A Study of the Relationship among Job Competency, Service Quality, Brand Image, and Customer Satisfaction-Example of a Military Unit

• Main Authors: Shen, Shi-Hong, 沈世弘
• Other Authors: Ou-Yang, Hou
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/656g95

碩士 === 崑山科技大學 === 企業管理研究所 === 104 === This study aims to verify the associations between professional competency, service quality, brand image and customer satisfaction in a military unit and its subsidiaries. We further examines whether the service quality is the mediating variable between “professional competency and brand image” and “professional competency and customer satisfaction”. We adopted a military unit to be research object which offer maintenance and supply service to three subsidiaries, and collected 600 valid samples of questionnaires among officers, sergeants, soldiers and contractual personnel during the period of Jan. 15, 2016 to Jan. 20, 2016. The empirical results show that professional competency which are composed of knowledge, skill and attitude makes significantly positive effect on the service quality, brand image and customer satisfaction. Service quality which is constituted of tangibility, reliability, responsibility, guarantee and attentiveness makes significantly positive effect on the brand image. The brand image which is comprised of t symbol, function and experiment makes significantly positive effect on the customer satisfaction. At last, this study verifies that professional competency makes indirect effect on brand image, and customer satisfaction through service quality and the service quality plays the partial mediating role. The empirical results show that job competency which is composed of knowledge, skills and attitude has a positive effect on the service quality, brand image and customer satisfaction. Service quality which is constituted of tangibility, reliability, responsibility, guarantee and attentiveness has a positive effect on the brand image. The brand image which is comprised of symbol, function and experiment has a positive effect on the customer satisfaction. In terms of mediating role, job competency effects both the relationship quality and customer satisfaction through the service quality. We arrive the following conclusions: First of all, we complement job competency, service quality, brand image and customer satisfaction correlate with each other in the military maintenance and supply units. The Second, we also very the service quality plays the partial mediating role between job competency and brand image, job competency and customer satisfaction.