台中地區購物中心服務品質、顧客滿意度與顧客忠誠度關係之研究

A Study on the Relationship among Service Quality, Customer Satisfaction, and Customer Loyalty of the Shopping Mall in Taichung

陳威有(Wei-Yu Chen)

《全球運動與休閒管理期刊》 3卷1期 (2020/03) Pp. 40-63

https://doi.org/10.6616/GSRM.202003_3(1).0003

摘要

本文主旨在評估和發展台中地區購物中心顧客之服務品質、顧客滿意度和顧客忠誠度。本研究調查台中地區購物中心之消費者，共發出500份問卷，有效回收問卷份數為380份（回收率76%）。研究以獨立樣本t檢定、單因子變異數分析和迴歸分析加以驗證。研究發現顧客背景變項不同，有不同差異；服務品質對顧客忠誠度具有顯著預測力；顧客滿意度對顧客忠誠度具有顯著預測力。研究結果將對台中地區購物中心之管理實務與未來提供建議。

關鍵字

購物中心 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

This paper is assessing and developing the service quality, customer's satisfaction and loyalty of shopping mall in Taichung. A total of 500 questionnaires were distributed for shopping mall customers and 380 were returned (resulting 76 percentage of response rate). Independent Sample T Test, One-Way Analysis of Variance, and Regression Analysis were used for data analysis. From the study, the researcher got the conclusion: first, there were partial significant differences while the customer had different backgrounds; second, that service quality consisting of five dimensions has appropriate reliability and each dimensions has the significant prediction to customer loyalty; last, empirical data also showed that customer satisfaction has the significant prediction to customer loyalty. Theoretical and practical suggestions are also provided to the shopping mall.

並列關鍵字

Shopping Mall ； Service Quality ； Customer Satisfaction ； Customer Loyalty