品牌權益、服務品質、知覺價值、顧客滿意與顧客忠誠之探討－以台灣中油加油站為例

The objects of this research is concentrated on customers with experience of purchasing gasoline from the service stations of CPC Corporation, Taiwan in Taipei area including CPC-owned and franchised stations. By using questionnaire and Structural Equation Modeling (SEM) method to analyze the effects of brand equity, service quality, perceived value, and customer satisfaction on customer loyalty, the results are as follows: (1) The strengthening of gas station's brand equity can enhance service quality; (2) The strengthening of gas station's brand equity and service quality can increase consumer value; (3) The strengthening of consumer value can raise customer satisfaction; and (4) Increasing gas station's consumer value and customer satisfaction can build up customer loyalty, and further enhance bilateral future interaction.