品牌形象與服務品質對顧客滿意度與忠誠度的影響-以義大客運公司為例

The Effects of Brand Image and Service Quality on Customer Satisfaction and Loyalty-A case Study on EDA-Bus Traffic Company

黃羽蓁(Yu-Chen Huang)

指導教授 ： 蔡明智 ； 莊苑仙

義守大學/管理學院/管理碩博士班/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00061

摘要

高雄市目前已經完成兩條捷運路線，而捷運路網也逐漸完成，對現有七家客運業者的經營，產生相當程度的影響。在如此競爭又聯營的情況下，業者不斷致力開發著名觀光景點的公車路線，提高其競爭力，積極做完整的無縫接駛，以期一同創造高雄地區的優質觀光路線。
良好的品牌形象是顧客搭乘交通工具時首要的考量，在嚴格的競爭環境之下，為了永續經營，顧客滿意度也勢必成為消費者忠誠度的重要影響因素。而對客運的認知服務品質，也會影響消費者對客運的搭乘意願。目前客運業者，多半缺乏完善的專業管理，因此，如何提升本身的品牌形象，加強服務品質，提高顧客對公司的滿意度及忠誠度，是一個很值得研究的議題。
本研究旨在探討品牌形象及服務品質對顧客滿意度及忠誠度的影響，以義聯集團旗下的義大客運為研究樣本。研究結果顯示：品牌形象與服務品質明顯的對顧客滿意度有正向的影響；顧客滿意度對顧客忠誠度有些微正向影響，但結果不夠顯著；而該公司的品牌形象與服務品質，尚未能對顧客忠誠度產生顯著的影響。

關鍵字

品牌形象 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Kaohsiung MRT has now completed two routes, and rapid transit networks are gradually completed.It inevitably bringsconsiderableimpacts to the business of sevenexisting passenger transport company. In the situation of competition and cooperation, the managers keepdevelopingnew bus routes to famous tourist attractions, trying to improve their competitiveness and actively to complete a seamless drive route.The aim is to create high-quality tourist route along the Kaohsiung area.
Good brand image is the most important considered factor when customer selecting their transportation tool.Under strict competitive environment, in order to sustainable development, customer satisfaction is bound to become an important factor of consumer loyalty. The awareness of service quality will also affect consumers' willingness to takethe passenger transport. Currently most of the passenger transport companies are lack of sound professional management.Therefore, how to enhance their brand image, service quality, and improve customer satisfaction and loyalty is a topic worth to investigate.
Choosing E-Da Bus in E United Group as research samples,this study was designed to investigate the effects of brand image and service quality on customer satisfaction and loyalty.Results reveal that brand image and service quality has a significant positive effect on customer satisfaction; customer satisfaction slightly positive impact on customer loyalty, but the evidence isnot significant; currently the company's brand image and service quality isstillfailed to produce a significant impact on customer loyalty.

並列關鍵字

Brand Image ； Service Quality ； Customer Satisfaction ； Customer Loyalty

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