SUPERDRY在手，時尚跟著走－探討服務品質與顧客滿意度對於品牌忠誠度之影響：以品牌形象為干擾變數

Superdry with You, Fashion with You – Service Quality and Customer Satisfaction Affecting on Brand Loyalty: The Moderating Effect of Brand Image

簡宣廣(HSUAN-KUANG CHIEN)

指導教授 ： 楊浩偉 ； 楊凱富

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2017年)

摘要

本研究主要在探討Superdry極度乾燥之服務品質、顧客滿意度與品牌忠誠度關係之研究，並探討服務品質與品牌忠誠度之關係加入品牌形象後的干擾程度。本研究以國內所有消費過Superdry的消費者為研究對象，以網路問卷方式進行發放，採用李克特（Likert）七點尺度衡量表，共回收345份問卷，實得271份有效問卷，有效回收率為79%。藉由SPSS軟體將蒐集到的資料以信效度分析、因素分析及迴歸分析進行驗證，實證結果如下：
一、 服務品質對顧客滿意度有正向的影響。
二、 顧客滿意度對品牌忠誠度有正向的影響。
三、 服務品質對品牌忠誠度有正向的影響。
四、 品牌形象對於服務品質與品牌忠誠度之間有正向干擾效果。

關鍵字：服務品質、顧客滿意度、品牌忠誠度、品牌形象、心理層面、生理層面

關鍵字

心理層面 ； 品牌形象 ； 品牌忠誠度 ； 顧客滿意度 ； 服務品質 ； 生理層面

並列摘要

The objective of this study was to assess the psychological and physiological dimensions of service quality, customer satisfaction, and brand loyalty of the Taiwanese Superdry, and to find out whether brand image has a positive moderating effect between service quality and brand loyalty. Data was collected with a sample of 345 respondents from online-surveys, with 271 respondents considered valid. Hypotheses were conducted with reliability, validity, factor, and regression analysis in SPSS, and the findings from the study confirmed that service quality has a positive direct effect on customer satisfaction, as well as customer satisfaction to brand loyalty and service quality to brand loyalty no matter in both psychological and physiological dimension. Moreover, brand image has a positively moderating effect between service quality and brand loyalty.

Key Words: Service quality, Customer satisfaction, Brand loyalty, Brand image, Psychological dimension, Physiological dimension

並列關鍵字

Psychological dimension ； Brand image ； Brand loyalty ； Customer satisfaction ； Service quality ； Physiological dimension

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