務品質對顧客滿意度及忠誠度之影響－以加油站為例，國立政治大學企業管理研究所未出版之 碩士班論文。 李守蕾(2008)，補教業服務品質企業形象價格認知與顧客滿意度關係之研究－以才藝補習班為例，國立中山 大學人力資源管理研究所未出版之碩士論文。 李英慈(2009)，大台北地區婚宴產業品牌知名度顧客滿意度與行為意圖之相 關研究－以價格意識為干擾變項，私立輔仁大學餐旅管理學系碩士班未出版之碩士論文。 宋秀珠(2007)，游泳俱樂部企業 形象、服務品質、知覺價值與顧客滿意度、顧客忠誠度之關係研究，私立樹德科技大學事業經營管理研究所未出版之碩士 論文。 邱皓政(2006)，量化研究與統計分析，台北：五南出版社。 吳明隆(2006)，SPSS統計應用學習實務－問卷分析與應 用統計，台北：智城出版社。 吳勉勤(2009)，旅館管理－理論與實務，台北：揚智文化。 林素鈺(2004)，大學校院認證ISO 9000與其行政服務品質，國立暨南國際大學教育政策與行政碩士班未出版之碩士論文。 林素吟(2005)，服務品質滿意度與 購買意圖關係之研究：層級干擾迴歸分析之應用，管理評論，24(2)，1-17。 林敬婷(2008)，3C連鎖零售業的服務品質和企 業形象對顧客滿意度與行為意向之探討－廣告為干擾變數，私立實踐大學企業管理學系碩士班未出版之碩士論文。 林宜 慧(2009)，認知情感滿意度模式之建構與持續涉入之調節效果－以第17屆陽明山國家公園路跑賽為例，國立中正大學運動 與休閒研究所未出版之碩士論文。 周文亮(2008)，供電服務品質、價格、企業形象與顧客滿意度關係之實證研究，國立中 山大學企業管理研究所未出版之碩士論文。 胡宜中(2008)，運用層級分析法探討服務品質—以國際觀光旅館為例，2008年 運動休閒產業管理學術研討會論文集，392~405。 洪順慶(1999)，行銷管理，台北：新陸書局。 高希均(1985)，企業形象：
良性循環的原動力，天下雜誌，93(12)。 陳鉦達(2002)，企業形象、服務補救期望與補救後滿意度關係之研究，私立中國文 化大學國際企業管理研究所未出版之碩士論文。 陳添財(2007)，以企業形象為干擾變數探討服務品質對顧客滿意度和顧客 保留之影響，私立大葉大學事業經營研究所未出版之碩士論文。 陳寬裕，王正華(2010)，結構方程模型分析實務Amos的運 用，台北：五南出版社。 陳順宇(2007)，結構方程模式，台北：心理出版社。 張振忠(2002)，服務品質、顧客滿意度與忠 誠度對企業採用自動 化新科技產品再購意願之研究－以OPC產品為例，國立高 雄應用科技大學商務經營研究所未出版之 碩士論文。 張博文(2007)，飯店服務品質顧客滿意度信任及再宿意願關係之探討－以飯店之特約廠商為例，私立南華大學 旅遊事業管理研究所未出版之碩士論文。 張開州(2008)，企業形象對消費者行為意向影響關係之探究－以文化價值觀為調 節變項，國立東華大學企業管理學系未出版之碩士論文。 華視網路新聞(2011.2.14)，來源
：http://news.cts.com.tw/nownews/so ciety/201102140671287.html。 黃萬益(2002)，企業形象、服務價值、服務品質、顧客
滿意度與顧客行為意圖關係之研究－以雲嘉南地區汽車代檢業為 例，國立雲林科技大學企業管理系未出版之碩士論文。
黃建豐(2004)，商務飯店服務品質之研究－以Ｆ商務飯店為例，私立南台科技大學高階主管企管碩士班未出版之碩士論文
。 榮泰生(2009)，Amos與研究方法，台北：五南出版社。 游尚儒 (2007)，知覺價格知覺價值與知覺服務品質對消費者滿意 度與再購意願影響之研究－以花蓮地區觀光飯店為例，國立東華大學企業管理系未出版之碩士論文。 詹益政(1995)，旅館 餐飲經營實務，台北：揚智出版。 廖煥森(2009)，溫泉飯店服務品質關係品質與顧客行為意向相關性之研究－以泰安觀止 溫泉飯店為例，私立朝陽科技大學休閒事業管理系研究所未出版之碩士論文。 鄧維兆(2007)，北投溫泉旅館關鍵服務品質 屬性確認-kano模式與ipa之應用，品質學報，14(1)，99-113。 鄭華清 (2007)，行銷管理，台北：全華圖書。 賴智民(2007)，
探討服務品質企業形象對顧客忠誠度之影響－以日月潭教師會館為例，私立大葉大學管理學院事業經營研究所未出版之碩 士論文。 歐聖榮(1994)，以自然資源為導向之遊憩區服務品質之研究，戶外遊憩研究，7(1)，81-103。 鍾欣蘭(2008)，服務 品質企業形象與顧客滿意之關聯性研究－以台灣銀行業為例，國立成功大學統計學研究所未出版之碩士論文。 蕭文 龍(2009)，多變量分析最佳入門實用書，台北：碁峰資訊。 蘇彥銘 (2009)，旅館商務市場服務品質與顧客行為意圖之關係 探討－以國內某旅館為例，私立逢甲大學國際經營管理未出版之碩士論文。 二、英文部分 Aaker, D. A., & Keller, K. L.
(1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41. Akan, P. (1995). Dimensions of service quality: A study in Istanbul. Managing Service Quality, 6(2), 39-43. Albacete-Saes, C. A., Fuentes-Fuentes, M. M., & Llore
’ns-Montes, F. J. (2007). Service quality measurement in rural acomdtion. Annual of Tourism Research, 34(1), 45-65. Alexandris, K., Dimitriadis, N., & Markata, D. (2002). Can percep-tions of service quality predict behavioral intentions? An ex-ploratory study in the hotel sector in Greece. Managing Service Quality, 12 (4), 224-231. Anderson, E. W., Fornell, C., & Lehman, D. R. (1994).
Consumer sa-tisfaction, market share and profitability: Findings from swe-den. Journal of Marketing, 58 (3), 53-66. Andreassen, T.
W., & Lindestad, B. (1998). Customer loyalty and complexservices: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9 (1), 7-23. Babakus, E., & Boller, G. W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24(2), 253-68. Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-mouth: Restaurant Patro-nage in Korea. Journal of Services Marketing, 19(3), 133-139. Baker, D. A., & Crompton, J. L. (2000). Quality satisfaction and be-havioral intentions. Annals of Tourism Research, 27(3), 785- 804. Barsky, J., & Nash, L. (2002). Evoking emotion: Affective keys to hotel loyalty. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 39-46. Bayton, J. A. (1959). Researching the corporate image. Public Rela-tion, 4(4), 3-8. Bei, L. T., & Chiao, Y. C. (2006). The determinants of customer loyalty: An analysis of intangible factors in three service in-dustries. International Journal of Commerce and Management, 16(3), 162-177. Bitner, M. J.
(1990). Evaluating service encounters: The effect of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82. Bloemer, J., & Odekerken-Schroder, G. (2002). Store satisfaction factors. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behaviour, 15(3), 68-80. Bollen, K. A. (1989). Structural equations with latent variables. New York: Wiley.
Boulding, K. E. (1959). The image. The University of Michigan Press, 12(2), 22-24. Boulding, W., Dalra, A., Staelin, R., &
Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27. Brady, M. K., Knight, G. A., Cronin, J. J., Tomas, G., Hult, M., & Keillor, B. D. (2005).
Removing the contextual lens: A mtna-tional, multi-setting comparison of service evaluation models. Journal of Retailing, 81(3), 215-230. Byrne, B. M. (2001). Structural Equation Modeling with AMOS: Ba-sic Concepts, Applications, and Programming, Lawrence Erl- baum Associates, Mahwah, N.J. Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Rtailing, 66(1), 33-55. Chen, C. F., & Tsai, D. C. (2007). How destination image and
evalu-ative factors affect behavioral intentions. Tourism Management, 28 (4), 1115-1122. Choi, C., Kim, C., Sung, N., & Park, Y.
(2007). Evaluating the quality of service in mobile business based on fuzzy set theory . In-ternational Conference on Fuzzy Systems and Knowledge Dis-covery, 4(2), 483-487. Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56(4), 53- 66. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consum-er behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Davoud, N. (2010). School of management, universiti sains malaysia international. Journal of Marketing Studies, 2(2), 158-172. De Rojas, C., & Camarero, C. (2008). Visitors experience, mood and satisfaction in a heritage context: Evidence from an interpreta-tion center. Tourism Management, 29(3), 525-537. Dube-Rioux, L. (1990). The power of affective reports in predicting satisfaction judgments, in Goldberg, M. E. and Pollay, R.W. (Eds). Advances in Consumer Research, 17(3), 571-576. Edvardsson, B. (2005).
Service quality: Beyond cognitive assessment. Managing Service Quality, 15(2), 127-131. Ekinci, Y., Riley, M., & Fife-Schaw, C.
(1998). Which school of thought? The dimensions of resort hotel quality. International Journal of Contemporary Hospitality Management, 10(2), 63- 67. Enfron, B. (1982). The Jack knife, the Bootstrap, and other Resam pling Plans. Society for Industrial and Applied Mathematics. Engel, J. F., Blackwell, R. D., & Miniard. P. W. (2000). Consumer Behavior(7th Ed.). Chicago, Dryden Press. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. Friesner, D., Neufelder, D., Raisor, J., & Bozman, C. S. (2009). How to improve patient satisfaction when patients are already satis-fied: A continuous process-improvement approach. Hospital Topics, 87(1), 24-40.
Gagnon, G. B., & Roh, Y. S. (2007). The impact of customization and reliability on customer satisfaction in the U.S. lodging industry. Journal of Quality Assurance in Hospitality and Tourism, 8(3), 60-78. Getty, J. M., & Getty, R. L. (2003). Lodging quality index (LQI): Assessing customers’ perceptions of quality deliver. Interna-tional Journal of Contemporary Hospitality Management, 15(2), 94-104. Getty, J. M., & Thompson, N. K. (1994). The relationship between quality, satisfaction, and recommending behaviour in lodging decisions. Journal of Hospitality and Leisure Marketing, 2(3), 3-22. Gonzalez, M. E. A., Comesana, L. R., & Brea, J. A. F.
(2007). As-sessing tourist behavioral intentions through perceived service quality and customer satisfaction. Journal of Business Re-search, 60(3), 153-160. Gronroos, C. (1984). A service quality model and its marketing im-plications. European Journal of Marketing, 18(4), 36-44. Hair, J. F., Anderson, R. E. Jr., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis.
Prentice-Hall, Up per Saddle River, NJ. Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer Beha-vior-Building
Marketing Strategy. The McGraw-Hill Compa-nies, Inc. Host, V., & Knie-Andersen, M. (2004). Modeling customer satisfac-tion in mortgage credit companies. The International Journal of Bank Marketing, 22(3), 26-42. Hsu, C.J., & Hsu, C.M. (2008). The relationships between service quality and customer satisfaction in a leading chinese web 2.0 company. The Business Review, Cambridge, 11(3), 84-89. Joreskog, K. G., & Sorbom, D. (2000). LISREL7: A Guide to the Program and Appliations, SPSS, Chicago, IL. Juwaheer, T. D. (2004). Exploring international tourists perceptions by using a modified SERVQUAL approach-a case study of Mauritius. Managing Service Quality, 14(2), 350-364. Keaveney, S. M. (1995). Customer switching behavior in service in-dustries: An exploratory study. Jorunal of Marketing, 59(2), 84-96. Khan, M. (2003). ECOSERV: Ecotourists quality expectations.
An-nals of Tourism Research, 30(1), 109-124. Kim, W. G., & Cha, Y. (2002). Antecedents and consequences of re-lationship quality in hotel industry. International Jorunal of Hospitality Management, 21(4), 321-338. Kim, Y. K., Cho, C. H., Ahn, S. K., Goh, L. H.,
& Kim, H. J. (2008). A study on medical services quality and its influence upon value of care and patient satisfaction-Focusing upon out-patients in a large-sized hospital. Total Quality Management & Business Excellence, 19(4), 1155-1171. Kline, R. B. (2005).
Principles and practice of structural equation modeling. New York: Guilford Press. Knutson, B., Stevens, P., Wullaert, C., Patton, M. & Yokoyama, F. (1990). LODGSERV: A service quality index for the lodging Industry. Hospitality Research Journal, 14(2), 227-284. Kotler, P. (1991). Marketing management analysis, planning, imple-mentation and control(7th ed.). New Jerssey:
Prentice-Hall. Kotler, P. (2003). Marketing management: Analysis, planning imple-mentation and control (10th ed.). New Jerssey:
Prentice Hall, Upper Saddle River. Kotler, P., & Kevin, L. K. (2006). Marketing Management, (12th ed.), Upper Saddle River, New Jerssey: Prentice-Hall, Inc. Lee. Lehtinen, U., & Lehtinen, J. R. (1991). Two approaches to service quality dimensions. The Service Industries Jorunal, 11(3), 287-303. Lemmink, J., Schuijf, A., & Streukens, S. (2003). The role of corpo-rate image and company employment image in explaining ap-plication intentions. Journal of Economic Psychology, 24(1), 1-15. Lai, F., Griffin B, M., &
Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(2), 980-986. Levitt, T. (1986). The marketing imagination. London: Collier Mac-millan. Lewis, R., & Booms, B. (1994). The marketing aspects of service quality. Emerging Perspectives on Services Marketing, Chica-go: American Marketing Association.
Liljander, V., & Strandvik, T. (1997). Emotions in service satisfac-tion. International Journal of Service Industry Management, 8(2), 148-169. Liu, S. F., Wang, W. C., & Chen, Y. H. (2009). Applying store image and consumer behavior to window display analysis.
Journal of American Academy of Business, Cambridge, 14(2), 70-74. Liu, T. C., & Wu, L. W. (2007). Customer retention and cross-buying in the banking industry: An integration of service attributes, satisfaction and trust. Journal of Financial Services Marketing, 12(2), 132-145. Mei, A. W. O., Dean, A. M., & White, C. J. (1999). Analyzing service quality in the hospitality industry.
Managing Service Quality, 9(2), 136-143. Nguyen, N., & LeBlanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Jour-nal of Retailing and Consumer Services, 8(4), 227-236. Oberoi, U., & Hales, C.
(1990). Assessing the quality of the confe-rence hotel service product: Towards an empirically based model. Service Industries Journal, 10(4), 700-721. Oliver, C. F. (1981). Measurement and evaluation of satisfaction process in retail setting. Journal of Retailing, 57(2), 25-48. Palacio, A. B., Meneses, G. D., & Perez, P. J. (2002).The con figura-tion of the university image and its relationship with the satis-faction of students. Journal of Educational Administration, 40(2), 486-505. Parasuraman, A., Zeithaml, V.
A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-37. Riadh, L. (2009). Service quality, emotional, satisfaction, and Beha-vioural Intentions-A study in the hotel industry. Managing Service Quality, 19(3), 308-331. Robertson, T. S., & Gatignon, H. (1986). Competitive effects on technology diffusion. Jorunal of Marketing, 1(2), 1-12. Ryual, K., Hanb, H., & Kim, T. H. (2008). Department of food ser-vice management, Kyung Hee University, Seoul, Republic of Korea. International. Journal of Hospitality Management, 27(2), 459-469. Saleh, F., &
Ryan, C. (1991). Analysing service quality in the hospi-tality industry using the SERVQUAL model. Services Indus-tries Journal, 11(3), 324-343. Sasser W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of Service Operations: Text, Cases and Readings.
Boston: Allyn & Bacon. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior(7th ed.). New York: Prentice Hall. Singh, J.
(1991). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(2), 1-15. Shu, T. C., Crompton, J. L., & Willson, V. L. (2002). An empirical investigation of the
relationships between service quality, sa-tisfaction and behavioral intentions among Vistors to a Wildlife Refuge. Journal of Leisure
Reasearch,34(1), 1-24. Slongo, L. A., & Vieira, V. A. (2007). An analysis of the new nrwe-gian customer satisfaction barometer (new ncsb) in a brazilian supermarket context. Portuguese, 8(3), 173-174. Soderlund, M., & Rosengren, S. (2004). Dismantling positive affect and its effects on customer satisfaction: an empirical examina-tion of customer joy in a service encounter. Journal of
Con-sumer Satisfaction, Dissatisfaction and Complaining Behavior, 17(3), 27-41. Tang, W. (2007). Impact of corporate image and corporate reputation on customer loyalty: A review. Management Science and En-gineering, 1(2), 57-62. Terry, K., Woo, G. K., &
Hong, B. K. (2009). The effects of per-ceived justice on recovery satisfaction, trust. Hotels Tourism Management, 22(2), 51-62.
Tsiros, M., & Mittal, V. (2000). A model of its antecedents and con-sequences in consumer decision making. Journal of Consumer Research, 26(2), 401-415. Walters, C. G. (1978). Consumer behavior : An integrated framework. New York. Richard D. Irwin Inc.
White, C., & Yu, Y. T. (2005). Satisfaction emotions and consumer behavioral intentions. Journal of Services Marketing, 19(3), 411-420. Woodruff, R. B., Ernest, R. C., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 25(3), 296-304. Woodside, A. G.., Frey, L. L., & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Jour-nal of Health Care Marketing, 9(4), 5-17. Zeithaml, V. A., Berry, L. L., &
Parasuraman, A. (1996). The beha-vioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
REFERENCES
一、中文部分方喻韓(2007)，餐飲服務業消費價值服務品質對消費者行為意圖之研究－以西式套餐連鎖店為例，國立台北大學企業管理 學系未出版之碩士論文。台灣立報(2010，3)，來源: http://www.lihpao.com/?action-viewnews-itemid-919。交通部觀光局(2009)，觀光統計 年報，台北:觀光局。交通部觀光局(2010)，觀光旅館營運統計月報，台北:觀光局。李永年(1998)，商品品質與服務品質對顧客滿意度及 忠誠度之影響－以加油站為例，國立政治大學企業管理研究所未出版之碩士班論文。李守蕾(2008)，補教業服務品質企業形象價格認知 與顧客滿意度關係之研究－以才藝補習班為例，國立中山大學人力資源管理研究所未出版之碩士論文。李英慈(2009)，大台北地區婚宴 產業品牌知名度顧客滿意度與行為意圖之相關研究－以價格意識為干擾變項，私立輔仁大學餐旅管理學系碩士班未出版之碩士論文。宋 秀珠(2007)，游泳俱樂部企業形象、服務品質、知覺價值與顧客滿意度、顧客忠誠度之關係研究，私立樹德科技大學事業經營管理研究 所未出版之碩士論文。邱皓政(2006)，量化研究與統計分析，台北:五南出版社。吳明隆(2006)，SPSS統計應用學習實務－問卷分析與應 用統計，台北:智城出版社。吳勉勤(2009)，旅館管理－理論與實務，台北:揚智文化。林素鈺(2004)，大學校院認證ISO 9000與其行政服 務品質，國立暨南國際大學教育政策與行政碩士班未出版之碩士論文。林素吟(2005)，服務品質滿意度與購買意圖關係之研究:層級干擾 迴歸分析之應用，管理評論，24(2)，1-17。林敬婷(2008)，3C連鎖零售業的服務品質和企業形象對顧客滿意度與行為意向之探討－廣告 為干擾變數，私立實踐大學企業管理學系碩士班未出版之碩士論文。林宜慧(2009)，認知情感滿意度模式之建構與持續涉入之調節效果
－以第17屆陽明山國家公園路跑賽為例，國立中正大學運動與休閒研究所未出版之碩士論文。周文亮(2008)，供電服務品質、價格、企 業形象與顧客滿意度關係之實證研究，國立中山大學企業管理研究所未出版之碩士論文。胡宜中(2008)，運用層級分析法探討服務品質
—以國際觀光旅館為例，2008年運動休閒產業管理學術研討會論文集，392~405。洪順慶(1999)，行銷管理，台北:新陸書局。高希 均(1985)，企業形象:良性循環的原動力，天下雜誌，93(12)。陳鉦達(2002)，企業形象、服務補救期望與補救後滿意度關係之研究，私立 中國文化大學國際企業管理研究所未出版之碩士論文。陳添財(2007)，以企業形象為干擾變數探討服務品質對顧客滿意度和顧客保留之 影響，私立大葉大學事業經營研究所未出版之碩士論文。陳寬裕，王正華(2010)，結構方程模型分析實務Amos的運用，台北:五南出版社
。陳順宇(2007)，結構方程模式，台北:心理出版社。張振忠(2002)，服務品質、顧客滿意度與忠誠度對企業採用自動 化新科技產品再購 意願之研究－以OPC產品為例，國立高 雄應用科技大學商務經營研究所未出版之碩士論文。張博文(2007)，飯店服務品質顧客滿意度信 任及再宿意願關係之探討－以飯店之特約廠商為例，私立南華大學旅遊事業管理研究所未出版之碩士論文。張開州(2008)，企業形象對 消費者行為意向影響關係之探究－以文化價值觀為調節變項，國立東華大學企業管理學系未出版之碩士論文。華視網路新聞(2011.2.14)
，來源: http://news.cts.com.tw/nownews/society/201102140671287.html。黃萬益(2002)，企業形象、服務價值、服務品質、顧客滿意度與 顧客行為意圖關係之研究－以雲嘉南地區汽車代檢業為 例，國立雲林科技大學企業管理系未出版之碩士論文。黃建豐(2004)，商務飯店 服務品質之研究－以Ｆ商務飯店為例，私立南台科技大學高階主管企管碩士班未出版之碩士論文。榮泰生(2009)，Amos與研究方法，台 北:五南出版社。游尚儒 (2007)，知覺價格知覺價值與知覺服務品質對消費者滿意度與再購意願影響之研究－以花蓮地區觀光飯店為例，
國立東華大學企業管理系未出版之碩士論文。詹益政(1995)，旅館餐飲經營實務，台北:揚智出版。廖煥森(2009)，溫泉飯店服務品質關係 品質與顧客行為意向相關性之研究－以泰安觀止溫泉飯店為例，私立朝陽科技大學休閒事業管理系研究所未出版之碩士論文。鄧維 兆(2007)，北投溫泉旅館關鍵服務品質屬性確認-kano模式與ipa之應用，品質學報，14(1)，99-113。鄭華清 (2007)，行銷管理，台北:全華 圖書。賴智民(2007)，探討服務品質企業形象對顧客忠誠度之影響－以日月潭教師會館為例，私立大葉大學管理學院事業經營研究所未 出版之碩士論文。歐聖榮(1994)，以自然資源為導向之遊憩區服務品質之研究，戶外遊憩研究，7(1)，81-103。鍾欣蘭(2008)，服務品質 企業形象與顧客滿意之關聯性研究－以台灣銀行業為例，國立成功大學統計學研究所未出版之碩士論文。蕭文龍(2009)，多變量分析最 佳入門實用書，台北:碁峰資訊。蘇彥銘 (2009)，旅館商務市場服務品質與顧客行為意圖之關係探討－以國內某旅館為例，私立逢甲大學 國際經營管理未出版之碩士論文。二、英文部分Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.Akan, P. (1995). Dimensions of service quality: A study in Istanbul. Managing Service Quality, 6(2), 39-43.Albacete-Saes, C. A., Fuentes-Fuentes, M. M., & Llore?ns-Montes, F. J. (2007). Service quality measurement in rural acomdtion. Annual of Tourism Research, 34(1), 45-65.Alexandris, K., Dimitriadis, N., & Markata, D. (2002). Can percep-tions of service quality predict behavioral intentions? An
ex-ploratory study in the hotel sector in Greece. Managing Service Quality, 12 (4), 224-231.Anderson, E. W., Fornell, C., & Lehman, D. R. (1994).
Consumer sa-tisfaction, market share and profitability: Findings from swe-den. Journal of Marketing, 58 (3), 53-66.Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complexservices: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9 (1), 7-23.Babakus, E., & Boller, G. W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24(2), 253-68.Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M.
(2005). Modeling consumer satisfaction and word-of-mouth: Restaurant Patro-nage in Korea. Journal of Services Marketing, 19(3), 133-139.Baker, D. A., & Crompton, J. L. (2000). Quality satisfaction and be-havioral intentions. Annals of Tourism Research, 27(3), 785- 804.Barsky, J., & Nash, L. (2002). Evoking emotion: Affective keys to hotel loyalty. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 39-46.Bayton, J. A.
(1959). Researching the corporate image. Public Rela-tion, 4(4), 3-8.Bei, L. T., & Chiao, Y. C. (2006). The determinants of customer loyalty: An analysis of intangible factors in three service in-dustries. International Journal of Commerce and Management, 16(3), 162-177.Bitner, M. J. (1990).
Evaluating service encounters: The effect of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.Bloemer, J., &
Odekerken-Schr?der, G. (2002). Store satisfaction factors. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behaviour, 15(3), 68-80.Bollen, K. A. (1989). Structural equations with latent variables. New York: Wiley.Boulding, K. E. (1959). The image. The University of Michigan Press, 12(2), 22-24.Boulding, W., Dalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.Brady, M. K., Knight, G. A., Cronin, J. J., Tomas, G., Hult, M.,
& Keillor, B. D. (2005). Removing the contextual lens: A mtna-tional, multi-setting comparison of service evaluation models. Journal of Retailing, 81(3), 215-230.Byrne, B. M. (2001). Structural Equation Modeling with AMOS: Ba-sic Concepts, Applications, and Programming, Lawrence Erl- baum Associates, Mahwah, N.J.Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions.
Journal of Rtailing, 66(1), 33-55.Chen, C. F., & Tsai, D. C. (2007). How destination image and evalu-ative factors affect behavioral intentions.
Tourism Management, 28 (4), 1115-1122.Choi, C., Kim, C., Sung, N., & Park, Y. (2007). Evaluating the quality of service in mobile business based on fuzzy set theory . In-ternational Conference on Fuzzy Systems and Knowledge Dis-covery, 4(2), 483-487.Cronin, J. J., & Taylor, S. A. (1992).
Measuring service quality: A re-examination and extension. Journal of Marketing, 56(4), 53- 66.Cronin, J. J., Brady, M. K., & Hult, G. T. M.
(2000). Assessing the effects of quality, value, and customer satisfaction on consum-er behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.Davoud, N. (2010). School of management, universiti sains malaysia international. Journal of Marketing Studies, 2(2), 158-172.De Rojas, C., & Camarero, C. (2008). Visitors experience, mood and satisfaction in a heritage context: Evidence from an interpreta-tion center. Tourism Management, 29(3), 525-537.Dube-Rioux, L. (1990). The power of affective reports in predicting satisfaction judgments, in Goldberg, M. E. and Pollay, R.W. (Eds). Advances in Consumer Research, 17(3), 571-576.Edvardsson, B. (2005). Service quality: Beyond cognitive assessment. Managing Service Quality, 15(2), 127-131.Ekinci, Y., Riley, M., & Fife-Schaw, C. (1998). Which school of thought? The dimensions of resort hotel quality. International Journal of Contemporary Hospitality Management, 10(2), 63- 67.Enfron, B. (1982). The Jack knife, the
Bootstrap, and other Resam pling Plans. Society for Industrial and Applied Mathematics.Engel, J. F., Blackwell, R. D., & Miniard. P. W. (2000).
Consumer Behavior(7th Ed.). Chicago, Dryden Press.Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.Friesner, D., Neufelder, D., Raisor, J., & Bozman, C. S. (2009).
How to improve patient satisfaction when patients are already satis-fied: A continuous process-improvement approach. Hospital Topics, 87(1), 24-40.Gagnon, G. B., & Roh, Y. S. (2007). The impact of customization and reliability on customer satisfaction in the U.S. lodging industry.
Journal of Quality Assurance in Hospitality and Tourism, 8(3), 60-78.Getty, J. M., & Getty, R. L. (2003). Lodging quality index (LQI): Assessing customers’ perceptions of quality deliver. Interna-tional Journal of Contemporary Hospitality Management, 15(2), 94-104.Getty, J. M., &
Thompson, N. K. (1994). The relationship between quality, satisfaction, and recommending behaviour in lodging decisions. Journal of Hospitality and Leisure Marketing, 2(3), 3-22.Gonzalez, M. E. A., Comesana, L. R., & Brea, J. A. F. (2007). As-sessing tourist behavioral intentions through perceived service quality and customer satisfaction. Journal of Business Re-search, 60(3), 153-160.Gronroos, C. (1984). A service quality model and its marketing im-plications. European Journal of Marketing, 18(4), 36-44.Hair, J. F., Anderson, R. E. Jr., Tatham, R. L., & Black, W. C. (1998).
Multivariate Data Analysis. Prentice-Hall, Up per Saddle River, NJ.Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer Beha-vior-Building Marketing Strategy. The McGraw-Hill Compa-nies, Inc.Host, V., & Knie-Andersen, M. (2004). Modeling customer satisfac-tion in mortgage credit companies. The International Journal of Bank Marketing, 22(3), 26-42.Hsu, C.J., & Hsu, C.M. (2008). The relationships between service quality and customer satisfaction in a leading chinese web 2.0 company. The Business Review, Cambridge, 11(3), 84-89.Joreskog, K. G., & Sorbom, D. (2000). LISREL7: A Guide to the Program and Appliations, SPSS, Chicago, IL.Juwaheer, T. D. (2004).
Exploring international tourists perceptions by using a modified SERVQUAL approach-a case study of Mauritius. Managing Service Quality, 14(2), 350-364.Keaveney, S. M. (1995). Customer switching behavior in service in-dustries: An exploratory study. Jorunal of Marketing, 59(2), 84-96.Khan, M. (2003). ECOSERV: Ecotourists quality expectations. An-nals of Tourism Research, 30(1), 109-124.Kim, W. G., & Cha, Y. (2002).
Antecedents and consequences of re-lationship quality in hotel industry. International Jorunal of Hospitality Management, 21(4), 321-338.Kim, Y.
K., Cho, C. H., Ahn, S. K., Goh, L. H., & Kim, H. J. (2008). A study on medical services quality and its influence upon value of care and patient satisfaction-Focusing upon out-patients in a large-sized hospital. Total Quality Management & Business Excellence, 19(4), 1155-1171.Kline, R. B.
(2005). Principles and practice of structural equation modeling. New York: Guilford Press.Knutson, B., Stevens, P., Wullaert, C., Patton, M. &
Yokoyama, F. (1990). LODGSERV: A service quality index for the lodging Industry. Hospitality Research Journal, 14(2), 227-284.Kotler, P.
(1991). Marketing management analysis, planning, imple-mentation and control(7th ed.). New Jerssey: Prentice-Hall.Kotler, P. (2003). Marketing management: Analysis, planning imple-mentation and control (10th ed.). New Jerssey: Prentice Hall, Upper Saddle River.Kotler, P., & Kevin, L.
K. (2006). Marketing Management, (12th ed.), Upper Saddle River, New Jerssey: Prentice-Hall, Inc. Lee.Lehtinen, U., & Lehtinen, J. R. (1991).
Two approaches to service quality dimensions. The Service Industries Jorunal, 11(3), 287-303.Lemmink, J., Schuijf, A., & Streukens, S. (2003). The role of corpo-rate image and company employment image in explaining ap-plication intentions. Journal of Economic Psychology, 24(1), 1-15.Lai, F., Griffin B, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(2), 980-986.Levitt, T. (1986). The marketing imagination. London: Collier Mac-millan.Lewis, R., & Booms, B. (1994). The marketing aspects of service quality. Emerging Perspectives on Services Marketing, Chica-go: American Marketing Association.Liljander, V., & Strandvik, T.
(1997). Emotions in service satisfac-tion. International Journal of Service Industry Management, 8(2), 148-169.Liu, S. F., Wang, W. C., & Chen, Y.
H. (2009). Applying store image and consumer behavior to window display analysis. Journal of American Academy of Business, Cambridge, 14(2), 70-74.Liu, T. C., & Wu, L. W. (2007). Customer retention and cross-buying in the banking industry: An integration of service attributes,
satisfaction and trust. Journal of Financial Services Marketing, 12(2), 132-145.Mei, A. W. O., Dean, A. M., & White, C. J. (1999). Analyzing service quality in the hospitality industry. Managing Service Quality, 9(2), 136-143.Nguyen, N., & LeBlanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Jour-nal of Retailing and Consumer Services, 8(4), 227-236.Oberoi, U., & Hales, C.
(1990). Assessing the quality of the confe-rence hotel service product: Towards an empirically based model. Service Industries Journal, 10(4), 700-721.Oliver, C. F. (1981). Measurement and evaluation of satisfaction process in retail setting. Journal of Retailing, 57(2), 25-48.Palacio, A. B., Meneses, G. D., & Perez, P. J. (2002).The con figura-tion of the university image and its relationship with the satis-faction of students. Journal of Educational Administration, 40(2), 486-505.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-37.Riadh, L. (2009). Service quality, emotional, satisfaction, and Beha-vioural Intentions-A study in the hotel industry. Managing Service Quality, 19(3), 308-331.Robertson, T. S., & Gatignon, H. (1986).
Competitive effects on technology diffusion. Jorunal of Marketing, 1(2), 1-12.Ryual, K., Hanb, H., & Kim, T. H. (2008). Department of food ser-vice management, Kyung Hee University, Seoul, Republic of Korea. International. Journal of Hospitality Management, 27(2), 459-469.Saleh, F., & Ryan, C. (1991). Analysing service quality in the hospi-tality industry using the SERVQUAL model. Services Indus-tries Journal, 11(3), 324-343.Sasser W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of Service Operations: Text, Cases and Readings. Boston: Allyn &
Bacon.Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior(7th ed.). New York: Prentice Hall.Singh, J. (1991). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(2), 1-15.Shu, T. C., Crompton, J. L., & Willson, V. L. (2002). An empirical investigation of the relationships between service quality, sa-tisfaction and behavioral intentions among Vistors to a Wildlife Refuge. Journal of Leisure Reasearch,34(1), 1-24.Slongo, L. A., & Vieira, V. A. (2007). An analysis of the new nrwe-gian customer satisfaction barometer (new ncsb) in a brazilian supermarket context. Portuguese, 8(3), 173-174.Soderlund, M., &
Rosengren, S. (2004). Dismantling positive affect and its effects on customer satisfaction: an empirical examina-tion of customer joy in a service encounter. Journal of Con-sumer Satisfaction, Dissatisfaction and Complaining Behavior, 17(3), 27-41.Tang, W. (2007). Impact of corporate image and corporate reputation on customer loyalty: A review. Management Science and En-gineering, 1(2), 57-62.Terry, K., Woo, G. K., & Hong, B. K.
(2009). The effects of per-ceived justice on recovery satisfaction, trust. Hotels Tourism Management, 22(2), 51-62.Tsiros, M., & Mittal, V. (2000). A model of its antecedents and con-sequences in consumer decision making. Journal of Consumer Research, 26(2), 401-415.Walters, C. G. (1978).
Consumer behavior : An integrated framework. New York. Richard D. Irwin Inc.White, C., & Yu, Y. T. (2005). Satisfaction emotions and consumer behavioral intentions. Journal of Services Marketing, 19(3), 411-420.Woodruff, R. B., Ernest, R. C., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 25(3), 296-304.Woodside, A. G.., Frey, L. L., &
Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Jour-nal of Health Care Marketing, 9(4), 5-17.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The beha-vioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
