近幾年來由於服務業的蓬勃發展,使得服務行銷的課題格外受到重視。且現今的企業處在強大之競爭環境下,為了留住顧客並保持競爭優勢,均將顧客對服務品質之評價視為企業優先考量之重點。 本文以台南市連鎖書店之顧客為研究對象,探討連鎖書店服務品質、顧客關係價值、顧客關係品質與顧客忠誠度之研究。研究期間為民國九十五年四月二十九日至民國九十五年五月二十日止,有效樣本數為196份。本研究採用相關分析、迴歸分析、線性結構關係模式分析,就取得資料加以分析檢定。歸納出幾點結論: 1.連鎖書店服務品質對顧客關係價值有正向的顯著影響關係。 2.連鎖書店服務品質對顧客關係品質有正向的顯著影響關係。 3.連鎖書店服務品質對顧客忠誠度有正向的顯著影響關係。 4.顧客關係價值對顧客關係品質有正向的顯著影響關係。 5.顧客關係價值對顧客忠誠度有正向的顯著影響關係。 6.顧客關係品質對顧客忠誠度有正向的顯著影響關係。
The flourishing development of cause in the service trade, make the subject of serving marketing extremely paid attention to in recent years. And the enterprise place of now is under the environment of strong competition, in order to keep customers here and keep the competition advantage, regard the customer as the focal point that enterprises have priority to consider the appraisal which serves quality. This text regards customer of the chain bookstore of Tainan as the research object, probe into the research that the chain bookstore Service Quality, Relationship Value, Relationship Quality and Customer Loyalty. The period of questionnaire was from 4/29/2006 to 5/20/2006. It is 196 that the effective sample is counted. This research adopts Correlation Analysis, Regression Analysis, Linear Structure Relation Analysis, obtain the materials to analysis and assay. Sum up some conclusions: 1.The chain bookstore Service Quality has significant positive effect on Relationship Value. 2.The chain bookstore Service Quality has significant positive effect on Relationship Quality. 3.The chain bookstore Service Quality has significant positive effect on Customer Loyalty. 4.Relationship Value has significant positive effect on Relationship Quality. 5.Relationship Value has significant positive effect on Customer Loyalty. 6.Relationship Quality has significant positive effect on Customer Loyalty.