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題名:服務品質、企業形象、顧客滿意度對顧客忠誠度關聯性之研究—以高等海事教育機構為例
作者:郭彥谷
作者(外文):Kuo, Yen-Ku
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
指導教授:余坤東
學位類別:博士
出版日期:2009
主題關鍵詞:服務品質企業形象顧客滿意度顧客忠誠度service qualitycorporate imagecustomer satisfactioncustomer loyalty
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(8) 博士論文(0) 專書(0) 專書論文(0)
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本研究旨在探討服務品質、企業形象、顧客滿意度對顧客忠誠度關聯性之研究,採抽樣調查法,以九十七學年度三所高等海事教育機構航運管理(學)系大學部學生為調查對象,正式問卷有效回收率達34.89%,資料分析方法包括描述性統計、探索性因素分析、驗證性因素分析以及結構方程模式(structural equation modeling, SEM),包含測量模式與結構模式。
本研究發現:服務品質與企業形象對顧客滿意度具正向影響,且有直接的因果關係;服務品質雖未直接對顧客忠誠度產生有效的影響力,但透過顧客滿意度的中介效果可產生間接的影響力;企業形象對顧客忠誠度除具正向且直接的影響關係外,亦透過顧客滿意度的作用產生間接的影響力;而顧客滿意度對顧客忠誠度亦有正向且直接的影響關係;最後,由整體模式適配度評鑑發現,本研究所建構的「服務品質、企業形象、顧客滿意度對顧客忠誠度之結構方程模式」良好,可以用來解釋本研究的觀察資料。
This study aimed at investigating the relationships among service quality, corporate image, customer satisfaction, and customer loyalty. The study targeted at the undergraduate students who have been enrolled in the Department of Shipping and Transportation Management at three Higher Marine Educational Institutes during the ninety-seven academic year. A survey questionnaire was used to collect data. A total of 900 questionnaires were distributed, of which 314 were returned and valid for analysis (the valid return rate was 34.89%). Statistical methods, such as descriptive statistics, exploratory factor analysis, confirmative factor analysis, as well as structural equation modeling (SEM) were used to analyze collected data.
The results showed that (1) service quality had positive and direct effect on customer satisfaction, and had positive but indirect effect (through customer satisfaction) on customer loyalty; (2) corporate image had positive and direct effect on customer loyalty, and had positive but indirect effect (through customer satisfaction) on customer loyalty; and (3) customer satisfaction had positive and direct influence on loyalty. The result of the overall model fit supported the proposed structural equation model.
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