企業形象、服務品質、轉換成本、顧客滿意度與行為忠 誠度之相關研究－以「家樂福量販店」為例

Explore the relationships among enterprise image, service quality,switching cost, customer satisfaction and customer loyalty:A case study of Carrefour

陳加清(Chia-Ching Chen)

指導教授 ： 許炳堃

台南應用科技大學/管理學院/國際企業經營系碩士班/碩士(2014年)

https://doi.org/10.6821/TUT.2014.00023

摘要

本研究探討大型量販店連鎖企業存續經營之下，以企業形象、顧客滿意度、轉
換成本、服務品質對行為忠誠度的關聯。顧客忠誠度為企業經營存續的重要指標，企業形象、顧客滿意度、轉換成本、服務品質均以忠誠度視為最終導向，本研究以家樂福量販店的顧客為研究對象，以290 位「家樂福」量販店消費者做問卷調查，採獨立樣本t檢定、單因子變異數分析、迴歸分析及路徑分析等統計方法進行資料分析，探討上述各構面相互之間的關聯性與影響程度。
本研究的主要結果如下：
1.企業形象對滿意度無顯著正向影響。
2.服務品質對滿意度有顯著正向影響。
3.轉換成本對滿意度有顯著正向影響。
4.企業形象對行為忠誠度有顯著正向影響。
5.轉換成本對行為忠誠度有顯著正向影響。
6.滿意度對行為忠誠度有顯著正向影響。
7.服務品質是造成顧客滿意度效果的最大主因，轉換成本次之。
8.顧客滿意度是造成行為忠誠度效果的最大主因，而其他的因素依序是路徑效果透過自變數服務品質、轉換成本、企業形象。

關鍵字

企業形象；顧客滿意度；轉換成本；服務品質；行為忠誠度

並列摘要

With the remarkable advances in science and technology, customers are more demanding in the service quality. Consumers nowadays prefer a more convenient mode of service supply.Under the circumstances, warehouse supermarkets which are well-known and have been operated overseas for decades increase rapidly in Taiwan. They offer customers a better quality of life. This study aims at the customers of Carrefour in Taiwan and analyzes its competitive advantage in the hope that the findings of this study will be a great benefit to the marketing strategy and to the increase of the market share in the future.The purpose of this study is to explore the relationship among enterprise image, service
quality, switching cost, customer satisfaction and customer loyalty for Carrefour company. A questionnaire survey was conducted to fulfill this purpose using a sample of 290 effective questionnaires gathered from customers in five service areas of Carrefour company at Tainan branch. The analysis of statistics such as independent-samples t test, one-way ANOVA,regression analysis and path analysis were used to analyze the data.The main results of this research are as follows.
1. Service quality and switching cost have a significantly positive effect on customer
satisfaction respectively.
2. Enterprise image, switching cost and customer satisfaction have a significantly positive effect on customer loyalty respectively.
3. Service quality is the main factor to influence customer satisfaction.
4. Customer satisfaction has the most significant influence on customer loyalty.

並列關鍵字

enterprise image； customer satisfaction；switching cost；service quality；customer loyalty

參考文獻

Bollen, K. A. (1989). Structural equations with latent variables. New York: Wiley.

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