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系統識別號 U0026-2907201413473100
論文名稱(中文) 企業形象、服務品質、知覺價值、顧客滿意度與顧客忠誠度關係之研究-以可樂旅遊日本線為例
論文名稱(英文) The Research of the Relationship between Corporate Image,Service Quality, Perceived Value, Customer Satisfaction ,and Customer Loyalty:An Example of the Colatour-Japan Line
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 102
學期 2
出版年 103
研究生(中文) 高千翔
研究生(英文) Chieh-Hsiang Kao
學號 R07014542
學位類別 碩士
語文別 中文
論文頁數 141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-趙義隆
口試委員-劉明德
中文關鍵字 企業形象  服務品質  知覺價值  顧客忠誠度  顧客滿意度  旅行社 
英文關鍵字 corporate image  service quality  perceived value  customer loyalty  customer satisfaction  travel agencies 
學科別分類
中文摘要 本研究主要是以可樂旅遊公司日本線的顧客為研究對象,探討使用者對於可樂旅遊公司日本線的企業形象、服務品質、知覺價值、顧客忠誠度與顧客滿意度之間的關聯性,以提供可樂旅遊公司日本線行銷策略之建議。本研究針對曾購買或使用可樂旅遊日本線產品的消費者進行問卷調查,透過電腦架設,邀請消費者使用來填答問卷,共計使用500份問卷,回收435份,扣除部份內容不完整的34份問卷,回收之有效問卷共計401份,有效問卷回收率為92.18%。根據研究目的之需要,透過統計方法,因素分析、信度分析、皮爾森相關、多元迴歸、變異數分析等方法進行量化實證分析,再透過質化訪談提出研究建議,歸納實證結果發現如下:
經由分析結果顯示,企業形象、服務品質、知覺價值對顧客滿意度與顧客忠誠度具有正向的影響,而顧客滿意度會正向影響顧客忠誠度;當企業形象、服務品質、知覺價值三構面對顧客滿意度及顧客忠誠度之影響,知覺價值大於其他二者,而企業形象之影響性即呈現不顯著。
另外人口變數研究結果顯示,不同的性別、婚姻狀況及個人平均月收入之顧客有部份差異性,其餘皆無差異性;其中又以個人平均月收入之顧客差異性較多,因此可樂旅遊公司日本線應依據不同消費層級人士規劃不同的商品,提升其產品附加價值及服務,進而提升顧客滿意度及忠誠度,此點可作為可樂旅遊日本線提升內部核心價值與規劃行銷策略之參考。
英文摘要 Extended Abstract
The Research of the Relationship between Corporate Image,
Service Quality, Perceived Value, and Customer atisfaction ,
Take the colatour-Japan Line as a case
Author:Chien-Hsiang, Kao
Advisor:Ph. D. Feng-Kang, Chu
Ph. D. Ming-Long, Wang
Executive Master of Business Administration of National Cheng Kung University

SUMMARY

In this study, the researcher aims to discuss the relationship between corporate image, service quality, perceived value, customer loyalty, and customer satisfaction of Colatour Company’s Japanese tourism line in order to provide Colatour with marketing strategy suggestions. According to the requirements of research objectives, quantity statistical methods such as factor analysis, reliability analysis, Pearson correlation, multiple regression, and ANOVA were adopted, and then, a qualitative interview to propose the research suggestions was conducted. Our empirical research results are summarized as follows:
After analyzing, it was found that corporate image, service quality, perceived value have positive impact on customer satisfaction and customer loyalty, and customer satisfaction has positive impact on customer loyalty. Although the three constructs: corporate image, service quality, and perceived value influence customer satisfaction and customer loyalty, if the perceived value is greater than the other two, the influence of corporate image becomes insignificant.
As to the demographic variables studied, it shows that different gender, marital status and the average monthly income of customer have differences, but the rest has no differences. Among them, the average monthly income of customer has more differences, so Colatour company’s Japanese tourism lines should be planned with different products targeted towards to the different levels of people so that it may enhance its products added value and services, thereby enhancing customer satisfaction and loyalty. This can be used as the reference for raising core values and marketing strategy planning of Colatour’s Japanese tourism lines.

Keywords: corporate image, service quality, perceived value, customer loyalty, customer satisfaction, travel agencies.


INTERODUCTION

Current tourism industry has been developing for many years so that the travel content and mode are mature more and more. The competition pattern of tourism industry is gradually transformed into customized service mode from the past group mode. The most important survival keys are focusing on specific targets, planning the best tour itinerary for consumers’ needs, and building the tour company's brand image.
How to gain the competitive advantages in the competitive market environment has become the primary urgent task of the travel company. Therefore, this study will have a deep discussion and analysis of the relation between customer satisfaction and customer loyalty. We use the Japanese tourism line of Colatour Company as our case. We hope to strengthen Colatour’s marketing strategy to provide better products and services in the competitive market.
Based on above research background and motivations, this study will examine the relationship of corporate image, service quality, perceived value, customer satisfaction and customer loyalty of Colatour’s Japanese tourism line in order to achieve the following research purposes:
1. To explore into the implications of corporate image, service quality, perceived value, customer satisfaction and customer loyalty.
2. To test the relations between corporate image, service quality, perceived value, customer satisfaction and customer loyalty dimensions.
3. To test if there are significant differences of demographic variables in the dimensions of corporate image, service quality, perceived value, customer satisfaction, and customer loyalty.
4. According to the quantitative and qualitative research, we will propose marketing strategy recommendations for Colatour’s Japanese tourism line.
According to the research motivations, our research purpose is to thoroughly investigate the factors that affect customer satisfaction and loyalty of Colatour Japanese tourism line. In the mean time, we want to know if the Japanese travel products and services provided by Colatour company meet the needs of their customers, the consumers’ opinions about Colatour company’s marketing strategy, and if it can develop the products and services which would fit consumers’ expectations in the future. We hope that the results of this study can provide Colatour’s Japanese tourism line to strengthen its marketing strategy.




MATERIALS AND METHODS

In this paper, we review these literatures as follows:
1. Corporate Image: based on the four dimensions of product image, customer-oriented image, corporate citizenship and corporate reputation proposed by Keller (2000).
2. Service Quality: based on the five dimensions of reliability, tangibles, responsiveness, assurance, and empathy proposed by Parasuraman, Zeithaml & Berry (1988).
3. Perceived Value: based on the five dimension of quality, goodwill, behavior value, monetary value, and the emotional response proposed by Petrick (2002).
4. Customer Satisfaction: based on the four dimensions of price, service efficiency, staff attitude and the company's overall performance proposed by Ostrom and Iacobuci (1995).
5. Customer loyalty: based on the four dimensions of price tolerance, repeat purchase intentions, willingness to recommend to others, and cross buying willingness proposed by Gronholdt, Martensen & Kristensen (2000).
In this study, we design a computer questionnaire with 72 subjects. In order to fit the research purposes, we use descriptive statistics, factor of Analysis, reliability analysis, validity analysis, multiple regression analysis, Pearson correlation, and variance analysis methods. Finally, through qualitative interviews, we come to a conclusion and make recommendations.

RESULTS AND DISCUSSION

The empirical results of this study reveal that the corporate image, service quality, perceived value of Colatour Japanese tourism line have positive significant influences on customer satisfaction and customer loyalty. When we examine the influences of corporate image, service quality, and perceived value on customer satisfaction, if the impact of perceived value is greater than service quality, the corporate image will have no effect. When we examine the influences of corporate image, service quality, and perceived value on customer loyalty, if the impact of perceived value is greater than service quality, the corporate image will also have no effect.
Such variables as respondents’ age, children status, education level, occupation and residential areas show no significant difference on Colatour Japanese tourism line’s corporate image, service quality, perceived value, customer satisfaction and customer loyalty. But respondents with different sex, marital status, and income have different views of Colatour Japanese tourism line’s research dimensions. In the future, it can be planed differentiated marketing strategy for customers with different gender, marital status and income.

CONCLUSION
1. Colatour Japanese tourism line should strengthen customized service. It not only needs to maintain good evaluations, but should provide more flexibility and customized goods and services.
2. It should develop a reasonable price strategy to ensure price competitiveness and to enhance customer satisfaction and loyalty.
3. t should plan differentiated marketing strategy for customers with different gender, marital status and income.
論文目次 目錄
中文摘要 II
Extended Abstract III
誌謝 VII
目錄 VIII
表目錄 X
圖目錄 XII
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 2
第三節 研究方法 3
第四節 研究對象與範圍 4
第五節 研究限制 4
第六節 研究流程 4
第二章 文獻探討 7
第一節 旅行業 7
第二節 企業形象 14
第三節 服務品質 18
第四節 知覺價值 24
第五節 顧客滿意度 27
第六節 顧客忠誠度 31
第三章 研究方法 36
第一節 研究方法 36
第二節 研究架構與研究假設 37
第三節 操作定義 38
第四節 問卷設計與研究對象 42
第五節 資料分析方法 45
第四章 研究結果 50
第一節 樣本分析 50
第二節 敘述性統計分析 53
第三節 因素分析及信度檢定 61
第四節 相關分析 70
第五節 迴歸分析 75
第六節 差異性分析 97
第七節 假設驗證 105
第五章 結論與建議 108
第一節 研究結論 108
第二節 研究建議 115
第三節 未來研究建議 118
參考文獻 119
附錄一 質化訪談記錄彙整 130
附錄二 問卷 135
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三、網站部份:
1. 中華民國旅行業品質保障協會網站:http://www.travel.org.tw/
2. 可樂旅遊網站:http://www.colatour.com.tw/
3. 台灣趨勢研究股份有限公司網站:http://www.twtrend.com/
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