自然，當然，無印－探討服務品質、顧客滿意度、顧客忠誠度之相關研究：以轉換成本為干擾變數

Nature, Naturally and MUJI - The Relationship among Service Quality, Customer Satisfaction and Customer Loyalty: Switching Cost as the Moderator

廖庭薇(TING-WEI LIAO)

指導教授 ： 楊凱富 ； 楊浩偉

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2017年)

摘要

在綜合零售業中，少數研究中將心理與生理層面帶入議題中，本研究中以無印良品為例，探討服務品質、顧客滿意度及顧客忠誠度，並以轉換成本作為干擾變項。本研究共發放435份問卷，藉由迴歸分析其回收資料。結果顯示，不論心理與生理層面中，在服務品質、顧客滿意度及顧客忠誠度之間關係皆有顯著的影響，此外，轉換成本對於服務品質與顧客忠誠度之間也存在著干擾效果。此結果對於綜合零售業具有參考價值及密切的關聯。

關鍵字：服務品質、顧客滿意度、顧客忠誠度、轉換成本、心理層面、生理層面

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 轉換成本 ； 心理層面 ； 生理層面

並列摘要

The aspects of psychological and physiological constructs have rarely been adopted in retail sale in non-specialized stores. This study investigated dimensions of psychological and physiological constructs among service quality, customer satisfaction, and customer loyalty, which took switching cost as a moderator with the case of MUJI Co., Ltd. To examine the research model, the study collected 435 respondents as sample data by survey method and tested using regression analysis. The results indicate that there is a significant relationship among service quality, customer satisfaction, and customer loyalty in psychological and physiological constructs. Moreover, switching cost had a moderating effect on service quality and customer loyalty. These findings are relevant to non-specialized retail sales.

Key Words: Service quality, Customer satisfaction, Customer loyalty, Switching cost, Psychological construct, Physiological construct

並列關鍵字

Service quality ； Customer satisfaction ； Customer loyalty ； Switching cost ； Psychological construct ； Physiological construct

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