異業合作認同、服務便利性對顧客忠誠度之影響－以全家便利商店為例

Exploring the Influence of Cross-Industry Cooperation and Service Convenience on Customer Loyalty from the FamilyMart

李如君(Ju-Chun Lee) ； 車成緯(Cheng-Wei Che) ； 張琪敏(Ci-Ming Chang) ； 林欣儀(Hsin-I Lin)

《輔仁民生學誌》 26卷2期 (2020/12) Pp. 75-87

摘要

隨著競爭日益激烈，多數便利商店開始與不同類型的企業進行異業合作，以提升自身的經營規模，進而擴大市場占有率，並形成利益共同體，因此本研究之目的主要探究異業合作認同與服務便利性對顧客忠誠度的影響。本研究以曾前往全家便利商店消費之消費者作為研究對象，以問卷調查法進行研究，並採用便利抽樣，經分析後發現：1.異業合作認同對顧客忠誠度有正向影響力；2.服務便利性對顧客忠誠度有正向影響力。本研究建議連鎖式便利商店業者能持續與其他知名民生服務產業進行合作，以及降低消費者選購時間與售後服務等附加價值。

關鍵字

全家便利商店 ； 異業合作認同 ； 服務便利性 ； 顧客忠誠度

並列摘要

With the increasing competition, most convenience stores have started to engage in cross-sectoral cooperation with different types of enterprises to enhance their own scale of operation, thereby expanding their market share and forming a common interest group. Therefore, the purpose of this study was to investigate the effects of cross-sectoral cooperation and service convenience on customer loyalty. This study was conducted with consumers who had visited family convenience stores as sampling. It found that: cross-industry cooperation has a positive effect on customer loyalty; 2. convenience of service has a positive effect on customer loyalty. This study suggests that convenience store chains should continue to cooperate with other well-known service industries and reduce the added value of time and after-sales service for consumers.

並列關鍵字

FamilyMart ； Cross-Industry Cooperation ； Service Convenience ； Customer Loyalty