服務創新與品牌形象對顧客滿意度影響之研究－以中華郵政公司為例

Abstract

隨著網際網路發達，對郵政事業的發展經營造成相當衝擊。中華郵政如何透過服務創新以建立新的價值，同時增加品牌形象及顧客滿意度，將是中華郵政公司能否在變動激烈的環境中生存的重要關鍵。本研究以有接受過中華郵政服務經驗的人為施測對象，探討服務創新對品牌形象及顧客滿意度的影響。本研究針對台灣的消費者，以網路及紙本問卷方式調查，網路回收304份，另發放160份紙本問卷，在問卷回收後剔除無效紙本問卷12份，共回收101份有效紙本問卷，全部有效問卷為405份。本研究透過敘述性統計、信度分析、效度分析、迴歸分析等分析方法來解釋其架構並建立評估指標。研究結論如下：1.服務創新對品牌形象有顯著正向影響。2.品牌形象對顧客滿意度有顯著正向影響。3.服務創新對顧客滿意度有顯著正向影響。4.服務創新透過品牌形象之中介對顧客滿意度有正向影響。本研究並且根據研究結果提出結論與建議。

With the prospering of the Internet, both public and private postal services companies have been experiencing operational difficulties. Under this circumstance, innovation becomes very important for companies to attract customers to use more postal services. For Chunghwa Post Company, innovative services are able to positively enhance its brand image and customer satisfaction. In this study, we examined the relationships among service innovation, corporate image and customer satisfaction based on a random sample composed of customers from Chunghwa Post Company. In the investigation, excluding 12 incomplete questionnaires, we obtained 405 effective questionnaires for analysis. Of which, 304 copies were from online survey and 101 copies came from physical survey. The analyzing tools sue in this study include descriptive statistical analysis, reliability analysis, validity analysis and multiple regression analysis. The research results are as follows: (1) service innovation positively and significantly influence corporate image; (2) brand image significantly and positively influence customer satisfaction; (3) service innovation significantly and positively influence customer satisfaction; and, (4) brand image partly mediates the relationship between service innovation and customer satisfaction.