自1987 年政府開放准許民間設立加油站後,民營加油站便快速成長,其成長速度遠高於車輛油品消耗量成長,使得每站發油量逐漸降低,在高度激烈的競爭環境中,業者要能脫穎而出立於不敗之地,必須了解消費者習性與科技進步的改變,適時在行銷策略與服務品質各面向不斷推陳出新,中油公司為了解決加油人力不足與強化市場競爭力,於民國95年首先推出以信用卡自助加油服務並每年逐步擴大其自助站據點,希望此一創新自助加油服務能夠逐漸被客戶接受並興成一個主流。 本研究主要在探討顧客對自助加油滿意度與顧客忠誠度及服務品質之間的關聯情 形。以SPSS 19 統計軟體為其分析工具,由研究者整理文獻並加以探討後,建立本研究操作性定義,以李克特五點量表設計出本研究問卷。並以雲嘉南地區12 個自助加油站的消費者為研究對象,研究之結果發現如下: 一、自助加油站之服務品質中反應性、保證性、關懷性與可靠性四個因素對顧客滿意 度內部構面呈現顯著正向影響,而服務品質中可靠性、保證性與關懷性三個因素 對顧客滿意度外部構面呈現顯著正向影響,其中以「關懷性」影響顧客滿意度的 比重為最重。 二、顧客滿意度之內部構面或外部構面皆對顧客忠誠度產生正向之相關性,其中又以 內部構面影響顧客忠誠度的比重為最重。 三、不同的個人特徵變項對自助加油的服務品質、顧客滿意度與顧客忠誠度有其影響, 又以年齡、教育程度、每月加油次數最為顯著。
Since 1987, the Taiwanese government permitted setting up the private gas station, and the number of the gas station has been growing rapidly. However, the growth has progressed faster than the vehicle fuel consumption, which causes the average fuel supply of the gas station to decrease gradually. In this highly competitive market, understanding the consumer behavior and the technological innovation can ensure the gas station franchisee to become a leading enterprise. In 2006 Chinese Petroleum Corporation (CPC) started to launch credit card self-service gas stations to enhance the competitiveness and solve the shortage of manpower, expecting the innovative consuming model could be accepted by the customers and become a mainstream. The research investigates the relationship among customer satisfaction, customer loyalty, and service quality by using Likert-scale questionnaires and regression analysis. The objects of the research were focused on customers from 12 self-service gas stations of CPC in jianan area. The results of this research are described as follows: 1.The responsiveness, assurance, empathy and reliability of service quality have significant positive influence on internal aspect of customer satisfaction. The assurance, empathy and reliability of service quality have significant positive influence on external aspect of customer satisfaction. The empathy of service quality is the key factor to enhance the customer satisfaction. 2.Both internal and external aspects of customer satisfaction have positive influence on customer loyalty, which Internal aspect affects customer loyalty the most. 3.The variety of personal characteristics affects customer satisfaction, customer loyalty, and service quality, especially in age, education and monthly number of refueling.