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系統識別號 U0026-0901201415085200
論文名稱(中文) 服務品質,知覺價值,品牌形象與顧客滿意度和顧客忠誠度之關聯性研究- 以美式量販業好市多(Costco)為例
論文名稱(英文) A research on the relationship among Service Quality、Perceived Value、Brand Image、Customer Satisfaction and Customer Loyalty in Hypermarket—An Empirical Case of Costco
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 102
學期 1
出版年 103
研究生(中文) 魏志遠
研究生(英文) Chih-Yuen Wei
學號 RD6994129
學位類別 碩士
語文別 中文
論文頁數 101頁
口試委員 指導教授-祝鳳岡
口試委員-劉明德
口試委員-張伯謙
中文關鍵字 服務品質  知覺價值  品牌形象  顧客滿意度  顧客忠誠度 
英文關鍵字 Service Quality  Perceived Value  Brand Image  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 本研究是以去Costco消費的顧客為研究對象,探討消費者對於Costco之服務品質、品牌形象、知覺價值、顧客忠誠度與顧客滿意度間的關連性。研究針對去Costco消費之顧客作為問卷抽樣進行調查,共計發出300份問卷,回收的有效問卷共有258份,問卷的回收率為86%。基於研究目的之需要,將使用敘述性統計分析,因數分析、信度分析信度檢定、皮爾森相關、迴歸分析、變異數分析等方法進行實證分析。實證結果發現如下:

分析結果顯示,服務品質、知覺價值與品牌形象對顧客忠誠度與顧客滿意度具有顯著正向的影響,顧客滿意度會正向影響顧客忠誠度,服務品質會正向影響顧品牌形象,知覺價值會正向影響品牌形象。

因此Costco欲提高顧客滿意度,首要加強服務品質;欲提高顧客忠誠度首要加強品牌形象。希望藉此研究結果提供Costco規劃行銷策略之參考。
英文摘要 In this study, the relationship among service quality, perceived value, brand image, customer satisfaction and customer loyalty for Costco. The research selected sample from consumers in Costco and 300 questionnaires were sent and 258 valid and valid return rate of 86%.

Based on the purpose and assumption of the research, SPSS was adopted to analyze data and themethods include factor analysis, ANOVA, Duncan’s test, T-test, and Pearson’s product-moment correlation analysis. After analysis of the data , the following conclusions were as below:

A significant relationship exists among service quality, perceived value, customer satisfaction and customer loyalty. In addition, a significant relationship exits between customer satisfaction and customer loyalty and service quality would affect perceived value positively and then brand image would affect perceived value posively.
Based on the result of this rearch, as if Costco would like to raise customer satisfaction, they have to enhance service quality for first thing. In the meanwhile, as if Costoc would like to raise customer loyalty, they have to enhance brand image for top priority. Eexpecting the result of this research can be marketing strategies for Costco in future.
論文目次 中文摘要 Ⅰ
英文摘要 Ⅱ
誌謝 Ⅲ
目錄 Ⅳ
表目錄 . Ⅵ
圖目錄 Ⅷ
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 1
第三節 研究範圍與對象 2
第四節 研究流程 2
第貳章 文獻探討 4
第一節 知覺價值 4
第二節 品牌形象 6
第三節 服務品質 9
第四節 顧客滿意度 17
第五節 顧客忠誠度 21
第參章 研究方法 24
第一節 研究架構 24
第二節 變項構面之操作型定義 26
第三節 問卷與抽樣設計 31
第四節 資料分析方法 33
第肆章 研究結果 36
第一節 樣本分析 37
第二節 描述性統計分析 40
第三節 因素分析與信度檢定 47
第四節 相關分析 54
第五節 迴歸分析 55
第六節 差異性分析 63
第七節 假設驗證 71
第伍章 結論與建議 72
第一節 研究結論 72
第二節 研究建議 75
第三節 研究限制 76
第四節 未來研究發展與建議 76
參考資料 78
附錄一 正式問卷 84
附錄二 訪談內容 94
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