企業形象、服務品質、顧客滿意與顧客忠誠關係之研究 –以卡氏（CARS）汽車美容為例

A Study on the Relationships among Corporate Image, Service Quality, Customer Satisfaction and Customer Loyalty - An Example of CARS Company

楊振鎰(Cheng-Yi Yang)

指導教授 ： 陳銘薰

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

汽車美容業要如何來維繫及提升顧客的忠誠，進而吸引及開發新的顧客群，是企業在經營品牌所要思考並且去執行的必備條件之一。因此，汽車美容業不僅要加強服務品質，更應建立消費者心目中對企業形象的認知，進而讓不同屬性的顧客能夠認同或是願意消費，最終能成為忠誠度高的顧客群，這將是影響汽車美容業經營績效的關鍵因素。本研究以卡氏（CARS）汽車美容為個案研究，探討企業形象、服務品質是否會影響顧客滿意與顧客忠誠的關係。
受訪對象為卡氏汽車美容會員，正式問卷的發放量共計500份問卷，回收率100%，有效問卷共計461份，有效回收率為92.2%。在回收問卷後，主要運用計量方法進行資料分析，並運用SPSS 17.0版統計套裝軟體為資料分析的主要工具。使用的統計方法主要有信效度分析、敘述統計分析、相關分析、複迴歸分析等。
研究結果指出，每月收入對於每月願意在汽車美容上消費金額之間是具有相關性，有收入越高每月願意消費金額越高的傾向；每月消費次數對於每月願意在汽車美容上消費金額之間是具有相關性，每月消費次數越多則每月願意消費金額越高的傾向。另外透過複迴歸分析結果發現：1、企業形象對顧客滿意有正向影響。2、服務品質對顧客滿意有正向影響。3、企業形象與顧客忠誠有正向影響。4、服務品質之有形性、可靠性、關懷性對顧客忠誠有正向影響。5、顧客滿意與顧客忠誠有正向影響。

關鍵字

企業形象；服務品質；顧客滿意；顧客忠誠；汽車美容業

並列摘要

How to maintain and enhance customer loyalty, and thus attract and develop new customer base, in car beauty industry, is one of the prerequisites for business brand.
Therefore, car beauty business is not only to strengthen the quality of service, but also to establish the minds of consumer’s awareness for the corporate image. Further, different attributes of customer will recognize it and be willing to spend money. Finally they become a loyal customer base which will be the key factors to affect car beauty business performance. The purpose of this study, was to explore whether the corporate image, service quality will affect the relationships between customer satisfaction and customer loyalty.
Respondents are members of CARS Company, a total of 500 questionnaires were distributed, 100% returned. And a total of 461 questionnaires were valid which accounts for a valid return rate of 92.2%.The statistic software SPSS 17.0 were applied for data analyses. The statistical methods included reliability analysis, validity analysis, descriptive statistic, correlation analysis and multiple regression analysis.
The results show that there is a correlation between monthly income and willing to spend money on the car beauty monthly, the higher income monthly has a tendency to higher consumption amount meanwhile, there is a correlation between monthly consumption numbers and willing to spend money on the car beauty monthly, the higher monthly consumption numbers has a tendency to higher consumption amount. In addition, through multiple regression analysis, the results revealed that 1. Corporate image has a positive impact on customer loyalty.2. Service quality has a positive impact on customer loyalty.3. Corporate image has a positive impact on customer satisfaction.4. Service quality of tangible, reliability, empathy have positive impact on customer loyalty.5. Customer satisfaction has positive impact on customer loyalty.

並列關鍵字

Corporate Image； Service quality；Customer satisfaction；Customer loyalty； car beauty industry

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