建築業服務品質與品牌權益對顧客滿意度與購買意願影響之研究

The effect of service quality, brand equity on customers' satisfaction and purchase intention in architecture business

關慶豐(Ching-Feng Kuan)

指導教授 ： 洪英正

共同指導教授 ： 吳淑華(Shu-Hua Wu)

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00672

摘要

由於建築業帶動的產業甚為廣大，且與其他產業關聯程度高，素有「火車頭工業」之稱，其創造的產值與附加價值對台灣的經濟成長有很大的貢獻。國內不動產產業長期受市場景氣波動影響，在經過幾次景氣興衰的洗滌後，將建築業視為永續發展、重視聲譽的公司，因為顧客的口碑、滿意與購買意願再度獲得顧客的肯定而屹立不搖。
根據文獻探討，以往研究有關建築業服務品質與品牌權益的論文略少，本研究嘗試探討建築業服務品質、品牌權益與顧客滿意度及購買意願四個變項之關聯性，研究結果可以提供給有心永續經營的建築業者作為決策之參考。本研究以曾經到過銷售中心或以前曾有過向建商購屋經驗的顧客為本研究之樣本，有效回收樣本576份。透過問卷調查之實證分析，本研究有下列重要的發現：
一、建築業之服務品質與品牌權益對顧客的滿意度有顯著正向影響，其中品牌權益對顧客滿意度最具影響力，服務品質次之。
二、顧客對建築業的滿意度對購買意願會有顯著正向影響。
三、顧客滿意度為服務品質、品牌權益對購買意願之中介變項。建築業服務品質必須完全透過顧客滿意度才能影響顧客的購買意願；品牌權益除透過顧客滿意度影響顧客的購買意願外，亦會直接影響顧客的購買意願。
四、人口統計變項對建築業之服務品質均不具有顯著影響，部分人
口統計變項對建築業之品牌權益、顧客滿意度及購買意願有顯著性影響。

關鍵字

服務品質 ； 品牌權益 ； 顧客滿意度 ； 購買意願

並列摘要

Because of the architecture industry is highly related to the majority of all other industries in Taiwan, it plays the role of locomotive in Taiwan's long-term economic development. It also accounts for a large and crucial part of the national economy.The instability market condition had influenced local architecture industry for a long time. After passing through several times of market booming and fading, those companies, who had established strong customers' support, viewed the architecture industry as a long-term developing industry, will once again stand tall and erect because of the acknowledgments, satisfactions and intention of purchasing from their customers.
According to the research review articles, we found that there were only a few research papers which were emphasizing on the service quality and brand name image, equity on the architecture industry. In this paper, we attempt to explore the relevance among service quality, brand equity, customer satisfaction and purchase intention of architecture industry. The outcome can provide references to the constructors, who determine to prolong their business, make their decisions on how to proceed with their business.
The samples were adopted from customers who had been to the sales center or bought houses from architecture companies. The effective returned samples are 576. After exemplary analysis on the questionnaires, we have the following significant conclusions:
1. Service quality and brand equity have positive impacts on customer satisfaction, and brand equity has more impact than service quality.
2. Customer satisfaction towards architecture business has positive impact on purchase intention.
3. Customer satisfaction serves as the mediator among service quality, brand equity and purchase intention. “Customer Satisfaction” directly affects the purchasing decision of the buyers when the buyers only consider service quality as the independent variable of intention of buying. While customers also consider “customer satisfaction” when making purchasing decision base on the company brand equity, but it is not as significant as the service quality, Finally we found company brand equity itself may play an influential role on purchase intentions independently.
4. The variable of demographics doesn’t have significant impact on the service quality of architecture business. However, partial variables of demographics really get significant differences on brand equity, customers' satisfaction and purchase intention of architecture business.

並列關鍵字

service quality ； brand equity ； customer satisfaction ； purchase intention

參考文獻

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