品牌形象,服務品質對顧客滿意度的影響-以大陸六千館為例

The effects of brand image and service quality on customer satisfaction-LIU-QIAN-GUAN as an example

林建嘉(Chien-chia Lin)

指導教授 ： 李賢啟

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

在產業結構中，服務業的比重隨著經濟的快速成長逐年提昇。服務提供者，無不積極想提昇服務的品質，進一步提昇顧客滿意度然而服務品質很難加以控制，會因時、因地、因人而有很大的變化，使得企業在進行服務品質管理時的困難度增加許多，因此，如何做好顧客滿意更是達成企業管理與績效最重要的課題。
本研究欲探討大陸六千館之三個構面「品牌形象」、「服務品質」與「顧客滿意」的關聯性。本文的受測樣本是大陸地區深圳分店六千館之消費者，於消費完畢後實地填寫問卷；實際發出 720問卷，回收 703份問卷，回收率 97.63%，並使用SPSS for Windows 15.0 統計軟體進行統計分析，根據本研究之目的，來進行研究假設之檢測。
研究結果顯示
(1)「服務品質」對「顧客滿意度」有顯著正向的關係。
(2)「品牌形象」對「顧客滿意度」有顯著正向的關係。
(3)「服務品質」對「品牌形象」有顯著正向的關係。
建議六千館應著重提昇企業品牌形象，提供更優秀的服務品質以加強顧客對公司的滿意度。

關鍵字

品牌形象 ； 顧客滿意度 ； 服務品質

並列摘要

In the industrial structure, the percentage of service industries has been rising rapidly along with the economic development. Service providers all endeavour to enhance service quality so as to improve customers’ satisfactions. However, it is difficult to control service quality because it varies with times, places and people. This also makes it harder for corporates to manage service quality. Therefore, customers’ satisfaction is the most important issue in management and performance of corporates.
This paper intends to use Corporate Image, Customers’ Satisfaction and Service Quality as the three constructs to exame the effect of brand image and service quality on customer satisfaction for Liu-Qian-Guan Flavoured Restaurant in China. The samples sourced by this paper are the consumers of its branch in Shenzhen. The questionnaires were filled in by consumers on the spot after their consumption. A total of 720 questionnaires were delivered and 703 were returned, with a recovery rate of 97.63%. This paper performs a statistical analysis with SPSS for Windows 15.0 and validates the hypotheses accordingly.
The research findings are as follows:
(1) Service Quality is significantly positively correlated with customers’ satisfaction.
(2) Brand Image is significantly positively correlated with customers’ satisfaction.
(3) Service Quality is significantly positively correlated with Brand Image.
It is suggested that Liu-Qian-Guan Flavoured Restaurant should strive to enhance their corporate and brand image and provide better service quality to improve customers’ satisfaction.

並列關鍵字

customers' satisfaction ； service quality ； brand image

參考文獻

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