服務品質在品牌形象與顧客滿意度中介效果之探討

The Intermediary Effect of Service Quality in Brand Image and Customer Satisfaction

蔡銘芳(Ming-Fang Tsai) ； 施鴻琳(Hung-Ling Shih) ； 李世昌(Shih-Chang Lee)

《休閒事業研究》 18卷3期 (2020/09) Pp. 9-16

https://doi.org/10.6746/LIR.202009_18(3).0002

摘要

目的：本研究主要係探討烘焙業者的品牌形象、服務品質與顧客滿意度之相關影響情形。方法：研究對象係以台灣地區烘焙業者為研究對象，共發放225份問卷，共獲得有效問卷212份，有效回收率為94.22%。研究資料處理以線性結構方程模型探討構面間影響情形。結果：一、烘焙業者的品牌形象對服務品質有顯著正向影響；二、烘焙業者的品牌形象對顧客滿意度有負向影響；三、烘焙業者的品牌形象透過服務品質對顧客滿意度有正向影響，所以服務品質扮有中介角色。因此當烘焙業者提升其服務品質則會提高顧客滿意度。

關鍵字

線性結構方程 ； 中介角色

並列摘要

Introduction: The purpose of the study mainly to explores the relative influence of a brand image, service quality, and customer satisfaction ofjj the bakery industry. Methods: The objects of this study were the bakery industry in Taiwan. The study totally sends 225 questionnaires, and 212 valid questionnaires were being collected. From this, the effective collect value of the study was 94.22%. For the data analysis, the study used a linear structure relation equation model to explore the effects of multidimensional. Results: First, the brand image of the baking industry has a significant positive impact on service quality; Second, the brand image of the bakery industry has a negative impact on customer satisfaction; Third, the brand image of bakery industry has a positive effect on customer satisfaction through service quality, therefore the service quality in this study was as an intermediary role. Conclusion: As a result, when the bakery industry improves service quality, it will increase customer satisfaction.

並列關鍵字

Linear structure relation equation ； Intermediary Role