服務品質、顧客滿意度及忠誠度之研究，以公司形象為干擾變項

A Study on Service Quality, Customer Satisfaction and Customer Loyalty: Corporate Image as a Moderating Variable

張文育(WEN-YU CHANG)

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

航空客運業務的發展日趨受到重視，航空公司應該提高服務品質，增加消費者之滿意度與消費動機，吸引更多潛在消費者，在航空市場獲得優勢。本研究旨服務品質、顧客滿意度與顧客忠誠度關係之探討，利用企業形象作為服務品質對於顧客滿意度之間的干擾變項，並以台灣航空業之顧客為實證對項。為達成研究目的，本研究透過文獻探討與整理作為理論架構及設計量表。問卷資料藉由SPSS軟體進行分析，分析方法採用敘述性統計、因素分析、信度分析及迴歸分析來檢定研究假設，研究的結論：
一、服務品質對顧客滿意度有顯著之正向影響
二、服務品質對顧客忠誠度有顯著之正向影響
三、顧客滿意度對顧客忠誠度有顯著之正向影響
四、企業形象在服務品質與顧客滿意度之間具有干擾效果
以結論對航空公司提供服務品質與公司形象方面之貢獻，且以本文之研究限制為後續研究提供建議。

關鍵字

航空業 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 公司形象

並列摘要

The development of the aviation industry has been more highly regarded than before. Airline companies should improve service quality to increase consumer satisfaction and consumer motivation to attract more potential consumers. This study aims to explore the correlation among service quality, customer satisfaction and customer loyalty, using corporate image as a moderator between service quality and customer satisfaction. This study developed the framework and a questionnaire through the literature review. Questionnaire data was analyzed by SPSS. The analysis methods were narrative statistics, factor analysis, reliability analysis and regression analysis to test the research hypotheses:
H1: Service quality has a significant effect on customer satisfaction.
H2: Customer satisfaction has a significant effect on customer loyalty.
H3: Service quality has a significant effect on customer loyalty.
H4: Corporate image has a moderating effect between service quality and customer satisfaction.
This study offers some contributions to the aviation industry with regards to service quality and corporate image, and provides suggestions for further based on the research limitations.

並列關鍵字

Aviation ； Service Quality ； Customer Satisfaction ； Customer Loyalty ； Corporate Image

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