3C連鎖賣場顧客滿意與忠誠指標模式之建構－以宜蘭地區的顧客為例

Developing the Customer Satisfaction and Loyalty Index Model in 3C Chain Mall-The Case of Customer in Yi-Lan

林豐政(Feng-Jenq Lin) ； 黃依婷(Yi-Ting Huang)

《智慧科技與應用統計學報》 7卷1期 (2009/06) Pp. 41-56

https://doi.org/10.29807/JTITAS.200906.0003

摘要

本文係以結合ACSI與ECSI兩指標模式為分析架構，同時為使整合模式更趨完整，模式中的路徑關係除保留原有路徑外，再加入新路徑並加以驗證。文中亦以宜蘭地區的燦坤、順發和全國電子三家3C連鎖賣場的顧者為實證研究對象，藉以建立3C連鎖賣場顧客滿意及忠誠的指標整合模式，探討顧客滿意與忠誠的影響因素與其間之路徑關係。研究結果顯示，適用於3C連鎖賣場顧客滿意及忠誠指標模式，包含企業形象、顧客期望、知覺服務品質、知覺價值、顧客滿意以及顧客忠誠等六個因素。此外，部分顧客特質亦對這些因素具有明顯的不同認知與表現。

關鍵字

3C連鎖賣場 ； 美國顧客滿意指標模式 ； 歐洲顧客滿意指標模式 ； 顧客滿意 ； 顧客忠誠

並列摘要

In this paper, we takes a combination of ACSI and ECSI as the framework for analysis, and adds new path to verification, in addition to the original path of ACSI and ECSI, in order to make the model complete in the meantime. The consumers of Tsann Kuen, Sunfar, and E-life Mall, 3C chain malls, taken as samples of the evidence-based research, the research constructs the integrated model of the customer satisfaction index and loyalty index of 3C chain malls. Expecting to comprehend the influential variables of customer satisfaction and loyalty and relations of their paths, the research concludes the suggestions that effectively increase customer satisfaction and loyalty for 3C chain malls in the long run.
Six factors of customer satisfaction index and loyalty index suitably applied to 3C chain malls, the research addresses, includes the enterprise image, customer expectation, perceived service quality, perceived value, customer satisfaction and loyalty. Meanwhile, fractional customer characteristics such as the age, gender, and level of education, profession, income and so on also present varied recognitions and performances in regard to the enterprise image, expectation, perceived service quality, perceived value, customer satisfaction, customer complaints, loyalty and so forth.

並列關鍵字

3C Chain Mall ； ACSI ； ECSI ； customer satisfaction ； customer loyalty