本研究引用Salegna and Goodwin(2005)之模型架構,進行服務忠誠與前置變數之間關係的探討,並以不同的服務業「汽車維修」業與「產險理賠」業進行比較。本文針對「汽車維修」業與「產險理賠」業的顧客進行調查,共收集了700份問卷,並採用LISREL進行分析。研究發現,不論產險理賠T公司或汽車維修N公司,「服務忠誠」與前置變數關係緊密。本研究證實,「服務忠誠」與數個前置變數擁有緊密關係,其中又與「重複購買行為」的相關程度最高。另外,不同的服務產業類別,確實會對Salegna and Goodwin(2005)提出之模型產生不同的影響。
Relying on the Salegna and Goodwin's model, this research studies the relationships among service loyalty and its antecedents. The same model is applied to different service industries for comparison.To ensure the reliable samples from the chosen industries, this research analyzes 700 questionnaire samples collected from the industries of automobile maintenance and property insurance. We analyze these 700 samples by using LISREL. We arrive the following conclusions. Judging from Pearson's correlation coefficients, either property insurance company T or automobile maintenance company N has its service loyalty medium or highly positively related to the antecedents. In summary, the relationships among service loyalty and its antecedents, especially the repetitive purchase behavior, are closely related. Besides, the Salegna and Goodwin's model may not be applied to all industries.
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