探討量販店國籍於信任、顧客滿意度對顧客忠誠度關係之干擾效應

Moderating Effect of Hypermarket’s Origin of Country in the Relationship Linking Trust, Satisfaction, and Customer Loyalty

王孆瑩(Ying-Ying Wang)

指導教授 ： 陳永信

亞洲大學/管理學院/經營管理學系碩士班/碩士(2008年)

摘要

近年來，顧客忠誠度已經成為企業未來經濟發展走向最主要的關鍵。本研究旨在探討量販店國籍於信任、顧客滿意度對顧客忠誠度關係之干擾效應，然而目前國內外較少比較量販店國籍型態於信任、顧客滿意度對顧客忠誠度關係之干擾效應的相關文獻，期望透過本研究能提供量販店於未來發展規劃上之參考價值。
本研究建立理論模型後利用AMOS進行分析，研究結果顯示信任對顧客滿意度及信任對顧客忠誠度有正相關的關係存在，而顧客滿意度對信任和顧客忠誠有中介效果，在量販店國籍型態上對顧客滿意度和顧客忠誠度方面，證實是有干擾效應的存在，顯示信任對顧客而言是衡量販店的標準，進而才會有滿意的情緒出現，最後形成顧客忠誠度。

關鍵字

量販店國籍 ； 信任 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

In the recent years, customer loyalty accounts for the future development for companies, as it is the key success factor to retain existing customers. The relationship linking trust-satisfaction-loyalty is a well-establied academic finding, however, the moderating effect of company’s origin of country on the customer loyalty is a less visited area. This is the motivation of this study to conduct an empirical exploration, with the objective to make valuable suggestions to the incumbent channel company in view of enhancing the improvement.
Data analysis is performed by AMOS software package to build a theoretical framework. The findings is that trust has positive influence in customer satisfaction and customer loyalty and customer satisfaction has mediating effect on the link between trust and customer loyalty. The channel company’s origin of county exerts a moderating effect on the customer satisfaction and customer loyalty. This finding provides a business implication that customers’ perception on the operations advantage can be a determinant of their loyalty toward the company.

並列關鍵字

company’s origin of country ； trust ； Satisfaction ； loyalty

參考文獻

簡惠珠(2006)，顧客價值、價格知覺、顧客滿意度、轉換成本對顧客忠誠度影響之研究－以量販店為例，國立成功大學高階管理碩士在職專班碩士論文。

Andrew, J.D., Clayton, F. W., & Charles, P. D. (2002). The relationship between counselor satisfaction and extrinsic job factors in state rehabilitation agencies. Rehabilition Counseling Bulletin, 45(4), 223-232.

Babakus, E., Bienstock, C. C., & Scotter, J. R.V. (2004). Linking perceived quality and customer satifaction to store traffic and revenue growth, Decision Sciences, 35(4), 713-737.

Bhote, Keki R. (1996). Beyond Customer Satisfaction to Customer Loyalty-The Key to Greater Profitability, American Management Association, New York.

Bhuian, S. N. (1997). Marketing Cues & Perceived Quality: Perceptions of Saudi Consumers toward Products of the U.S., Japan, Germany, Italy, U.K. and France, Journal of Quality Management, 2(2),217-235.