顧客滿意及促銷對顧客忠誠影響之研究－以高雄市之加油站爲例

Customer Satisfaction and Promotion to Influence Customer Loyalty-A Case Study of a Kaohsiung City Gas Station

10.6132/JCM.2008.4.3.01

林士奇(Shih-Chi Lin)；張瑞芳；趙定濤(Ding-Tau Jau)

顧客滿意 ； 顧客忠誠度 ； 附屬服務 ； Customer Satisfaction ； Customer Loyally ； Attached Service

商業現代化學刊

4卷3期（2008 / 03 / 01）

1 - 13

繁體中文

顧客是企業最重要的策略性資源，維持和顧客間的長期關係並提高顧客滿意度跟忠誠度，與企業獲利生存息息相關。然而有許多研究指出，顧客滿意愈高會提升顧客忠誠度，而顧客忠誠度的提升則有助於業者創造更高的利潤並促進公司成長。 提升顧客滿意是重要的，而顧客忠誠度更是企業不可忽視的：過去的研究中，大多單就某一加油體系之顧客滿意度與忠誠度間的關係進行研究。因此，本研究同時針對目前市場上兩大加油體系（中油及台塑）之顧客爲研究對象，並利用問卷方式進行顧客滿意度與顧客忠誠度調查，探討此兩者間的關係。再加入目前加油體系的各種促銷手法探討促銷與顧客忠誠度間的關係。 本研究針對高雄市中油及台塑兩大加油體系之消費者，發放問卷，共計1000份問卷，回收有效問卷爲835份，採用SPSS統計軟體作因素分析、信度分析等分析，更利用「多元迴歸」分析不同的消費者在服務品質槽面的滿意度對「忠誠度情面」是否有預測的作用。並利用開放性問項，綜合消費者之意見，給予兩大加油體系最直接且有力的建議。 並得到以下結果： 1.在油品市場中，顧客滿意度會正向影響顧客忠誠度。 2.在滿意度衡量情面中，附屬服務對顧客忠誠度影響程度最大。

The customer is the enterprise's most important target for resources. Therefore, long-term relations between the maintenance enterprise and its customers in order to enhance the degree of customer satisfaction and loyally can cause the enterprise to maintain profitability. However, as research has pointed out, customer satisfaction and customer loyally are connected. Promoting customer loyalty is helpful to the enterprise to create greater satisfaction and profits, and to help the company's growth Promoting customer satisfaction is important, but customer loyally is more noticeable and quantifiable. In past research, studies were made of relationships between customer satisfaction and loyalty among certain companies. Therefore, this research simultaneously studies an industry's two biggest companies' (CPC and FPCC customers-investigating customer degrees of satisfaction and customer loyalty, and discussing the relationship between the two. The success of each company's promotional technique in gaining customer satisfaction was concluded. This research interviewed 1,000 Kaohsiung area customers of these two companies. 835 valid responses were kept, using SPSS statistics software to make a Factor Analysis, Re liability Analysis, and so on. Also, a ”Regression” Analysis of different consumers connecting ”service quality” and ”degree of satisfaction” to a ”level of loyalty” led to a permanent forecasting model. The research led to conclusions which were suggested to the two companies. The conclusions were: 1. In the market for delivery of consumer oil products, customer degree of satisfaction directly affects customer loyalty. 2. In measuring the degree of customer satisfaction, the service attached to the product affects customer loyally the greatest.