The Influence of Service Quality and Brand Image on Customer Satisfaction - in Case of Chinese Consumers
黃錫源、賴文魁、陸春霖
E-mail: 9403188@mail.dyu.edu.tw
ABSTRACT
This study aims at investigating the influence of service quality and brand image on customer satisfaction－in case of Chinese consumers. The influence of service quality and brand image on customer satisfaction is tested. This research also attempts to provide beneficial suggestions and implications for marketing practitioners. This study uses questionnaire survey to access consumers.
Statistical analyses and multivariate techniques are applied to verify the proposed hypotheses. The procedure of data analyses starts from descriptive statistics analysis, factor analysis, coefficient of correlation analysis and regression analysis. Analysis results and interpretations are presented in the end of each section. Significant evidences are approved completely in three hypotheses and partially in six hypotheses. Research conclusion indicate that service quality, brand image, service quality and brand image are proved to have a signification positive and negative impact on physical facilities. Evidences also show that service quality, brand image, service quality and brand image imposes positive influence on both servant and advertising promotion are supported, which suggests firms should pay more attention on physical facilities.
Keywords : service quality, brand image, customer satisfaction
Table of Contents
封面內頁 簽名頁 授權書---iii 中文摘要---v 英文摘要---vi 誌謝---vii 目錄---viii 圖目錄---xi 表目錄---xii 第一章 緒論 1.1 研究背景與動機--- 1 1.2 研究目的--- 2 1.3 研究重要性與限制--- 3 1.4 研 究流程--- 4 第二章 文獻探討 2.1 服務之定義與特性之探討---5 2.1.1 服務之定義---5 2.1.2 服務之特
性---5 2.1.3 服務品質之定義與特性---8 2.1.4 服務品質衡量之方法--- 16 2.2 品牌形象之探討---22 2.2.1 品牌形象之定義---22 2.2.2 品牌形象之特性---25 2.2.3 品牌形象之衡量方法---30 2.2.4 品牌形象之觀點整 理--- 32 2.3 顧客滿意度之探討--- 33 2.3.1 顧客滿意之定義--- 33 2.3.2 顧客滿意的理論---36 2.3.3 顧客 滿意之衡量方法---39 2.4 其他變數與顧客滿意度之探討---41 2.4.1 服務品質與顧客滿意度之探討---41 2.4.2 品牌形象與顧客滿意度之探討---42 第三章 研究方法 3.1 研究架構---43 3.2 研究假設--- 44 3.3 研究變數操 作型定義--- 44 3.3.1 服務品質--- 44 3.3.2 品牌形象--- 44 3.3.3 顧客滿意度---45 3.4 問卷設計---45 3.4.1 量表來源--- 45 3.4.2 衡量方法--- 46 3.4.3 信度分析---47 3.4.4 效度分析--- 48 3.5 研究對
象--- 48 3.6 資料分析方法--- 49 3.6.1 敘 (描) 述性統計分析---49 3.6.2 因素分析--- 49 3.6.3 複迴歸分 析---49 3.4.3 相關與相關係數--- 50 第四章 資料分析與結果 4.1 樣本資料分析--- 51 4.1.1 性別---51 4.1.2 年齡--- 51 4.1.3 教育程度--- 52 4.1.4 婚姻狀況--- 52 4.1.5 職業---53 4.1.6 個人平均月收入--- 53 4.1.7 家庭平均月收入---54 4.2 因素分析---55 4.2.1 因素萃取---55 4.2.2 因素命名---58 4.3 假設驗證 分析---68 4.3.1 服務品質對賣場規劃的滿意度具有影響---68 4.3.2 服務品質對服務人員的滿意度具有影
響---70 4.3.3 服務品質對廣告促銷的滿意度具有影響---71 4.3.4 品牌形象對賣場規劃的滿意度具有影 響---73 4.3.5 品牌形象對服務人員的滿意度具有影響---74 4.3.6 品牌形象對廣告促銷的滿意度具有影
響---75 4.3.7 服務品質與品牌形象對賣場規劃的滿意度具有影響---77 4.3.8 服務品質與品牌形象對服務人員的滿 意度具有影響---78 4.3.9 服務品質與品牌形象對廣告促銷的滿意度具有影響---80 4.4 假設驗證總整理---81 第五章 結論與建議 5.1 結論---83 5.1.1 在人口統計方面---83 5.1.2 服務品質對顧客滿意度之影響---83 5.1.3 品牌形象對顧客滿意度之影響---84 5.2 建議---85 5.3 後續研究建議---85 參考文獻 中文部份---87 英文 部份---88 問卷---101
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