探討服務品質與顧客滿意度對顧客忠誠度的影響－以信任及關係承諾為中介變數

The Impacts of Service Quality and Customer Satisfaction on Customer Loyalty-The Mediating Role of Trust and Relationship Commitment

蕭至惠(Chih-Hui Hsiao) ； 蔡進發(Chin-Fa Tsai) ； 盧信豪(Sin-Hao Lu)

《商管科技季刊》 12卷3期 (2011/09) Pp. 231-262

https://doi.org/10.30083/CMQ.201109.0001

摘要

本研究從汽車原廠「汽車售後服務角度」探討服務品質、顧客滿意與顧客忠誠之間的關係，並且希望釐清在顧客滿意與顧客忠誠間，信任與承諾是否扮演關鍵中介變數的角色。本研究採問卷方式進行調查，蒐集312份有效樣本資料後，以線性結構方程模式軟題進行假說的驗證。研究結果顯示，在服務品質構面之影響力與重要性方面，以「互動品質」為最高；其次，服務品質對顧客滿意度具有顯著且正向的影響，但顧客滿意度對顧客忠誠度沒有直接正向影響，卻透過關係承諾對顧客忠誠度產生正向影響。最後，顧客滿意度對信任有正向影響，但信任卻沒有對顧客忠誠度有正向影響。因此在顧客滿意度與顧客忠誠度之互動關係中，信任並不存在顯著的中介效果，但關係承諾卻具有顯著的中介效果。本文迥異於過往研究結果的重要發現有二，首先，高的顧客滿意度或信任並無法招致高的顧客忠誠度；其次，信任也未在顧客滿意度與顧客忠誠之間扮演中介效果。

關鍵字

服務品質 ； 顧客滿意度 ； 信任 ； 關係承諾 ； 顧客忠誠度

並列摘要

This study examines the relationships between service quality, customers' satisfaction and customers' loyalty. We hope to clarify whether trust and commitment can play mediating roles between customers' satisfaction and loyalty. In this research, we study the industry of vehicle maintenance services. We collected 312 valid samples of questionnaires. We analyze these collected questionnaires by using LISREL. We arrive the the following conclusions. First, among all dimensions of service quality, interaction quality is the most important one; and, outcome quality is more important than physical environment quality. Second, service quality has positive influence on customers' satisfaction. Customers' satisfaction hasn't positive influence on customers' loyalty, but it has positive influence on customers' loyalty through relationship commitment. Third, customers' satisfaction has positive influence on customers' trust; but, trust hasn't positive influence on customers' loyalty. So trust does not play the critical mediating role on the relationship between customers' satisfaction and customers' loyalty. However, the relationship commitment plays the critical mediating role. We have two new findings. One is that high customers' satisfaction or trust does not lead to high customers' loyalty. The other one is that customers' trust does not play as the mediating role between cumstomers' satisfaction and loyalty.

並列關鍵字

Service Quality ； Customers' satisfaction ； Trust ； Relationship Commitment ； Customers' loyalty

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