探討加油站服務品質對顧客滿意度與忠誠度之影響－以台塑加盟站為例

The Study the Influence of Service Quality on Customer Satisfaction and Customer Loyalty-An Empirical Study of Formosa Petroleum Corporation Gas Stations

池文海(Wen-Hai Chih) ； 鄭益興(I-Hsin Cheng)

《品質學報》 13卷2期 (2006/06) Pp. 99-119

摘要

本研究針對台塑全省加盟加油站（簡稱台塑加油站），以分層隨機抽樣問卷調查的方式，進行加油站顧客消費行為的研究。研究架構包含服務品質（前因變數）、顧客滿意度（中介變數）、以及顧客忠誠度（結果變數）的三階路徑關係，並使用SPSS工具進行結構性分析，找出顧客滿意度之前因後果，獲得以下發現：(1)加強加油站之「軟體服務」、「硬體設備」、及「消費價值」可提升顧客滿意度：(2)顧客滿意度的提升，可建立忠誠顧客，強化雙方未來互動：(3)顧客會受到生活型態之「新產品使用」、「休閒與資訊」、與「價格敏感」等因素，而影響其對服務品質、顧客滿意度、與顧客忠誠度的認知：(4)整理出台塑加油站在發展與選擇行銷策略時之四種行銷機會點。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 生活型態

並列摘要

The goal of this research is to study the consumer behavior of gas station. This research applies the path analysis to study the relationship among service quality, customer satisfaction, and customer loyalty. The joint venture gas stations of Formosa Petroleum Company (FPC) are the empirical example for this study. The results of this study are summarized as: (1)Customer satisfaction of gas station can be raised through service quality, physical facilities and consumer value; (2)Customer loyalty can be established by raising the customer satisfaction: (3)Customers' life style can affect the recognitions of service quality, customer satisfaction, and customer loyalty through the dimensions of the usage of new products, recreation and information, and price sensitivity; (4)Marketing opportunities are briefed in order to develop and choose the market strategy of the joint venture gas station of FPC.

並列關鍵字

Service quality ； Customer satisfaction ； Customer loyalty ； Life style

參考文獻

台塑石化網站

東方消費者行銷資料庫(E-ICP)

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