品牌權益、服務品質、知覺價值、顧客滿意與顧客忠誠之探討－以台灣中油加油站為例

Brand Equity, Service Quality, Perceived Value, Customer Satisfaction and Customer Loyalty-An Empirical Study of Chinese Petroleum Corporation, Taiwan Service Stations

池文海(Wen-Hai Chih) ； 陳瑞龍(Jui-Lung Chen) ； 潘美雪(Mei-Hsueh Pan)

《品質學報》 16卷4期 (2009/08) Pp. 291-309

摘要

本研究針對台北地區台灣中油加油站（包含直營站及加盟站），以問卷調查的方式以了解加油站顧客的消費行爲。本研究採用線性結構模式分析品牌權益、服務品質、知覺價值、顧客滿意與顧客忠誠之影響關係，並得出以下幾點研究結果與發現：(1)加強加油站之「品牌權益」可提升服務品質；(2)加強加油站之「品牌權益」及「服務品質」可提升知覺價值；(3)加強加油站之「知覺價值」可提升顧客滿意；(4)加強加油站之「知覺價值」及「顧客滿意」可建立忠誠顧客，強化雙方未來互動。

關鍵字

品牌權益 ； 服務品質 ； 知覺價值 ； 顧客滿意 ； 顧客忠誠

並列摘要

The objects of this research is concentrated on customers with experience of purchasing gasoline from the service stations of CPC Corporation, Taiwan in Taipei area including CPC-owned and franchised stations. By using questionnaire and Structural Equation Modeling (SEM) method to analyze the effects of brand equity, service quality, perceived value, and customer satisfaction on customer loyalty, the results are as follows: (1) The strengthening of gas station's brand equity can enhance service quality; (2) The strengthening of gas station's brand equity and service quality can increase consumer value; (3) The strengthening of consumer value can raise customer satisfaction; and (4) Increasing gas station's consumer value and customer satisfaction can build up customer loyalty, and further enhance bilateral future interaction.

並列關鍵字

brand equity ； service quality ； perceived value ； customer satisfaction ； customer loyalty

參考文獻

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