服務品質、企業形象對生活型態提案店滿意及忠誠度影響之研究

A study of relationships among Service Quality, Coporate Image, Satisfaction, and Loyalty of Lifestyle Stores

張佳琦(Chia-Chi Chang)

指導教授 ： 張俊惠老師

淡江大學/商學院/國際商學碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00844

摘要

近幾年慢活與樂活風潮盛行，消費者購買生活用品除了滿足基本需求外，也重視表達生活態度與展現個人生活美學與品味。在這樣的趨勢下，生活型態提案店於是興起並逐漸蓬勃發展。在市場競爭逐漸白熱化下，產業逐步邁向成熟期。因此本研究將針對台灣生活型態提案店的消費者行為進行研究。
本研究希望透過問卷調查方式，探討生活型態提案店的服務品質、企業形象對顧客滿意之影響，進一步研究顧客滿意與顧客忠誠之間的關係，期望研究結果能成為相關產業在擬定行銷策略上的參考依據。
本研究的研究目的有三，探討在台灣生活型態提案店中
1.探討生活型態提案店之消費者所知覺到的服務品質是否為企業形象形成之關鍵前因。
2.探討生活型態提案店之企業形象是否會透過滿意進一步影響顧客忠誠之形成。
3.探討顧客對生活型態提案店之顧客滿意是否對顧客忠誠有所影響。

本研究以曾經到過生活型態提案店消費的消費者為研究對象，並且使用SPSS12.0版以及LISREL8.7版作為資料分析的工具。
經由結構方程模式驗證研究假說，得知顧客滿意會直接影響顧客忠誠，服務品質與企業形象無法直接影響顧客忠誠；再次驗證顧客滿意確實為顧客忠誠的前因變數；並且顧客滿意也是企業形象、服務品質與忠誠之間重要的中介變數。

關鍵字

服務品質 ； 企業形象 ； 顧客滿意 ； 顧客忠誠 ； 結構方程模式

並列摘要

In recent years, Slow-life and LOHAS booms changed customer’s behavior. Customers purchase and go shopping not only for daily needs, but also for expressing their aesthetics and taste of life.This trend leads Lifestyle Store to emerge and to develop vigorously.Gradually, because the market competition is reaching its climax, the industry steps into a mature stage.This study will focus on researching the costumer behavior at Lifestyle Store in Taiwan.

By analyzing the questionnaire, this study will examine the service quality of Lifestyle Store, the effect of corporate image to customer satisfaction, and the relationship between customer satisfaction and customer loyalty. This study is expected to be a reference for planning selling policy in related industry. This study takes the Lifestyle Store customers as object by using SPSS12.0 and LISREL8.7 for data analyzing.

This study examine Lifestyle Store in Taiwan for three purposes:

(1)Examine whether how Lifestyle Store costumers feel about the service quality, affects the key variable to form corporate image.
(2)Examine whether how corporate image of Lifestyle Store causes the forming of customer loyalty.
(3)Examine how customer satisfaction of Lifestyle Store affects the customer loyalty.

並列關鍵字

Service Quality ； Corporate Image ； Satisfaction ； Loyalty ； SEM

參考文獻

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