地區行銷認知、服務品質認知與品牌形象認知對民眾滿意度影響之研究-以台南縣仁德鄉為例

The developed whole world of information and communication,that drives politics, economy and culture moves mutual and again structure, because of social structural quickly fast changes, cause urbanization or town population mass to aggravate, local government will not only handle the problem that brings because of urbanization, still facing globalization giving a challenge, local government so happens with other cities or local developments various competition relation. Under the pressure of globalization, facing the change of domestic and international environment, government role gets unprecedented impact with function. Countries government grows up and drives regional development to promote enterprise, strengthens national competiti on ability, does not make various economies not to develop policy, works for const ruction regional innovation environment. More because of net occasion network is developed, form globalization tendency, the service quality request of raising head to make the civil’s customer for government of public opinion unceasing raising, therefore, local government is effective execution policy, is taking raising service quality as key value, strengthens the service quality for the civil’s customer, engages in according to the different civil’s customer that the civil’s customer offer variation in order to raise the civil’s customer satisfaction, implements local overall development. The purpose of this study examined on the relationships among perceptions of place marketing, service quality, brand imagine and civil’s customer satisfaction, with the resident of Ren Den town( no matter set up a household register or not set up in Ren Den town ) to discuss for resembling, out of the 350 questionnaires sent, 224 valid questionnaires were returned , resulting in a valid return rate of 64%. Aim at this sample, the s tatistic software SPSS12.0 was applied for the data analysis, exploratory factor analysis, ANOVA, regression analysis and the major findings of this study were presented below: 1.Place marketing have a significant positive impact on brand imagine and civil’s customer satisfaction. 2.Service quality have a significant positive impact on brand imagine and civil’s customer satisfaction. 3.Brand imagine have a significant positive impact on civil’s customer satisfaction. 4.Place marketing and service quality can significant impact on the civil’s customer satisfaction through the mediation of brand imagine. 5.Different sex, marital condition, age, level of education, resident time have partially significant differences in the place marketing, service quality, brand imagine and civil’s customer satisfaction.