Applying Structural Equation Modeling to Study the Relationship among Brand Equity, Service Quality, Customer Satisfaction, Relationship Quality, and Customer Loyalty－An Empirical Study of Petrol Stations in Taoyuan.
| Autor: | Chen-Ming Wang, 王振明 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 After the liberalization of petroleum market in Taiwan, there have been more than five hundred private petrol stations shifted or rented to other main petrol station chains. It is noticeable that the industrial competition has become even more intense these days. Because of the similarity between gasoline and diesel fuel, the brand of the station has become the focus of attention when it comes to purchasing petrol products. With the awakening of consumerism, service quality is greatly valued and has become the key to customer satisfaction. There is no doubt that service quality is the highlight factor in the industrial competition. Furthermore, because consumers cannot on the spot survey or examine the petrol products which are delivered through pipes and nozzles, vendors’ commitment and customers’ trust are the only ways to insure a fair long term trade. Accordingly, relationship quality plays a decisive role in this industry. To keep and expand customer base, the petrol stations must continually provide valuable products and services. Besides, it will also increase customer satisfaction and help strengthen customer loyalty. Only when customers keep coming back can petrol stations profit permanently. In order to research how brand equity, service quality, customer satisfaction, relationship quality, and customer loyalty affects one another, this empirical study of the petrol stations in Taoyuan applies structural equation modeling to study the relationship among these five factors. The results of this study are as follows: brand equity directly and positively influences service quality; through service quality, brand equity plays a positive and indirect role to affect customer satisfaction and customer loyalty; service quality can positively influence customer loyalty not only directly but indirectly through customer satisfaction. Also, the study finds that service reliability in the structure of service quality is the key factor to enhance customer loyalty. This shows that petrol station managers can better their service reliability to greatly win customer loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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