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系統識別號 U0026-1212201402432600
論文名稱(中文) 品牌形象、服務品質及認知價值對顧客滿意度與顧客忠誠度關係之研究-以UBike微笑單車為例
論文名稱(英文) Research of the Relationship Among Brand Image, Service Quality, Perceived Value, Customer Satisfaction and Customer Loyalty:A Case Study of UBike
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) 丁至杰
研究生(英文) Chih-Chieh Ting
學號 R07014796
學位類別 碩士
語文別 中文
論文頁數 71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  顧客忠誠度  UBike微笑單車 
英文關鍵字 Brand image  Service quality  Perceived value  Customer satisfaction  Customer loyalty  UBike 
學科別分類
中文摘要 近年來環保意識的抬頭及由於溫室效應所帶來的二氧化碳污染問題,現代人已相當重視能源使用問題。由於機車、小轎車的成長遠比公共道路建設的速度快,而道路的增建也無法改善塞車問題。塞車無解,如何改善?需要鼓勵民眾多多利用大眾運輸系統如捷運、公車和UBike。
本研究以UBike微笑單車為研究對象,探討UBike微笑單車的品牌形象、服務品質、認知價值對顧客滿意度與顧客忠誠度之間的關聯性與影響程度,以提供UBike微笑單車行銷策略之建議。問卷發放以台北市曾經騎乘過UBike微笑單車的騎乘者進行調查,並以實體紙本問卷與網路問卷方式進行問卷發放,總計回收610份,剔除無效或有爭議的問卷樣本93份,有效問卷共557份,有效回收率為91.31%。經由SPSS統計分析軟體,利用敘述性統計分析、因素分析、信度分析、皮爾森相關分析、複迴歸分析、變異數分析與t檢定等方法進行量化分析。最後,再經由訪談,深入了解問題根源,並提出一行銷策略建議。
研究分析結果顯示,UBike微笑單車的品牌形象、服務品質、認知價值對顧客滿意度與顧客忠誠度具有正向之影響;顧客滿意度會正向影響顧客忠誠度。
英文摘要 In recent years, the rise of environmental awareness and global warming due to carbon dioxide pollution problems caused by modern people has been considerable emphasis on energy use. Due to the growth of motorcycles, cars are far faster construction of public roads, and building more roads will not improve traffic congestion problems. Traffic jam no solution, how to improve? Need to encourage people to make greater use of public transport systems such as the MRT, buses and UBike.
In this study, UBike for the study, explore UBike brand image, service quality, perceived value and the degree of influence on the correlation between customer satisfaction and customer loyalty in order to provide recommendations UBike marketing strategies. Research method is based on a questionnaire survey of people who ride UBike in Taipei, And in paper and online questionnaires way, total recovery of 610 copies, excluding invalid or controversial questionnaire of 93 samples, a total of 557 valid questionnaires, the effective rate was 91.31%. Through the SPSS statistical analysis software, using descriptive statistical analysis, factor analysis, reliability analysis, Pearson correlation analysis, multiple regression analysis, analysis of variance and t test analysis and other methods to quantify. Finally, through interviews, in-depth understanding of the root causes of the problem and made a marketing strategy proposal.
The Research and analysis showed that, UBike brand image, service quality, perceived value has a positive influence on customer satisfaction and customer loyalty; customer satisfaction will positively affect customer loyalty.
論文目次 表目錄 X
圖目錄 XII
第1章 緒論 1
第1節 研究背景 1
第2節 研究動機 1
第3節 研究範圍與目的 1
第4節 研究流程 2
第2章 文獻探討 5
第1節 品牌形象 5
第2節 服務品質 6
第3節 認知價值 8
第4節 顧客滿意度 9
第5節 顧客忠誠度 10
第3章 研究方法 12
第1節 研究方法 12
第2節 研究架構 12
第3節 研究假設 13
第4節 操作型定義與問卷設計 14
第5節 研究對象 17
第6節 資料分析方法 18
第4章 資料分析與結果 21
第1節 樣本分析 21
第2節 敘述性統計分析 22
第3節 因素分析與信度檢定 29
第4節 Pearson相關分析 36
第5節 迴歸分析 38
第6節 t檢定 47
第7節 變異數分析(ANOVA) 49
第8節 假設驗證 55
第9節 修正後研究架構 56
第5章 結論與建議 59
第1節 研究結論 59
第2節 研究建議 60
第3節 研究限制 61
第4節 未來研究方向 61
參考文獻 62
附錄一 問卷 64
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