服務品質、價格認知、企業形象對顧客滿意與顧客忠誠關係之研究－以香料產業為例

The Effects of Service Quality, Price Perception, Business Image on Customer Satisfaction and Customer Loyalty in Flavor Industry

劉宗哲(Chung-Tzer Liu) ； 蘇雄義(Shong-Iee Ivan Su) ； 李明樺(Ming-Hua Lee)

《品質學報》 14卷4期 (2007/12) Pp. 389-403

摘要

研究提出香料業的顧客忠誠整合模型，探討香料業之服務品質的「可靠保證性」、「人員互動性」、「有形性」及「價格認知」、「企業形象」等構面對「顧客滿意」與「顧客忠誠」的關聯性。藉由166份台灣知名食品製造商的研發相關人員的有效回收問卷中，探討上述構面間是否達顯著的關聯性影響。研究結果顯示：(1)「人員互動性」、「有形性」及「企業形象」對「顧客忠誠」有顯著正向的影響關係；(2)「人員互動性」、「價格認知」及「企業形象」對「顧客滿意」有顯著正向的影響關係；(3)「顧客滿意」在「人員互動性」、「企業形象」與「顧客忠誠」間具有部分中介的效果。研究結果建議國際香料公司應著重提昇企業形象，建立價格認知制度及提供更優秀的服務品質加強食品業顧客對香料公司的忠誠度。

關鍵字

服務品質 ； 價格認知 ； 企業形象 ； 顧客滿意 ； 顧客忠誠

並列摘要

The objective of this research is to identify the factors of ”Assurance & Reliability”, ”Personnel Interaction”, ”Tangible”, ”Price Perception”, ”Corporate Image” that are positively related to ”Customer Satisfaction” and ”Customer Loyalty” in the flavor industry. Using data collected from food manufactures in Taiwan, the findings indicate that (1) ”Personnel Interaction”, ”Tangible” and ”Corporate Image” are positively related to ”Customer Loyalty”, (2) ”Personnel Interaction”, ”Price Perception” and ”Corporate Image” are positively associated with ”Customer Satisfaction”, (3) ”Customer Satisfaction” partially mediates the effects of ”Personnel Interaction” and ”Corporate Image” on ”Customer Loyalty”. Finally, we draw on the findings of this study that the flavor enterprises should enhance its corporate image, establish the price formulation and provide the excellent service quality to their customers in order to concrete customer loyalty.

並列關鍵字

Service quality ； Price perception ； Corporate image ； Satisfaction ； Loyalty

參考文獻

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