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

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

1987 465 462 44 418 89.89% SPSS t Pearson 1. ( ) 2. 3. ( ) ( ) ( ) 4. i

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

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

35 94 9293 EMBA 16 iv

...i...ii...iv... v...vii... x... 1 1.1... 1 1.2... 3 1.3... 4 1.4... 5 1.5... 6 1.6... 7... 8 2.1... 8 2.2...18 2.3...26 2.4...30 2.5...33 2.6...37...43 3.1...43 3.2...44 v

3.3...47 3.4...50 3.5...59...62 4.1...62 4.2...65 4.3 t...72 4.4...81 4.5...88 4.6...95 4.7...97...102 5.1...102 5.2...109... 111... 111... 114... 118...123...128 vi

2.1... 9 2.2... 14 2.3 22... 15 2.4... 16 2.5... 17 2.6... 18 2.7... 20 2.8... 20 2.9... 22 2.10... 23 2.11 Walter... 28 2.12... 30 2.13... 31 2.14... 33 2.15... 34 2.16... 35 3.1... 43 3.2... 51 3.3... 51 3.4 KMO Bartlett... 53 3.5... 54 3.6... 55 3.7... 57 3.8... 58 vii

3.9... 59 3.10... 60 4.1... 63 4.2... 66 4.3... 68 4.4... 70 4.5... 70 4.6... 70 4.7... 71 4.8... 71 4.9... 73 4.10... 74 4.11... 75 4.12... 77 4.13... 77 4.14... 79 4.15 One-Way ANOVA... 80 4.16... 82 4.17... 82 4.18... 83 4.19... 83 4.20... 84 4.21... 84 4.22... 85 4.23... 85 viii

4.24... 86 4.25... 86 4.26... 87 4.27... 88 4.28... 89 4.29... 90 4.30... 90 4.31... 91 4.32... 92 4.33... 92 4.34... 93 4.35... 94 4.36... 96 4.37... 98 4.38... 99 4.39... 100 4.40.. 101 5.1... 104 ix

1.1... 6 2.1... 12 2.2... 22 3.1... 44 x

1.1 1987 1987 19882 1999 2000 9 1

1987 200612 200512 669 1189 670 2528 70% 20071 200612 661 1931 2592 2000 2

(AC Nielsen Shopper Trends2004) 22 9000 5 1.2 3

1. 2. 3. 4. 1.3 31 15 1.3.1 465 95 10 95 11 465 462 44 418 89.89 4

1.4 1.1 1. 2. 3. 4. 5. 6. SPSS 7. 5

SPSS 1.1 1.5 6

SPSS 1.6 31 7

Service Quality Relationship Marketing Customer Satisfaction Customer Loyalty 2.1 (Intangilility) (Inseparability) (Heterogenity) (Perishability) 2.1.1 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

Bateson & Hoffman (2002) 2.1 2.1 1972 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

2.1 1988 Parasurman, Zeithaml& Berry 1990 Lewis& Mitchell 1990 Bintner 1992 Knutson, Stevens, Patton& Thompson 1992 Cronin & Taylor 1994 Heskett Etal 84 1998 Marshall, Baker & Finn *2002 Bateson Hoffman 1. 2. Parasuraman, Zeithaml & Berry, 1985Bateson & Hoffman, 2002 10

2.1.2 Parasuraman, Zeithaml & Berry(1985) PZB (Gap) 2.1 1. (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

GAP4) Parasuraman, Zeithaml & Berry(1985) ( ) () () - 2.1 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.44. 2.1.3 Gronroos(1984) 1. (technology quality) 12

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

10. (Understanding) Parasuraman, Zeithmal & Berry 1988 1985 2.2 1. (tangibility) 2. (reliability) 3. (responsiveness) 4. (assurance) 5. (empathy) 2.2 1985 1988 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.46. 2.1.4 1.SERVQUAL(SERVICE QUALITY) 14

Parasuraman, Zeithaml & Berry1985 97 1988 SQ=P-E( = - ) ( )22 )SERVQUAL Scale(Service Quality Scale) 2.3 2.3 22 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 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.12-40. Parasuraman, Zeithmal & Berry 1991 SERVQUAL 15

SERVQUAL Refined SERVQUAL 2.SERVPERF(SERVICE PERFORMANCE) Cronin & Taylor (1992) SERVPERF SERVQUAL Bouman & Wiele(1992) SERVQUAL SERVPERF SERVQUAL 2.4 SERVQUAL 1988 2.4 SERVQUAL 1991 SERVPERF 1992 22 22 22 60%40% 60%40% Va Va Va Vb Vb 1. 85 2. 94 16

2.5 2.5 Parasuraman, Zeithaml & Berry1985 Parasuraman, Zeithaml & Berry1991 Cronin & Taylor(1992) 1. (88) 2. 94 17

2.2 2.2.1 1960 (Industrial or Business-to-Business Marketing)(Gronroos, 1990) Berry (1983) Berry (1983) Sheth & Parvatiyar(1995) 2.6 2.6 *Macneil *Berry *Gronroos1990 *CopulskyWolf1990 18

2.6 Rapp & Collins1990 Berry & Parasuraman1991 Shani & Chalasani1992 *Sheth1992 Morgan & Hunt1994 Evans & Laskin1994 *Koiranen1995 *Christ, OliverPenn 1996 84 Armstrong & Kolter2000 *Zinkhan2002 1. (94) (94) 2. * Berry, 1983Berry & Parasuraman,1991 Morgan & Hunt,1994 19

2.2.2 Gronroos (1990) (transactional marketing) 2.7 Copulsky & Wolf (1990) Christopher, Payne & Ballantyne (1991) 2.8 2.7 Gronroos, C. (1990), Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface, Journal of Business Research, January, pp. 5-8. 2.8 (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

Armstrong & Kolter (2000) 2.2.3 Shani & Chalasani (1992) 2.2 1. (Niche Marketing) 2. (Database Marketing) 3. (Relationship Marketing) Shani and Chalasani (1992) 2.9 21

2.2 Shani, D. & Chalasani s. (1992), Exploiting Niches Using Relationship Marketing, Journal of Consumer Marketing, Vol.3, pp. 33-42. 2.9 ( ) Shani, D. & Chalasani s. (1992), Exploiting Niches Using Relationship Marketing, Journal of Consumer Marketing, Vol.3, pp. 33-42. 2.2.4 Berry & Parasuraman (1991) 2.10 22

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

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

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

2.3 2.3.1 Bayton1959 Spector1961 Boulding1959 Martineau1960 Walton1996 Reynolds1965 26

, Worcester(1972) Walters (1978) Belt & Paolillo(1982) 2.3.2 Spector(1961) 45 1. (Dynamic) 2. (cooperation) 3. (Intelligence) 4. (Characteristic) 27

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

2. ( ) ( ) 3. 4. ( ) ( ) Walters(1978) Keller(1998) Walters(1978)Keller(1998) 29

2.4 2.4.1 2.12 2.12 1969 Howard & Sheth 1977 Hempel 1981 Oliver 1982 Churchill& Suprenant 1983 Woodruff, Cadotte & Jenkins 1991 Solomon *1995 Ostrom & Iacobucci 1997 Kotler - 30

2.4.2 2.13 2.13 1974 Czepiel, Rosenberg Akerele 1. 2. 3. 1981 Westbrook 1. 2. 3. 1987 Crosby Stephens 1. 2. 3. 1996 Walter & Jack 1. 2. 3. 4. 5. 6. 1996 Zeithaml & Binter 1. 2. 3. 4. 5. 31

Zeithaml & Bitner (1996) 32

2.5 2.5.1 Dick & Basu(1994) 2.14 2.14 *1994 Dick & Basu 1995 Jones & Sasser 1995 Griffin 1996 Bhote 1997 Oliver 2000 Singh & Sirdeshmukh *92 1. 94 2. 33

Raphel(1995) 2.15 2.15 Prospect Shopper Customer Client advocate Raphel, N. & Raphel, M. (1995), Loyalty Ladder, Harper Collins Publishers Inc. 2.5.2 Cuningham (1956) Monroe & Guiltinan1975 2.16 34

2.16 1993 Selnes 1. 2. 3. 1995 Jones & Sasser 1. 2. 3. *1995 Griffin 1. 2. 3. 4. 1996 Frederick 1. 2. 3. 4. 1999 Kolter 1. 2000 Gronholbt, Martensen & Kristensen 2. 3.. 1. 2. 3. 4. 1. 94 2. 94-3.* Gronholbt, Martensen & Kristensen2000) 35

Peppers & Rogers (1993) 36

2.6 95 2.6.1 (93) 93 2.6.2 (90) (94) 2.6.3 1970 37

38 Cronin & Taylor(1992) (92) ( ) ( ) (93) (95) (95) 2.6.4 PZB

(90) (93) (93) (95) (95) 2.6.5 (91) (93) 2.6.6 (90) 39

(91) (92) 2.6.7 Paul & Olson(1987) Gronroos(1988) 2.6.8 Robertson & Gatignon(1986) ( 91) 2.6.9 40

Bitner1990 Reichheld & Sasser1990 Gronholdt, Martense & Kristensen(2000) 94 96 Neal1999 Jones & Sasser 1995 Schneider & Bowen1999 2.6.10 41

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

3.1 (84) Parasuraman, Zeithaml & Berry(1991) (92) (91)T 3.1 3.1 3.1 43

3.1 3.2 44

3.2.1 1-1 1-2 1-3 1-4 1-5 3.2.2 2-1 2-2 2-3 2-4 2-5 2-6 2-7 2-8 2-9 2-10 2-11 45

3.2.3-3-1 3-2 3-3 3-4 3-5 3-6 3-7 3-8 3.2.4-4-1 4-2 4-3 4-4 46

3.2.5-5-1 5-2 5-3 5-4 3.3 Parasuraman, Zeithmal & Berry(1988) () () () () 47

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

Gronholbt, Martensen & Kristensen(2000) () () () () : () () () 20 21 30 31 40 41 50 51 60 61 () () / () 20,000 20,00040,000 40,00060,000 60,00080,000 80,000100,000 100,000 49

3.4 (Likert) (1 ) (5 ) 3.4.1 3.4.2 3.2 50

3.2 Cronbach s α Parasuraman, Zeithmal & Berry(1991) 92 23 0.9387 87 Berry & Parasuraman(1991) Berry(1995) (94) 9 0.8754 92 Walters(1978)Keller(1998) 11 0.8952 (93) (94) Zeithaml & Binter1996 94 4 0.8253 Gronholbt, Martensen Kristensen 0.8314 2000 94 4 3.4.3 45 45 3.3 3.3 51

3.4.4 465 462 44 418 89.89% 3.4.5 (Likert) 3.4.6 (Likert) 1 2 3 4 5 3.4.7 Kaiser(1997) (Kaiser-Meyer-Olkin measure of sampling adequacykmo) 1. KMO 0.9 2. KMO 0.8 3. KMO 0.7 52

4. KMO 0.6 KMO 0.7 Bartlett p 0.000 0.5 3.4 Kaiser 1 0.4 1. 1 Berry & Parasuraman(1991)Berry(1995) Berry & Parasuraman(1991) 92 (94) 2 Berry & Parasuraman(1991) 3 9 4 5 0.8754 3.4 KMO Bartlett KMO Bartlett ( %) p 9 2 63.219 0.869 0.000 11 2 59.292 0.900 0.000 6 1 0.4 2 53

3.5 3.5 1 2 7 0.790 8 0.785 6 0.769 9 0.738 5 0.675 4 0.651 3 0.615 2 0.848 1 0.847 4.627 1.063 51.406 11.812 51.406 63.219 Cronbach s α 0.8783 0.7463 2. 1 Walters(1978)Keller(1998) (93) (94) 2 Walters(1978)Keller(1998) : 1. 2. 3. 54

3 11 4 1 2 3 4 5 5 0.8952 6 (Observe Ratings) (Self-Reports) 2 3.6 3.6 1 2 8 0.839 7 0.819 10 0.732 9 0.681 6 0.671 11 0.661 2 0.556 4 0.849 3 0.731 5 0.666 1 0.566 5.452 1.070 49.568 9.724 49.568 59.292 Cronbach s α 0.8830 0.7597 55

3. 1 Parasuraman, Zeithmal & Berry(1991) Bouman & Wiele(1992) SERVQUAL Cronin & Taylor,1992) 92 87 2 Parasuraman, Zeithmal & Berry(1988) 1. 2. 3. 4. 5. 3 23 4 5 0.9387 6 ( ) 23 3.7 56

22. 3.7 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 23. 4. 1 Zeithaml & Bitner (1996) 94 2 Zeithaml & Bitner (1996) 57

3 4 4 5 0.8253 6 (Observe Ratings) (Self-Reports) 1 3.8 3.8 1 2 3 4 Cronbach s α 0.8253 5. 1 Gronholbt, Martensen & Kristensen2000) 94 2 Gronholbt, Martensen & Kristensen(2000) 58

3 4 4 5 0.8314 6 (Observe Ratings) (Self-Reports) 1 3.9 3.9 1 2 3 4 Cronbach s α 0.8314 3.5 SPSS for windows 1. Factor Analysis Principle Component 59

Analysis varimax Kaiser1966 Eigenvalue 1 0.4 2. Reliability Analysis Cronbach s α Cronbach s α (73) 3.10 3.10 Cronbach s α 0.3 0.3Cronbach s α 0.4 0.4Cronbach s α 0.5 0.5Cronbach s α 0.7 0.7Cronbach s α 0.9 0.9Cronbach s α 1. (73) 2. (94) - 3. Descriptive Statistics 4. t t-test One-Way ANOVA t P * p0.05 60

**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

SPSS Cronbach s α t Pearson 4.1 4.1.1 418 Cronbach s α 0.7 4.1 Cronbach s α 0.9387 Cronbach s α 0.7524 Cronbach s α 0.8110 62

Cronbach s α 0.8644 Cronbach s α 0.8097 Cronbach s α 0.8072 Cronbach s α 0.8754 Cronbach s α 0.8783 Cronbach s α 0.7463 4.1 Cronbach s α Cronbach s α 0.9387 0.8754 0.8952 1.2.3.4. 0.7524 5.6.7.8.9. 0.8110 10.11.12.13.14 0.8644 15.16.17.18. 0.8097 19.20.21.22.23. 0.8072 3.4.5.6.7.8.9.. 0.8783 1. 2. 0.7463 2.6.7.8.9.10.11. 0.8830 1.3.4.5. 0.7597 0.8253 1.2.3.4. 0.8253 0.8314 1.2.3.4. 0.8314 Cronbach s α 0.8952 Cronbach s α 0.8830 Cronbach s α 0.7597 63

Cronbach s α 0.8253 Cronbach s α 0.8314 4.1.2 64

4.2 4.2.1 31 465 418 89.89% 4.2 1. 4.2 46.9% 36.8% 1 2. 4.2 88.3% 5.5%2.9% 1.4%1.2% 0 3 3. 4.2 21~30 41.4% 20 41~50 17.9%15.8% 31~40 51~60 15.3%8.4%61 1.2% 4. 4.2 47.6% ) 25.6% 19.1.4%3.1.9%2.6% 8 5. 4.2 36.6% / 23.4%12.7% / 7.7%6.9%4.1%2.4% 6.2% 65

6. 20,000 40.7% 20,000~40,000 40,000~60,000 25.1%20.6% 60,001~80,000 80,000~100,000 100,000 8.6%1.4%1.4% 9 4.2 n=418 1 2 3 1 2 3 4 5 6 7 120 221~30 331~40 441~50 551~60 661 1 2 3 4 5 6 1 / 2 3 263 154 1 369 23 12 5 6 0 3 75 173 64 66 35 5 11 107 80 199 13 8 32 98 17 10 153 29 53 26 170 105 86 36 6 6 9 4 5 6 7 / 8 120,000 220,000~40,000 340,000~60,000 460,000~80,000 580,000~100,000 6100,000 7 62.9 36.8 0.3 88.3 5.5 2.9 1.2 1.4 0.0 0.7 17.9 41.4 15.3 15.8 8.4 1.2 2.6 25.6 19.1 47.6 3.1 2.0 7.7 23.4 4.1 2.4 36.6 6.9 12.7 6.2 40.7 25.1 20.6 8.6 1.4 1.4 2.2 66

4.3 1. 4.3 89.0% 45%44% 11.0% 2. 1 4.3 71.3% 28.7% 2 4.3 21.5% 78.5% 3 4.3 23.9% 76.1% 4 4.3 30.9% 69.1% 5 4.3 3.3% 96.7% 6 4.3 8.9% 91.1% 7 4.3 91.6% 3.1% VIP 0.8% 1.4% 8 4.3 89.5% VIP VIP 7.7% 0.5% 1.8% 3. 4.3 77.8% 19.3% 67

1.2% 1.7% 4.3 1 46 11.0 2 184 44.0 3 188 45.0 1. 1 2 120 298 28.7 71.3 2. 1 328 78.5 2 90 21.5 3. 1 318 76.1 2 100 23.9 4. 1 289 69.1 2 129 30.9 5. 1 404 96.7 2 14 3.3 1 381 91.1 6. 2 37 8.9 1 383 91.6 7. 2 13 3.1 3 13 3.1 4VIP 3 0.8 5 6 1.4 1 374 89.5 2 VIP VIP 32 7.7 8. 3 2 0.5 4 2 0.5 5 8 1.8 1 325 77.8 2 5 1.2 3 81 19.3 4 7 1.7 1 2 6 5 1.4 1.2 3 4 5 101 228 78 24.2 54.5 18.7 1 180 43.1 2 205 49.0 3 33 7.9 1 7 1.7 2 19 4.5 3 85 20.3 4 54 12.9 5 15 3.6 1 113 27.0 2 203 48.6 3 102 24.4 1 2 3 4 5 68 143 115 78 80 2 34.2 27.5 18.7 19.1 0.5

4. 4.3 54.5%18.7%73.2%24.2% 1.4%1.2%2.6% 5. 4.3 49.0% 43.1% 7.9% 5-1. 4.3 3.6%12.9%16.5% 20.3% 1.7%4.5%6.2% 6. 4.3 48.6% 27.0% 24.4% 7. 4.3 34.2% 27.5%18.7% 19.1% 0.5% 4.2.2 1. 4.4 3 4.0763 3.9041 3.8212 69

4.4 416 2.39 5.00 3.9135 0.4930 417 2.00 5.00 3.8423 0.5769 417 2.40 5.00 4.0763 0.5446 417 1.80 5.00 3.9041 0.6130 418 1.75 5.00 3.8212 0.6311 418 2.20 5.00 3.8766 0.5686 2. 4.5 3 3.7456 3.5789 4.5 415 1.667 5.000 3.7090 0.5795 415 1.857 5.000 3.7456 0.5895 418 1.000 5.000 3.5789 0.8523 3. 4.6 3 4.1015 3.7691 4.6 418 2.00 5.00 3.9806 0.5265 418 1.50 5.00 3.7691 0.6111 418 1.86 5.00 4.1015 0.5554 70

4. 4.7 3 3.9946 4.7 418 1.00 5.00 3.9946 0.5796 5. 4.8 3 4.0120 4.8 418 1.00 5.00 4.0120 0.6179 71

4.3 t (One-Way ANOVA) 4.3.1 t 1. 4.9 1 3.9318 3.8829p 0.331 2 3.7125 3.7018p 0.857 3.7541 3.6039 3 3.9858 3.9693p 0.758 72

4 3.9914 4.0000p 0.888 5 4.0200 3.9951p 0.693 4.9 1 n=262 2 n=154 t p 3.9318 3.8829 0.973 0.331 3.8807 3.7760 1.791 0.074 4.1122 4.0156 1.750 0.081 3.9156 3.8837 0.511 0.609 3.8251 3.8133 0.184 0.854 3.8859 3.8662 0.342 0.733 3.7125 3.7018 0.181 0.857 3.7541 3.7293 0.411 0.681 3.5646 3.6039-0.453 0.651 3.9858 3.9693 0.309 0.758 3.7623 3.7808-0.297 0.766 4.1135 4.0770 0.648 0.517 3.9914 4.0000-0.141 0.888 4.0200 3.9951 0.396 0.693 *p<0.05 **p<0.01 ***p<0.001 73

4.3.2 One-Way ANOVA 1. 4.10 1 4.10 p 0.622 2 4.10 p 0.592 3 4.10 p 0.243 4.10 1 2 3 4 5 F p Scheffe n=369 n=23 n=12 n=5 n=6 3.9078 4.0378 3.9674 3.8783 3.6957 0.657 0.622 3.8374 3.8913 3.9792 3.8000 3.6000 0.438 0.781 4.0748 4.1565 4.1333 3.8800 3.9200 0.418 0.795 3.8951 4.0435 4.0000 4.1600 3.6000 0.971 0.423 3.8171 4.0652 3.7917 3.8000 3.3750 1.625 0.167 3.8721 4.0087 3.9000 3.7200 3.6667 0.614 0.653 3.6961 3.8841 3.8241 3.6444 3.6852 0.700 0.592 3.7361 3.9193 3.7976 3.7143 3.5952 0.641 0.634 3.5542 3.7609 3.9167 3.4000 4.0000 1.229 0.298 3.9780 4.1146 4.0455 3.9636 3.5606 1.371 0.243 3.7696 3.8913 3.9167 3.5500 3.3333 1.325 0.260 4.0995 4.2422 4.1190 4.2000 3.6905 1.229 0.298 3.9919 4.0109 4.1875 4.2000 3.6667 0.913 0.456 4.0196 4.0761 4.0000 3.7500 3.6250 0.884 0.473 *P<0.05 **P<0.01 ***P<0.001 74

4 4.10 p 0.456 5 4.10 p 0.473 2. 1 4.11 p 0190 2 4.11 p 0.060 4.11 1 2 3 4 5 6 20 21~30 31~40 41~50 51~60 61 F p Scheffe n=75 n=173 n=64 n=66 n=35 n=5 3.8190 3.8821 3.9654 4.0087 3.9814 4.0174 1.496 0.190 3.7167 3.7919 3.9258 3.9269 4.0000 4.2000 2.474 0.032* 3.9173 4.0520 4.1563 4.2092 4.1314 4.1600 2.539 0.028* 3.8784 3.8613 3.9875 3.9636 3.9029 3.9200 0.554 0.735 3.7167 3.8049 3.8398 3.8902 3.9357 4.0000 0.913 0.472 3.7787 3.8671 3.8844 3.9788 3.9314 3.8400 0.952 0.447 3.5719 3.6751 3.8247 3.8038 3.8095 3.5333 2.143 0.060 3.5752 3.7085 3.8951 3.8460 3.8490 3.6571 2.886 0.014* 3.5600 3.5607 3.5781 3.6364 3.6714 3.1000 0.478 0.792 3.8921 3.9585 3.9872 4.0689 4.0779 4.1455 1.198 0.309 3.6733 3.7630 3.7891 3.8220 3.8571 3.8500 0.644 0.666 4.0171 4.0702 4.1004 4.2100 4.2041 4.3143 1.350 0.242 3.9500 3.9942 3.9922 4.0189 4.0429 4.0500 0.158 0.977 3.8800 4.0650 3.9688 4.0114 4.1000 4.1000 1.167 0.325 *P<0.05 **P<0.01 ***P<0.001 75

76 3 4.11 p 0.309 4 4.11 p 0.977 5 4.11 p 0.325 3. 1 4.12 p 0.000 2 4.12 p 0.006 3 4.12 p 0.029 4 4.12 p 0.081 5 4.12 p 0.135 4. 1 4.13 p 0.158

4.12 1 2 3 4 5 n=11 n=107 n=80 n=199 n=13 F p Scheffe 4.0593 3.9971 4.0561 3.8060 4.0401 5.394 0.000*** 24 34 4.0455 3.9276 4.0032 3.7211 3.8077 4.793 0.001** 34 4.1091 4.1327 4.2506 3.9789 4.1538 4.054 0.003** 34 4.0000 3.9736 4.0400 3.8050 4.1385 3.200 0.013* 4.0455 3.9393 3.9125 3.7085 4.0385 3.754 0.005** 4.0909 3.9477 4.0050 3.7799 4.0154 3.527 0.008** 3.7576 3.8063 3.8097 3.6083 3.9829 3.632 0.006** 3.8961 3.8544 3.8214 3.6400 4.0000 3.638 0.006** 3.2727 3.6262 3.7688 3.5000 3.9231 2.400 0.049* 4.0083 4.0841 4.0568 3.8977 4.0210 2.728 0.029* 3.8409 3.8808 3.8219 3.6884 3.8654 2.025 0.090 4.1039 4.2003 4.1911 4.0172 4.1099 2.522 0.041* 3.9318 4.0467 4.0781 3.9296 4.3077 2.095 0.081 3.9091 4.1075 4.0813 3.9397 4.1346 1.766 0.135 *p<0.05 **p<0.01 ***p<0.001 4.13 1 2 3 4 5 6 7 8 / F p Schffe / n=17 n=153 n=26 n=32 n=29 n=98 n=53 n=10 4.0543 3.9685 3.8389 3.9696 3.8390 3.8261 4.0059 3.9080 1.523 0.158 3.9375 3.9515 3.7794 4.1500 3.6977 3.7931 3.9567 3.9135 2.904 0.006** 4.3125 4.1510 4.0353 4.1600 3.9752 4.0483 4.1154 4.0462 2.020 0.051 3.9938 3.9388 3.7765 3.8800 3.8750 3.7862 3.9887 3.8846 0.596 0.759 4.0000 3.8750 3.7353 3.8250 3.7516 3.6552 3.9009 3.8846 1.229 0.285 3.9938 3.9041 3.8353 3.8400 3.8261 3.8069 3.9925 3.8077 0.846 0.549 3.7639 3.8061 3.7778 3.8444 3.5709 3.6322 3.8595 3.7689 2.459 0.018* 3.8304 3.8571 3.8393 3.8143 3.5968 3.6502 3.8760 3.8514 2.728 0.009** 3.5313 3.6276 3.5294 3.9500 3.4837 3.5690 3.8019 3.4615 1.205 0.298 4.1335 4.0603 3.9144 3.8909 3.8865 3.9530 4.0343 4.0455 1.648 0.120 3.9375 3.8878 3.7206 3.8250 3.6405 3.7155 3.8160 3.8462 2.040 0.049* 4.2455 4.1589 4.0252 3.9286 4.0271 4.0887 4.1590 4.1593 1.160 0.325 4.1406 4.0612 4.0294 4.0750 3.9200 3.8362 4.0425 4.0288 1.178 0.314 4.1875 4.1250 3.9559 3.6750 3.9673 3.8879 4.0047 3.9519 1.616 0.129 *p<0.05 **p<0.01 ***p<0.001 77

78 2 4.13 p 0.018 3 4.13 p 0.120 4 4.13 p 0.314 5 4.13 p 0.129 5. 1 4.14 p 0.284 4-6 2 2 4.14 p 0.029 3 4.14 p 0.055 4 4.14 p 0.392 5 4.14 p 0.180

4.14 1 2 3 4 5 6 20,000 20,000~ 40,000~ 60,000~ 80,000~ 100,001 F p Scheffe 40,000 60,000 80,000 100,000 n=170 n=105 n=86 n=36 n=6 n=6 3.8724 3.9114 4.0220 3.9589 3.9855 3.7536 1.252 0.284 3.7574 3.8476 4.0294 3.8681 3.8750 3.6667 2.686 0.021* 3>1 4.0153 4.0590 4.2165 4.2167 4.2000 3.6667 2.847 0.015* 3.8994 3.8990 3.9279 3.9556 4.0667 3.9667 0.156 0.978 3.7794 3.8786 3.8895 3.7986 3.8750 3.6667 0.597 0.702 3.8471 3.8533 3.9953 3.9056 3.8667 3.7667 0.920 0.468 3.6312 3.6772 3.8235 3.8796 4.0926 3.6296 2.514 0.029* 3.6686 3.7156 3.8622 3.9048 4.1190 3.7143 2.306 0.044* 3.5029 3.5429 3.6802 3.7917 4.0000 3.3333 1.375 0.233 3.9198 3.9948 4.1121 4.0152 4.0000 3.6061 2.190 0.055 3.6853 3.8238 3.8721 3.8472 3.9167 3.4167 1.879 0.097 4.0538 4.0925 4.2492 4.1111 4.0476 3.7143 2.075 0.068 3.9485 4.0381 4.0349 4.0486 4.2083 3.6250 1.043 0.392 3.9750 4.0667 4.1163 3.8889 4.0833 3.6250 1.528 0.180 *P<0.05 **P<0.01 ***P<0.001 One-Way ANOVA 4.15 79

4.15 One-Way ANOVA 1. 2. 2.21-30 1. 20 1. 1. 20,000 2.2. 20,000~40,000 3. 3. 31-40 3. 3. 3. 40,000~60,000 4. 41-50 4. 4. 60,000~80,000 5. 51-60 5. 80,000~100,000 6. 4. 61 5. 100,000 6. 7. 8. 3>4 3>4 3>1 80

4.4 Pearson 4.4.1 Pearson Pearson -1+1 xy 0.5 0.25 y x 25%x y 25% 0.5 Pearson 4.16 4.26 4.4.2 4.4.2.1 4.16 p 0.000*** 81

0.679 0.000*** 0.370 0.000*** 4.16 Pearson Pearson p p 0.522 0.000*** 0.291 0.000*** 0.565 0.000*** 0.301 0.000*** 0.660 0.000*** 0.409 0.000*** 0.638 0.000*** 0.388 0.000*** *p<0.05 **p<0.01 ***p<0.001 4.4.2.2 4.17 p 0.000*** 0.552 0.000*** 0.641 0.000*** 4.17 Pearson Pearson p p 0.522 0.000*** 0.533 0.000*** 0.501 0.000*** 0.628 0.000*** 0.527 0.000*** 0.631 0.000*** 0.578 0.000*** 0.611 0.000*** *p<0.05 **p<0.01 ***p<0.001 4.4.2.3 4.18 p 0.000*** 82

0.555 0.000*** 0.496 0.000*** 4.18 n=418 Pearson p 0.479 0.000*** 0.517 0.000*** 0.577 0.000*** 0.549 0.000*** *p0.05 **p0.01 ***p0.001 4.4.2.4 4.19 p 0.000*** 4.19 n=418 Pearson p 0.422 0.000*** 0.498 0.000*** 0.488 0.000*** 0.495 0.000*** *p0.05 **p0.01 ***p0.001 83

4.4.2.5 4.20 p 0.000*** 4.20 0.598 0.000*** 0.629 0.000*** Pearson p Pearson p 0.477 0.000*** 0.405 0.000*** *p<0.05 **p<0.01 ***p<0.001 4.4.2.6 4.21 p 0.000*** 4.21 0.582 0.000*** Pearson p 0.412 0.000*** *p<0.05 **p<0.01 ***p<0.001 84

4.4.2.7 4.22 p 0.000*** 4.22 0.510 0.000*** Pearson p 0.410 0.000*** *p<0.05 **p<0.01 ***p<0.001 4.4.2.8 4.23 p 0.000*** 4.23 0.594 0.000*** Pearson p 0.696 0.000*** *p<0.05 **p<0.01 ***p<0.001 85

0.536 0.000*** 4.4.2.9 4.24 p 0.000*** 4.24 Pearson p 0.651 0.000*** *p<0.05 **p<0.01 ***p<0.001 4.4.2.10 4.25 p 0.000*** 4.25 Pearson p 0.616 0.000*** *p<0.05 **p<0.01 ***p<0.001 86

1 0.720 0.000*** 1 0.754 0.000*** 0.688 0.000*** 1 0.640 0.000*** 0.596 0.000*** 0.718 0.000*** 1 4.4.2.11 4.26 Pearson 0.754 Pearson 4.26 Pearson p Pearson p Pearson p Pearson p p 0.572 0.000*** 0.538 0.000*** 0.663 0.000*** 0.616 0.000*** 1 *p0.05 **p0.01 ***p0.001 87

4.5 4.5.1 4.27 ( B=0.2240.1650.166p<0.001 0.010.05) (Adjusted R 2 =40.7%p<0.001) CI 35.368 4.27 B VIF 1.044*** 0.102 1.993 0.09972 2.512 0.224*** 2.876 0.165** 2.774 0.166* 2.581 R 0.643 R 2 0.414 Adjusted R 2 0.407 F 57.897 p 0.000*** C.I. 35.368 *p<0.05 **p<0.01 ***p<0.001 88

4.5.2 4.28 ( B=0.5110.109p<0.0010.01) (Adjusted R 2 =35.3%p<0.001)CI 16.245 4.28 B 1.692*** VIF 0.511*** 1.360 0.109** 1.360 R 0.597 R 2 0.356 Adjusted R 2 0.353 F 114.072 p 0.000*** C.I. 16.245 *p<0.05 **p<0.01 ***p<0.001 4.5.3 4.29 ( B=0.2360.580p<0.0010.001) (Adjusted R 2 =51.6%p<0.001)CI 20.950 89

4.29 B 0.730*** VIF 0.236*** 1.752 0.580*** 1.752 R 0.720 R 2 0.518 Adjusted R 2 0.516 F 223.180 p 0.000*** C.I. 20.950 *p<0.05 **p<0.01 ***p<0.001 4.5.4 4.30 Adjusted R 2 54.5% ( B 0.207**0.109* 0.591***p<0.010.050.001) CI 31.922 4.30 B VIF 0.423* 0.207** 2.819 0.109* 2.321 0.591*** 2.609 R 0.741 R 2 0.549 Adjusted R 2 0.545 F 165.772 p 0.000*** C.I. 31.922 *p<0.05 **p<0.01 ***p<0.001 90

4.5.5 4.31 ( B=0.2190.1950.147p<0.010.01 0.05) (Adjusted R 2 =32.4%p<0.001) CI 35.368 4.31 B VIF 1.219*** 0.05015 1.993 0.219** 2.512 0.09974 2.876 0.195** 2.774 0.147* 2.581 R 0.576 R 2 0.332 Adjusted R 2 0.324 F 40.703 p 0.000*** C.I. 35.368 *p<0.05 **p<0.01 ***p<0.001 4.5.6 4.32 ( B=0.4290.144p<0.0010.001) (Adjusted R 2 =28.6%p<0.001)CI 16.245 91

4.32 B 1.888*** 0.429*** 1.360 VIF 0.144*** 1.360 R 0.538 R 2 0.290 Adjusted R 2 0.286 F 84.036 p 0.000*** C.I. 16.245 *p<0.05 **p<0.01 ***p<0.001 4.5.7 4.33 ( B=0.1940.584p<0.0010.001) (Adjusted R 2 =44.2%p<0.001)CI 20.950 4.33 B VIF 0.885*** 0.194*** 1.752 0.584*** 1.752 R 0.667 R 2 0.445 Adjusted R 2 0.442 F 166.130 p 0.000*** C.I. 20.950 *p<0.05 **p<0.01 ***p<0.001 92

4.5.8 4.34 ( B=0.637p<0.001) (Adjusted R 2 =37.8%p<0.001) CI 4.34 1.468*** B VIF 0.637*** 1.000 R 0.616 R 2 0.379 Adjusted R 2 0.378 F 254.315 p 0.000*** C.I. 13.459 *p<0.05 **p<0.01 ***p<0.001 4.5.9 4.35 Adjusted R 2 47.9% ( B 0.443***0.257***p<0.0010.001) CI 36.387 93

4.35 B VIF 0.562** 0.104 2.884 0.06650 2.345 0.443*** 3.211 0.257*** 2.216 R 0.696 R 2 0.484 Adjusted R 2 0.479 F 95.749 p 0.000*** C.I. 36.387 *p<0.05 **p<0.01 ***p<0.001 94

4.6 4.36 Adjusted R 2 32.4% Adjusted R 2 35.9% R 2 3.8% Adjusted R 2 45.6% R 2 9.8% Adjusted R 2 48.3% R 2 2.7% R 2 12.5% Adjusted R 2 0.5 p 95

0.195** 0.152* 0.05428 0.05085 0.125* 0.08540 0.457*** 0.345*** 4.36 B B B B 1.219*** 1.032*** 0.617** 0.500** 0.05015 0.04003-0.01770-0.02347 0.219** 0.225** 0.108 0.114 0.09974 0.02923-0.005456-0.03944 0.147* 0.08598 0.04119 0.02766 0.111 0.006846-0.008832 0.129*** 0.8478** 0.07567* 0.254*** R 0.576 0.608 0.684 0.704 R 2 0.332 0.370 0.468 0.495 0 0.038 0.098 Adjusted R 2 0.324 0.359 0.456 0.483 R 2 a 0.125 b 0.027 c F 40.703 33.940 39.426 39.420 p 0.000 *** 0.000 *** 0.000 *** 0.000*** *p<0.05 **p<0.01 ***p<0.001 a b c 96

4.7 K (K-Means Method) ( ) 4.7.1 4.37 (p<0.001) ( ) ( ) ( ) 4.7.2 4.38 (p <0.001) ( ) ( ) ( ) 97

4.37 F p Scheffe n=117 n=196 n=103 4.517 3.8878 3.2828 958.240 0.000*** 123 4.3932 3.8023 3.3058 189.890 0.000*** 123 4.6342 4.0490 3.5049 278.638 0.000*** 123 4.5179 3.9449 3.1340 430.819 0.000*** 123 4.4957 3.7806 3.1505 320.493 0.000*** 123 4.4906 3.8235 3.2971 303.260 0.000*** 123 4.2203 3.6753 3.1863 156.101 0.000*** 123 4.2760 3.7113 3.2003 167.337 0.000*** 123 4.0256 3.5485 3.1359 35.730 0.000*** 123 4.4693 3.9750 3.4484 205.322 0.000*** 123 4.2671 3.7474 3.2621 116.490 0.000*** 123 4.5849 4.1050 3.5548 172.427 0.000*** 123 4.4487 3.9732 3.5194 98.578 0.000*** 123 4.4338 4.0026 3.5510 77.071 0.000*** 123 p0.05 p0.01 p0.001 98

4.38 F p Scheffe n=169 n=183 n=63 4.2255 3.4329 3.1252 283.469 0.000*** 123 4.1944 3.4465 3.4104 137.118 0.000*** 1213 4.3343 3.3852 2.1270 737.675 0.000*** 123 4.3136 3.7904 3.6393 81.728 0.000*** 1213 4.1331 3.5765 3.3611 70.659 0.000*** 123 4.4167 3.9126 3.7982 60.665 0.000*** 1213 4.3092 3.8456 3.5873 54.702 0.000*** 123 4.2959 3.8866 3.6111 41.459 0.000*** 123 p0.05 p0.01 p0.001 4.7.3 4.39 (p<0.001) ( ) ( ) ( ) 99

4.39 F p Scheffe n=126 n=200 n=92 4.5851 3.9314 3.2599 919.627 0.000*** 123 4.4464 3.7038 2.9837 594.073 0.000*** 123 4.6644 4.0614 3.4177 380.631 0.000*** 123 4.4742 3.9613 3.4103 142.413 0.000*** 123 4.4504 4.0000 3.4375 108.352 0.000*** 123 p0.05 p0.01 p0.001 4.7.4 4.40 (p <0.001) ( ) ( ) ( ) ( ) ( ) 100

4.40 F p Scheffe n=121 n=206 n=86 4.4298 3.8586 3.3286 334.719 0.000*** 123 4.2975 3.6305 3.0685 208.787 0.000*** 123 4.5455 3.9444 3.2865 487.063 0.000*** 123 4.5702 3.9515 3.2907 267.088 0.000*** 123 4.4041 3.9563 3.4506 117.150 0.000*** 123 p0.05 p0.01 p0.001 101

418 5.1 5.1.1 5.1 102

1. 1-1 1 2 3 4 5 6 2. 1-2 1 2 3 4 5 6 3. 1-3 1 2 3 4 5 6 4. 1-4 1 2 3 4 5 6 103

104 5. 1-5 1 2 3 4 5 6 5.1 1-1 1-2 1-3 1-4 1-5 5.1.2

1. 2.1 2. 2.2 3. 2.3 4. 2.4 5. 2.5 6. 2.6 7. 2.7 8. 2.8 9. 2.9 10. 2.10 11. 2.11 2.1 2.11 105

5.1.3 1. 3.1 2. 3.2 3. 3.3 4. 3.4 5. 3.5 6. 3.6 7. 3.7 8. 3.8 106

9. 4.1 4.2 4.3 4.4 Adjusted R 2 0.5 p 5.1.4 1. 5-1 107

2. 5-2 3. 5-3 4. 5-4 108

5.2 5.2.1.. 5.2.2 1. ( ) 109

2. 3. ( ) ( ) ( ) 4. 5.2.3 110

1. 2. (95) 3. (91 ) 4. (94 ) Roger J.Best 5. (95) 6. (94) 7. (94) - 8. 94/12 25 2 57-87 9. (92) 10. (95/06) 13 2 99-119 11. 96/03-3 1 25-60 12. (87) 13. (91) - 14. (93) 15. (95/12) 80 125-168 16. (95/06) - 3 1 20-41 17. (93) - 18. ( 91)3C 19. (94) - 20. (92) 21. (73) 22. (92) 111

23. 94 24. (93) 25. (93) 26. (91) 27. (88) 28. (91) - 29. (93) 30. (92) - 31. (91) 32. 90 33. (91) - 34. (93) 35. (92) - 36. (95/12) 71 77-105 37. (92) 38. (92) 39. (90) 40. (90) - 41. (93) 42. (93) 112

43. (90) 44. (91) 45. (92) - * 46. (95/03) 52 213-234 47. (93) 48. (94) - 49. (93) 50. (84) 51. (92) T 113

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311110 EMBA 94 93 06-2563304 E - mail084191@cpc.com.tw N94W0009@webmail.stut.edu.tw 128