服務品質、品牌形象對顧客滿意與顧客忠誠影響之研究

The Study of Service Quality, Brand Image for Customer Satisfaction and Customer Loyalty

魏埤全(Pi-Chuan Wei)

指導教授 ： 陳銘薰

國立臺北大學/商學院/企業管理學系碩士在職專班/碩士(2015年)

摘要

隨著社會生活水準的提升，就醫民眾對醫療服務品質的要求亦相對提高。本研究以服務品質、品牌形象對顧客滿意與顧客忠誠度的影響做研究，做為提升中醫醫療服務品質之依據。
本研究以台北市與新北市六家中醫診所做研究範圍，以這六家中醫診所就診病患為抽樣對象，問卷衡量尺度，採李克特(Likert scale)五點尺度量表為各問項之衡量，服務品質採SERVQUAL量表來衡量，含有形性、可靠性、反應性、保證性、關懷性五個構面，22個問項Parasuram, Zeithamland, & Berry (1988)。品牌形象有功能性、象徵性、體驗性三個構面7個問項Jaworski and Maclnnis (1986)。顧客滿意與顧客忠誠各4個問項，回收問卷300份，扣除無效問卷40份，採用有效問卷260份，運用 SPSS 22 版統計套裝軟體做資料分析，使用的統計方法有敘述統計分析、相關分析、信效度分析、複迴歸分析等。
驗證結果如下：
(1) 服務品質對顧客滿意度具有正向影響。
(2) 品牌形象對顧客滿意度具有正向影響。
(3) 服務品質對顧客忠誠度具有正向影響。
(4) 品牌形象對顧客忠誠度具有正向影響。
(5) 服務品質對品牌形象具有正向影響。
(6) 顧客滿意度對顧客忠誠度具有正向影響。
(7) 顧客滿意在服務品質對顧客忠誠之影響具有中介效果。
(8) 顧客滿意在品牌形象對顧客忠誠之影響具有中介效果。
經實例驗證結果，所有假說都獲得支持。即中醫診所的醫療服務品質越好，就醫民眾對該品牌形象的認同度也越高，顧客滿意度也提高，醫療服務品質與品牌形象越好，顧客忠誠度也越高。但是加入顧客滿意之後，服務品質與品牌形象對顧客忠誠度的影響減弱，代表顧客滿意度在此關係具有部份中介效果。

關鍵字：服務品質、品牌形象、顧客滿意、顧客忠誠、中醫醫療

關鍵字

中醫醫療 ； 顧客忠誠 ； 顧客滿意 ； 品牌形象 ； 服務品質

並列摘要

The Study of Service Quality, Brand Image for Customer Satisfaction and Customer Loyalty
Wei, Pi-Chuan
June 2015
Department of Business Administration, National Taipei University
Advisor: Dr. Chen, Ming-Shiun
Degree: Master of Business Administration for Executive
ABSTRACT
The rising living standards of Taiwan have increased the public demands on the service quality of Chinese clinic. This research study is focused on service quality and brand image that impact customer satisfaction and customer loyalty, and served as the basis to improve Chinese medical service quality.
The scope of this research includes six of Chinese medicine clinics in Taipei and New Taipei City. This research conducted questionnaire survey methods: the patients of these six clinics are asked to do the survey, and (Likert scale) five point scale was adopted to measure each questionnaire while service quality measure by SERVQUAL scale. It contains five dimensions which are tangibility, reliability, reactivity, assurance, empathy in 22 questionnaires Parasuram, Zeithamland Berry (1988). Brand image has functional, symbolic and experiential three dimensions in 7 questionnaires Jaworski and Maclnnis (1986). Customer satisfaction and customer loyalty are incorporated in 4 questions each. There are 300 questionnaires; after deducting reverse questions which are 40 questionnaires that all filled in the same answer, there are 260 valid questionnaires, and using SPSS 22 measurement methods to analysis data. The statistical methods are validity and reliability analysis, descriptive statistics, correlation analysis, multiple regression analysis.The results:
(1)Service quality has positive impact on customer satisfaction.
(2)Brand image has positive impact on customer satisfaction.
(3)Service quality has positive impact on customer loyalty.
(4)Brand image has positive impact on customer loyalty.
(5)Service quality has positive impact on the brand image.
(6)Customer satisfaction has positive impact on customer loyalty.
(7)Customer satisfaction is an intermediary impact between service quality and customer loyalty.
(8)Customer satisfaction is an intermediary impact between brand image and customer loyalty.
All hypotheses are supported by empirical findings or survey data.When the service quality of Chinese clinic is better, people are more likely to choose the clinic.the higher the brand recognition is,the higher the level of the customer satisfaction is.In conclusion,as service quality and brand images rises, the customer loyalty will also increase. However, after adding the factor of customer satisfaction, service quality and brand image are weakened on customer loyalty; there is an effect on customer satisfaction in this part of intermediary relationship.
Keywords: Service quality, Brand image, Customer satisfaction, Customer loyalty, Chinese medical clinic.

並列關鍵字

Customer loyalty ； Customer satisfaction ； Brand image ； Service quality ； Chinese medical clinic

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