美學經濟是一波新的研究趨勢,各產業也逐漸重視美學,包括高科技產業、傳統產業、金融產業、零售通路業者幾乎都開始投入塑造企業美學。便利商店近年競爭愈趨激烈,2010年起全家便利商店率先進行大規模店鋪改裝,隨後7-ELEVEN、萊爾富超商也跟進,便利商店不再只是提供便利,販售商品的通路業者,都在進行質的躍進,期望能提高顧客忠誠度,而連鎖式便利商店業相當倚賴第一線服務人員提供服務,故本文欲探討「便利商店美學知覺」與「顧客忠誠度」間關係並以「服務氣候」為干擾因子。 本研究針對一般消費者發放實體問卷,回收有效問卷493份,研究發現:便利商店美學知覺與顧客忠誠度部分呈顯著正向關係;服務氣候與顧客忠誠度呈顯著正相關;服務氣候對便利商店美學知覺與顧客忠誠度具部分干擾效果。本文依照前述研究結果提出管理意涵與後續研究建議,希望能給便利商店管理者在理論與實務應用的相關建議。
Aesthetic economic is a new trend. Each industry put more emphasis on aesthetic including high-tech industries, traditional industries, the financial industry, retail industry. In recent years, convenient stores face more and more fierce competition. Family Mart adopted remodel since 2010. 7-11 and Hi-Life Convenient Store follows the trend. The purpose of this study is to explore the relationship between Perception of Convenient Stores Aesthetic and Customer Loyalty: Service Climate as a moderating variable. Convenient stores not only offer convenience and selling merchandise but also enhance the quality to improve customer loyalty. Convenient store industry is quite dependent on first -line service personnel to provide services. 493 valid questionnaires were selected. The study found the relationship between Perception of Convenient Stores Aesthetic and Customer Loyalty showed a significant positive relationship. Service climate and Customer Loyalty are significantly positively. Service climate for perception of convenient stores aesthetics and customer loyalty with partial moderating effect. We give some suggestions to academic and convenient store managers.