服務品質對顧客忠誠度之影響研究－以麥當勞速食業爲例

麥當勞自1984年進入台灣的速食市場，經過業者用心經營後，已成爲速食業的領導者。本研究以麥當勞速食業之消費者爲主要研究對象，並以問卷調查之方式，使用統計方法來探討分析DTR零售業服務品質與顧客忠誠度之相關性及其影響關係。由研究結果得知如下：1.DTR零售業服務品質與顧客忠誠度存在顯著之正向相關性。表示消費者在接受麥當勞的服務時，即會因爲DTR零售業服務品質之滿意程度愈高，則顧客忠誠度也愈高。2.DTR零售業服務品質對顧客忠誠度存在顯著之正向影響關係，即表示DTR零售業服務品質表現愈佳會導致對顧客忠誠度影響愈高。3.生活型態對DTR零售業服務品質與顧客忠誠度存在顯著之正向影響關係。而生活型態之感性消費因素構面對DTR零售業服務品質之影響最顯著。另生活型態之時尚流行因素構面對顧客忠誠度之影響最顯著。4.人口統計變數對顧客忠誠度存在顯著之認知感受差異。而每月平均收入爲20,000元（含）以下消費者之顧客忠誠度高於每月平均收入爲40,001~60,000元消費者之顧客忠誠度。

關鍵字

DTR零售業服務品質；顧客忠誠度；轉換意圖；速食業

並列摘要

McDonald's becomes more popular due to the rapid growth of fast-food restaurants. The number of people going to the fast-food restaurants to meet the demand for individual eating is growing because of the quick and convenient eating-out. This study intended to examine, from consumers’ perspective, the correlation among DTR retailer services quality and customer loyalty and their effects on each other. This study results show that (1) there is a significantly positive correlation among DTR retailer service quality and customer loyalty by correlation analysis; (2) DTR retailer service quality has a significantly direct effect on customer loyalty by multiple regression analysis (3) lifestyle such as emotional consuming has the most significantly effect on DTR retailer service quality, and modern fashion also has the most significantly effect on customer loyalty. (4) demographic variables such as average monthly income has significantly different perceptions on customer loyalty. The loyalty of the consumers who have average monthly income under NT$ 20,000 is higher than that of the consumers who have average monthly income between NT$ 40,001 and 60,000.

並列關鍵字

DTR retailer services quality ； customer loyalty ； transfer intention ； fast-food restaurant

國際替代計量

服務品質對顧客忠誠度之影響研究－以麥當勞速食業爲例

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