顧客導向行為對顧客滿意度與顧客忠誠度之影響-以便利商店為例

Examining the Influence of Customer-oriented behavior on Customer Satisfaction and Customer Loyalty- A Sudy of Convenience Stores

鄭育宗(Yu-Tsung Cheng)

指導教授 ： 汪美伶

共同指導教授 ： 李青芬(Ching-Fen Li)

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00358

摘要

台灣連鎖便利商店的據點密度之高，造成業者在市場上競爭相當激烈，使得便利商店所提供的服務項目也越來越多樣化，例如繳費、購票及ATM提款等服務，應有盡有，顧客對於便利商店的依賴性也越來越高，在激烈競爭的環境之下，業者必須透過良好的商店印象，抓住顧客的消費需求，使顧客感到滿意，提升顧客再度光臨的意願，增加顧客的購買行為。
本研究主要探討便利商店店員顧客導向行為分別對顧客滿意度和顧客忠誠度之間的關係，以F連鎖超商開設於新北市淡水區的10家加盟便利商店為研究對象，本研究收回有效問卷167份，透過迴歸分析得到以下結果：
1.顧客導向行為對顧客滿意度具有正向關係。
2.顧客滿意度對顧客忠誠度(F連鎖超商/單店)皆具有正向關係。
3.顧客導向行為對顧客忠誠度(F連鎖超商/單店) 皆具有正向關係。
4.顧客滿意度對顧客導向行為與顧客忠誠度(F連鎖超商/單店)皆具有中介效果。

關鍵字

顧客滿意度 ； 顧客忠誠度 ； 顧客導向行為 ； 便利商店

並列摘要

Convenience store chains in Taiwan are high density, which has caused companies to compete in the market very intensely. This has made the services provided by the store more diversified, such as payment, ticket purchase and ATM withdrawal services. Convenience stores are becoming more and more dependent. In an environment of fierce competition, the industry must grasp the consumer demand of customers through a good store impression, make customers satisfied, increase customers’ willingness to visit again, and increase customer purchases behavior.
This research mainly explores the relationship between the customer-oriented behaviors of convenience store clerk and customer satisfaction and customer loyalty. Ten convenience stores opened by F convenience store chains in Danshui District, New Taipei City are used as the research objects. A total of 167 valid questionnaires were recovered, the following results were obtained through regression analysis:
1. Customer-oriented behavior has a positive relationship with customer satisfaction.
2. Customer satisfaction has a positive relationship with customer loyalty (F convenience store chains /single store).
3. Customer-oriented behavior has a positive relationship with customer loyalty (F convenience store chains /single store).
4. Customer satisfaction has an intermediary effect on customer-oriented behavior and customer loyalty (F convenience store chains /single store).

並列關鍵字

Customer Satisfaction ； Customer loyalty ； Customer-oriented behavior ； Convenience Stores

參考文獻

一、中文文獻

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廊。