服務品質對顧客滿意度與顧客忠誠度關係之探討以越南的超市為列

A Study of Relationship among Service Quality, Customers Satisfaction and Customers Loyalty for Vietnam's Supermarkets

黎秋水(Le Thu Thuy)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2011年)

摘要

隨著國際化趨勢與規劃政策貿易，超市在每個國家越來越發展，越南超市的現況也跟著發展。本研究之研究目的旨在探討「越南超市」的服務品質對顧客的認知和行為的影響經過問卷調查結果以瞭解消費者對該越南超市的滿意度，從而提供適當方法來滿足消費者的需求。受限於研究資源的限制，本研究只針對越南首都河內和胡志明地區的消費者為主來進行調查。本研究問卷設計係依據Parasuraman、Zeithaml and Berry (1988)所出的PZB服務品質模型，總計問卷發放450份，回收之有效問卷為430份，經SPSS與AMOS統計軟體分析工具進行實證分析，實證結果發現如下：(一)服務品質之「有形性」、「可靠性」、「反應性」、「保證性」、「關懷性」與顧客滿意度正向相關的顯著影響；(二)顧客滿意度及顧客忠誠度正向相關的顯著影響。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 越南超市

並列摘要

Toward trends of international trade and policy planning, the supermarket develops more and more everywhere, including Vietnam. The purpose of this research helped us to determine the influence from quality of service to customer's behavior of supermarket in Vietnam. This research aimed at the customer audience in Hanoi city and HCM city .This study instrument is developed based on the foundation of the PZB service quality model, which was expressed by scholars Parasuraman, Zeithaml, and Berry, total of the survey are 450 copies and collected 430 valid copies. Statistical software SPSS is used in the empirical analysis and testing hypothesis to know the relationship between service quality, customer satisfaction and customer loyalty .The statistic software SPSS and AMOS were applied for the data analysis and major findings of this study were as follows : (1) The levels of service quality in terms of “tangibles” , “reliability” , “responsiveness” , “assurance” and “empathy” had significant and positive effects on customer satisfaction. (2) Customer satisfaction had significant and positive effects on the customer loyalty.

並列關鍵字

service quality ； customer satisfaction ； customer loyalty ； Vietnam’s supermarket

參考文獻

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