服務品質對顧客滿意度影響之研究－－以企業社會責任及企業形象為干擾變項

A Study of Relationships between Service Quality and Customer Satisfaction: The Moderate Effect Corporate Social Responsibility and Corporate Imag

本研究以保險業的消費者為對象，運用問卷調查法來探討服務品質對於顧客滿意度的影響，以及消費者對於企業善盡企業社會責任、企業形象對於服務品質與顧客滿意度間關係的干擾效果。研究發現，服務品質中的有形性、保證性及關懷性等構面對於顧客滿意度具有顯著的正向影響。企業社會責任會增強服務品質的保證性對於顧客滿意度的正向關係，企業形象中實體印象會增強服務品質的保證性及關懷性對於顧客滿意度的正向關係，以及產品形象會增強服務品質的保證性及關懷性對於顧客滿意度的正向關係。本研究針對結果提出討論與建議。

Based on the insurance customers, this research usesquestionnaires to analyze service quality effects on customer satisfaction.Besides, the moderating effects of the two sorts of relationship as below will be examined as well: the relationship between corporatesocial responsibility, service quality and customer satisfaction; the relationship between corporateimage, service quality and customer satisfaction. Research shows that the tangibility, assurance and empathy of services quality will have positive relationship with customer satisfaction. CorporateSocial Responsibility positively moderates the positive relationship between assurance of service quality and customers satisfaction; and real impression on corporateand the product image have the same moderating effects on thepositive relationship. Suggestions were given based on the research results.