服務品質、關係價值與關係品質對顧客忠誠度影響之研究

The Study for the Influence of Customer Loyalty on Service Quality, Relationship Value and Relationship Quality

曾信超(Hsing-Chau Tseng)

《企業管理學報》 71期 (2006/12) Pp. 77-105

摘要

本研究以台南市連鎖書店之顧客為研究對象，加以探討服務品質、關係價值、關係品質與顧客忠誠度之研究。有效樣本數為196份，採用因素、信度、相關、迴歸及LISREL等統計方式進行資料分析，從分析結果中得出服務品質、關係價值、關係品質與顧客忠誠度間具顯著之正向影響；服務品質會透過關係價值及關係品質之中介效果正向的影響忠誠度，其中關係品質之影響優於關係價值。綜合本研究之分析結果，提出下列幾點建議：(1)應重視店面的整體氣氛、服務態度及讓顧客感受重視的感覺；(2)良好閱讀環境的書店，高提高顧客回顧率；(3)書店不能只偏重學生族群，應將注意力擴展到家庭、社區；(4)連鎖書店必需著重在本身形象、產品品質，給顧客有舒適良好的印象，讓顧客有再次光臨的動機，才能有機會為顧客服務。

關鍵字

服務品質 ； 關係價值 ； 關係品質 ； 顧客忠誠度

並列摘要

Our object is customer in chain-bookstore of Tainan. Probe into the research that the chain bookstore Service Quality, Relationship Value, Relationship Quality and Customer Loyalty. It is 196 that the effective sample is counted. This research adopts correlation analysis, regression analysis, and LISREL model. According to the result the service quality, relationship value, relationship quality and customer loyalty have positive influence. Therefore, we proposal result the following: (1) The bookstore should to emphasize that service attitude and lets the customer feel to respect. (2) The bookstore should provide for customer good reading environment. (3) The bookstore cannot only attention student group, should expand the attention to the family or community. (4) The bookstore must emphatically the product and service quality, lets the customer have once more the presence motive.

並列關鍵字

Service Quality ； Relationship Value ； Relationship Quality ； Customer Loyalty

參考文獻

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