從關係行銷的觀點探討加油站的企業形象與服務品質對關係品質及顧客忠誠度之影響──以嘉義市加油站為例

The Study on the Corporate Image and Service Quality of Gas Station to Relationship Quality and Customer Loyalty from a Viewpoint of Relationship Marketing-A Case Study of Chiayi Gas Station

為因應加入WTO，台灣自中華民國九十年十月十一日公佈石油管理法，除打破過去中油獨佔市場局面，也造就供油商將逐步進入台灣市場的局面，加油站的通路之掌握將成為獲利及發油量佔有率關鍵，占有通路優勢之加油站連鎖業者料將成為各供油商爭取之合作對象。而面對眾加油站連鎖業者的競爭，除了站「數」要夠多外，顧客「量」的表現也需成正比。面對消費市場結構的改變，如：所得提高、知識普及與訊息公開，「中油」這個深入台灣民心的「企業形象」，是否依舊屹立不搖；亦或者是其他業者的行銷手法，贏得勝利，是本研究所要探討的。本研究除了從關係行銷的面向去探討加油者業者未來的經營趨勢，更同時檢測「企業形象」、與「服務品質」對「關係品質」及「顧客忠誠度」的影響。研究結果將有助於加油站業者發展有效的關係行銷策略，以提升消費者的關係品質及忠誠度，並創造新的顧客。

In response to join WTO, Taiwan Government announced the Petroleum Administration Law on October 11, 2001. In order to breaking the monopoly over oil market situation, the oil business gradually entered the Taiwan market. The master station shared oil profits and issued a key advantage of the gas stations occupy channels chains are expected to become the oil business for the partners. In the face of all the gas station chain competition in the industry, in addition to station “number” to be enough, the customer, “quantity” of performance is to be directly proportional. Change the face of the structure of the consumer market, such as: income increased literacy and information disclosure, “oil” the depth of Taiwan people's “corporate image”, is still survive this; also or other industry marketing tactics to win is discussed in this research. Apart from the study of relationship marketing-oriented industry to explore the future of fuel by operating trends, more simultaneous detection of “corporate image” and “service quality” to “relationship quality” and “customer loyalty” effectiveness. Research results will help gas station industry developing of effective marketing strategies to enhance the quality of consumer relations and loyalty, and create new customers. In response to join WTO, Taiwan Government announced the Petroleum Administration Law on October 11, 2001. In order to breaking the monopoly over oil market situation, the oil business gradually entered the Taiwan market. The master station shared oil profits and issued a key advantage of the gas stations occupy channels chains are expected to become the oil business for the partners. In the face of all the gas station chain competition in the industry, in addition to station “number” to be enough, the customer, “quantity” of performance is to be directly proportional. Change the face of the structure of the consumer market, such as: income increased literacy and information disclosure, “oil” the depth of Taiwan people's “corporate image”, is still survive this; also or other industry marketing tactics to win is discussed in this research. Apart from the study of relationship marketing-oriented industry to explore the future of fuel by operating trends, more simultaneous detection of “corporate image” and “service quality” to “relationship quality” and “customer loyalty” effectiveness. Research results will help gas station industry developing of effective marketing strategies to enhance the quality of consumer relations and loyalty, and create new customers.