服務品質對顧客忠誠度之影響-以顧客滿意度為中介變項

The Influences of Service Quality and Customer Loyalty - The Mediation Effect of Customer Satisfaction

鄭尹珊(Yin-Shan Zheng)

指導教授 ： 張瑞元 ； 蔡明純

嶺東科技大學/商管學院/企業管理系碩土班/碩士(2022年)

摘要

本研究旨在探討服務品質、顧客滿意度與顧客忠誠度之間的關聯，以及顧客滿意度在服務品質與顧客忠誠度之間的中介效果。透過在星巴克消費過的顧客為研究對象，以線上問卷方式進行調查，共回收了326份有效問卷。研究之結果說明：(1)服務品質對顧客忠誠度有顯著正向影響；另外，服務品質子構面可靠性、回應性與保證性皆對顧客忠誠度有顯著正向影響。(2)服務品質對顧客滿意度有顯著正向影響；另外，服務品質子構面有形性、可靠性、回應性與保證性皆對顧客滿意度有顯著正向影響。(3)顧客滿意度對顧客忠誠度有顯著正向影響。(4)顧客滿意度在服務品質及顧客忠誠度之間存在部分中介效果；另外，服務品質子構面，顧客滿意度在可靠性、回應性與保證性及顧客忠誠度之間存在部分中介效果。因此，如果能提高服務品質則可提高消費者的顧客滿意度，進而提高消費者的顧客忠誠度。最後，依據本研究結果提出具體的管理意涵以及未來研究的參考方向。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The main discussion of this study is to investigate the relationship among service quality, customer satisfaction, and customer loyalty, and the mediating effect of customer satisfaction on service quality and customer loyalty. The online questionnaire survey was sent to those customers who’s spent on Starbucks, a total of 326 valid responses were recovered. The results of the research show that: (1) Service quality has a positive impact on customer loyalty; in addition, the service quality sub-construct reliability, responsiveness and assurance all have a significant positive impact on customer loyalty; (2) Service quality has a significant positive impact on customer satisfaction; in addition, the service quality sub-construct tangibility, reliability, responsiveness and assurance all have a significant positive impact on customer satisfaction; (3) Customer satisfaction has a positive impact on customer loyalty; (4) Customer satisfaction has a partial mediating effect between service quality and customer loyalty; in addition, in the sub-construct of service quality, customer satisfaction has a partial mediating effect between reliability, responsiveness, assurance, and customer loyalty. In conclusion, if service quality can be enhanced, not only the customer satisfaction can be improved, so does the customer loyalty too. In addition, based on the results of this study, customer satisfaction has a partial mediating effect between service quality, customer loyalty, specific management implications and reference directions for future research are proposed.

並列關鍵字

Service Quality ； Customer Satisfaction ； Customer Loyalty

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