HOW THE EFFECTS OF LOYALTY PROGRAMS, RELATIONSHIP BENEFITS, AND RELATIONSHIP QUALITY CREATE CUSTOMER LOYALTY? THE CASE OF TAIWAN STARBUCKS COFFEE

忠誠方案、關係利益及關係品質對顧客忠誠度影響之研究：以台灣統一星巴克為例

許雅棣(Ya-Ti Hsu) ； 張國謙(Kuo-Chien Chang) ； 郭念德(Nien-Te Kuo) ； 許嘉霖(Chia-Lin Hsu) ； 汪志浩(Chih-Hao Wang)

《品質學報》 24卷2期 (2017/04) Pp. 131-158

https://doi.org/10.6220/joq.2017.24(2).04

摘要

This study investigated the loyalty programs implemented by coffeehouse chains to determine whether customer perceptions of these programs influence customer loyalty through relationship benefits and relationship quality. At present, few existing studies have investigated the relationships among loyalty programs, relationship benefits, relationship quality, and customer loyalty. This study performed an empirical investigation on the coffeehouse chain Starbucks in Taiwan to analyze the relationships among these variables. The primary findings are as follows: (1) loyalty programs enhance customer perceptions of relationship benefits (β = 0.37, p ＜ 0.001) and relationship quality (β = 0.16, p ＜ 0.05); (2) the relationship benefits (β = 0.34, p ＜ 0.05) and relationship quality (β = 0.53, p ＜ 0.001) as perceived by customers exert significant influences on their loyalty; (3) customer perception of relationship benefits significantly influences loyalty through their perception of relationship quality (β = 0.41, p ＜ 0.05); and (4) although loyalty programs have a positive and direct influence on customer loyalty (β = 0.16, p ＜ 0.05), a greater positive influence can be achieved through relationship benefits and relationship quality (β = 0.52, p ＜ 0.05). Based on these findings, we discuss implications for management in the coffeehouse industry.

關鍵字

coffeehouse chains ； loyalty programs ； relationship benefits ； relationship quality ； customer loyalty

並列摘要

本研究針對連鎖咖啡業之忠誠方案探討消費者所知覺到的忠誠方案是否會經由關係利益及關係品質來影響顧客忠誠度。因過去研究尚未對忠誠方案、關係利益、關係品質及顧客忠誠度間之關聯性做整體性之探討，故本研究以連鎖咖啡業中的統一星巴克為實證研究對象，探討這些變數間的假設關係，而主要之結論為：(1) 忠誠方案會提升顧客所認知到之關係利益（β = 0.37, p ＜ 0.001）及關係品質（β = 0.16, p ＜ 0.05）；(2) 顧客所認知之關係利益（β = 0.34, p ＜ 0.05）與關係品質（β = 0.53, p ＜ 0.001）會對其忠誠度產生顯著影響；(3) 顧客所認知到之關係利益會透過顧客所認知到之關係品質對忠誠度產生顯著影響（β = 0.41, p ＜ 0.05）；及 (4) 雖然忠誠方案會對顧客忠誠度產生正向的直接影響（β = 0.16, p ＜ 0.05），但忠誠方案藉由關係利益及關係品質兩者之作用會對顧客忠誠度產生更大的正向影響。

並列關鍵字

連鎖咖啡業 ； 忠誠方案 ； 關係利益 ； 關係品質 ； 顧客忠誠度

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