服務品質、產品品質、品牌形象、顧客滿意與顧客忠誠度之研究 – 以越南百貨業為例

A study of the Service quality, Product quality, Brand image, Customer satisfaction and Customer loyalty – an Empirical investigation of the Department Stores in Vietnam

陳芳草(Fang-Cao Chen)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2013年)

摘要

隨著大環境的轉變,我國加入了世界貿易組織(WTO)後,國家經濟的發展,服務業慢慢會為越南產業結構的主流,同時,消費者主義意識的抬頭,企業必須重新檢視他們與消費者間的關係。而服務業是以顧客為導向的行業,只有注重服務品質的企業,所提供的服務或產品價值達到或超越顧客的期望,才會有滿意的顧客,有了滿意的顧客,才能替企業創造利益。近年來百貨業的市場規模不斷擴大,新興的百貨公司不斷的崛起,再加上量販店的分食舉進入爭食零售市場大餅,使得競爭程度越來越激烈。各家百貨業者要如何在有限的資源以及競爭日趨激烈的環境,創造自身的差異化的競爭優勢,已成為各家百貨業者所重視之課題。而要如何提高服務品質、產品品質、價格合理並吸引顧客再次上門,為本研究的主要研究方向。
本研究想要了解百貨公司的服務品質，產品品質及品牌形象是否會對顧客的滿意度造成影響，顧客的滿意度是否對顧客忠誠度造成影響。透過問卷調查法,並以線性結構模式,探討該產業之服務品質、產品品質、品牌形象、顧客滿意度與顧客忠誠度等概念,互相連結不同概念間的因果關係。總計問卷發放270份，回收之有效問卷為264份，在各項衡量指標達到標準之後，利用線性結構關係 (AMOST)來進行實證分析。
研究發現:服務品質對顧客滿意度有顯著的正向影響;產品品質對顧客滿意度有顯著的正向影響;品牌形象對顧客滿意度有顯著的正向影響；顧客滿意度對顧客忠誠度有顯著的正向影響；以此研究結果,擬定行銷策略提供業界做為參考,期望能對其品牌策略的制定有所貢獻。

關鍵字

百貨業 ； 服務品質 ； 產品品質 ； 品牌形象 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

As the environment changes, Vietnam joined the World Trade Organization (WTO), at the same time the development of the national economy, the service sector will slowly mainstream industrial structure for Vietnam, also because the rise of consumers' awareness, companies must re-examine them and the relationship between consumers. In terms of service sector, customer-oriented industries and enterprises only focus on service quality and value of the services or products provided with the goal to meet or exceed customers' expectations, also if it will satisfied customers in order to create revenue for the enterprise. In recent years, the department store industry market size continues to expand, the rise of emerging department stores, plus outlets and discount stores are fighting over eating cite enter retail market pie, the competition is becoming more intense. Currently various department stores with limited resources and an increasingly competitive environment are changing strategies to create a competitive advantage for their own differences and it has become an important subject of various competitors in this industry.
The present research seeks to improve the quality of service and product, looking for reasonable prices and attract customers to improve the companies profitability.
This research shows how to know whether the department store's service quality, product quality and brand image impact on customer satisfaction, and also the customer satisfaction its impact on customer loyalty. Through questionnaires, and structural equation modeling to explore the industry's service quality, product quality, brand image, customer satisfaction and customer loyalty concepts are linked to each other and there is a causal relationship between the concepts. A total of 270, 264 valid questionnaires recovered, after various measurements up to standard, the use of linear structural relationships (AMOS) holistic analysis.
Study found & Results: Service have a significant positive impact on customer satisfaction; product quality has a positive impact on customer satisfaction; brand image has a positive impact on customer satisfaction; customer satisfaction on customer loyalty significant positive impact; this study, develop marketing strategies to the industry as a reference, expected to contribute to the formulation of its brand strategy.

並列關鍵字

Service Quality ； Product Quality ； Brand Image ； Customer Satisfaction ； Customer Loyalty

參考文獻

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