運用結構方程模式探討服務品質對顧客滿意度與顧客忠誠度之影響－以中油加油站為例

Applying Structural Equation Modeling to Study the Influence of Service Quality on Customer Satisfaction and Customer Loyalty-An Empirical Study of Chinese Petroleum Corporation Gas Stations

王美慧(Mei-Huey Wang) ； 陳瑞龍(Jui-Lung Chen) ； 蘇元含(Yuan-Han Su)

《顧客滿意學刊》 2卷2期 (2006/09) Pp. 47-86

https://doi.org/10.30066/JCS.200609.0003

摘要

近年來由於台灣經濟的成長，國民所得增加，國民的購買力提高，使得國人對於加油站提供高品質的油品及銷售服務需求與日俱增。在現今競爭激烈的環境，業者要能脫穎而出，必須致力維持與現有顧客之關係。再加上近幾年來消費者權利意識的覺醒，使得加油站間的競爭趨於白熱化。因此，如何藉由「服務品質」來衡量顧客忠誠之目標，是目前經營加油站業者最關心的議題之一。故本研究針對中油直營加油站，以問卷調查的方式並採階層隨機抽樣，以了解加油站顧客的消費行為。本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）的三層路徑關係，並使用結構方程模式(SEM)進行結構性分析，以找出顧客滿意度之前因後果，並得出以下幾點研究結果與發現：(1)本研究加油站業者之服務品質關係模式獲得支持；(2)加號加油站之「人員服務與可靠性」、「硬體設備」、及「加油站消費價值」可提升顧客滿意度；(3)加油站顧客滿意度的提升，可建立忠誠顧客，強化雙方未來互動。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 線性結構模式

並列摘要

Owing to the economic growth in Taiwan in recent years, the increase in national incomes, and the increase in national purchasing power in Taiwan, the citizens' demand for high quality oil and services provided by the gas stations has increased. In the intense competition of the modern day environment, in order for those in the industry to be outstanding, one would need to devote to maintain the customer relationship. Besides, consumers are fighting for their rights in the recent years. Therefore, the competition between gas stations is getting intense. How to measure the service quality to achieve the goal of increasing customer satisfaction and customer loyalty is one of the most concerned issues to the gas station's managers. The purposes of this study are to investigate by questionnaire survey with stratified random sampling to realize the consumer behavior in Chinese Petroleum Corporation owned gas stations. The research structure consists of three path relations. It includes Service Quality (Ancestor Variable), Customer Satisfaction (Intervening Variable), and Customer Loyalty (Consequent Variable). This research applies structural equation modeling (SEM) to carry out structural analysis in the service quality model to find out the cause and effect of the customer satisfaction, and the results of this research are described as follow: (1) The gas station's service quality model supports this research's framework; (2) The strengthening of gas station's employee service and reliability, physical facilities, and gas station consumer value can promote customer satisfaction; (3) Increasing gas station's customer satisfaction can build up customer loyalty, and further enhance bilateral future interaction.

並列關鍵字

Service Quality ； Customer Satisfaction ； Customer Loyalty ； Structural Equation Modeling

參考文獻

行政院主計處第三局

行政院公平交易委員會

行政院經濟部能源局

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