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中文論文名稱 建築業服務品質與品牌權益對顧客滿意度與購買意願影響之研究
英文論文名稱 The effect of service quality, brand equity on customers' satisfaction and purchase intention in architecture business
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 97
學期 2
出版年 98
研究生中文姓名 關慶豐
研究生英文姓名 Ching-Feng Kuan
學號 792450388
學位類別 碩士
語文別 中文
口試日期 2009-05-16
論文頁數 109頁
口試委員 指導教授-洪英正
共同指導教授-吳淑華
委員-王又鵬
委員-李月華
中文關鍵字 服務品質  品牌權益  顧客滿意度  購買意願 
英文關鍵字 service quality  brand equity  customer satisfaction  purchase intention 
學科別分類 學科別社會科學管理學
中文摘要 由於建築業帶動的產業甚為廣大,且與其他產業關聯程度高,素有「火車頭工業」之稱,其創造的產值與附加價值對台灣的經濟成長有很大的貢獻。國內不動產產業長期受市場景氣波動影響,在經過幾次景氣興衰的洗滌後,將建築業視為永續發展、重視聲譽的公司,因為顧客的口碑、滿意與購買意願再度獲得顧客的肯定而屹立不搖。
根據文獻探討,以往研究有關建築業服務品質與品牌權益的論文略少,本研究嘗試探討建築業服務品質、品牌權益與顧客滿意度及購買意願四個變項之關聯性,研究結果可以提供給有心永續經營的建築業者作為決策之參考。本研究以曾經到過銷售中心或以前曾有過向建商購屋經驗的顧客為本研究之樣本,有效回收樣本576份。透過問卷調查之實證分析,本研究有下列重要的發現:
一、建築業之服務品質與品牌權益對顧客的滿意度有顯著正向影響,其中品牌權益對顧客滿意度最具影響力,服務品質次之。
二、顧客對建築業的滿意度對購買意願會有顯著正向影響。
三、顧客滿意度為服務品質、品牌權益對購買意願之中介變項。建築業服務品質必須完全透過顧客滿意度才能影響顧客的購買意願;品牌權益除透過顧客滿意度影響顧客的購買意願外,亦會直接影響顧客的購買意願。
四、人口統計變項對建築業之服務品質均不具有顯著影響,部分人
口統計變項對建築業之品牌權益、顧客滿意度及購買意願有顯著性影響。
英文摘要 Because of the architecture industry is highly related to the majority of all other industries in Taiwan, it plays the role of locomotive in Taiwan's long-term economic development. It also accounts for a large and crucial part of the national economy.The instability market condition had influenced local architecture industry for a long time. After passing through several times of market booming and fading, those companies, who had established strong customers' support, viewed the architecture industry as a long-term developing industry, will once again stand tall and erect because of the acknowledgments, satisfactions and intention of purchasing from their customers.
According to the research review articles, we found that there were only a few research papers which were emphasizing on the service quality and brand name image, equity on the architecture industry. In this paper, we attempt to explore the relevance among service quality, brand equity, customer satisfaction and purchase intention of architecture industry. The outcome can provide references to the constructors, who determine to prolong their business, make their decisions on how to proceed with their business.
The samples were adopted from customers who had been to the sales center or bought houses from architecture companies. The effective returned samples are 576. After exemplary analysis on the questionnaires, we have the following significant conclusions:
1. Service quality and brand equity have positive impacts on customer satisfaction, and brand equity has more impact than service quality.
2. Customer satisfaction towards architecture business has positive impact on purchase intention.
3. Customer satisfaction serves as the mediator among service quality, brand equity and purchase intention. “Customer Satisfaction” directly affects the purchasing decision of the buyers when the buyers only consider service quality as the independent variable of intention of buying. While customers also consider “customer satisfaction” when making purchasing decision base on the company brand equity, but it is not as significant as the service quality, Finally we found company brand equity itself may play an influential role on purchase intentions independently.
4. The variable of demographics doesn’t have significant impact on the service quality of architecture business. However, partial variables of demographics really get significant differences on brand equity, customers' satisfaction and purchase intention of architecture business.
論文目次 目 錄
目錄 ……………………………………………………………………iv
表目錄 …………………………………………………………………vi
圖目錄 ………………………………………………………………viii

第一章 緒 論
第一節 研究背景與動機 ……………………………………………1
第二節 研究問題與目的 ……………………………………………3
第三節 研究流程 ……………………………………………………4
第二章 文獻探討
第一節 台灣建築業的發展歷程 ……………………………………5
第二節 服務品質……………………………………………………16
第三節 品牌權益……………………………………………………20
第四節 顧客滿意度…………………………………………………26
第五節 購買意願……………………………………………………30
第六節 服務品質與顧客滿意度、購買意願之關係………………31
第七節 品牌權益與顧客滿意度、購買意願之關係………………33
第八節 顧客滿意度與購買意願之關係……………………………35
第三章 研究方法
第一節 研究架構……………………………………………………37
第二節 研究假設……………………………………………………38
第三節 問卷設計……………………………………………………39
第四節 研究設計……………………………………………………45
第五節 資料分析方法………………………………………………46
第四章 資料分析與結果
第一節 人口統計變項描述統計……………………………………48
第二節 敘述性統計分析……………………………………………54
第三節 信度分析……………………………………………………57
第四節 量表之因素分析……………………………………………58
第五節 多元迴歸與簡單迴歸分析…………………………………66
第六節 階層迴歸分析………………………………………………68
第七節 人口統計變項與服務品質、品牌權益、顧客滿意度及購
買意願之分析………………………………………………71
第五章 結論、討論及建議
第一節 結論與討論…………………………………………………82
第二節 管理意涵、研究限制與未來研究建議……………………88
參考文獻 ………………………………………………………………92
附錄1 消費者在購屋時的行為意向調查問卷 ……………………104

表目錄
表1 各學者對於服務品質的定義…………………………………16
表2 品牌權益衡量構面相關文獻…………………………………24
表3 顧客滿意度的定義……………………………………………26
表4 服務品質量表…………………………………………………40
表5 品牌權益量表…………………………………………………42
表6 顧客滿意度量表………………………………………………43
表7 購買意願量表…………………………………………………44
表8 人口統計變項描述統計………………………………………48
表9 服務品質、品牌權益、顧客滿意度與購買意願敘述性統計分
析(平均數較高分與較低分代表項)………………………54
表10 研究變項之信度………………………………………………57
表11 服務品質之KMO與Bartlett檢定 ……………………………58
表12 服務品質 (刪除第1,2題)之因素分析、信度分析與命名…59
表13 品牌權益之KMO與Bartlett檢定 ……………………………60
表14 品牌權益 (刪除第10題)之因素分析、信度分析與命名 …61
表15 顧客滿意度之KMO與Bartlett檢定 …………………………62
表16 顧客滿意度之因素分析、信度分析與命名…………………63
表17 購買意願之KMO值與Bartlett檢定 …………………………64
表18 服務品質、品牌權益與顧客滿意度之多元迴歸分析………66
表19 顧客滿意度與購買意願之簡單迴歸分析……………………67
表20 服務品質與品牌權益對的購買意願中介效果階層迴歸分析
……………………………………………………………… 70
表21 人口統計變項與服務品質之變異數分析……………………71
表22 人口統計變項與品牌權益之變異數分析……………………72
表23 職銜與品牌權益之多重比較…………………………………73
表24 現居住地與品牌權益之多重比較……………………………74
表25 收集資訊次數與品牌權益之多重比較………………………76
表26 人口統計變項與顧客滿意度之變異數分析…………………77
表27 收集資訊次數與顧客滿意度之多重比較……………………78
表28 人口統計變項與購買意願之變異數分析……………………79
表29 收集資訊次數與購買意願之多重比較………………………80
表30 假設結果彙總…………………………………………………82

圖目錄
圖1 研究流程 ………………………………………………………4
圖2 房地產景氣領先與同時指標綜合指數長期趨勢圖 …………7
圖3 建築業價值鏈…………………………………………………10
圖4 服務品質的觀念性模式………………………………………18
圖5 本研究架構圖…………………………………………………37
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