化妝品之服務品質與顧客滿意度對於顧客忠誠度之研究-以蘭芝為例

Research on the Service Quality, Customer Satisfaction, Customer Loyalty in the Cosmetics Industry-Taking LANEIGE as an Example

范家禎(CHIA-CHEN FAN)

指導教授 ： 楊凱富 ； 楊浩偉

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2018年)

摘要

本研究旨在探討蘭芝在台灣的服務品質，顧客滿意度和顧客忠誠度之關聯性，並發現品牌形像是否對顧客滿意度和顧客忠誠度有向影響。結果證實服務品質對顧客滿意度有正向影響，顧客滿意度對顧客忠誠度和服務品質對顧客忠誠有正向影響。本研究以蘭芝顧客為研究對象，發放230份問卷，其中男性為57人，女性則為173人。所的資料經敘述性統計、因素分析、信度分析及迴歸分析來檢定研究假設，結果如下：
一、服務品質對顧客滿意度有顯著之正向影響
二、顧客滿意度對顧客忠誠度有顯著之正向影響
三、服務品質對顧客忠誠度有顯著之正向影響
四、品牌形象在服務品質和顧客滿意度之間具有干擾效果
另外，本研究發現品牌形象在服務品質和顧客滿意度之間有干擾效果。最後依據本研究結果提出建議。

關鍵字：服務品質、顧客滿意度、顧客忠誠度、品牌形象

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 品牌形象

並列摘要

The purpose of this study is to assess service quality, customer satisfaction and customer loyalty of Taiwan’s LANEIGE and to find out if the brand image has a positive effect on customer satisfaction and customer loyalty. The results confirmed that service quality has a positive direct effect on customer satisfaction as well as customer satisfaction to customer loyalty and service quality to customer loyalty. In addition, brand image has a positively moderating effect between customer satisfaction and customer loyalty. The results from the study include 57 male respondents and 173 female respondents. In addition, the study includes reliability analysis, factor analysis, regression analysis and descriptive statistical analysis. The hypotheses of the study are as follows:
H1: Service quality has a positive influence on customer satisfaction
H2: Customer satisfaction has a positive influence on customer loyalty.
H3: Service quality has a positive influence on customer loyalty.
H4: Brand image has a positive influence on service quality and customer satisfaction.
Moreover, brand image has a moderating effect between service quality and customer satisfaction. Finally, this study put forward suggestions based on the results.

Keywords: Service quality, Customer satisfaction, Customer loyalty, Brand image

並列關鍵字

Service quality ； Customer satisfaction ； Customer loyalty ； Brand image

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