服務品質、品牌形象、顧客滿意度與再購意願之關係－以國際品牌行動電話為例

A Study of the Relationship among Service Quality, Brand Image, Customer Satisfaction and Repurchase Intention-International Brand Mobile Phone as an Example

劉春初(Chun-Chu Liu) ； 鄧瑜旻(Yu-Min Deng) ； 王澤宇(Ze-Yu Wang)

《中華管理學報》 10卷4期 (2009/12) Pp. 17-38

https://doi.org/10.30053/CHJM.200912.0002

摘要

本研究以使用Nokia、Sony Ericsson行動電話之消費者為主要研究對象，採用立意抽樣法進行問卷調查，探討服務品質、品牌形象、顧客滿意度與再購意願彼此間之關係。本研究以SPSS14.0統計軟體進行因素分析、信度分析及迴歸分析等資料分析方法。根據分析結果顯示：(1)服務品質之可靠性、反應性對顧客滿意度呈現顯著影響；(2)於品牌形象中，象徵性品牌形象對顧客滿意度呈現顯著影響；(3)顧客滿意度對再購意願呈現顯著影響。

關鍵字

服務品質 ； 品牌形象 ； 顧客滿意度 ； 再購意願

並列摘要

This research aimed at consumers who have purchased either Nokia or Sony Ericsson mobile phones, and also used purposive sampling method for the questionnaire, and which mainly described the relationships among the service quality, brand image, customer satisfaction and repurchase intention. The factor analysis, reliability analysis, and regression analysis were carried out by means of SPSS14.0. The results showed that: (1) Reliability and responsiveness of service quality were positively effect on customer satisfaction. (2) In brand image, symbolic brand image was positively effect on customer satisfaction. (3) Customer satisfaction was positively effect on repurchase intention.

並列關鍵字

Service quality ； Brand image ； Customer satisfaction ； Repurchase intention