品牌形象對郵政儲匯業務顧客滿意度影響之研究 －以台北市居民為例

Abstract

中華郵政為國營事業的公共服務業，逾百年來支持國家經濟建設發展，惟近年來網路電子化衝擊，再加上民營遞送業、金融業與保險業蓬勃發展，郵政從獨大市場到面臨空前激烈的競爭環境，於是在民國92年1月1日改制為中華郵政股份有限公司。郵政儲匯櫃檯及投遞人員均為第一線服務人員，在顧客眼中代表公司品牌形象，因此服務品質越好、顧客滿意度越高、公司整體營運績效提升，也方能在這紅海市場裡生存下來。 本研究以Howard-Sheth Model(1969) 為研究模式，參考Parasuraman, Zeithaml & Berry(1988)所提出改良式的SERVQUAL量表測量服務品質，及利用Park, Jaworski and Macinnis(1986)所提出的研究衡量品牌形象，以瞭解品牌形象對郵政儲匯業務顧客滿意度的關聯性。本研究對象為台北市居民、立意抽樣台北市10間郵局、實得有效問卷為452份，實證結果發現，品牌之功能性、象徵性、經驗性均正向影響顧客滿意度。 最後建議中華郵政之郵政儲匯業務應審慎評估目標市場、研擬出適切的行銷策略，進行改進與整合業務，以更有競爭力的迎向未來。

Chunghwa Post, government-owned enterprises for the public postal services, has been supporting the country's economic construction and development more than one hundred years. However, in recent years, the impact of electronic networks along with flourishing private delivery, financial services and insurance industry force the dominance of the postal market to face the unprecedentedly competitive environment. As a result, Chunghwa Post restructured itself of Chunghwa Post Co., Ltd. on January 1, 2003. Postal savings counters and delivery personnel are the first line of service, which is on behalf of the company's brand image in the eyes of the customers. On the other hand, it means the better the quality of service, the higher customer satisfaction, which improves company's overall operating performance. Only through this can Chunghwa Post Co. survive in this highly- competitive market. This study is conducted based on Howard-Sheth Model measure service quality by a modified SERVQUAL scale proposed by Parasuraman, Zeithaml & Berry in 1988, also using the measure brand image by the research proposed by Park, Jaworski and Macinnis in 1986. As the above mentioned, we can better understand the brand image of the postal savings service, customer satisfaction and the relevance among them. The main subjects are residents in Taipei city and 10 post offices purposively chosen in Taipei, with the result of effective 452 questionnaires. Moreover, empirical results show the bran's functional, symbolic, experiential aspects all have positive impact on customer satisfaction. Eventually, this study suggests postal savings service of Chunghwa Post assess the target market more prudently, develope marketing strategy more appropriately; furthermore, it is also advised to run a series of improvements and integration in order to face the future competitively. Keywords: brand image, service quality, customer satisfaction