| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 101 === Since 1987, the Taiwanese government permitted setting up the private gas station, and the number of the gas station has been growing rapidly. However, the growth has progressed faster than the vehicle fuel consumption, which causes the average fuel supply of the gas station to decrease gradually. In this highly competitive market, understanding the consumer behavior and the technological innovation can ensure the gas station franchisee to become a leading enterprise. In 2006 Chinese Petroleum Corporation (CPC) started to launch credit card self-service gas stations to enhance the competitiveness and solve the shortage of manpower, expecting the innovative consuming model could be accepted by the customers and become a mainstream.
The research investigates the relationship among customer satisfaction, customer loyalty, and service quality by using Likert-scale questionnaires and regression analysis. The objects of the research were focused on customers from 12 self-service gas stations of CPC in jianan area. The results of this research are described as follows:
1.The responsiveness, assurance, empathy and reliability of service quality have significant positive influence on internal aspect of customer satisfaction. The assurance, empathy and reliability of service quality have significant positive influence on external aspect of customer satisfaction. The empathy of service quality is the key factor to enhance the customer satisfaction.
2.Both internal and external aspects of customer satisfaction have positive influence on customer loyalty, which Internal aspect affects customer loyalty the most.
3.The variety of personal characteristics affects customer satisfaction, customer loyalty, and service quality, especially in age, education and monthly number of refueling.
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