Research on The Relationships among Service Quality, Relationship Marketing, Enterprise Image, Customer Satisfaction And Customer Loyalty An Example o

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1 Research on The Relationships among Service Quality, Relationship Marketing, Enterprise Image, Customer Satisfaction And Customer Loyalty An Example of CPC Corporation,Taiwan Gasoline Station In Tainan

2 Research on The Relationships among Service Quality, Relationship Marketing, Enterprise Image, Customer Satisfaction And Customer Loyalty An Example of CPC Corporation,Taiwan Gasoline Station In Tainan

3

4 % SPSS t Pearson 1. ( ) ( ) ( ) ( ) 4. i

5 Abstract When marching into 21st century, lots of overall and fast changes concerning the commercial activity, technology, economy and society happened in the world. Since 1987, the first private-owned gasoline-station opened here, the competition of gasoline-station business has become keener and keener. Besides the acquisition of prospect customers, the ways to increase the existing customer s loyalty by long-lasting relationship become the important issue for the management authorities. The goal of this research is to find out the correlation between customer loyalty and other four factorsthe service quality, relationship marketing, enterprise image and customer satisfaction. The research method is questionnaire survey. For a better result, we did the questionnaire survey in person. With the help of colleagues working at CPC gasoline-stations in Tainan, we got 462 questionnaires answered by customers there. Because of 44 invalid questionnaires, we actually got the return rate of 89.89%. SPSS was adopted in the research. According to the sample data, analyzing methods are as follows: Factor analysis, Reliability Analysis, Descriptive Statistics, t-test, one-way ANOVA, Least significant difference, Regression analysis, cluster analysis. The main findings are as the follow: 1. The demographic factors of customers, such as gender, original residence, age, educational level, occupation, and monthly income have partially significant difference for customer loyalty in service quality, relationship marketing, enterprise image and customer satisfaction. 2. The customer loyalty is significant positive with every factor mentioned below customer loyalty of gasoline-stations, service quality, relationship marketing, enterprise image, customer satisfaction. 3. There are significant differences in customer loyalty among cluster 1 (higher cognitive lever), cluster 2 ( medium cognitive lever), and cluster3 (lower cognitive level). 4. The service quality, relationship marketing, enterprise image, and customer satisfaction of the gasoline-station have significant positive influence upon the ii

6 customer loyalty. According to the conclusions, we offer relevant suggestions for the administrators of gasoline-stations as the reference to develop their marketing way. Keywords: Relationship marketing, service quality, enterprise image, customer satisfaction, customer loyalty. iii

7 EMBA 16 iv

8 ...i...ii...iv... v...vii... x v

9 t vi

10 Walter KMO Bartlett vii

11 One-Way ANOVA viii

12 ix

13 x

14

15 %

16 (AC Nielsen Shopper Trends2004)

17

18 SPSS 7. 5

19 SPSS

20 SPSS

21 Service Quality Relationship Marketing Customer Satisfaction Customer Loyalty 2.1 (Intangilility) (Inseparability) (Heterogenity) (Perishability) Juran(1974) (fitnass of use) Sasser, Olsen & Wyckoff (1978) (service level) (service quality) (expected service level) (perceived service level) Parasuraman, Zeithaml & Berry(1985) = - (84) 8

22 Bateson & Hoffman (2002) Levitt 1978 Sasser 1978 Sasser,Olsen& Wychoff 1982 Churchill& Suprenant 1983 Garvin 1984 Gronroos 1984 Garvin 1985 Parasurman, Zeithaml & Berry 1985 Parasuraman, Zeithaml & Berry 1987 Ivaneevich& Mattesoon 9

23 Parasurman, Zeithaml& Berry 1990 Lewis& Mitchell 1990 Bintner 1992 Knutson, Stevens, Patton& Thompson 1992 Cronin & Taylor 1994 Heskett Etal Marshall, Baker & Finn *2002 Bateson Hoffman Parasuraman, Zeithaml & Berry, 1985Bateson & Hoffman,

24 2.1.2 Parasuraman, Zeithaml & Berry(1985) PZB (Gap) (Consumer Expection-Management Perception Gap) 2. (Management Perception-Sercvice Quality Specification Gap) 3. (Service Quality Specifications-Service Delivery Gap) 4. (Service Delivery-External Communications Gap) 5. (Expected Service-Perceived Service Gap) GAP5=f(GAP1, GAP2, GAP3, 11

25 GAP4) Parasuraman, Zeithaml & Berry(1985) ( ) () () Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1985), A Conceptual Model of Service Quality and Its implications for Future Research, Journal of Marketing, Vol.49,Fall,p Gronroos(1984) 1. (technology quality) 12

26 2. (functional quality) 3. (Corporate Image) Parasuraman, Zeithaml Berry(1985) (focus group interviews) 1. (Tangibles) 2. (Reliability) 3. (Responsiveness) 4. (Competence) 5. (Courtesy) 6. (Credibility) 7. (Security) 8. (Access) 9. (Communication) 13

27 10. (Understanding) Parasuraman, Zeithmal & Berry (tangibility) 2. (reliability) 3. (responsiveness) 4. (assurance) 5. (empathy) Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988), Communication and Control Processes in the Delivery of Service Quality, Journal of Marketing 52, April, pp SERVQUAL(SERVICE QUALITY) 14

28 Parasuraman, Zeithaml & Berry SQ=P-E( = - ) ( )22 )SERVQUAL Scale(Service Quality Scale) Parasuraman, A., Zeithaml, V.A. and Berry, L.L.,1988, SERVQUAL:A Multiple-item Scale for Measuring Customer Perception of Service Quality, Journal of Retailing, Vol.64, spring,pp Parasuraman, Zeithmal & Berry 1991 SERVQUAL 15

29 SERVQUAL Refined SERVQUAL 2.SERVPERF(SERVICE PERFORMANCE) Cronin & Taylor (1992) SERVPERF SERVQUAL Bouman & Wiele(1992) SERVQUAL SERVPERF SERVQUAL 2.4 SERVQUAL SERVQUAL 1991 SERVPERF %40% 60%40% Va Va Va Vb Vb

30 Parasuraman, Zeithaml & Berry1985 Parasuraman, Zeithaml & Berry1991 Cronin & Taylor(1992) 1. (88)

31 (Industrial or Business-to-Business Marketing)(Gronroos, 1990) Berry (1983) Berry (1983) Sheth & Parvatiyar(1995) *Macneil *Berry *Gronroos1990 *CopulskyWolf

32 2.6 Rapp & Collins1990 Berry & Parasuraman1991 Shani & Chalasani1992 *Sheth1992 Morgan & Hunt1994 Evans & Laskin1994 *Koiranen1995 *Christ, OliverPenn Armstrong & Kolter2000 *Zinkhan (94) (94) 2. * Berry, 1983Berry & Parasuraman,1991 Morgan & Hunt,

33 2.2.2 Gronroos (1990) (transactional marketing) 2.7 Copulsky & Wolf (1990) Christopher, Payne & Ballantyne (1991) Gronroos, C. (1990), Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface, Journal of Business Research, January, pp (Transaction Marketing) (Relationship Marketing) Christopher, M., Payne, A. & Ballantyne, D. (1991), Relationship Marketing-Bribging Quality, Customer Service and Marketing Together, Butterworth-Heinemann Ltd, pp.9. 20

34 Armstrong & Kolter (2000) Shani & Chalasani (1992) (Niche Marketing) 2. (Database Marketing) 3. (Relationship Marketing) Shani and Chalasani (1992)

35 2.2 Shani, D. & Chalasani s. (1992), Exploiting Niches Using Relationship Marketing, Journal of Consumer Marketing, Vol.3, pp ( ) Shani, D. & Chalasani s. (1992), Exploiting Niches Using Relationship Marketing, Journal of Consumer Marketing, Vol.3, pp Berry & Parasuraman (1991)

36 2.10 Berry, L.L. & Parasuraman, A. (1991), Marketing Service-Competing Through Quality. NY.: The Free Press. Berry & Parasuraman (1991) 1. (financial bond) 2. (social bond) (personalized) (customer) (client) Crosby, Evans & Cowles (1990) Crosby & Stephens (1987) (noncompetitive core product) 23

37 3. (structural bond) (Kumar, Scheer & Steenkamp, 1995) Federal Express (Lovelock, 1994) Kolter (1994) 1. (Basic Level) 2. (Reactive) 3. (Accountable) 4. (Proactive) 5. (Partnership) Armstrong & Kolter (2000) Berry & Parasuraman(1991)Berry(1995) 24

38 1. (financial bond) 2. (social bond) Ritz-Carlton 3. (structural bond) Berry and Parasuraman(1991)Berry(1995) Berry & Parasuraman(1991)Berry(1995) 25

39 Bayton1959 Spector1961 Boulding1959 Martineau1960 Walton1996 Reynolds

40 , Worcester(1972) Walters (1978) Belt & Paolillo(1982) Spector(1961) (Dynamic) 2. (cooperation) 3. (Intelligence) 4. (Characteristic) 27

41 5. (Success) 6. (ithdrawn) Walters(1978) (2.11) 2.11 Walter Corporate Image Store Image (Service Image) (Price Image) (Promotional Image) (Product Image) (Brand Image) (Brand-line Image) 94 Aaker(1996)Keller(1998) 1. / / 28

42 2. ( ) ( ) ( ) ( ) Walters(1978) Keller(1998) Walters(1978)Keller(1998) 29

43 Howard & Sheth 1977 Hempel 1981 Oliver 1982 Churchill& Suprenant 1983 Woodruff, Cadotte & Jenkins 1991 Solomon *1995 Ostrom & Iacobucci 1997 Kotler - 30

44 Czepiel, Rosenberg Akerele Westbrook Crosby Stephens Walter & Jack Zeithaml & Binter

45 Zeithaml & Bitner (1996) 32

46 Dick & Basu(1994) *1994 Dick & Basu 1995 Jones & Sasser 1995 Griffin 1996 Bhote 1997 Oliver 2000 Singh & Sirdeshmukh *

47 Raphel(1995) Prospect Shopper Customer Client advocate Raphel, N. & Raphel, M. (1995), Loyalty Ladder, Harper Collins Publishers Inc Cuningham (1956) Monroe & Guiltinan

48 Selnes Jones & Sasser *1995 Griffin Frederick Kolter Gronholbt, Martensen & Kristensen * Gronholbt, Martensen & Kristensen2000) 35

49 Peppers & Rogers (1993) 36

50 (93) (90) (94)

51 38 Cronin & Taylor(1992) (92) ( ) ( ) (93) (95) (95) PZB

52 (90) (93) (93) (95) (95) (91) (93) (90) 39

53 (91) (92) Paul & Olson(1987) Gronroos(1988) Robertson & Gatignon(1986) ( 91)

54 Bitner1990 Reichheld & Sasser1990 Gronholdt, Martense & Kristensen(2000) Neal1999 Jones & Sasser 1995 Schneider & Bowen

55 (Federicks & Salter1995) ( 91 91) ( 91 91) ( 90) ( 91) (91) ( ) ( ) ) (95) 93 42

56 3.1 (84) Parasuraman, Zeithaml & Berry(1991) (92) (91)T

57

58

59

60 Parasuraman, Zeithmal & Berry(1988) () () () () 47

61 () Berry & Parasuraman(1991) Walters(1978)Keller(1998) () : () : ( ) ( ) Zeithaml & Bitner (1996) 48

62 Gronholbt, Martensen & Kristensen(2000) () () () () : () () () () () / () 20,000 20,00040,000 40,00060,000 60,00080,000 80,000100, ,000 49

63 3.4 (Likert) (1 ) (5 )

64 3.2 Cronbach s α Parasuraman, Zeithmal & Berry(1991) Berry & Parasuraman(1991) Berry(1995) (94) Walters(1978)Keller(1998) (93) (94) Zeithaml & Binter Gronholbt, Martensen Kristensen

65 % (Likert) (Likert) Kaiser(1997) (Kaiser-Meyer-Olkin measure of sampling adequacykmo) 1. KMO KMO KMO

66 4. KMO 0.6 KMO 0.7 Bartlett p Kaiser Berry & Parasuraman(1991)Berry(1995) Berry & Parasuraman(1991) 92 (94) 2 Berry & Parasuraman(1991) KMO Bartlett KMO Bartlett ( %) p

67 Cronbach s α Walters(1978)Keller(1998) (93) (94) 2 Walters(1978)Keller(1998) :

68 (Observe Ratings) (Self-Reports) Cronbach s α

69 3. 1 Parasuraman, Zeithmal & Berry(1991) Bouman & Wiele(1992) SERVQUAL Cronin & Taylor,1992) Parasuraman, Zeithmal & Berry(1988) ( )

70 Zeithaml & Bitner (1996) 94 2 Zeithaml & Bitner (1996) 57

71 (Observe Ratings) (Self-Reports) Cronbach s α Gronholbt, Martensen & Kristensen2000) 94 2 Gronholbt, Martensen & Kristensen(2000) 58

72 (Observe Ratings) (Self-Reports) Cronbach s α SPSS for windows 1. Factor Analysis Principle Component 59

73 Analysis varimax Kaiser1966 Eigenvalue Reliability Analysis Cronbach s α Cronbach s α (73) Cronbach s α Cronbach s α Cronbach s α Cronbach s α Cronbach s α Cronbach s α 1. (73) 2. (94) - 3. Descriptive Statistics 4. t t-test One-Way ANOVA t P * p

74 **p0.01 *** p0.001 Scheffe 5. Correlation Analysis 1 1 Pearson Spearman s Rho Kendall s Tau Pearson γ 6. Multiple Regression Analysis 7. Hieraechical Regression Analysis 8. (Cluster Analysis ) K (K-Means Method) ( ) 61

75 SPSS Cronbach s α t Pearson Cronbach s α Cronbach s α Cronbach s α Cronbach s α

76 Cronbach s α Cronbach s α Cronbach s α Cronbach s α Cronbach s α Cronbach s α Cronbach s α Cronbach s α Cronbach s α Cronbach s α Cronbach s α

77 Cronbach s α Cronbach s α

78 % % 36.8% % 5.5%2.9% 1.4%1.2% ~ % 20 41~ %15.8% 31~40 51~ %8.4%61 1.2% % ) 25.6% %3.1.9%2.6% % / 23.4%12.7% / 7.7%6.9%4.1%2.4% 6.2% 65

79 6. 20, % 20,000~40,000 40,000~60, %20.6% 60,001~80,000 80,000~100, , %1.4%1.4% n= ~30 331~40 441~50 551~ / / 8 120, ,000~40, ,000~60, ,000~80, ,000~100, ,

80 % 45%44% 11.0% % 28.7% % 78.5% % 76.1% % 69.1% % 96.7% % 91.1% % 3.1% VIP 0.8% 1.4% % VIP VIP 7.7% 0.5% 1.8% % 19.3% 67

81 1.2% 1.7% VIP VIP VIP

82 %18.7%73.2%24.2% 1.4%1.2%2.6% % 43.1% 7.9% %12.9%16.5% 20.3% 1.7%4.5%6.2% % 27.0% 24.4% % 27.5%18.7% 19.1% 0.5%

83

84

85 4.3 t (One-Way ANOVA) t p p p

86 p p n=262 2 n=154 t p *p<0.05 **p<0.01 ***p<

87 4.3.2 One-Way ANOVA p p p F p Scheffe n=369 n=23 n=12 n=5 n= *P<0.05 **P<0.01 ***P<

88 p p p p ~30 31~40 41~50 51~60 61 F p Scheffe n=75 n=173 n=64 n=66 n=35 n= * * * *P<0.05 **P<0.01 ***P<

89 p p p p p p p p p 0.158

90 n=11 n=107 n=80 n=199 n=13 F p Scheffe *** ** ** * ** ** ** ** * * * *p<0.05 **p<0.01 ***p< / F p Schffe / n=17 n=153 n=26 n=32 n=29 n=98 n=53 n= ** * ** * *p<0.05 **p<0.01 ***p<

91 p p p p p p p p p 0.180

92 ,000 20,000~ 40,000~ 60,000~ 80,000~ 100,001 F p Scheffe 40,000 60,000 80, ,000 n=170 n=105 n=86 n=36 n=6 n= * 3> * * * *P<0.05 **P<0.01 ***P<0.001 One-Way ANOVA

93 4.15 One-Way ANOVA , ,000~40, ,000~60, ,000~80, ,000~100, , >4 3>4 3>1 80

94 4.4 Pearson Pearson Pearson -1+1 xy y x 25%x y 25% 0.5 Pearson p 0.000*** 81

95 *** *** 4.16 Pearson Pearson p p *** *** *** *** *** *** *** *** *p<0.05 **p<0.01 ***p< p 0.000*** *** *** 4.17 Pearson Pearson p p *** *** *** *** *** *** *** *** *p<0.05 **p<0.01 ***p< p 0.000*** 82

96 *** *** 4.18 n=418 Pearson p *** *** *** *** *p0.05 **p0.01 ***p p 0.000*** 4.19 n=418 Pearson p *** *** *** *** *p0.05 **p0.01 ***p

97 p 0.000*** *** *** Pearson p Pearson p *** *** *p<0.05 **p<0.01 ***p< p 0.000*** *** Pearson p *** *p<0.05 **p<0.01 ***p<

98 p 0.000*** *** Pearson p *** *p<0.05 **p<0.01 ***p< p 0.000*** *** Pearson p *** *p<0.05 **p<0.01 ***p<

99 *** p 0.000*** 4.24 Pearson p *** *p<0.05 **p<0.01 ***p< p 0.000*** 4.25 Pearson p *** *p<0.05 **p<0.01 ***p<

100 *** *** *** *** *** *** Pearson Pearson 4.26 Pearson p Pearson p Pearson p Pearson p p *** *** *** *** 1 *p0.05 **p0.01 ***p

101 ( B= p< ) (Adjusted R 2 =40.7%p<0.001) CI B VIF 1.044*** *** ** * R R Adjusted R F p 0.000*** C.I *p<0.05 **p<0.01 ***p<

102 ( B= p< ) (Adjusted R 2 =35.3%p<0.001)CI B 1.692*** VIF 0.511*** ** R R Adjusted R F p 0.000*** C.I *p<0.05 **p<0.01 ***p< ( B= p< ) (Adjusted R 2 =51.6%p<0.001)CI

103 4.29 B 0.730*** VIF 0.236*** *** R R Adjusted R F p 0.000*** C.I *p<0.05 **p<0.01 ***p< Adjusted R % ( B 0.207**0.109* 0.591***p< ) CI B VIF 0.423* 0.207** * *** R R Adjusted R F p 0.000*** C.I *p<0.05 **p<0.01 ***p<

104 ( B= p< ) (Adjusted R 2 =32.4%p<0.001) CI B VIF 1.219*** ** ** * R R Adjusted R F p 0.000*** C.I *p<0.05 **p<0.01 ***p< ( B= p< ) (Adjusted R 2 =28.6%p<0.001)CI

105 4.32 B 1.888*** 0.429*** VIF 0.144*** R R Adjusted R F p 0.000*** C.I *p<0.05 **p<0.01 ***p< ( B= p< ) (Adjusted R 2 =44.2%p<0.001)CI B VIF 0.885*** 0.194*** *** R R Adjusted R F p 0.000*** C.I *p<0.05 **p<0.01 ***p<

106 ( B=0.637p<0.001) (Adjusted R 2 =37.8%p<0.001) CI *** B VIF 0.637*** R R Adjusted R F p 0.000*** C.I *p<0.05 **p<0.01 ***p< Adjusted R % ( B 0.443***0.257***p< ) CI

107 4.35 B VIF 0.562** *** *** R R Adjusted R F p 0.000*** C.I *p<0.05 **p<0.01 ***p<

108 Adjusted R % Adjusted R % R 2 3.8% Adjusted R % R 2 9.8% Adjusted R % R 2 2.7% R % Adjusted R p 95

109 0.195** 0.152* * *** 0.345*** 4.36 B B B B 1.219*** 1.032*** 0.617** 0.500** ** 0.225** * *** ** * 0.254*** R R Adjusted R R 2 a b c F p *** *** *** 0.000*** *p<0.05 **p<0.01 ***p<0.001 a b c 96

110 4.7 K (K-Means Method) ( ) (p<0.001) ( ) ( ) ( ) (p <0.001) ( ) ( ) ( ) 97

111 4.37 F p Scheffe n=117 n=196 n= *** *** *** *** *** *** *** *** *** *** *** *** *** *** 123 p0.05 p0.01 p

112 4.38 F p Scheffe n=169 n=183 n= *** *** *** *** *** *** *** *** 123 p0.05 p0.01 p (p<0.001) ( ) ( ) ( ) 99

113 4.39 F p Scheffe n=126 n=200 n= *** *** *** *** *** 123 p0.05 p0.01 p (p <0.001) ( ) ( ) ( ) ( ) ( ) 100

114 4.40 F p Scheffe n=121 n=206 n= *** *** *** *** *** 123 p0.05 p0.01 p

115

116

117

118

119

120 Adjusted R p

121

122 ( ) 109

123 2. 3. ( ) ( ) ( )

124 1. 2. (95) 3. (91 ) 4. (94 ) Roger J.Best 5. (95) 6. (94) 7. (94) / (92) 10. (95/06) / (87) 13. (91) (93) 15. (95/12) (95/06) (93) ( 91)3C 19. (94) (92) 21. (73) 22. (92) 111

125 (93) 25. (93) 26. (91) 27. (88) 28. (91) (93) 30. (92) (91) (91) (93) 35. (92) (95/12) (92) 38. (92) 39. (90) 40. (90) (93) 42. (93) 112

126 43. (90) 44. (91) 45. (92) - * 46. (95/03) (93) 48. (94) (93) 50. (84) 51. (92) T 113

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