探討服務品質、顧客滿意度、顧客忠誠度之相關研究 ─以品牌形象為干擾變數

隨著時代的變遷，量販店的發展已成為台灣經濟發展的命脈，現代人的消費方式和觀念不斷的變化，顧客的購買決策也隨之不斷轉變，在相互競爭下價格差距縮小，服務品質在顧客的心中價值提高。由於所得的提升，顧客也愈來愈重視並樂於享受高品質的服務水準，如何提高服務品質，獲得顧客的肯定，近年來已成為研究學者關注的話題，本研究藉由量化研究，從顧客的觀點與感受出發，做一番深入的探討與研究。本研究以台灣中部地區，且曾到C量販店消費過的顧客作為研究對象，採取隨機抽樣，以發放問卷方式收集樣本，並應用 SPSS 對假設進行檢驗。根據研究結果顯示，服務品質對顧客滿意度、顧客忠誠度有正向相關影響，品牌形象對服務品質與顧客滿意度具有干擾效果。

關鍵字

服務品質；顧客滿意度；顧客忠誠度；品牌形象

並列摘要

Along with the changing times, the development of hypermarkets has become the lifeline of Taiwan’s economic growth. The consumption patterns and concepts of modern customers are continuously changing, leading to the constant shifts of their purchase decisions. Meanwhile, price difference narrows due to mutual competition whereas customers attach greater value to service quality. As a result of the increase in income, customers are also becoming more and more interested in enjoying high-quality service. In recent years, how to improve service quality so as to gain customers’ recognition has become a burning topic amongst scholars. This study conducts in-depth discussions and research from the perspectives and emotions of customers by way of questionnaire survey. In this study, customers in Taiwan’s central region who have shopped in Hypermarket C were taken as research subjects, samples are collected by means of questionnaires according to random sampling, and the hypotheses are verified by SPSS. According to the research results, service quality exerts positive impacts on customer satisfaction and customer loyalty, and brand image has a moderating effect on service quality and customer satisfaction.