百貨公司顧客忠誠計劃對顧客滿意、信任 與顧客忠誠度之影響－以嘉義市百貨公司為例

The Effects of Department Store Loyalty Programs on Customer Satisfaction, Trust and Customer Loyalty－A Study of Chia yi Department Store.

王國璋(Kuo-Chang Wang)

指導教授 ： 施佳玫

崑山科技大學/商業管理學院/企業管理研究所/碩士(2010年)

摘要

在百貨公司的行銷活動中，年度忠誠度活動計劃是行銷手段之一。然而對
於百貨公司所使用的行銷手法是否真的能夠提高顧客的滿意度、信任、關係承
諾與顧客忠誠度，將會是值得探討的議題。過去有關顧客忠誠計劃的研究僅探
討顧客對再購意願之影響，皆只著重於經濟理論層面的探討，惟探討顧客忠誠
計劃對顧客的忠誠度之影響的研究尚屬少見。因此，本研究將透過Morgan and
Hunt (1994)所提出的關係承諾-信任模式作為主要探討參與百貨公司忠誠計劃對
顧客與百貨公司的關係品質及關係承諾、顧客忠誠度的影響。
本研究在嘉義市各百貨公司實地進行顧客問卷調查來驗證本研究的假設推
論，透過路徑分析來考驗本研究的假設得到以下結論ぽ(1) 百貨公司顧客忠誠計
劃對顧客的滿意度呈顯著正向影響獲得部分成立，(2) 百貨公司顧客忠誠計劃對
顧客的信任呈顯著正向影響獲得部分成立，(3) 百貨公司服務品質對顧客的滿意
度呈顯著正向影響，(4) 百貨公司服務品質對顧客的信任呈顯著正向影響，(5) 顧
客對百貨公司的滿意度顯著正向影響其對百貨公司的關係承諾，(6) 顧客對百貨
公司的信任顯著正向影響其對百貨公司的關係承諾，(7) 顧客對百貨公司的關係
承諾愈高則顧客忠誠度愈高，然而(8) 百貨公司顧客忠誠計劃顯著正向影響顧客
的忠誠度獲得部分成立。最後，依據本研究之實證結果提出建議與參考。

關鍵字

百貨公司 ； 關係行銷 ； 關係品質 ； 服務品質 ； 顧客忠誠計劃 ； 顧客滿意度 ； 信任 ； 關係承諾 ； 顧客忠誠度

並列摘要

In the department store marketing activities, annual loyalty marketing program of activities is one of the means. but for the marketing tactics used by department stores really can improve customer satisfaction, trust, relationship commitment and customer loyalty will be worth to discuss. Past research on customer loyalty program
customers only of the impact on repeat purchase intention, were only focused on the economic theory level of, but of customer loyalty program on the effect of customer loyalty research is rare. Therefore, this study by Morgan & Hunt (1994) proposed the relationship between the commitment - trust model as a loyalty program focuses on participation of department stores and department stores on customer relationship quality (trust, satisfaction) and relationship commitment, loyalty effects.
In this study, Chiayi City department stores as research objects, and the field in the department store customer survey to verify the hypothesis inference,through regression analysis to test the hypothesis of this study are the following conclusions:
(1) department stores, customer loyalty programs on customer satisfaction was a significant positive effect only partially formed,
(2) the department store customer loyalty program for customers was a significant positive effect of trust is only part of the establishment,
(3) department store service quality customer satisfaction was a significant positive effect,
(4) quality of service to customers in department stores
showed a significant positive effect on the trust,
(5) customer satisfaction with department stores significantly positive effect on the relationship between the commitment of its department stores,
(6) customer trust in a department store a significant positive effect on the relationship between the commitment of its department stores,
(7) commitment to customer relations department store is higher the higher customer loyalty, however,
(8) stores a significant customer loyalty
program positive influence on customer loyalty does not hold. Finally, based on empirical results of this study to make recommendations and reference.

並列關鍵字

The department store ； the relational marketing ； the relational quality ； theservice quality ； the customer plan ； the customer degree of satisfaction ； the trust ； the relational pledge ； the customer loyalty loyally

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