服務品質、企業形象對顧客滿意度與顧客忠誠度之影響—以西聯匯款企業為例

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Title:	服務品質、企業形象對顧客滿意度與顧客忠誠度之影響—以西聯匯款企業為例
Other Titles:	The Impacts of Service Quality and Corporate Image on Customer Satisfaction and Customer Loyalty: An Example of Western Union
Authors:	黎佩兒 NHI, LE BOI
Contributors:	企業管理學系管理科學碩博士班許淑鴻 HSU, SHU-HUNG
Keywords:	服務品質;企業形象;顧客滿意度;顧客忠誠度 Service Quality;Corporate Image;Customer Satisfaction;Customer Loyalty
Date:	2020
Issue Date:	2022-05-17 14:36:26 (UTC+8)
Abstract:	台灣的外籍勞工政策已行之有年，根據勞動部統計資料顯示，目前已有逾70萬的外籍勞工在台工作，在台外籍勞工人數一路攀升，外勞所賺的錢需匯回國內，每年近百萬人衍生出的匯款需求，可說極為可觀，跨國金融業務成為一塊大肥肉。本研究之目的在於探討匯款中心服務品質、企業形象、顧客滿意度與顧客忠誠度之關聯性研究，係採用問卷調查法，並以雲林縣西聯匯款（Western Union）之越南籍顧客為研究對象。　　本研究採用便利抽樣，以紙本問卷於雲林縣市地區越南籍顧客進行問卷發放，以了解顧客對於西聯匯款服務之服務品質、企業形象、顧客滿意度與顧客忠誠度之關係。問卷共發放430份，回收之有效問卷302份，有效回收率為70.2%。本研究是採取SPSS軟體為資料分析工具，針對樣本資料進行分析。　　本研究主要結論如下：1. 服務品質與企業形象對顧客滿意度與顧客忠誠度均有正向的影響效果，顯示好的服務品質與企業形象有助於提高顧客滿意度與顧客忠誠度。2. 顧客滿意對顧客忠誠有正向影響效果，表示提高顧客滿意則有助於提升顧客忠誠。3. 顧客滿意在服務品質與企業形象對顧客忠誠之間具有中介影響效果。最後依據上述研究結論，本研究建議西聯匯款應提供滿意的服務品質與良好企業形象來提升顧客滿意進而達到顧客忠誠，這樣才能使西聯匯款維持獲利達到企業永續經營的目標。　　Taiwan's foreign labor policy has been going on for years. According to the statistical data of the Ministry of Labor, more than 700,000 foreign workers are working in Taiwan. The number of foreign workers in Taiwan has risen all the way, and the money earned by foreign workers needs to be sent back home. The demand for remittances generated by nearly one million people each year is extremely impressive, and the cross-border financial business has become a big meal. The purpose of this study is to investigate the relationship between service quality, corporate image, customer satisfaction and customer loyalty in the remittance center. It is based on the questionnaire survey method and is based on the Vietnamese customers of Western Union in Yunlin County.　　This present study used the convenient sampling Vietnamese custermers in Yunlin area, with the paper questionnaires. It was to understand the relationship among service quality, corporate image, customer satisfaction and customer loyalty of Western Union's transfer money service. A total of 430 questionnaires were distributed and 302 valid questionnaires were returned, with a recovery rate of 70.2%. This study used SPSS software as a data analysis tool to analyze the sample data.　　The main conclusions are as follows: 1. Service quality and corporate image has a positive impact on customer satisfaction and customer loyalty, good service quality and store images will increase customer satisfaction and customer loyalty. 2. Customer satisfaction has a positive impact on customer loyalty, expressed improve customer satisfaction helps improve customer loyalty. 3. Customer satisfaction has an intermediary effect between service quality and corporate image on customer loyalty. Finally, based on the above findings, this study suggests that Western Union should provide better service quality and corporate image to enhance customer satisfaction and then to enhance customer loyalty.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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