企業形象、顧客滿意度與忠誠度關係之研究─以台中新光三越為例

本研究旨在探討台中新光三越百貨公司的企業形象、顧客滿意度、對顧客忠誠度的影響效果。資料來源是以臺中地區新光三越的消費者為對象。以信度分析、敘述性統計、獨立樣本t 檢定、單因子變異數分析及多變量迴歸分析等方法，來探討新光三越的行銷策略、顧客滿意度與忠誠度間之關係。實證結果顯示：在人口變項方面，女性較男性顯著的呈現較高的滿意度與忠誠度，並且給予較高企業形象評價。從事工業者與月收入十萬以上之人士，顯著的呈現較低的滿意度與忠誠度，並且給予較低的企業形象評價。國中、高中職教育程度者顯著地給予新光三越較高評價。在消費行為方面，每週一次逛新光三越、每次停留四至六小時者，顯著的呈現較高之滿意度。另外，企業形象與顧客滿意度兩者都對忠誠度呈正向顯著影響。其中，企業形象方面的新光三越百貨建築主體具特殊性也具商圈代表性、新光三越百貨行銷方式有助於建立公司形象、新光三越百貨公司之公共關係塑造良好公司形象、新光集團的服務體系都有一定的水準等變項對忠誠度貢獻最顯著。而顧客滿意度方面的新光三越百貨商品退換貨處理方式、新光三越百貨週邊服務(如停車場、寄物櫃、嬰兒車租借、貴賓室等)、新光三越百貨人員笑容與重視，客戶權益及整體滿意度等服務態度對忠誠度意顯著的產生正面助益功效。

關鍵字

企業形象；顧客滿意度；忠誠度

並列摘要

This study aims to explore the relationships between corporate image, consumer satisfaction and loyalty among the consumers for Shin Kong Mitsukoshi in Taichung. Data are from the consumers in Taichung. The methods include reliability analysis, description statistics, independent sample t-test, one way analysis of variance, and multivariate regression analyses to explore the relationship between corporate image, consumer satisfaction and loyalty among the consumers. The empirical results show: in terms of the demographic variables, female consumers show higher corporate image consumer satisfaction and loyalty than males. People who are industry and more earning show lower corporate image consumer satisfaction and loyalty than others. Consumers with junior high education show higher consumer satisfaction than those who with other education. In terms of consumer behavior, those who go to Shin Kong Mitsukoshi once one week and stay four to six hours show higher consumer satisfaction than others. Moreover, corporate image and consumer satisfaction show significant positive effects on loyalty. Off these, in terms of corporate image, Shin Kong Mitsukoshi department store building body has special characteristics, marketing strategy and better public relationship of Shin Kong Mitsukoshi; all of them show significant positive effects on loyalty. In addition, consumer satisfaction also shows a significant positive effect on loyalty particularly for the methods of return and exchange processing, peripheral service for Shin Kong Mitsukoshi and the smile of servers.