品牌形象、服務品質、知覺價值與顧客忠誠度關係之研究－以台南市洗衣服務業為例

水性乾洗(Wet cleaning)環保洗衣新技術，是採用由植物提煉出的環保型清潔劑清洗衣服，它不含化學物質成份，其廢水能被生物分解，不會造成人體傷害及環境的污染；環保型的洗衣劑不僅可清洗掉各種衣物上的汗酸及污垢，還可保持衣服顏色的鮮豔與潔白度，洗過後的衣服呈弱酸性pH值，適合人體穿著；無殘留化學物質，並可有效延長衣服的穿著壽命，具有環保、清爽、自然等優點。本研究旨在探討台南市洗衣服務業從事洗衣服務過程中品牌形象、服務品質、知覺價值與顧客忠誠度之間的關係。由於消費者面對琳瑯滿目的洗衣業品牌，常會有不知如何判斷及選購的情形，所以透過品牌形象提升顧客知覺價值，進而增進購買意願，是本研究的動機之一。在這服務經濟時代，洗衣業者如何提供優良的服務品質來滿足顧客知覺價值以提升購買意願，是本研究的動機之二。洗衣業若能提供比其他競爭者更具「顧客導向」的產品或服務、讓顧客感受到高「價值」，是否能因此增進顧客忠誠度，是本研究的動機之三。本研究採用問卷調查法，以台南市洗衣服務店家之消費者進行調查，採取便利抽樣法，發放問卷共320份，回收問卷300份，扣除填答不實及不完整的問卷，有效問卷數244份，有效問卷率81.33%。利用統計分析套裝軟體SPSS 22.0統計方法進行資料處理，透過信度分析、樣本描述性統計、獨立樣本T檢定、變異數分析(ANOVA)、皮爾森積差相關分析、迴歸分析進行實證分析。研究結果歸納如下： 1. 品牌形象對知覺價值有顯著正向影響。 2. 服務品質對知覺價值有顯著正向影響。 3. 知覺價值對顧客忠誠度有顯著正向影響。

關鍵字

洗衣服務業；品牌形象；服務品質；知覺價值；顧客忠誠度

並列摘要

Water-based dry cleaning and environmental protection new laundry technology uses environmentally-friendly cleaners that are extracted from plants to clean clothes. It contains no chemical substances, and its wastewater can be biodegraded without causing human injuries and environmental pollution. Eco-friendly laundry detergents it can not only wash away sweat and dirt on various clothes, but also maintain the bright and white color of clothes. After washing, it has a weak acidic pH and is suitable for wearing by the body. It has no residual chemicals and can effectively extend the wear of clothes. Life, with environmental protection, refreshing, natural and other advantages. The main purpose of this study was to investigate the consumers of service process of laundry service in Tainan City. The relationship among brand image, service quality, perceive value, and customer loyalty. As consumers are faced with a dazzling array of laundry brands, there are often cases in which they do not know how to judge and buy. Therefore, enhancing the perceived value of customers through the brand image and increasing their willingness to purchase is one of the motivations of this study. In this era of service economy, how the laundry industry provides excellent service quality to satisfy customers' perceived value to increase purchase intention is the motivation for this study. If the laundry industry can provide more "customer-oriented" products or services than other competitors, so that customers can feel high "value", whether it can enhance customer loyalty is therefore the third motive of the study. In this study, a questionnaire survey to collect research data and consumers were interviewed by Tainan's laundry service shops. Convenient sampling method was used to issue 320 questionnaires, 300 valid questionnaires were returned, and the questionnaire filled in with false and incomplete information was deducted. 244 valid questionnaires, effective questionnaire rate of 81.33%. Using the statistical software package SPSS 22.0 statistical methods of data processing, through the reliability analysis, the sample descriptive statistics, independent samples T test, analysis of variance (ANOVA), Pearson correlation analysis, regression analysis of empirical analysis. The results demonstrated the following: 1. Brand image have significant positive impact on perceive value. 2. Service quality have significant positive impact on perceive value. 3. Perceive value have significant positive impact on customer loyalty.