- 學位論文
服務品質與品牌權益評估指標之研究 —以桃園縣政府就業服務臺為例
A Study of Evaluation Indicators for Service Quality and Brand Equity –A Case Study of Taoyuan County Government Employment Services Station as an Example
摘要
本研究主要是以建構服務品質與品牌權益之間的衡量指標為旨，依文獻了解服務品質及品牌權益的內容及理論依據，並針對Parasuraman、Zeithaml與Berry（1985）發表的服務品質的十項內容，以及Keller（1993）所提出的CBBE模型，來歸納整理出其間影響的關係；在其之間找出一個適用於兩者的衡量概念模式，以探討兩者間的差異及相同之處。 服務品質與品牌權益的衡量構面是本研究之重點，服務品質的組成因子可視為一種有形的客觀反應，部分因子會隨著時間的關係發展成感性的主觀反應，則為服務品質與品牌權益的共同因子，未能成為主觀反應的就是服務品質的獨特因子。而品牌權益的組成因子則是一種無形感性的主觀反應，部分無形卻客觀的反應組成因子，則是服務品質與品牌權益的共同因子，而未有具象化的無形主觀反應，則是品牌權益的獨特因子。 本研究採個案分析之研究方法，說明服務品質是品牌價值的重要元素，服務品質愈佳，將會驅使顧客選擇該品牌產品而非其他競爭品牌。而品牌權益的塑造，不僅可幫助建立品牌形象與顧客之間的關係，亦可有效提昇顧客對此品牌的知覺品質，也就是顧客對此一品牌產生整體優越感，在相較於其他競爭品牌之下，會有較高的滿意程度。透過品牌的建立，使其品牌完全賦予人性，促使顧客視品牌為關係夥伴之一，並藉著品牌的獨有特性建立顧客對其情感的偏好，進而提升顧客對品牌主觀正面的知覺品質，相較於其他競爭品牌是具差異性而無法取代的，幫助顧客增加對此品牌的忠誠程度。
並列摘要
The study is based on constructing a measure of service quality and brand equity for the purpose, according to the literature to understand the service quality and brand equity content and theoretical basis, and for the Parasuraman, Zeithaml and Berry (1985) published ten service quality CBBE model content, and Keller (1993) proposed to collate and analyze the impact of the relationship between them; between them to find a suitable measure of both modes, explore the differences and similarities between the place. Measure the dimensions of service quality and brand equity is the focus of this study. Service quality factor can be regarded as composed of a tangible objective response, in part as to the time factor will develop into a subjective emotional reactions, compared with service quality and brand equity the common factor, failed to become subjective response is the unique quality of service factors. The composition factors of brand equity is an intangible subjective emotional reactions, some invisible consisting of objective response factor is the common factor of service quality and brand equity, and not a subjective image of the invisible reaction is brand equity the unique factor. This study used a case study research method. The description of the service quality is an important element of brand value. The better quality of service will drive customers to choose the brand products rather than competing brands. Build brand equity and brand image that help build relationships between customers and effectively improve the perceived quality of the customer for this brand. A brand that is the customer for this product overall superiority in comparison to other competing brands under. There will be a higher level of satisfaction. Through the establishment of the brand, its brand is fully humanized, prompting the customer relationship as the brand is one of the partners, and the unique characteristics of the brand by building customer preference for its emotional, subjective and thus enhance the customer positive perception of the brand quality and compared to other competing brands is a difference which can not be replaced, to help customers increase the degree of loyalty to this brand.