本校學位論文庫
CITYU Theses & Dissertations
論文詳情
白天宇
梁惠雅
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
2020
服務品質對品牌形象, 顧客感知價值, 顧客滿意度與再購意願實證研究 : 以錦江之星為例
The Study of Service Quality on Brand Image, Customer Perceived Value, Customer Satisfaction and Repurchase Intention : Take The Star of JINJIANG INN as an Example
經濟型酒店 ; 服務品質 ; 品牌形象 ; 顧客感知價值 ; 顧客滿意度 ; 再購意願
Economic Hotel ; Service Quality ; Brand Image ; Customer Perceived Value ; Customer Satisfaction ; Repurchase Intention
本研究是基於實證研究來探討經濟型酒店的服務品質對品牌形象、顧客感知價值、顧客滿意度與再購意願的影響。據此，本研究的目的是：（一）探討服務品質對品牌形象、顧客感知價值、顧客滿意度與再購意願的影響；（二）探討品牌形象對顧客感知價值、顧客滿意度與再購意願的影響；（三）探討顧客感知價值對顧客滿意度與再購意願的影響；（四）探討顧客滿意度對再購意願的影響；（五）探討品牌形象、顧客感知價值與顧客滿意度是否具有中介效果；（六）研究結果將對於經濟型酒店在未來制定顧客滿意度與再購意願相關策略的參考依據。
本研究以錦江之星為研究範圍，且曾居住過的顧客為研究對象，並進行便利抽樣。共發出 452 份，有效問卷為 392 份，有效回收率為 86.73%。，並運用 SPSS 26 版進行敘述性統計分析，以得知此次研究樣本的分布情形。同時，運用 AMOS 24 版進行驗證性因素分析。研究結果發現：
（一）服務品質對品牌形象為顯著正相關；（二）服務品質對顧客感知價值為正相關，但不顯著；（三）服務品質對顧客滿意度未達到顯著正相關；（四）服務品質對再購意願為正相關，但不顯著；（五）品牌形象對顧客感知價值為顯著正相關；（六）品牌形象對顧客滿意度為顯著正相關；（七）品牌形象對再購意願未達到顯著正相關；（八）顧客感知價值對顧客滿意度為正相關，但不顯著；（九）顧客感知價值對再購意願為顯著正相關；（十）顧客滿意度對再購意願為正相關，但不顯著；（十一）品牌形象於服務品質與顧客感知價值間、服務品質與顧客滿意度間具有中介效果；（十二）品牌形象於服務品質與再購意願間不具有中介效果；（十三）顧客感知價值於品牌形象與再購意願間具有中介效果；（十四）顧客感知價值於品牌形象與顧客滿意度間、服務品質與顧客滿意度間、服務品質與再購意願間不具有中介效果；（十五）顧客滿意度於品牌形象與再購意願間、顧客感知價值與再購意願間、服務品質與再購意願間不具有中介效果；（十六）以“服務品質”而言，關於“安全性”的同意程度最高，“可靠性”的同意程度次之。
本研究以錦江之星為研究範圍，且曾居住過的顧客為研究對象，並進行便利抽樣。共發出 452 份，有效問卷為 392 份，有效回收率為 86.73%。，並運用 SPSS 26 版進行敘述性統計分析，以得知此次研究樣本的分布情形。同時，運用 AMOS 24 版進行驗證性因素分析。研究結果發現：
（一）服務品質對品牌形象為顯著正相關；（二）服務品質對顧客感知價值為正相關，但不顯著；（三）服務品質對顧客滿意度未達到顯著正相關；（四）服務品質對再購意願為正相關，但不顯著；（五）品牌形象對顧客感知價值為顯著正相關；（六）品牌形象對顧客滿意度為顯著正相關；（七）品牌形象對再購意願未達到顯著正相關；（八）顧客感知價值對顧客滿意度為正相關，但不顯著；（九）顧客感知價值對再購意願為顯著正相關；（十）顧客滿意度對再購意願為正相關，但不顯著；（十一）品牌形象於服務品質與顧客感知價值間、服務品質與顧客滿意度間具有中介效果；（十二）品牌形象於服務品質與再購意願間不具有中介效果；（十三）顧客感知價值於品牌形象與再購意願間具有中介效果；（十四）顧客感知價值於品牌形象與顧客滿意度間、服務品質與顧客滿意度間、服務品質與再購意願間不具有中介效果；（十五）顧客滿意度於品牌形象與再購意願間、顧客感知價值與再購意願間、服務品質與再購意願間不具有中介效果；（十六）以“服務品質”而言，關於“安全性”的同意程度最高，“可靠性”的同意程度次之。
This study is based on empirical research to find out the impact of service quality of budget hotel on brand image, customer perceived value, customer satisfaction and repurchase intention. To be specific, the purpose of this study is to: (1) explore the impact of service quality on brand image, customer perceived value, customer satisfaction and repurchase intention; (2) explore the impact of brand image on customer perceived value, customer satisfaction and repurchase intention; (3) explore the impact of customer perceived value on customer satisfaction and repurchase intention; (4) explore the impact of customer satisfaction on repurchase intention; (5) explore whether brand image, customer perceived value and customer satisfaction have an intermediary effect; (6) and to provide a reference for budget hotels to develop strategies related to customer satisfaction and repurchase intentions in the future based on the research results.
This study takes Jinjiang Inn and its previous customers as the research object, and conducts convenience sampling. This study sent a total of 452 questionnaires, 392 are valid questionnaires, and the valid retrieved rate was 86.73%. Meanwhile, this study used SPSS 26 to do the descriptive statistics for the demographic variable, Amos 24 to do the confirmatory factor analysis.The results of the study find out:
(1) Service quality has significant positive correlation with brand image; (2) service quality has a positive but not significant correlation with customer perceived value; (3) service quality does not a significant positive correlation with customer satisfaction; (4) service quality has a positive, but not significant correlation with repurchase intention; (5) the brand image has a significant positive correlation with the customer’s perceived value; (6) the brand image has a significant positive correlation with customer satisfaction; (7) the brand image does not have a significant correlation with the repurchase intention; (8) customer perceived value has a positive but not significant correlation with customer satisfaction; (9) customer perceived value has a significant positive correlation with repurchase intention; (10) customer satisfaction has a positive but not significant relation with repurchase intention; (11) brand image has an intermediary effect between service quality and customer perceived value, and between service quality and customer satisfaction; (12) brand image does not have an intermediary effect between service quality and repurchase intention (13) customer perceived value has an intermediary effect between brand image and repurchase intention; (14) customer perceived value has an intermediary effect between brand image and customer satisfaction, between service quality and customer satisfaction, and between service quality and repurchase intention (15) customer satisfaction does not have an intermediary effect between brand image and repurchase willingness, between customer’s perceived value and repurchase willingness, and between service quality and repurchase intention; (16) in terms of “service quality”, there is a highest degree of agreement on "safety", followed by degree of agreement on "reliability".
This study takes Jinjiang Inn and its previous customers as the research object, and conducts convenience sampling. This study sent a total of 452 questionnaires, 392 are valid questionnaires, and the valid retrieved rate was 86.73%. Meanwhile, this study used SPSS 26 to do the descriptive statistics for the demographic variable, Amos 24 to do the confirmatory factor analysis.The results of the study find out:
(1) Service quality has significant positive correlation with brand image; (2) service quality has a positive but not significant correlation with customer perceived value; (3) service quality does not a significant positive correlation with customer satisfaction; (4) service quality has a positive, but not significant correlation with repurchase intention; (5) the brand image has a significant positive correlation with the customer’s perceived value; (6) the brand image has a significant positive correlation with customer satisfaction; (7) the brand image does not have a significant correlation with the repurchase intention; (8) customer perceived value has a positive but not significant correlation with customer satisfaction; (9) customer perceived value has a significant positive correlation with repurchase intention; (10) customer satisfaction has a positive but not significant relation with repurchase intention; (11) brand image has an intermediary effect between service quality and customer perceived value, and between service quality and customer satisfaction; (12) brand image does not have an intermediary effect between service quality and repurchase intention (13) customer perceived value has an intermediary effect between brand image and repurchase intention; (14) customer perceived value has an intermediary effect between brand image and customer satisfaction, between service quality and customer satisfaction, and between service quality and repurchase intention (15) customer satisfaction does not have an intermediary effect between brand image and repurchase willingness, between customer’s perceived value and repurchase willingness, and between service quality and repurchase intention; (16) in terms of “service quality”, there is a highest degree of agreement on "safety", followed by degree of agreement on "reliability".
2021
中文
203
致謝I
摘要II
AbstractIV
目錄VI
圖目錄X
表目錄XI
第一章緒論1
1.1 研究背景1
1.2 研究意願3
1.3 研究目的6
第二章 文獻綜述7
2.1 服務品質7
2.1.1 相關研究7
2.1.2 量表 12
2.2 品牌形象 40
2.2.1 相關研究 40
2.2.2 量表 44
2.3 顧客感知價值 53
2.3.1 相關研究 53
2.3.2 量表 55
2.4 顧客滿意度 71
2.4.1 相關研究 71
2.4.2 量表 74
2.5 再購意願 83
2.5.1 相關研究 83
2.5.2 量表 87
2.6 服務品質對品牌形象、顧客感知價值、顧客滿意度與再購意願之關系 96
2.7 品牌形象對顧客感知價值、顧客滿意度與再購意願之關系 98
2.8 顧客感知價值對顧客滿意度與再購意願之關系 100
第三章 模型建構、方法與設計 103
3.1 研究架構與研究假設 103
3.2 結構方程模型 105
3.3 信度與效度 110
3.3.1 信度 110
3.3.2 效度 112
3.4 研究對象 114
3.5 問卷設計 119
3.5.1 服務品質 119
3.5.2 品牌形象 121
3.5.3 顧客感知價值 123
3.5.4 顧客滿意度 124
3.5.5 再購意願 125
3.5.6 基本資料 127
第四章 研究結果與分析 128
4.1 信度分析 128
4.2 抽樣分析 130
4.3 描述性統計分析 130
4.3.1 樣本分布 130
4.3.2 題項的平均數與標准差 132
4.4 回歸分析 139
4.4.1 各構面的因素負荷量、組合信度與平均變異抽取量 139
4.4.2 驗證性因素分析 154
第五章 結論與建議 157
5.1 結論與建議 157
5.1.1 服務品質對品牌形象關系 157
5.1.2 服務品質對顧客感知價值關系 157
5.1.3 服務品質對顧客滿意度關系 158
5.1.4 服務品質對再購意願關系 158
5.1.5 品牌形象對顧客感知價值關系 159
5.1.6 品牌形象對顧客滿意度關系 159
5.1.7 品牌形象對再購意願關系 160
5.1.8 顧客感知價值對顧客滿意度關系 160
5.1.9 顧客感知價值對再購意願關系 161
5.1.10 顧客滿意度對再購意願關系 161
5.1.11 品牌形象的中介效果 162
5.1.12 顧客感知價值的中介效果 162
5.1.13 顧客滿意度的中介效果 163
5.1.14 服務品質的關鍵准則 163
5.2 研究貢獻與價值 164
5.3 研究限制 165
5.4 未來研究方向 165
參考文獻 166
附錄 201
摘要II
AbstractIV
目錄VI
圖目錄X
表目錄XI
第一章緒論1
1.1 研究背景1
1.2 研究意願3
1.3 研究目的6
第二章 文獻綜述7
2.1 服務品質7
2.1.1 相關研究7
2.1.2 量表 12
2.2 品牌形象 40
2.2.1 相關研究 40
2.2.2 量表 44
2.3 顧客感知價值 53
2.3.1 相關研究 53
2.3.2 量表 55
2.4 顧客滿意度 71
2.4.1 相關研究 71
2.4.2 量表 74
2.5 再購意願 83
2.5.1 相關研究 83
2.5.2 量表 87
2.6 服務品質對品牌形象、顧客感知價值、顧客滿意度與再購意願之關系 96
2.7 品牌形象對顧客感知價值、顧客滿意度與再購意願之關系 98
2.8 顧客感知價值對顧客滿意度與再購意願之關系 100
第三章 模型建構、方法與設計 103
3.1 研究架構與研究假設 103
3.2 結構方程模型 105
3.3 信度與效度 110
3.3.1 信度 110
3.3.2 效度 112
3.4 研究對象 114
3.5 問卷設計 119
3.5.1 服務品質 119
3.5.2 品牌形象 121
3.5.3 顧客感知價值 123
3.5.4 顧客滿意度 124
3.5.5 再購意願 125
3.5.6 基本資料 127
第四章 研究結果與分析 128
4.1 信度分析 128
4.2 抽樣分析 130
4.3 描述性統計分析 130
4.3.1 樣本分布 130
4.3.2 題項的平均數與標准差 132
4.4 回歸分析 139
4.4.1 各構面的因素負荷量、組合信度與平均變異抽取量 139
4.4.2 驗證性因素分析 154
第五章 結論與建議 157
5.1 結論與建議 157
5.1.1 服務品質對品牌形象關系 157
5.1.2 服務品質對顧客感知價值關系 157
5.1.3 服務品質對顧客滿意度關系 158
5.1.4 服務品質對再購意願關系 158
5.1.5 品牌形象對顧客感知價值關系 159
5.1.6 品牌形象對顧客滿意度關系 159
5.1.7 品牌形象對再購意願關系 160
5.1.8 顧客感知價值對顧客滿意度關系 160
5.1.9 顧客感知價值對再購意願關系 161
5.1.10 顧客滿意度對再購意願關系 161
5.1.11 品牌形象的中介效果 162
5.1.12 顧客感知價值的中介效果 162
5.1.13 顧客滿意度的中介效果 163
5.1.14 服務品質的關鍵准則 163
5.2 研究貢獻與價值 164
5.3 研究限制 165
5.4 未來研究方向 165
參考文獻 166
附錄 201
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