The Study of The Relationship among Service Quality,Corporate Image, Price Consciousness, Customer Satisfaction 李容君、李德治

The Study of The Relationship among Service Quality,Corporate Image, Price Consciousness, Customer Satisfaction

李容君、李德治

E-mail: [email protected]

ABSTRACT

The purpose of this research is to explore the relations between the service quality, corporate image, price consciousness and customer satisfaction in cram school business. The research objects focused on the parents whose children are both learning in elementary schools and cram schools located in Taichung area. This research gave out 500 copies of questionnaire, a total of 467 copies were returned with 451 valid copies, a received rate of 90.2%. The empirical test used simple linear regression analysis and general linear model to validate the research hypotheses. The results of this thesis research indicate that: 1. The service quality positively influences the customer satisfaction. 2. The corporate image positively influences the customer satisfaction. 3. The price consciousness nega-tively influences the customer satisfaction. The outcome of these results allows us to deliver suggestions for management practices and future researches, and expect to offer these results as reference to manag-ers of cram school business.

Keywords : service quality、corporate image、price consciousness、customer satisfaction Table of Contents

內 容 目 錄 中文摘要　．．．．．．．．．．．．．．．．．．．．iii 英文摘要　．．．．．．．．．．．．．．．．．

．．．iv 誌謝辭　　．．．．．．．．．．．．．．．．．．．．v 內容目錄　．．．．．．．．．．．．．．．．．．

．．vi 表目錄　　．．．．．．．．．．．．．．．．．．．．viii 圖目錄　　．．．．．．．．．．．．．．．．．．

．．ix 第一章　　緒論．．．．．．．．．．．．．．．．．．1 第一節　　研究背景與動機．．．．．．．．．．．1 第二節　　研究問題．．．．．．．．．．．．．．4 第三節　　研究目的．．．．．．．．．．．．．．4 第二章　　 文獻探討 ．．．．．．．．．．．．．．．．5 第一節　　顧客滿意度．．．．．．．．．．．．．5 第二節　　企業形 象．．．．．．．．．．．．．．12 第三節　　服務品價．．．．．．．．．．．．．．18 第四節　　價格意識．．．

．．．．．．．．．．．29 第五節　　各變數之關係．．．．．．．．．．．．31 第三章　　研究方法．．．．．．．

．．．．．．．．．34 第一節　　研究架構．．．．．．．．．．．．．．34 第二節　　研究假設．．．．．．．．．

．．．．．35 第三節　　研究對象與抽樣方法．．．．．．．．．．．36 第四節　　各項操作型定義及量表暨計分方式

．．．37 第五節　　資料分析方法．．．．．．．．．．．．45 第六節　　初測量表的分析．．．．．．．．．．．

．46 第四章　　研究結果．．．．．．．．．．．．．．．．53 第一節　　描述性統計．．．．．．．．．．．．．53 第二節　　服務品質、企業形象、價格意識與顧客滿意度之相關分析．．．．54 第三節　 人口變項與顧客滿意度之差異 性分析 ．．．．．．．．55 第四節　　服務品質、企業形象與顧客滿意度之簡單線性迴歸分析 ．．．57 第五節　　服務 品質、企業形象、價格意識與顧客滿意度之一般線性模式．．58 第五章　　結論與建議．．．．．．．．．．．．．．

．62 第一節　　研究發現．．．．．．．．．．．．．．62 第二節　　學術與管理實務上之建議．．．．．．．64 第三 節　　研究限制．．．．．．．．．．．．．．．66 參考文獻　．．．．．．．．．．．．．．．．．．．．67 一、中 文部份．．．．．．．．．．．．．．．．．67 二、英文部份．．．．．．．．．．．．．．．．．75 附錄　　調查問 卷．．．．．．．．．．．．．．．．．98 表　目　錄 表 2-1 PZB之服務品質原始構面(1985) ．．．．．．．21 表 2-2 PZB修正後服務品質衡量構面與衡量項目(1988) 22 表 2-3 SERVQUAL與SERVPERF量表衡量方式比較表26 表 3-1 本研究服 務品質問卷問項．．．．．．．．．．38 表 3-2 本研究企業形象問卷問項．．．．．．．．．．41 表 3-3 本研究顧客滿意 度問卷問項．．．．．．．．．42 表 3-4 本研究價格意識問卷問項．．．．．．．．．．43 表 3-5 服務品質之項目總和統 計量．．．．．．．．．47 表 3-6 企業形象之項目總和統計量．．．．．．．．．48 表 3-7 價格意識之項目總和統計量．

．．．．．．．．49 表 3-8 顧客滿意度之項目總和統計量．．．．．．．．49 表 3-9 服務品質之驗證性因素分析．．．．

．．．．．50 表 3-10 企業形象之驗證性因素分析．．．．．．．．．51 表 3-11 價格意識之驗證性因素分析．．．．．．

．．．51 表 3-12 顧客滿意度之驗證性因素分析．．．．．．．．52 表 4-1 樣本背景資料分佈情形．．．．．．．．．．

．53 表 4-2 服務品質、企業形象、價格意識與顧客滿意度之相關分析結果．．．．．．．55 表 4-3 性別與顧客滿意度之獨 立樣本 t 檢定．．．．．56 表 4-4 三分類以上之個人變項與顧客滿意度之單因子變異數分析 ．．．．．．57 表 4-5 服務品 質、企業形象與顧客滿意度之層級迴歸分析 ．．．．．．．．58 表 4-6 服務品質、價格意識與顧客滿意度之一般線性模 式．．．．．．．．．．60 表 4-7 企業形象、價格意識與顧客滿意度之一般線性模式．．．．．．．．．．60 表 5-1 假設 分析結果 ．．． ．．．．．．．．．．．．62 圖　目　錄 圖 2-1 翻譯Oliver(1980)之原文圖—滿意度之前因與後果之認知

模式．．．．．．8 圖 2-2 服務品質概念模式Service Quality Model ．．．．24 圖 3-1 本研究架構 ．．．．．．．．．．．

．．．．．34 圖 4-1 價格意識對服務品質與顧客滿意度之散佈圖 ．．59 圖 4-2 價格意識對企業形象與顧客滿意度之散佈 圖 ．．60

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