進階搜尋


 
系統識別號 U0026-1102201114484900
論文名稱(中文) 產品品質、服務品質、企業形象對顧客滿意度與顧客忠誠度之影響-以中油公司車用機油及快保中心為例
論文名稱(英文) The Impacts of Product Quality, Service Quality, Corporate Image on Customer Satisfaction and Customer Loyalty - The Case of CPC Motor Oil and Maintenance Center
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 99
學期 1
出版年 100
研究生(中文) 梁葉和
研究生(英文) Yeh-Her Liang
學號 r0797420
學位類別 碩士
語文別 中文
論文頁數 106頁
口試委員 指導教授-蔡東峻
召集委員-陳勁甫
口試委員-黃光渠
中文關鍵字 產品品質  服務品質  企業形象  顧客滿意度  顧客忠誠度 
英文關鍵字 product quality  service quality  corporate image  customer satisfaction  customer loyalty 
學科別分類
中文摘要 2008年9月的金融海嘯,全球經濟嚴重衰退,車用機油產業同樣受到很大的影響,業者必須重新思考如何留住既有顧客,並爭取新顧客的認同。

本研究以台灣中油公司國光牌車用機油及快保中心換油服務顧客為對象,探討車用機油產業中,產品品質、服務品質及企業形象如何影響顧客滿意度,進而影響顧客忠誠度,並進一步探討不同背景顧客,在各構面認知的差異情形。本研究共發出400份問卷,回收的有效問卷為277份,有效回收率為69.3%。回收問卷資料使用敘述性統計分析、信度分析、變異數分析、t檢定、迴歸分析及結構方程分析等方法進行實證分析,並驗證各項研究假設,得到下列結論:

一、企業形象主要受到產品品質、服務品質顯著正向的影響,其中又以服務品
質構面之「有形性」的影響最大。
二、顧客滿意度會受到產品品質直接及間接正向顯著影響,尤其以「產品形
象」的影響較大。
三、顧客滿意度會受到服務品質直接及間接正向顯著影響,也是以「有形性」
的影響較大。
四、企業形象對顧客滿意度的影響是正向但不顯著。
五、在所有影響顧客滿意度的因素中,以服務品質的影響較大。
六、顧客忠誠度受到顧客滿意度正向顯著的影響。
七、不同背景的消費者,對各構面因素有部分存在顯著差異。
英文摘要 The global economic recession due to financial tsunami in September 2008 led to huge impaction on motor oil industry. Therefore, the entrepreneurs have to reconsider the strategy to keep the exiting customers as well as to obtain the recognition from new potential customers.

This study focused on investigating the consumers’views of CPC motor oil and maintenance center services with respect to the impacts of product quality, service quality, corporate image on customer satisfaction and customer loyalty. Further for conferring the different recognitions on each dimension among customers with different backgrounds.A total of 400 questionnaires were distributed, of which 277 were returned and valid for analysis, the valid return rate was 69.3%. Statistical methods, such as descriptive statistics, reliability analysis, t-test, regression analysis and structural equation model(SEM) analysis as were used to analyze the collected data. After the analysis on the data and the validation of the assumptions, the empirical findings are showed as follows:

1.Corporate image is positively and significantly affected by product quality and service quality, mostly the factor of“tangibility”.
2.Customer satisfaction is positively and significantly affected by product quality directly and indirectly (through corporate image), mostly the factor of“product image”.
3.Customer satisfaction is positively and significantly affected by service quality directly and indirectly (through corporate image), mostly the factor of“tangibility”.
4.Corporate image had positive but not significant effect on customer satisfaction.
5.Among the affecting factors on customer satisfaction,it is mainly dominated by the service quality.
6.Customer loyalty is positively and significantly affected by customer satisfaction.
7.Among customers with different backgrounds, there are partially significant differences of each dimension.
論文目次 第一章 緒論--------------------------------------------------------1
第一節 研究背景與動機----------------------------------------1
第二節 研究目的--------------------------------------------------5
第三節 研究範圍與對象----------------------------------------6
第四節 研究流程--------------------------------------------------7
第二章 產業概況與文獻探討----------------------------------9
第一節 產業概況--------------------------------------------------9
第二節 產品品質------------------------------------------------17
第三節 服務品質------------------------------------------------20
第四節 企業形象------------------------------------------------27
第五節 顧客滿意度---------------------------------------------30
第六節 顧客忠誠度---------------------------------------------33
第七節 研究構面間之關係-----------------------------------35
第三章 研究架構與方法---------------------------------------41
第一節 研究架構------------------------------------------------41
第二節 研究假設------------------------------------------------42
第三節 研究設計與操作性定義-----------------------------43
第四節 抽樣設計與資料蒐集--------------------------------48
第五節 統計與分析方法---------------------------------------49
第六節 前測問卷結果------------------------------------------51
第四章 研究結果與分析---------------------------------------53
第一節 敘述性統計分析---------------------------------------53
第二節 主要構面內部信度分析-----------------------------61
第三節 構面因素之差異性分析-----------------------------65
第四節 LISREL線性結構分析-------------------------------74
第五節 構面因素影響分析------------------------------------82
第五章 研究結論與建議---------------------------------------88
第一節 研究結論-------------------------------------------------88
第二節 管理意涵與實務建議---------------------------------91
第三節 研究限制與對後續研究之建-----------------------95
參考文獻-----------------------------------------------------------96
附錄 問卷---------------------------------------------------------103
參考文獻 ㄧ、中文部份
1.王振明(2006),「運用結構方程模式探討品牌權益、服務品質、顧客滿意度、關係品質與顧客忠誠度之關係:以桃園縣加油站為例」,東華大學企業管理研究所碩士論文。
2.古兆財(2005),「企業形象、服務品質及顧客滿意對顧客忠誠度影響之研究:以A石油公司之船用潤滑油為例」,東吳大學企業管理研究碩士論文。
3.林榮盛(1994),潤滑學,初版,全華科技圖書股份有限公司。
4.林建煌(2004),行銷管理,再版,智勝文化事業有限公司。
5.李永年(1997 ),「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」,政治大學企業管理所碩士論文。
6.李明樺(2006),「服務品質、價格認知、企業形象、顧客滿意度與顧客忠誠度關係之研究:以香料為例」,東吳大學企業管理研究所碩士論文。
7.吳萬益(2008),企業研究方法,3版,華泰書局。
8.尚華市調公司(2004),「潤滑油商情資訊調查與市場策略研究」報告,中油公司委託研究。
9.柯宜君(2000),「消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響:於三種有形性比重不同服務業之比較」,政治大學企業管理所碩士論文。
10.黃俊英(1993),「要裡子也要面子」,管理雜誌,頁146及233。
11.陳熙樞(2009),「台灣汽車保修廠產業概況」,康穎企管顧問有限公司。
12.郭德賓(1999),「服務業顧客滿意評量模式之研究」,中山大學企業管理研究所博士論文。
13.郭德賓,周泰華及黃俊英(2000),「服務業顧客滿意評量之重新檢測與驗證」,中山管理評論,8(1),頁153-200。
14.許清耀(2001),「消費者購買車用機油之行為分析」,中山大學企業管理所碩士論文。
15.許慶和(2007),「客戶滿意度與企業形象、再購意願關係之研究:以金屬沖壓成形設備製造廠為例」,中正大學企業管理所碩士論文。
16.傳令公司(2009),「中油車用機油座談會報告」,中油公司委託研究。
17.劉妘鑏(2007),「服務品質失誤之我見」,品質月刊,2007.08期,頁60-61。

1.Al-hawari, M. (2008), “The infiuence of traditional service quality factors on customer satisfaction: A practical study within the context of Australian banking,” The Business Review, Vol. 11, No. 2, pp.114-119.
2.Allison, E.H., and Philip, J.R. (2004), “The effect of corporate image in the formation of customer loyalty: An Australian replication,” Australasian marketing journal, Vol. 12, Iss. 3, pp.88-90.
3.Andreassen, T.W., and Lindested, B. (1998), “The effect of corporate image in the formation of customer loyalty,” Journal of Service Research, 19(1), pp.82-92.
4.Bain & Company, and Mainspring (2000), “The value of online customer loyalty,” eStrategy Brief, February 1, pressrelease-view pp.47-51.
5.Chinen, K., Jun, M., and Hampton, G. M. (2000), “Product quality, market presence,and buying behavior: Aggregate images of foreign products in the U.S.,” Multinational Business Review, Vol. 8, No. 1, pp.29-38.
6.Fay, C.J. (1994), “Royalities from loyalties,” Journal of Business Strategy, vol. 15, pp.47-51.
7.Fitzsimmons, J.A., and Fitzsimmons, M.J. (2004), Service management: operations strategy and Information technology, 4th ed., N.Y.: McGraw Hill/Irwin.
8.Fornell, C. (1992), “A national customer satisfaction barometer: The Swedish experience,” Journal of Marketing, Vol. 56, No. 1, pp.6-22.
9.Friesner, D., Neufelder, D., Raisor, J., and Bozman, C.S. (2009), “How to improve patient satisfaction when patients are already satisfied: A continuous process-improvement approach,”Hospital Topics, Vol. 87, No. 1, pp.24-40.
10.Garvin, D.A. (1984), “What does product quality really means?” Sloan Management Review, pp.25-43.
11.Gronholdt, L., Martensen, A., and Kristensen, K. (2000), “The relationship between customer satisfaction and loyalty: Cross-industry differences,” Total Quality Management, 11(4-6), pp.509-514.
12.Hellier, P. K., Geursen, G. M., Carr, R. A., and Rickard, J. A. (2003) “Customer repurchase intention: A general structural equation model,” European Journal of Marketing, Vol .37, Iss. 11/12, p.17
13.Jeff, T. (2006), Exceptional selling: How the best connect and win in high stakes sales, Hardcover.
14.Jones, Thomas, O., and Sasser, W.E.J. (1995), “Why satisfied customer defect,” Harvard Business Review, Nov. / Dec., pp.88-99.
15.Kasper, P., Gabbott, M., and Helsdingen, P.V. (2006), Services marketing management: A strategic perspective, 2nd ed., John Wiley & Sons, p.186.
16.Keller, K.L. (2000), Building and managing of corporate brand equity, London: Oxford University Press.
17.Kim, Y.K., Cho, C.H., Ahn, S.K., Goh, I.H., and Kim, H.J. (2008), “A study on medical services quality and its influence upon value of care and patient satisfaction - Focusing upon outpatients in a large-sized hospital,” Total Quality Management & Business Excellence, Vol.19, No.11, pp.1155-1171.
18.Kotler, P. (1997), Marketing management: Analysis, planning, implemention and control, 9th ed., New Jersey: Prentice Hall.
19.Kolter, P., and Armstrong, G. (1999), Marketing: An introduction, 5th ed., New Jersey: Prentice Hall.
20.Kotler, P., and Keller, K.L. (2006), Marketing Management, 12th ed., New Jersey: Prentice Hall..
21.Lehtinen, U., and Lehtinen, J.R. (1991), “Two approachs to service quality diminions,” Service Industries Journal, Vol.11, No3, July, pp.287-303.
22.LaBarbera, P.A., and Mazursky, D. (1983), ”A longitudinal assessment of consumer satisfaction / dissatisfaction: The dynamic aspect of the cognitive process,” Journal of Marketing Research, 20, pp393-404.
23.Lefkoff-Hangius, Poxanne, and Mason, C.H. (1993), “Characteristic, beneficial, and image attributes in consumer judgments of similarity and perference,” Journal of Consumer Research, Vol.20, pp.100-110.
24.Liu, S.F., Wang, W.C., and Chen, Y.H. (2009), “Applying store image and consumer behavior to window display analysis,” Journal of American Academy of Business, Vol.14, No. 2, pp.70-74.
25.Martenson, R. (2007), “Corporate brand image,satisfaction and store loyalty-- A study of the store as a brand, store brands and manufacturer brands,” International Journal of Retail and Distribution Management,Vol. 35, No. 7, pp.544-555.
26.Monroe, K.B. (1990), Pricing: Making profitable decision, 2nd ed., New York: McGraw-Hill.
27.Neal, W.D. (1999), “Satisfaction is nice, but value drives loyalty,” Marketing Research, 11, pp.20-23.
28.Nguyen, N., and LeBlanc, G. (2001), “Corporate image and corporate reputation in customers’ retention decisions in services,” Journal of Retailing and Consumer Services, Vol. 8, Iss. 4, July, pp.227-236.
29.Novak, E. (2002), “Does satisfaction pay?” Public Utilities Fortnightly, Arlington, Vol.76 (7), pp. 34-39.
30.Oliver, L.R. (1999), “Consumer value: A framework for analysis and research,” In M.B. Holbrook (Ed.), pp.1-29.
31.Olsen, S.O. (2002), “Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty,” Academy of Marketing Science Journal, Vol. 30, No. 3, pp.240-249.
32.Ostrom, A., and Iacobucci, D. (1995), “Consumer trade-offs and the evaluation of services,” Journal of Marketing, Jan 1995, pp.17-28.
33.Palacio, A.B., Meneses, G.D., and Perez, P.J. (2002), “The configuration of the university image and its relationship with the satisfaction of students,” Journal of Educational Administration, Vol. 40, No. 5, pp.486-505.
34.Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985), “A conceptual model of service quality and its implication for future research,” Journal of Marketing, Vol. 49, No. 4, pp. 41-50.
35.Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1991), “Refinement and reassessment of the SERVQUAL scale,” Journal of Retailing, Vol. 67, No. 4, pp.420-450.
36.Pfaff and Martin (1977), The index of customer satisfaction measurement problem and opportunity: The conceptualization of consumer satisfaction and dissatisfaction”, H. Kieth Hunt ed., Cambridge, M.A.: Marketing Science.
37.Reichheld and Frederick F. (1996), The loyalty effect. Boston, MA: Harvard Business School Press.
38.Robertson, T.S., and Gatignon, H. (1986), “Competitive effects on technology diffusion,” Journal of Marketing, Vol. 50, No. 3, pp.1-12.
39.Singh and Jagdip (1991), “Understanding the structure on consumer satisfaction evaluation of service delivery,” Journal of the Academy of Marketing Science, Vol. 19, pp.223-234.
40.Szymanski, D.M., and Henard, D.H. (2001), “Customer satisfaction: A meta-analysis of the empirical evidence,” Journal of Marketing, 29, pp.16-35.
41.Tang, W. (2007), “lmpact of corporate image and corporate reputation on customer loyalty: A review,” Management Science and Engineering, vol. l, No. 2, pp.57-62.
42.Teas, R.K., and Agarwal S. (2000), “The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice and value,” Journal of the Academy of Marketing Science, Vol. 28, No. 2, pp. 278-290.
43.Walters, C.G. (1978), Consumer behavior: An integrated framework, New York: Richard D. Irwin Inc.
44.Wang, Y., Lo, H. P., and Hui, Y.V. (2003), “The antecedents of service quality and product quality and their influences on bank reputation: Evidence from the banking industry in China,” Managing Service Quality, Vol. 12, No. 1, pp. 72-83.
45.Webster and Frederick, E.J. (1994), “Defining the New Marketing Concept,” Marketing Management, Vol.2, pp.22-31.
46.Zeithaml. V. A, and Kirmani, A. (1993), Advertising, perceived quality and image, Iowa City:Lawrence Erbaum Associates, Inc.
47.Zeithaml, V. A.,and Binter, M.J. (1996), Service Marketing, New York: McGraw-Hill.
48.Zeithaml, V.A. (1988), “Consumer perceptions of price and value: A means-end model & synthesis of evidence,” Journal of Marketing, Vol.53, July, pp.2-22.
49.Zeithaml, V. A., and Binter, M.J. (2002), Service marketing: Integrating customer focus across the firm, 3rd edition, New York: McGraw-Hill.

論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2014-02-15起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2016-12-01起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw