服務創新、體驗價值、顧客信任與顧客忠誠度之研究-以台灣迪卡儂有限公司為例

A Study of Service Innovation, Experience Value , Customer Trust and Customer Loyalty –A Case of Decathlon Company in Taiwan.

余珈瑩(Chia-Ying Yu)

指導教授 ： 張同廟

台南應用科技大學/管理學院/國際企業經營系碩士班/碩士(2020年)

摘要

本研究目的主要在探討台灣迪卡儂的服務創新、體驗價值、顧客信任與顧客忠誠 度之間的關聯性，研究樣本取自在台灣迪卡儂有消費經驗的消費族群，透過網路問卷共 獲得正式問卷 315 份的調查結果進行分析。樣本分析運用專業統計軟體 SPSS 作為該研 究的分析工具，調查資料以敘述性統計分析、獨立樣本 T 檢定、單因子變異數分析、 Pearson 積差相關分析、迴歸分析等統計方法分析整理。調查研究結果發現:1.服務創新 對顧客忠誠度有正向影響效果;2.服務創新對體驗價值有正向影響效果;3.服務創新對 顧客信任有正向影響效果;4.體驗價值對顧客忠誠度有正向影響效果;5.顧客信任對顧 客忠誠度有正向影響效果;6.體驗價值在服務創新與顧客忠誠度之間具有中介效果;7. 顧客信任在服務創新與顧客忠誠度之間具有中介效果。顯見，顧客忠誠度會受到服務創 新、體驗價值與顧客信任所影響。因此本研究建議台灣迪卡儂業者應強化服務創新、體 驗價值、顧客信任以提高顧客的忠誠度。

關鍵字

服務創新 ； 體驗價值 ； 顧客信任 ； 顧客忠誠度

並列摘要

The purpose of study was to explore the correlation between Decathlon's service innovation, experience value, customer trust and customer loyalty. The research samples are taken from customer groups with consumption experience in Decathlon, Taiwan. A total of 315 formal questionnaires were obtained through online questionnaires. Analysis of the survey results. Sample analysis used professional statistical software SPSS as the analysis tool for the study. The survey data was analyzed and sorted by statistical methods such as descriptive statistical analysis, independent sample T test, single-factor variance analysis, Pearson product difference correlation analysis, and regression analysis. The findings of the survey indicate that: 1. Service innovation have a positive effect on customer loyalty; 2. Service innovation have a positive effect on experience value; 3. Service innovation have a positive effect on customer trust; 4. Experience value have a positive effect on Customer loyalty; 5. Customer trust have a positive effect on customer loyalty; 6. Experience value have an intermediary effect between service innovation and customer loyalty; 7. Customer trust have an intermediary effect between service innovation and customer loyalty. Obviously, customer loyalty will be affected by service innovation, experience value and customer trust. Therefore, this study suggests that Decathlon operators in Taiwan should strengthen service innovation, experience value, and customer trust to increase customer loyalty.

並列關鍵字

service innovation ； experience value ； customer trust ； customer loyalty

參考文獻

中文部分

王智勇(2019)。虛擬服務品質與信任對購買意願之影響-以小農 Facebook 粉絲專頁

為例(未出版之碩士論文)。國立高雄大學，高雄市。

朱隽緜(2011)。品牌策略、銷售促進、品牌形象、品牌知名度與品牌績效之研究-以平 價服飾零售產業為實證(未出版之碩士論文)。國立臺北科技大學，台北市。

李明興、董淑琴、余嘉祺(2017)。服務創新、消費體驗、涉入程度與顧客忠誠度關係 之研究。工商管理學刊，10(2)，55-70。