品牌形象、服務品質、顧客滿意度及顧客忠誠度關係之研究-以路易莎咖啡為例

The Relationships among Brand Image, Service Quality, Customer Satisfaction and Loyalty - A case Study of Louisa Coffee

蔡紫涵(TZU-HAN TSAI)

指導教授 ： 蔡明純

嶺東科技大學/商管學院/企業管理系碩士在職專班/碩士(2020年)

摘要

近年來，隨著國人生活飲食習慣的改變，對於咖啡的需求逐年增加，促使喝咖啡的人口快速成長。就競爭激烈的咖啡店市場而言，台灣的咖啡市場每年有高達 700億的商機，咖啡連鎖店林立，競爭激烈，消費者購買咖啡也有多樣選擇，除了咖啡的品質與口味，品牌形象、服務品質、顧客滿意度也是消費者決定忠誠度依據，因此提升服務品牌形象、服務品質、顧客滿意度是咖啡店業者重要的議題。
本研究以顧客滿意度為基礎，探討品質形象、服務品質、顧客滿意度及顧客忠誠度關係之研究。以問卷方式進行調查，共蒐集了有效問卷 429 份，主要為探討消費者對於路易莎品質形象、服務品質、顧客滿意度及顧客忠誠度之關係。
本研究運用 SPSS 20 統計軟體分析探討各研究構面之間的影響關係，進而建立整理資料分析結果。並依據文獻之推導建立研究假設，研究結果說明：（1）品牌形象對服務品質有正向影響。（2）品牌形象對顧客滿意度有正向影響。（3）服務品質對與顧客滿意度有正向影響。（4）品牌形象對顧客忠誠度有正向影響。（5）服務品質對顧客忠誠度有正向影響。（6）顧客滿意度對顧客忠誠度有正向影響。

關鍵字

品牌形象 ； 服務品質 ； 顧客滿意度 ； 路易莎咖啡 ； 顧客忠誠度

並列摘要

In recent years, with the changes in the living and eating habits of people, the demand for coffee has increased yearly. The market of coffee has grown rapidly and the annual revenue is estimated at seventy billion NT dollars every year. Coffee shops are everywhere and are intense competition. Consumers also have a variety of choices when buying coffee. In addition to the quality and taste of coffee, brand image, service quality, and customer satisfaction are also the basis for consumers to determine loyalty. Therefore, improving the service brand image, service quality, and customer satisfaction are important issue.
In view of this, this study is based on explores the relationship between quality image, service quality, customer satisfaction and customer loyalty. The study conducted a questionnaire survey and collected 429 valid questionnaires. The main discussion was about the influence consumers' relationship with Louisa's quality image, service quality, customer satisfaction and customer loyalty.
In this study, SPSS 20 statistical software analysis results were used to explore the influence relationship between the research facets, and then the results of the data analysis were established. Based on the derivation of the literature, the research hypothesis is established. The results show that： （1） Brand image has a positive impact on service quality. （2） Brand image has a positive impact on customer satisfaction. （3） Service quality has a positive influence on customer satisfaction. （4） Brand image has a positive impact on customer loyalty. （5） Service quality has a positive impact on customer loyalty. （6） Customer satisfaction has a positive effect on customer loyalty.

並列關鍵字

Brand image ； service quality ； customer satisfaction ； customer loyalty ； Louisa coffee

參考文獻

一、中文部分

李友錚、賀力行（2008），品質管理：整合性思維，台北：前程文化。

陳澤義、葉香麟（2007）。品牌形象、品牌關係與知覺品質關係之研究－以美白 化妝品品牌為例。東吳經紀商學學報，第 58 期，第 1-30 頁。

鄒宜真，（2004），運用線性結構模式探討網路商店之服務品質， 顧客滿意度， 顧客忠誠度與消費者生活型態關係之研究，國立東華大學企業管理研究所碩士論文。

二、英文部分