蘇友珊何昊2019-09-04不公開2019-09-042012http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0697700552%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/99174本研究旨在探討服務品質、品牌形象對顧客滿意度影響之研究，兼論服務創新調節作用之驗證，並以「台北市某一醫學中心等級之醫院的健檢中心顧客」作為抽樣對象，茲採用現場請顧客填答方式，進行本研究問卷調查，為橫斷面研究，共發出227 份問卷，回收有效問卷為210 份，總計本研究問卷回收率為92.51%。 本研究採用敘述性統計分析、效度分析、信度分析以及多元迴歸分析進行研究假設的驗證。依據資料分析結果，獲得以下結論： 茲將各研究結果說明如下： 1. 服務品質對顧客滿意度具有顯著正向影響。 2. 品牌形象對顧客滿意度具有顯著正向影響。 3. 服務創新能夠調節服務品質對顧客滿意度的影響。 4. 服務創新能夠調節品牌形象對顧客滿意度的影響。The purpose of this study is to understand the influence of service quality and brand image on customer satisfaction – the moderate effect of service innovation. This research is a cross-sectional study. There are 210 effective samples with the response rate 92.51%. Descriptive statistics analysis, reliability analysis, validity analysis and multiple regression analysis were the tools to interpret the relationship between service quality, brand image, service innovation and customer satisfaction. Through collecting and analyzing materials and questionnaire, the study obtains the following conclusion: 1.The service quality positively affects the customer satisfaction. 2.The brand image positively affects the customer satisfaction. 3.The service innovation affects the relationship between the service quality and the customer satisfaction. 4.The service innovation affects the relationship between the brand image and the customer satisfaction.服務品質服務創新品牌形象顧客滿意度台灣健檢產業Service qualityService innovationBrand imageCustomer satisfactionTaiwan health examination industry