本研究以便利商店為例,旨在探討「服務品質」、「顧客滿意度」、「顧客忠誠度」與「生活型態」之關係及影響因素。以便利商店業者能針對不同的消費者購買行為之需求提供適切的服務。研究方式採問卷調查進行,共獲得410份有效問卷;並運用描述性統計、因素分析、單因子變異數分析、T檢定(T test);將資料進行統計分析及獲得假設驗證。經實證分析結果得知:由研究結果可得知,消費者對便利商店服務品質受人口統計變項中的婚姻狀況、年齡及平均收入的影響;消費者對便利商店顧客滿意度受人口統計變項中的年齡、教育程度及平均收入的影響;消費者對便利商店顧客忠誠度受人口統計變項中的職業、教育程度及平均收入等變項的影響;而消費者對便利商店生活型態受人口統計變項中的年齡與職業的影響。
This study as an example to convenience stores to explore the relationship among service quality, customer satisfaction, customer loyalty, and lifestyle. Convenient store can provide an appropriate services to different consumer purchasing and needs. The research method was through a questionnaire survey. A total of 410 valid questionnaires were obtained; descriptive statistics, factor analysis, single-factor variance analysis, and T test were used; the data were analyzed statistically and hypothesis verification was performed. The empirical analysis from the results of this study: the service quality in convenience stores is affected by marital status, age, and average income in demographic; consumer satisfaction in convenience stores is affected by demographic of age, education, and average income; consumer loyalty to convenience stores is affected by occupation, educational level, and average income in demographic; and consumers’ lifestyle patterns in convenience stores are affected by age and occupation.