- 學位論文
服務品質對知覺價值、信賴、顧客滿意度及顧客忠誠度影響之研究—以台中市藥妝店為例
The Influence of Service Quality on Perceived Value、Trust、Customer Satisfaction and Customer Loyalty—An Empirical Study of business of chain drugstore in Taichung city
摘要
本研究以Harris and Goode(2004)探討線上服務變動性的研究背景作為本研究的愾念性架構，並以台中市地區藥妝店的顧客為研究對象，探討服務品質與知覺價值、信賴、顧客滿意度及顧客忠誠度之間的相關性，並檢視藥妝店市場中影響顧客忠誠度的關鍵因素，以作為業者正確掌握創造顧客滿意度與顧客忠誠度之具體作法。 本研究目的在於探討服務品質對知覺價值、信賴、顧客滿意度及顧客忠誠度之影響與人口統計變數對各研究變項的差異情形，以台中市藥妝店為例進行研究，共發放331份問卷，其研究結果如下： 一、本研究使用結構方程模式探討各研究變數影響關係之情形，其研究結果為： 1. 服務品質對知覺價值具有正向影響 2. 服務品質對信賴不具有正向影響 3. 服務品質對顧客滿意度不具有正向影響 4. 知覺價值對信賴具有正向影響 5. 知覺價值對顧客忠誠度不具有正向影響 6. 信賴對顧客滿意度具有正向影響 7. 信賴對顧客忠誠度不具有正向影響 8. 顧客滿意度對顧客忠誠度具有正向影響 二、本研究使用t檢定與單因子變異數分析，探討人口統計變數與各研究變項的差異 情形，其研究結果為： 1. 不同「年齡」對部分研究變項有顯著差異。 2. 不同「可支配所得」對本研究服務品質變項有顯著差異。
並列摘要
The research based on the research background of online service dynamics of Harris and Goode (2004), and sampled enterprise's customers who business of chain drugstore in Taichung city to explore the correlation between Service Quality、Perceived Value、Trust、Customer Satisfaction and Customer Loyalty. This research also surveyed the key factors to effect customer loyalty in the business of chain drugstore to enable the provide knowing the way to create customer satisfaction and loyalty. The objective of this study is to influence of service quality on perceived value、trust、customer satisfaction and customer loyalty, also to find out the difference of demographics on each variable. This study is an empirical study using business of chain drugstore as an example, sending out 331 questionnaires in total. The findings are summarized as follows: 1. This study using Structural Equation Modeling to investigate the influence of service quality on perceived value、trust、customer satisfaction and customer loyalty, this study found: a. Service Quality positively affects Perceived Value. b. Service Quality does not positively affect Trust. c. Service Quality does not positively affect Customer Satisfaction. d. Perceived Value positively affects Trust. e. Perceived Value does not positive affect Customer Loyalty. f. Trust positively affects Customer Satisfaction. g. Trust does not positively affect Customer Loyalty. h. Customer Satisfaction positively affects Customer Loyalty. 2. Using the demographics, this study found: a. The different「Age」have significant effects on partly variables. b. The different 「Disposable Income」have significant effects on Perceived Value.