大學生對百貨公司的服務品質知覺、滿意度與忠誠度之相關性研究－以高雄大型百貨公司為例

The Study of the Relationship between Service Quality, Satisfaction and Loyalty of College Students for Department Store in Kaohsiung

王明元(Ming-Yuan Wang) ； 邱于庭(Yu-Ting Chiu)

《商業現代化學刊》 7卷3期 (2014/03) Pp. 89-104

https://doi.org/10.6132/JCM.2014.7.3.06

摘要

隨著人民生活水準提升，消費者於購買商品時，除考慮產品的實體品質外，對於無形的服務品質也日趨重視，服務品質往往決定了消費者是否感到滿意的重要依據，而企業的利益和成長則主要來自忠誠度。然而在競爭激烈的百貨業中，如何脫穎而出，獲得消費者青睞則成為各企業非常重要的課題。在社會環境富裕的影響下，大學生的可支配所得不斷提高，進而消費能力也隨之提高，加上受到西方文化的影響，年輕世代的價值觀有著享樂取向、階層取向，而產生精品消費的現象。因此本研究針對大專院校學生進行探討其對百貨公司的服務品質知覺、滿意度與忠誠度之間的影響關係。本研究採用問卷調查法，以逛過高雄地區大型百貨的大專院校學生為研究對象，並發放網路問卷。經過統計分析整理結果後，提出以下結論，（一）服務品質會顯著正向影響顧客滿意度，（二）服務品質也會顯著正向影響顧客忠誠度，（三）而顧客滿意度亦會顯著正向影響顧客忠誠度。因此，良好的服務品質會提升顧客的滿意度，進而增加顧客忠誠度，百貨公司若想在百家爭鳴的環境中取得競爭優勢，提升服務品質是首要條件，其次是增加顧客對於服務品質的滿意度，對企業產生信賴，而提升忠誠度，進而達到增加企業利潤和永續經營之目標。

關鍵字

服務品質 ； 滿意度 ； 忠誠度

並列摘要

Due to the increase in standards of living, customers value not only the product quality but also the service quality. Service quality always determines customer satisfaction. The profit and growth of business are from customer loyalty. How to stand out in this intense competition of department stores, and find favor in customers' eyes become very important lessons of business. Under the impact of the affluent social environment, the distributable income of the college students keep increasing, so does the consuming power. And affected by Western culture, values of teenagers have hedonic orientation and class orientation, lead to the situation of boutique consumption. Therefore, this study investigates the impact of service quality, customer satisfaction and loyalty against college students. This study has adopted questionnaire investigation method to take college students as example to issue internet questionnaires. After analyzing, it proposes the following conclusion: (1) Service quality can directly and positive affect customer satisfaction. (2) Service quality also can directly and positive affect customer loyalty. (3) Customer satisfaction can directly and positive affect customer loyalty. So good service quality can improve customer satisfaction, and then increase customer loyalty. Consequently, if department stores want to gain the competitive advantage in intense competitive environment, the first step is improving the service quality. The second step is increasing the customer satisfaction of service quality and generating trust in the business to enhance loyalty. Then implementing target marketing to raising profit and sustainable development.

並列關鍵字

service quality ； customer satisfaction ； loyalty