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2.4.5 顧 客 忠 誠 度 的 衡 量 ························································ 36
2.4.6 忠 誠 度 相 關 文 獻 ··························································· 38
2.5 企 業 形 象 ········································································· 39
2.5.1 企 業 形 成 的 構 面 ··························································· 39
2.5.3 企 業 形 象 的 特 性 ··························································· 41
2.6 服 務 品 質 ········································································· 41
2.6.1 服 務 品 質 之 定 義 ··························································· 42
2.6.2 服 務 品 質 的 構 面 ··························································· 43
第 三 章 研 究 方 法 ···································································· 45
3.1 研 究 架 構 與 假 設 ································································ 45
3.1.1 研 究 架 構 ···································································· 45
3.1.2 研 究 假 設 ···································································· 46
3.2 問 卷 設 計 ········································································· 46
3.3 抽 樣 對 象 ········································································· 47
3.4 抽 樣 時 間 ········································································· 47
3.5 抽 樣 方 法 ········································································· 47
3.6 統 計 分 析 ········································································· 47
III