消費者忠誠度影響因素之探討

Investigating the Factors Affecting Consumer Loyalty

黎氏賢(Le Thi Hien)

指導教授 ： 蔡明智

義守大學/管理學院/企業管理學系/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00350

摘要

肯德基市場越來越熱鬧，特別在越南市場已經達到了穩定發展的程度。目前有140多個店面同時開展。本論文的主要目的是研究影響顧客忠誠度的重要因素，特別選擇四大因素：地點，品牌形象，服務品質與顧客滿意度。運用理論和實踐，研究這幾個因素之間的關係。提供肯德基管理者有信度的意見。研究可讓經營者理解五個因素之間的關係，特別是在越南市場。
透過實際的問卷了解顧客基本資料跟研究內容加上探討目前的文獻可以深入探討這個問題。為了更了解顧客忠誠度的因素之影響，本研究運用了兩個統計軟體：SPSS軟體跟LISREL 8.54軟體，研究結果跟以前的研究有些不一樣。對肯德基在越南市場而言，因為有不同的文化，觀念，所以也多少影響到這份研究的結果。本研究共蒐集307份有效樣本，資料分析後顯示四個因素：地點、品牌形象、跟顧客滿意度對顧客忠誠度有正向影響，唯服務品質於顧客忠誠度沒有正面影響。另外，服務品質對顧客滿意度也有正面影響。
研究的結果對顧客忠誠度未來的研究有著深遠的影響，可對越南市場的忠誠度等因素之間的研究有幫助。

關鍵字

地點 ； 服務品資 ； 顧客滿意度 ； 品牌形象 ； 客戶忠誠度

並列摘要

This study present the relationship of the factors affecting customer loyalty at the KFC restaurant in Vietnam, through the application of theoretical and practical, applied science and technology. Because the main objective of this research is to give hints for planners, managers KFC restaurants. Although not conducted on a wide range but the results also partially met the needs to learn about the relationship between these factors and the specific analysis for the Vietnamese market.
Thus, customer loyalty is directly studied in relation to four main factors, including Location, Service quality, Brand image and Customer satisfaction, through questionnaire full of practical questions. So, for this study, with the goal to better understand the factors that affect customer loyalty, continued application of statistical software, to give the final result. For Vietnam market, with some unique characteristics, more or less affect the study. The study has a total of 307 samples are effective, after analyzing data, the results suggest that Location has a significant positive direct effect on Customer Loyalty, Service Quality has a significant positive direct effect on Customer Satisfaction and has a significant a part of effect on Customer Loyalty, and finally, is Brand Image has a significant positive direct effect on Customer Loyalty. The study presented here has profound implications for future studies of Customer Loyalty and may be one day help solve problem of relationship between loyalty and other factor in Vietnam market.

並列關鍵字

location ； service quality ； customer satisfaction ； brand image ； customer loyalty

參考文獻

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