顧客忠誠之研究－以中華技術學院學生餐廳為例

Customer Loyalty-A Case Study of CHIT Student's Restaurant

洪儒瑤(Ju-Yao Hung)

《中華技術學院學報》 40期 (2009/06) Pp. 89-110

https://doi.org/10.7095/JCIT.200906.0089

摘要

本研究以學生餐廳為實證對象，探討顧客忠誠與公平知覺、顧客滿意、承諾間之關係，並進一步探討顧客忠誠之影響模式為何？本研究以中華技術學院學生餐廳之消費學生為抽樣母體，採隨機抽樣方式以班級為單位進行抽樣，共抽取13個班進行問卷調查，合計發出問卷445份，回收385份，有效問卷為346份，有效問卷比率77.8%，並以AMOS進行估計。結果發現：1.公平知覺與顧客忠誠間直接效果不顯著；2.顧客滿意及承諾係公平知覺與顧客忠誠之中介變數，且顧客滿意為承諾的前提要素。由研究結果推論，若學生餐廳在行銷手段上增加互動公平，例如與學生寒暄、雇用與學生年齡相仿的員工、引用學生常用口語進行行銷宣傳、餐點名稱的創新等等措施，應可提高學生的滿意度，進而與學生建立良好長期的忠誠關係。

關鍵字

顧客忠誠 ； 公平知覺 ； 顧客滿意 ； 承諾

並列摘要

This study explores the relationships between customer loyalty, perceived fairness, customer satisfaction, and commitment. The samples studied that are the customers of Student’s Restaurant in China Institute of Technology. After questionnaires surveyed, we collected 346 effective samples. By using AMOS software to resolve the structure equation model, the results are as follows: 1. The perceived fairness can be acted as the antecedent of the customer loyalty. 2. Customer satisfaction and commitment occupy the functions of interval role; and customer satisfaction is the antecedent of commitment. We can draw an inference from above description that the more interaction fairness we make, the more extended customer loyalty we take.

並列關鍵字

customer loyalty ； perceived fairness ； customer satisfaction ； commitment