民國100年1月台灣共有2625間加油站，然而到了今年民國104年3月 台灣所剩的加油站合計為2486站。句話說，居然在短短的四年間有139家加油站停止營業，這代表著看似生活必需品的［油品市場］已經飽和了，市場的需求量遠低於市場的供給，因此 若要在這市場上能繼續存活下去，就必須創造一個有競爭力的優勢，如：推廣自助加油已達節省人力的支出並可回饋更多給消費者；另外提供快速滿足消費者需求的［加油站精緻洗車］更可增加加油站的營收。油品在那消費都是一樣經過國家保證的合格油品，但是各家加油站的［洗車］就有很大的差異。相信好的洗車品質可以滿足顧客的需求及創造業者的商機，將是未來營業上一個最有利的競爭條件。
本研究將探討消費者對各種洗車服務品質的接受度，以及不同的消費特質是否會對服務品質與顧客滿意度產生調解作用，並了解顧客滿意度與整體顧客忠誠度之間的關係 我們將依各個構面來分析探討。
一、 探討加油站洗車服務品質三構面,可靠性、禮貌性及專業性與整體顧客滿意度的關係
二、 了解顧客消費特質中，洗車頻率、年所得收入及願付價格等的干擾效果如何去影響洗車服務品質和顧客滿意度之間關係。
三、 探討加油站洗車服務品質滿意度三構面,洗車服務員、洗車設備與環境及個案公司附加價值與整體顧客忠誠度的關係。
依據本研究結果，服務品質會影響顧客滿意度；顧客滿意度會進一步影響顧客忠誠度，所以為了讓更多使用加油站洗車的消費者有高的洗車滿意度，就必須提高洗車服務的品質也就是說需提供一個讓顧客安心可靠的洗車設備、燈光明亮的洗車環境，搭配有禮貌且專業的洗車服務員，用認真、熱血的服務態度來滿足顧客的需求，站在顧客的立場來設計所有的服務流程，讓顧客來加油站洗車不單單只是無感的洗車，而是可讓顧客感動的服務。最後根據研究的結果，我們將為加油站未來洗車服務方式提出建議。

From the year of 2011 to 2015 March, according to the reports, there were 139 gas stations out of business, which represents the oil market has been saturated, the market demand is much lower than the supply, so to survive on this market, we must create a competitive advantage, such as promotion of self-fueling spending and savings in manpower in order to create a rewarding feedback to the consumers; additionally to provide service quickly to meet consumers’ demands (stations of fine car wash). It also increased the station's revenue. We believed that a good quality car washing service to meet the needs and opportunities to create the industry's customers will be operating on one of the most favorable conditions for future competition. This study will explore the various car wash service quality as to consumer acceptance, as well as different consumers characteristics whether service quality and customers satisfaction will produce a mediating role, and to understand the relationships between customers’ satisfaction and customers’ loyalty as a whole will depend on us analysis of the various facets to explore. First, investigation the relationship between the quality of service gas station car washing were three dimensions (reliability, courtesy, professionalism) and overall customer satisfaction. Second, learn how to mediate the effect of washing consumer traits to affect the relationship between the car washing service quality and customer satisfaction. Third, investigation the gasoline station car washing service, the quality satisfaction, as the three facets (value-added wash attendant, car washing equipment and the environment, Case Corporation) relationship with overall customer loyalty. According to this study, the quality of service will affect customers’ satisfaction; quality of customers’ satisfaction will further influence customers’ loyalty, so in order to make greater use of the gasoline station, by providing car washing to reach the high consumers’ satisfaction, we must improve the car washing service. That is required to provide a reliable service attitude to meet customer needs, and to stand in the customer's position to design all service process. Finally, according to results of the study, we will make suggestion to gasoline station on the car washing service.

目　錄
論文審定書 i
誌　謝 ii
摘　要 iii
abstract iv
目　錄 v
表目錄 vii
圖目錄 ix
第壹章　緒論 1
第一節　研究背景與動機 1
第二節 研究目的 3
第三節　研究流程 4
第貳章　文獻探討 5
第一節　服務品質 5
第二節 顧客滿意度 8
第三節　顧客忠誠度 12
第四節　研究架構 15
第五節　研究假設 16
第參章　研究方法 19
第一節　研究設計與蒐集方式。 19
第二節　問卷變項之說明 22
第肆章　實證結果分析 27
第一節　樣本結構分析 27
第二節　實證統計分析-加油站洗車服務-服務品質與滿意度的說明 31
第三節　實證統計分析-加油站洗車服務-顧客消費特質的干擾效果 38
第四節　實證統計分析-加油站洗車服務-顧客滿意度與顧客忠誠度的說明 42
第五節　研究假設之實證結果 51
第伍章　結論與建議 52
第一節　研究結果 52
第二節　未來發展與建議 55
第三節　研究限制與未來學術研究建議 59
參考文獻 60
一、中文部分 60
二、英文部分 61
附件一、研究問卷 65

表目錄
表2-1　服務品質的定義 5
表2-2　顧客滿意度的定義 8
表2-3　顧客忠誠度的定義 13
表3-1　各研究變數信度係數值 20
表3-2　服務品質的構面與衡量項目 23
表3-3　服務品質的構面與衡量項目 24
表3-4 洗車服務中收費模式-衡量項目一覽表 25
表3-6　顧客對使用加油洗車服務的忠誠度衡量項目 26
表4-1　樣本基本資料 28
表4-2　H1A模型之係數表 32
表4-3　H1A模型之解釋變異量 32
表4-4　H1B模型之係數表 33
表4-5 H1B模型之解釋變異量B 34
表4-6 H1C模型之係數表 35
表4-7 H1C模型之解釋變異量B 35
表4-8　H1之模型ANOVA表 36
表4-9 H1模型之係數表 36
表4-10　共線性診斷A 37
表4-11 H2-顧客願付價格的干擾效果 38
表4-12 H2-洗車頻率的調節效果 40
表4-13 H2-所得收入的干擾效果 41
表4-14　H3A模型之係數表 43
表4-15 H3A模型之解釋變異量B 44
表4-16 H3B模型之係數表 45
表4-17 H3B模型之解釋變異量B 45
表4-19　H3C模型之解釋變異量B 47
表4-20　H3之模型ANOVA表 48
表4-23　各研究假設實證結果整理表 51



圖目錄
圖1-1　研究流程圖 4
圖2-1　研究架構圖 15
圖4-1　服務品質-可靠性與整體顧客滿意度之散佈圖 31
圖4-2　服務品質-禮貌性與整體顧客滿意度之散佈圖 33
圖4-3　服務品質-專業性與整體顧客滿意度之散佈圖 34
圖4-4　顧客願付價格的干擾效果分組圖 39
圖4-5　洗車頻率的干擾效果分組圖 40
圖4-7　顧客滿意度-現場服務員滿意度與整體顧客忠誠度之散佈圖 43
圖4-8　顧客滿意度-洗車設備與環境的滿意度與整體顧客忠誠度之散佈圖 44
圖4-9　顧客滿意度-個案公司附加價值的滿意度與整體顧客忠誠度之散佈圖 46

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