- 學位論文
企業形象真的提升顧客忠誠度嗎?以T交通服務公司為例
Could corporate image enhance customer loyalty?A case study of T transportation service company
摘要
臺灣計程車產業歷經五十多年之演變，已擺脫過去過去個體戶經營的傳統個人車行計程車時代，迄今已發展形成智慧型計程車時代，亦揭示了此一交通運輸服務已開始進入到企業化經營管理的階段。國內關於交通運輸領域，雖有從企業形象與顧客忠誠度的觀點進行實證，但卻以航空、公共運輸客運、貨運等產業為研究對象為多，在大眾生活中使用頻繁且重要之計程車服務，卻缺乏相關之研究。故本研究以目前智慧型計程車業領導者臺灣大車隊為研究對象，探討大眾對其企業形象、忠誠度的認知現況，與企業形象、忠誠度間的相關性及影響力。 依據回收311份有效問卷進行敘述性統計、信度分析、效度分析、獨立樣本t檢定、單因子變異數分析、及線性迴歸分析，本研究提出以下結論： 一、現況大眾對臺灣大車隊具有正向之企業形象與忠誠度認知。 二、不同人口統計變數之大眾，其整體企業形象認知並無顯著差異，但性別、婚姻狀況對部分企業形象子構面有顯著之影響。 三、人口統計變數中每週搭計程車頻率、習慣搭計程車方式之不同，對整體忠誠度認知有顯著差異，另職業、每週搭計程車頻率、習慣搭計程車方式對部分忠誠度子構面亦有顯著之影響。 四、整體企業形象及所屬之機構形象、功能形象、商品形象構面，與整體乘客忠誠度及所屬之再購意願、基本行為、衍生行為構面，兩兩之間皆顯著相關。 五、整體企業形象與所屬之機構形象、功能形象、商品形象構面，顯著影響整體乘客忠誠度，及再購意願、基本行為、衍生行為等三構面。
並列摘要
The taxi industry in Taiwan has gone through a five-decade transformation which rid the island of the age when traditional running of individual unit ruled in the past, contrasting to the modern smart taxis nowadays. This also indicates that taxi industry has officially entered the stage of commercialization. The transportation field in Taiwan, although practical examination has already been done through the perspective from industrial image and brand loyalty, focuses dominantly on aviation, public transportation, and goods dispatching as research targets. What actually plays an important role as a much-seen service—the taxi—has, however, very little relative research. Therefore, this research aims at exploring the industry leader of the smart taxi service—Taiwan Taxi—as the research target to discuss the public awareness of its industrial image and brand loyalty, as well as the correlation and influence between the two. According to the retrieved 311 questionnaire that involve descriptive statistics, reliability analysis, validity analysis, independent-sample T test, one-way ANOVA, and multiple linear regression, this research has come up with the following conclusion: 1、The current public awareness of industrial image and brand loyalty of Taiwan Taxi is positive. 2、The result derives from different population statistic variables has very little discrepancy in terms of its awareness of industrial image as a whole, but gender and marital status has a significant influence on certain sub-structural phases of industrial image. 3、The population statistic variables about how often people take taxis and under what circumstances they take taxis vary greatly. Also, the vocations,frequency of taking taxis, the way they take taxis have a manifest influence on certain sub-structural phases of industrial image. 4、The passengers' brand loyalty has a strong correlation with their willingness of revisiting, their fundamental behavioral patterns, and their derivative behavioral patterns. 5、The image of the industry as well as its affiliated institutes,functional image, and phases of product image have significant influence on passengers' brand loyalty, their willingness of revisiting, their fundamental behavioral patterns, and their derivative behavioral patterns.