連鎖加盟服務業商店形象、服務品質及認知價值對滿意度及忠誠度模式之比較分析－以服飾業及美髮業為例

To Comparative Relationship for Chain Service Industry's Customer Satisfaction and Loyalty Model

蘇聖珠(Sheng-Chu Su) ； 張馨云(Hsin-Yun Chang)

《全球管理與經濟》 3卷1期 (2007/06) Pp. 23-37

https://doi.org/10.6565/JGME.2007.3(1).2

摘要

近幾年連鎖服務業在台灣掀起一片展店的熱潮，顯示台灣企業連鎖加盟概念正逐漸普及至各種服務業態，一向給人制度一致性、作業標準化的連鎖業，除了維持一致化的服務品質，強化顧客對商店的形象及認知的價值更是達成顧客滿意度之首要條件，進而也將提升顧客對於企業的忠誠度。由於現有文獻中對於連鎖服務業之分析，大多選取成熟期且大型的連鎖便利商店、量飯店等進行探討，因此本研究認為正值成長期的連鎖美髮及服飾業更需要可行的架構予以支持，方能有助於比較不同業別的差異性。本研究以商店形象、服務品質、認知價值、顧客滿意度與顧客忠誠度做為基準模式，分別建構服飾和美髮兩者不同產業別樣本模式，再比較二者模式間路徑係數是否存在顯著差異，期望找出不同商業型態適合之模式。本研究採二階段分層抽樣，完成有效樣本數服飾業為252份、美髮業為277份。研究結果發現，兩個產業服務品質直接顯著正向的影響認知價值，且此路徑係數在兩產業是不具顯著差異，而認知價值直接顯著正向的影響顧客滿意度、顧客滿意度能直接顯著正向的影響顧客忠誠度。美髮業商店形象直接顯著正向的影響顧客滿意度，且兩產業的路徑也不具顯著差異。服飾業的服務品質直接顯著正向的影響顧客滿意度。

關鍵字

商店形象 ； 服務品質 ； 認知價值 ； 顧客滿意度 ； 顧客忠誠度 ； 線性結構方程模式

並列摘要

In recent years, there is a tide for the chain store extension of service industry in Taiwan. It reveals that the concept of chain store has spread to all the other service industries gradually. The impression of chain store seems to be accordable system and standardize operation process, not only helpful in maintaining the quality of service but also have a great help in strength the customer's impression、the cognition of brand value, even in the satisfaction from customer. Meanwhile, it is the primary task to reinforce the customer's loyalty to the company. In this field, most literatures are talking about those big chain store or wholesaler in mature period. Therefore, the study consider that hairdressing and clothing chain stores are during growth period and they both need available framework to support them, as to find out the diversity between different kinds of industry.We use store image, service quality, cognition of value, the customer's satisfaction and loyalty as basis items and create these two different industrial model, by compare their path coefficient, we try to see if there are any obviously diversity, and we hope to find out a suitable mode in other business. To conduct our research in two phases sampling, we have got 252 validity samples in clothing industry, and 277 in hairdressing industry.The result build up a model of store image, service quality and satisfaction and the loyalty to cognize value. And after we compare the path coefficient between c10thing business and hairdressing business, we found the four paths: store image to cognize value, service quality to cognize value, store image to satisfaction and store image to loyalty have no obviously discrepancy, but we can see visibly diversity in others.

並列關鍵字

Slore image ； Service quality ； Satisfaction ； Perceived Value ； Customer Satisfaction ； Customer Loyalty ； SEM