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系統識別號 U0026-0112201416061300
論文名稱(中文) 品牌形象、服務品質、認知價值與顧客滿意度及忠誠度關係之研究:以不動產代銷N公司為例
論文名稱(英文) The Relationship Among Brand Image, Service Quality, Perceived Value with Customer Satisfaction and Customer Loyalty: A Case Study of a Real Estate Marketing Agency
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 103
學期 1
出版年 103
研究生(中文) 林立偉
研究生(英文) Li-Wei Lin
學號 R07014584
學位類別 碩士
語文別 中文
論文頁數 124頁
口試委員 指導教授-祝鳳岡
共同指導教授-王明隆
口試委員-耿伯文
口試委員-劉明德
中文關鍵字 品牌形象  服務品質  認知價值  顧客滿意度與顧客忠誠度 
英文關鍵字 Brand Image  Service Quality  Perceived Value  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 本研究旨在探討不動產代銷N公司品牌形象、服務品質、認知價值、顧客滿意度與顧客忠誠度之研究。首先,以隨機抽樣方式,對不動產代銷N公司的顧客共784位進行問卷調查,有效問卷回收率為32.14%。蒐集樣本資料以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關以及迴歸分析等方法來進行統計分析。
本研究發現如下:顧客對品牌形象功能性有中等接受度,且因其家庭人數、平均月收入、職業而有所差異。顧客對服務保證與關懷性有中等接受度,且因其教育程度、家庭人數、平均月收入、職業而有所差異。顧客對服務反應性有中等接受度,且因其平均月收入、職業而有所差異。顧客對經濟與價值形象有中等接受度,且因其家庭人數、平均月收入、職業而有所差異。顧客對功能價值和專業滿意度有中等接受度,且因其平均月收入而有所差異。顧客對整體顧客忠誠度有中等接受度,且因其平均月收入、職業而有所差異。
根據研究發現,品牌形象、服務品質、認知價值對顧客忠誠度與顧客滿意度具有正向的影響。其中經濟與形象價值對顧客滿意度與服務品質對顧客滿意度的影響效果顯著,此外品牌形象、服務品質、認知價值與顧客忠誠度與顧客滿意度之間有顯著的相關性。因此,不動產代銷N公司應持續維持良好的品牌形象、服務品質、認知價值,以提高顧客滿意度與忠誠度。此點可做為不動產代銷N公司提升內部規劃行銷策略的參考。
英文摘要 SUMMARY

In this study, the researcher tries to discuss the relationship among brand image, service quality, perceived value, and customer satisfaction, customer loyalty for H real estate marketing agency. In total, 784 copies of questionnaires surveys were collected, and 252 valid questionnaires were returned with a rate of 32.14%. The methodologies we use in data collection are descriptive statistics, pearson product-moment correlation, regression analysis, independent samples t-test, one-way ANOVA and in-depth interview.

This study finds: the acceptance of customers in brand image function in service assurance and caring are in medium degree, variances appear due to their education, household size, property and occupation; The acceptance of customers in economic and value image is in degree medium, and variances appear due to their household size, property and occupation; the acceptance of customers in service reaction and in the whole customer loyalty are in medium degree, and variances appear due to their property and occupation.

This study discovers brand image, service quality and perceived value have positive direct influence on customer loyalty and satisfaction, especially in the economic and image value and in service quality on customer satisfaction. Nonetheless, brand image, service quality and perceived value are notably correlated with customer’s loyalty and satisfaction. Therefore, the real estate marketing agency must maintain good brand image, service quality, and perceived value in order to enhance customer loyalty and satisfaction. This point can be used as reference when promotion strategy is to be established.

INTRODUCTION
Studying the cases of real estate development and construction the author managed, the real estate marketing agency seems to play an essential role as in selling the houses to the customers; therefore, it becomes important to do a research through the methods taught by the professors in the courses to help in elevating the company’s competent and in improving the expansion of the company as the target of the study. According to the background and motif of this research, brand image, service quality, perceived value, customer satisfaction and customer loyalty are much correlated to each other. Thus, this study specially focuses on discussing the relationship of these five factors, brand image, service quality, customer satisfaction and customer loyalty.
Brand is a mark symbolizing a company’s being to customers. Service is an activity in serving someone in order to get fulfillment. Perceived value is the image the enterprises wrap on their commodity to make it valuable to customers. Customer satisfaction means if the customers are contented with the products they bought the higher chance they may purchase again in the future. The methods in this paper are: 1.) set the hypothesis of this study; 2.) find related literary resource to the topic; 3.) distribute questionnaires to specific group of people; 4.) analyze the statistics from the collected data by descriptive statistics, independent sample T-test, one-way ANOVA, Pearson product-moment correlation and regression analysis. The result shows the real estate marketing agency must maintain good brand image, service quality, and perceived value in order to enhance customer loyalty and satisfaction.

MATERIAL AND METHODS
Since this research is to discuss the relationship between ‘brand image,’ ‘service quality,’ ‘perceived value,’ ‘customer satisfaction’ and ‘customer loyalty.’ First, set the frame of this research mainly based on the changes may occur in the background of the customers, the brand image, the service quality, the perceived value, customer satisfaction and customer loyalty. Next, questionnaires are distributed to the customers by a real estate marketing agency. 32.14% of 784 copies of the questionnaires appeared valid in this research. These collected data were conducted through descriptive statistics, independent sample T-test, one-way ANOVA, Pearson product-moment correlation and regression analysis to test their reliability and validity.

RESULTS AND DISCUSSION
This study reveals that: the customer’s acceptance in brand image function is in medium degree, and variances appear due to education, family size, property and occupation. The customer’s acceptance in service assurance and caring is in medium degree, and variances appear due to education, family size, property and occupation. The customer’s acceptance in service reaction is in medium degree, and variances appear due to property and occupation. The customer’s acceptance in economic and value image is in medium degree, and variances appear due to family size, property and occupation. The customer’s acceptance in whole customer loyalty is in medium degree, and variances appear due to property and occupation. As a result, the brand image, service quality and perceived value have positive direct effects to customer loyalty and satisfaction, especially influenced significantly in the economic and image value and in service quality to customer’s satisfaction.

CONCLUSION
Customers with different backgrounds demand different needs. Overall, the customers have decent impression with this researched real estate market agency and their main concern is the price of the house. Since the price may not able to decrease easily, the real estate marketing agency must build up a good brand image and service quality in order to increase the value of the promoted commodity. Owing to the limitation of region, the research will be more accurate in its reliability and validity if the region expands to entire Taiwan. In addition, if there is more time allowed in the interviews, the more data collected could be helpful to this research in accuracy and as a valuable reference to the real estate marketing agency.
論文目次 目錄

摘要 I
Abstract II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 個案公司簡介與研究限制 4
第四節 研究方法與流程 6
第二章 文獻探討 9
第一節 品牌形象相關研究 9
第二節 服務品質相關研究 15
第三節 認知價值相關研究 20
第四節 顧客滿意度相關研究 28
第五節 顧客忠誠度相關研究 35
第三章 研究方法 42
第一節 研究架構 42
第二節 研究假設 44
第三節 問卷設計 44
第四節 資料處理與方法 49
第四章 研究結果與分析 53
第一節 樣本描述 53
第二節 敘述性統計分析 55
第三節 因素分析與信度分析 63
第四節 相關分析 69
第五節 迴歸分析 72
第六節 差異分析 83
第七節 假設驗證 88
第八節 質化訪談 90
第五章 結論與建議 93
第一節 研究結論 93
第二節 研究建議與研究限制 100
參考文獻 103
附錄一 114
附錄二 115
附錄三 122
附錄四 123
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