顧客關係品質、幸福感對顧客忠誠度影響之研究—以台中大木塊生態教育農園為例

研究之主要目的在探討生態教育農園消費者之顧客關係品質、幸福感對顧客忠誠度之影響，在資料蒐集方面係採問卷調查法，調查對象為台中大木塊生態教育農園消費者，共發出373份問卷，有效問卷為363份。所得資料以SPSS22.0進行信效度分析、敘述統計分析、相關分析、迴歸分析與階層迴歸分析。本研究發現：(1)生態教育農園消費者之顧客關係品質對顧客忠誠度有顯著正向的影響；(2)生態教育農園消費者之顧客關係品質對幸福感有顯著正向的影響；(3)消費者於生態教育農園消費時，所產生之幸福感對顧客忠誠度有顯著正向的影響；(4)消費者之幸福感在顧客關係品質與顧客忠誠度之間具有中介效果。最後，本研究提出以下建議與管理意涵，追求顧客忠誠度的提升皆是企業的共同目標，但對於休閒產業，除了提升企業與顧客的關係品質，更應提升消費者消費體驗過程中所產生幸福的感受，幸福感愈多，顧客的忠誠度也愈大。

關鍵字

顧客關係品質；幸福感；顧客忠誠度

並列摘要

This study mainly researches the influence of relationship of relationship quality, well-being and customer loyalty about the consumers of the Ecological and educational farm. Questionnaire Survey method was adopted for data collection and analysis. Investigated persons are the consumers of the Big woods ecological and educational farm in Taichun. Questionnaires were sent out for 373 copies and 363 valid ones retrieved. SPSS v22.0 was applied to analyze those valid questionaires for the Validity & Reliability, Descriptive statistics, Analysis of Correlation, Regression Analysis, and Hierarchical regression analysis. The study found that the results are as follows: (1)The significant positive influence was formed between customer relationship quality and customer loyalty. (2) The significant positive influence was formed between customer relationship quality and well-being. (3) The significant positive influence was formed between well-being and customer loyalty. (4) Customer relationship quality has mediating effect on customer loyalty through well-being. At last, this study submits the following suggestions and managerment concepts. It is the businesses common target to pursuit more customer loyalty. However, for leisure industry, except to promote relationship quality, it should be let the consumers get more well-being as they enjoy the services. Consumers are more well-being and the customer loyalty will be more.