- 期刊
顧客選擇加油站誘因調查研究－以嘉南營業處為探討樣本
How Customers Choose a Gas Stations-Sampling from CPC Marketing Business Div. Chia-Nan Branch
摘要
在日益競爭激烈的環境中，加油站業者若要脫穎而出，就必須盡力維持與顧客的良好關係；而近年來消費者權利意識高漲，亦使得加油站間的競爭更趨白熱化。本研究針對中油自營站、中油加盟站、台塑加油站，以問卷調查的方式並採階層隨機抽樣，藉以瞭解加油站顧客的消費行爲。 加油站顧客滿意度的提升，可建立忠誠顧客，強化雙方未來互動；故探討油品消費者對中油自營站、中油加盟站及台塑加油站的服務品質知覺，將可幫助瞭解消費者加油站所提供的服務項目之評價，亦能瞭解消費者選擇加油站的依據。 本研究使用因素分析、T檢定、單因子變異數分析、薛費法等統計分析程序，最後作出結論與建議；同時，本研究亦找出顧客滿意度之前因後果及相對應之顧客消費習性，這將有助於各加油站通路之經營並提昇整體競爭優勢，而上述這些主題亦爲本研究的目的。
並列摘要
To be outstanding in the gas-station industry in today's intensive and competitive environments, the company needs to be devoted in managing customer relationship. As consumers are aware of and fighting for their rights in recent years, the competition in gas station is getting sever. The purpose of this study is to survey with stratified random sampling to understand the consumer behaviors among Chinese Petroleum Corporation (CPC) owned gas stations, CPC franchised gas stations and Formosa franchised gas stations. Increasing customer satisfaction can build up customer loyalty, and enhance future interaction. So knowing the consumer behavior among the different types of gas stations can help understand how consumers choose a gas stations and how they rate the service quality. The investigation outcome of this study was derived form Factor Analysis, T-test, ANOVA, Scheff's statistical methods, and had carried out structural analysis in the service quality model to find out the key factors of customer satisfaction. The findings should help to improve management efficiency and competitiveness in the industry.