服務場景滿意度、品牌價值與品牌評價之關聯性研究－以台南高鐵站旅客為例

A Study of the Relationships among Servicescape Satisfaction, Brand Value, and Brand Judgments-A Case of Taiwan High Speed Rail Tainan Station Passengers

10.29429/JSLHR.201212_7(4).07

蔡長清(Chang-Ching Tsai)；曾鈞麟(Chun-Lin Tseng)；李慧明(Hui-Ming Lee)

服務場景滿意度 ； 品牌價值 ； 品牌評價 ； Servicescape Satisfaction ； Brand Value ； Brand Judgments

運動休閒餐旅研究

7卷4期（2012 / 12 / 01）

114 - 145

繁體中文

本研究以搭乘高鐵旅客的角度探討台南高鐵旅客之服務場景滿意度、品牌價值與品牌評價的關聯性，並在此脈絡基礎中進一步探究品牌價值在此模式中是否存在中介機制，作為提升台南高鐵站品牌價值與品牌評價之重要依據。研究以結構式問卷為測量工具，其變數包含旅客服務場景滿意度、品牌價值、品牌評價與社經背景變項。經便利取樣方式於台南高鐵站内共計發放450份問卷，有效回收374份，有效回收率達88%。透過敘述性統計分析、信度分析、驗證性因素分析與多元廻歸分析進行資料檢驗。研究結果證實，服務場景滿意度對品牌價值與品牌評價達顯著影響。品牌價值對品牌評價亦達顯著影響力。品牌價值在服務場景滿意度對品牌評價的影響中存在顯著中介效果，其中「社會價值」與「情感價值」之中介影響效力為最高。

This study aims to explore the Taiwan high speed rail passenger's perception of the relationships among servicescape satisfaction, brand value and brand judgments. In addition, this study further tests if brand value plays an intermediary mechanism between servicescape and brand judgments. Then hopefully the results might be as references to enhance the High Speed Rail stations' brand value and brand judgments. This study used a structured questionnaire as a measurement tool with variables contain servicescape satisfaction, brand value, brand judgments and personal attributes items by convenience sampling within the Tainan High Speed Rail Station. 450 questionnaires were submitted and a total of 374 completed questionnaires were collected, and effective returned rate reached 88%. The data were analyzed by descriptive statistics, reliability analysis, confirmatory factor analysis and multiple regression analysis. The results confirmed servicescape satisfaction has a significant impact on brand value and brand judgments. Brand value also has a significant influence on brand judgments. Brand value played a role as the mediator in this model in which the ”social value” and ”emotional value” have the highest intermediary effect.

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