服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響－－以銀行業為例

The Effects of Perceived Service Quality, Perceived Price, Brand Image, and Brand Personality on Customer Satisfaction - A Case of Banking Industry in Taiwan

本研究旨在探討知覺服務品質評價對顧客滿意度之影響，並界定品牌形象與品牌個性構面，研究顧客對其重視程度及品牌形象與品牌個性認同程度對顧客滿意度之影響，建立服務品質、知覺價格、品牌形象、品牌個性與顧客滿意度之架構。本研究選擇服務業中之銀行業為實證對象。研究結果發現，知覺服務品質與知覺價格之存款利率、品牌形象、品牌個性與顧客滿意度為正相關；品牌形象與知覺服務品質亦正相關；同時，品牌個性及品牌形象透過知覺服務品質對顧客滿意度有間接影響。

Researchers had focused on service quality, product quality, perceived price, customer satisfaction, and customer loyalty in service marketing. However, not enough studies investigated the relationship among brand, service quality, and customer satisfaction. Thus, this study intends to combine brand image and brand personality into one complete model to discuss the influences on customer satisfaction. The objectives of this study are define the dimensions of service quality, and explore the effect of service quality on customer satisfaction; define the dimensions of brand image and brand personality, and study their impacts on customers; analyze the relationship between brand image and perceived service quality; analyze the effect of brand image and brand personality on customer satisfaction. The results indicate that perceived service quality and perceived price of depositing interest rate have positive relationships to customer satisfaction. In addition, brand image and brand personality also have positive relationships to customer satisfaction, and brand image places a positive effect on perceived service quality. Finally, the research finds that brand personality and brand image has an indirectly positive effect, through perceived quality, on customer satisfaction. The findings can contribute to marketer in banking and other service industries on marketing strategies.