[[alternative]]A STUDY ON THE RELATIONSHIPS OF SERVICE QUALITY, CUSTOMER SATISFACTION, OPORATE IMAGE AND SOCIAL RESPONSIBILITY OF POWER INDUSTRY

[[abstract]] 近年來，電業為因應未來國營事業民營化、自由化之衝擊，正積極推動經營管理企業化。台電公司為國營事業之首，如何提供更優質的服務品質，善盡社會責任，並提升顧客滿意度及企業形象，以達成「具有卓越聲望的世界級電力集團」的目標，是影響企業持續發展的重要課題。 本研究之目的在於探討電業：（1）服務品質各缺口差異性，（2）服務品質、企業形象與顧客滿意度三者間彼此之相關性，以及（3）善盡社會責任對企業形象之影響。本研究以台電嘉義、雲林二個區營業處之一般用戶、電器承裝業及台電員工為研究對象，並以修改後之PZB缺口模式為架構，以問卷調查的方式，並進行統計分析。 經過本研究的調查、統計、分析結果發現以下結論：（1）電業服務品質缺口一至三無顯著差異。（2）服務品質缺口四至七有顯著差異。（3）「用戶認知的電業服務品質」與「電業服務的整體滿意度」及「電業企業形象」彼此間呈顯著正相關。（4）電業「社會責任」對「企業形象」有顯著影響；（5）不同屬性用戶，除教育程度外，對電業服務品質整體滿意程度無顯著差異。[[abstract]] In recent years, in order to cope with the impacts on the future privatization and liberalization of government owned enterprise, power industries are implementing actively with business management concepts and techniques. Taipower is one of the largest government owned enterprises. Therefore, Taipower is working on providing for better service quality, taking social responsibility, and promoting customer satisfaction and enhanced corporate image. It attempts to reach the target of “the remarkably prestigious world-class power utility group.” That is the most important issue to keep the enterprise working. The objective of study is to probe：Firstly, the difference among gaps of the service quality of the power industries. Secondly, the relationships among service quality, corporate image, and customers’ satisfaction. Thirdly, the influence which social responsibility has on the corporate image. This study is based on the survey on general users, contractors of electrical equipment, and Taipower’s staff, from two district business offices of Taipower, Jia-yi and Yun-lin, by the use of questionnaire. The conceptual framework complies with PZB model and the SPSS statistics software are utilized to analyze the data. After the investigation, statistical analysis, the conclusions are as follows.1. There is no significant difference from Gap 1 to Gap 3.2. There is significant difference from Gap 4 to Gap 7.3. There is a positive correlation among “the service quality which users recognized,” “the whole satisfaction with power industry service,” and “the power industry corporate images.”4. The “social responsibility” of power industries has significant influence on “corporate image.”5. There is no significant difference between the users of different attributions, except for their education degree, on the whole satisfaction of service quality