Responsive image
博碩士論文 etd-0611112-054520 詳細資訊
Title page for etd-0611112-054520
論文名稱
Title
服務品質、品牌形象、關係品質對顧客忠誠度影響之研究-以知名火鍋連鎖餐廳為例
A Study of Impacts on Customer Loyalty by Service Quality Brand Image and Relationship Quality - The Case of Hot Pot Chain Restaurant
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
110
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-05-27
繳交日期
Date of Submission
2012-06-11
關鍵字
Keywords
服務品質、品牌形象、關係品質、顧客忠誠度
Service quality, Relationship quality, Customer loyalty, Brand image
統計
Statistics
本論文已被瀏覽 5772 次,被下載 744
The thesis/dissertation has been browsed 5772 times, has been downloaded 744 times.
中文摘要
龐大的外食人口雖造就了餐飲業的蓬勃發展,強烈競爭下餐飲業經營模式逐漸走向多元,讓消費者在選擇餐廳上變得更為精明,如何有效掌握顧客需求並建立顧客忠誠度成為餐飲業未來經營重要課題。回顧中外文獻,發現影響顧客忠誠度主要的研究多半以服務品質、品牌形象、服務價值、顧客滿意度等為主要,鮮少談及關係品質構面與顧客忠誠度之關聯性。因此,本研究企圖以服務品質、品牌形象、關係品質等三大構面檢視對顧客忠誠度之關聯性以及其相互間是否有中介效應存在。
本研究以線性結構關係模式並加入Petrick (2002)之服務知覺價值的構面來建立服務品質、品牌形象、關係品質及顧客忠誠度之間的關係模式,了解相互影響情形。同時,根據Parsuraman et al.(1988)提出之SERVQUAL以及對產品效用的整體性評估下參考Petrick (2002)所提出SERV-PERVAL量表得出12個觀察變項。資料分析依各項變數關係,分為基本分析與整體模式分析兩部份,在基本分析方面以SPSS12.0來進行分析,而整體模式分析是以AMOS來進行分析,並針對高雄地區知名連鎖火鍋餐廳消費顧客為研究對象,研究問卷共發放600份問卷,回收365份,回收率60.8%,其中無效問卷11份,有效問卷354份。
實證分析之結果,發現「服務品質」對於「關係品質」有直接正向的影響;而「關係品質」對於顧客的「忠誠度」也有直接正向的影響。唯「品牌形象」僅有價值構面最能代表顧客對品牌形象之感受,致使品牌形象對於顧客忠誠度不顯著,此數據結果與實務經驗有相當差異。針對上述結論,研究者提出專家訪談紀錄指出「品牌形象」對「顧客忠誠度」的確有正向影響關係存在,以做為修正問卷數據的實證;最後,針對服務品質、品牌形象、關係品質及顧客忠誠度做出改善建議。
Abstract
With the high competition of prosperous catering industry motivated by the mammoth population of dining out, the business model is on the way to diversity. How to meet customer’s need and build up customer loyalty has been playing an essential role to manage catering industry in the near future. According to the literature, customer loyalty is vitally associated with service quality, brand image, service value and customer satisfaction as opposed to the connection between relationship quality and customer loyalty. Consequently, the study attempts to explore whehter service quality, brand image and relationship quality have a certain impact on customer loyalty, and whether mediating effect occurs among them.
The study utilizes linear structure relationship model along with service perceived value by Petrick (2002) to build up the relationship model among service quality, brand image, relationship quality and customer loyalty with a view to comprehending the effects existing among them. Based on SERVQUAL brought up by Parsuraman (1988) as well as overall evaluation of product effectiveness referring to SERV-PERVAL, it comes to the result- twelve observed variables. Data analysis is particularly divided into two parts – Fundamental Analysis and Mode Analysis, which respectively undergoes the analyses with SPSS12.0 and AMOS. The subjects of this study are aimed at the customers from well-known chain hot pot restaurants in Kaohsiung. Six hundred questionnaires are given out and three hundred sixty five collected; the overall response rate is 60.8% in which there are eleven questionnaires are invalid and three hundred fifty four instead.
The finding of empirical analysis indicates that service quality has an obvious impact on relationship quality and so does relationship quality to customer loyalty. Only the value in brand image can’t make a remarkable impact on customer loyalty. The part of result seems fairly differs from empirical analysis. According to the accounts of some experts’ interviews, the researcher points out certain impact truly exists in brand image and customer loyalty, which is taken as an evidence to modify the data of the questionnaires. Ultimately, to improve service quality, brand image, relationship quality and customer loyalty, we provide the suggestions.
目次 Table of Contents
論文審定書 i
誌謝辭 ii
中文摘要 iii
英文摘要 iv
目錄 v
圖目錄表目錄 vii
第一章 緒論
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 3
第二章 文獻探討
第一節 餐飲業特性 5
第二節 連鎖餐飲業 7
第三節 服務品質 8
第四節 品牌形象 16
第五節 關係品質 28
第六節 顧客忠誠度 33
第七節 服務品質、品牌形象、關係品質對顧客忠誠度影響之關係模式 37
第三章 個案連鎖餐廳簡介
第一節 企業文化 44
第二節 管理制度 44
第三節 客訴案例 51
第四章 研究設計
第一節 研計架構 55
第二節 研究假設 56
第三節 變數操作性定義與測量 56
第四節 抽樣計劃 58
第五節 資料分析方法 59
第五章 實證分析
第一節 敘述性統計分析 61
第二節 因素分析 65
第三節 差異性分析 68
第四節 相關分析 70
第五節 信度分析與效度分析 71
第六節 顧客忠誠度線性結構模式分析 72
第六章 結論與建議
第一節 研究結論 83
第二節 學術貢獻 85
第三節 研究限制與後續建議 86
參考文獻
中文部分 87
英文部分 88
附錄一「服務品質、品牌形象和關係品質與顧客忠誠度間關係研究」調查問卷 92
附錄二 專家訪談紀錄 97
參考文獻 References
一、 中文部分
中華民國加盟促進會,2000,2000年台灣連鎖加盟特輯,台北:日創社文化設計印刷有限公司。
尹代豪,2004,飛航臺灣國際航線航空公司之品牌忠誠度研究,國立東華大學企業管理研究所碩士論文。
王美慧、陳瑞龍、蘇元含,2006,「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」,顧客滿意學刊,2卷2期:47~86。
王郁惠,1997,服務業類別、關係行銷與顧客忠誠度關係之研究,中正大學企業管理研究所碩士論文。
行政院主計處,2008,「工商及服務業普查統計」,台北:主計處。
行政院主計處,2004~2008,「家庭收支調查報告」,台北:主計處。
吳萬益、林清河,2000,企業研究方法,台北:華泰書局。
李佳璋、黃恆獎,1997,產品績效指標、消費滿意度及購後行為之整合分析,臺大管理論叢,8卷1期:25~58。
谷明輝,2009,核心競爭力與開放性創新,在國際品牌建立之研究-以瑞軒科技為例,私立立德大學科技管理研究所碩士論文。
周子敬,2006,結構方程模式(SEM)-精通 LISREL,台北:全華科技圖書。
周俊吉,1999,1999連鎖店年鑑,台北:中華民國連鎖店協會。
施志宜,1995,「餐飲業經營管理成功因素之研究-以西式速食業為實証」,第一屆食飲管理學術研討會論文集,台北。
施振榮,2005,全球品牌大戰,台北:天下雜誌。
陳文聰,1997,餐飲業,台北:行政院勞工委員會職業訓練局。
陳正昌、程炳林,1998,SPSS、SAS、BMDP統計軟體在多變量統計上的應用,第二版,台北:五南。
黃子維,1999,影響餐飲業連鎖經營重要因素探討,國立東華大學企業管理研究所碩士論文。
經濟部商業司,2000,連鎖店經營管理實務,台北:經濟部商業司。
經濟部商業司,2000,經濟部九十五年度商業發展情勢年報,台北:經濟部商業司。
劉俊宏,1995,服務銷售過程中,關係品質之研究-以台灣地區廣告代理商為例,國立中正大學企業管理研究所未出版碩士論文。
蕭文龍,2007,多變量分析最佳入門實用書,台北:碁峰資訊。
二、英文部分
Aaker, D. 1991. A managing brand equity. New York: The Free Press.
Abdullah, M., Al-Nasser, A.D., & Husain, N. 2000. Evaluating functional relationship between image, customer satisfaction and customer loyalty using general maximum entropy. Total Quality Management & Business Excellence, 11: 826-829.
Axelrod, R. 1984. The evolution of cooperation. New York: Basic Books.
Balmer, J.M.T. & Gray E.R. 2003. Commentary-Corporate brands: What are they: What of them? European Journal of Marketing, 37(7/8).972-997
Bernstein, D. (2003), “Corporate brands – back to basics”, European Journal of Marketing, 37(7/8), pp1133-1141.
Berry, L.L. 1983. Relationship marketing: Emerging perspectives on services marketing, Chicago, IL: American Marketing Association.
Berry, L.L. 1995. Relationship marketing of services-growing interest, emerging perspectives, Journal of the Academy of Marketing Science, 23(4): 236-245.
Biel, A.L. 1992. How brand image drives brand equity. Journal of AdvertisingResearch, 32, 6-12.
Bolton, R.N., & James H.D. 1991. A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(March): 375-384.
Bullmore, J. 1984. The brand and its image revisited. International Journal of Advertising, 3: 235-238.
Busch, P., & Wilson, D.T. 1976. An experimental analysis of a salesman’s expert and referent bases of social power in the buyer-seller dyad. Journal of Marketing Research, 13(1): 3-11.
Chernatony, L. D., and McWilliam, G..1989.〝Branding terminology the readebate〞,Marketing Intelligence and Planning, Vol 7, No.8, pp. 29-32
Churchill, G.A., & Surprenant, C. 1982. An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19: 491-504.
Conceptualization and Measurement,” in The Conceptualization of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, Cambridge, Mass: Marketing Science Institute.
Cronin, J.J., Brady, M.K., & Hult, G.T. 2000. As sessing the effects of quality, value, and customer sat- isfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Crosby, L.A., & Stephens, N. 1987. Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4): 404-411.
Dodds, W.B., Monroe, K.B., & Grewal, D. 1991. Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28: 307-319.
Doney, P.M., & Cannon, J.P. 1997. An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61: 35-51.
Dwyer, F.R., Schurr, P.H., & Oh, S. 1987. Developing buyer-seller relationships. Journal of Marketing, 51(4): 11-27.
Farquhar, P.H. 1994. Strategic challenges for branding. Marketing Management, 3: 8-15.
Fredericks, J.O., & Slater, J.M. 1998. What does your customer really want? Quality Progress, 31: 63-65.
Gale, B.T. 1994. Managing customer value: creating quality and service that customers can see. New York: The Free Press.
Gensch, D.C. 1978. Image-measurement segmentation. Journal of MarketingResearch, 15: 84-94.
Graeff, T.R. 1996. Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13: 4-18.
Grewal, D., Krishna, R., Julie B., & Norm, B. 1998. The effect of store name, brand name, and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74: 331-352.
Gronroos, C. 1997. Value-driven relational marketing: From products to resources and competencies. Journal of Marketing Management, 13(5): 407-19.
Gwinner, K.P., Gremler, D.D. and Binter, M.J. 1998. Relational benefits in services industries: The customers’ perspective. Journal of the Academy of Marketing Science, 26(2): 101-114.
Hemple, D.J. 1977.“Consumer Satisfaction with The Home Buying Process:Conceptualization and Measurement”, Mass:Marketing Science Institute.
Jackson, B.B. 1985. Build customer relationships that last. Harvard Business Review, November, 120-128.
Keller, K.L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57: 1-22.
Keller, K.L. 2001. Building customer-based brand equity. Marketing Management, 10: 15-19.
Knox, S. and Bickerton, D. (2003), 'The Six Conventions of Corporate Branding', European Journal of Marketing, Vol. 37, No. 7-8, pp. 998-1016.
Kolter, P., & Gary, A. 1996. Principles of marketing (7th ed.). New Jersey: Prentice-Hall International, Inc.
Kotler, P. 1991. Marketing management (7th ed.). New Jersey: Prentice-HallInternational, Inc.
Kotler, P. 1992. Marketing’s new paradigm: What’s really happening out there. Planning Review, 20: 51-52.
Kotler, P. 2000. Marketing management the millennium edition. Upper Saddle River, N.J.: Prentice Hall International, Inc.
Kumar, N., Scheer, L. K., & Steenkamp, J.B. 1995. The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 32: 54-65.
Lagace, R.R., Dahlstrom, R., & Gassenheimer, J.B. 1991. The relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry. Journal of Personal Selling and Sales Management, 11(4): 39-47.
Laroche, M., Ueltschy, L.C., Shuzo, A., & Cleveland, Y.P.P. 2004. Service quality perceptions and customer satisfaction: Evaluating the role of culture. Journal of International Marketing, 12(3): 58-85.
C Chernatony, L. & Segal-Horn, S. (2003), The Criteria for Successful Service Brands, European Journal of Marketing 37, 1095-1118.
Mariotti, J. 1999. Smart things to know about brands & branding. Yuan-Liou Publishing Co., Ltd.
Martin, W.B. 1986. Defining what quality service is for you? Cornell Hotel & Restaruant Administration Quarterly, 16: 32-88.
Monroe, K.B. 1990. Pricing: Making profitable decisions. New York: McGraw-Hill.
Monroe, K.B., & Krishnan, R. 1985. The effect of price on subjective product evaluations. in Perceived Quality, J. Jacoby and J. Olson. Eds., Lexington, MA: Lexington Books: 209-232.
Moorman, C., Deshpande, R., & Zaltman, G. 1993. Factors affecting trust in market research relationships. Journal of Marketing, 57(1): 81-101.
Moorman, C., Deshpande, R., & Zaltman, G. 1993. Factors affecting trust in market research relationships, Journal of Marketing, 57(January), 81-101.
Morgan, R.M., & Hunt, S.D. 1994. The commitment-trust theory of relationship marketing. Journal of Marketing, 58(7): 20-38.
Murdick, R.G., Render, B. R., & Russel R.B..1990.“Service Operations Management. ” Allyn and Bacon, 24.
Oliver R., & DeSarbo, W. 1988. Response determinants in satisfaction judgements. Journal of Consumer Research, 14: 495-507.
Ostrom, A., & Iacobucci, D. 1995. Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1): 17-28.
Parasuraman, A., & Grewal, D. 2000. The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1): 168-174.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. 1985. A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(3): 41-50.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. 1994. Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(Jan): 111-124.
Parasurman, A., Zeithaml, V.A., & Berry, L.L. 1988. SERVQUAL: A multi-item scale for measuring con-sumer perceptions of service quality. Journal of Retailing, 64: 12-40.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50, 135-145.
Park, C.W., Millberg, S., & Lawson, R. 1991. Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18: 185-193.
Peppers, Don and Martha Rogers, 1996, “Intimate Exchange”, Forbes ASAP, p32
Petrick, J.F. 2002. Development of a multi-dimensional scale for measuring the perceived value. Journal of Leisure Research, 34(2): 119-134.
Petrick, J.F., & Backman, S.J. 2002. An examination of golf travelers’ satisfaction, perceived value, loyalty, and intentions to revisit. Tourism Analysis, 6: 223-237.
Rapp, S., & Collins, T. 1990. The great marketing turn around. NJ: Prentice-Hall.
Richardson, P.S., Alan, S.D., & Arun, K.J. 1994. Extrinsic and Intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58: 28-36.
Romaniuk, J., & Sharp, B. 2003. Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11: 218-229.
Schultz, D.E., & Barnes, B.E. 2003. Strategic brand communication campaigns. McGraw-Hill Publishing Co., Ltd.
Schultz, D.E., & Schultz, H. 2004. IMC: the next generation: Five steps for delivering value and measuring financial returns. McGraw-Hill Companies, Inc.
Shaprio, C. 1983. Premiums for high quality products are returns to reputation. Quarterly Journal of Economics, 98: 659-679.
Sheth, J., Newman, B.I. & Gross, B.L.(1911). Why we buy: A theory of consumption values. Journal of Business Research, 22, 159-170.
Stone, M., Woodcock, N., & Wilson, M. 1996. Managing the change from marketing planning to customer relationship management. Long Range Planning, 29(5): 657-83.
Storbacka, K., Standvik, T., & Gronroos, C. 1994. Managing customer relationships for profit: The dynamis of relationship quality. International Journal of Service Industry Management, 5(6): 21-38.
Sweeney, J. C., & Soutar,G. N. 2001. Consumer-perceived value: the development of a multiple item scale, Journal of Retailing, 77(2), 203-220
Westbrook, R.A. 1981. Sources of customer satisfaction with retail outlets. Journal of Retailing, 57(4): 68-85.
Williamson, O.E. 1983. Credible commitments: Using hostages to support exchange. American Economic Review, 73(4): 519-540.
Woodruff, R.B., & Gardial, S.F. 1996. Once and future products. The Journal of Business Strategy, 17(3): 11-12.
Zeithaml, V.A. 1988. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52: 2-22.
Zeithaml, V.A., & Bitner, M.J. 2000. Service marketing: Integrating customer focus across the firm (2nd ed.). New York: McGraw-Hill Company, Inc.
Zeithaml, V.A., Berry, L.L., & Parasuraman, A. 1996. The be-havioral consequences of service quality. Journal of Marketing, 60: 31-46.
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code