影響購物商場品牌忠誠度的前因研究:客戶和服務人員的觀點

Antecedents of Brand Loyalty in Shopping Center: Customer and Service Personnel Perspectives

陳秀慈(Hsiu-Tze Chen)

指導教授 ： 陳水蓮

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00431

摘要

台灣多元化的消費市場，使得消費者對一般休閒娛樂商品及消費品的需求也與日俱增，而台灣市場規模較小，在如此競爭市場及周邊同質性商場林立，如何異軍突起立於不敗之地，是值得去探討的。本研究目的針對「Q Square」之服務品質、商店形象、顧客滿意度及顧客忠誠度做深入探討，就消費者與銷售服務人員之觀點，探討服務品質、商店形象、顧客滿意度與忠誠度彼此間因果關係。
本研究以實證的方式向「Q Square」之顧客和銷售服務人員發放問卷，再將所收集之問卷以結構方程模式進行分析，共計回收有效消費者及銷售服務人員問卷樣本各349份。以Amos20.0統計軟體進行信、效度分析，並以結構方程式進行假設檢定。研究結果如下：一、服務品質會對顧客滿意度有正向影響之假設，其中有形性、同理心有顯著影響。二、商店形象會對顧客滿意度有正向影響之假設，其中商店的氣氛有顯著的影響。三、顧客滿意度會對顧客忠誠度有顯著正向影響之假設，也就是滿意度愈高，忠誠度也愈高。四、在干擾效果驗證部分，銷售服務人員的觀點在有形性對顧客滿意度之影響有顯著的影響，其影響效果亦顯著大於顧客的觀點，而顧客的觀點在氣氛及便利性對顧客滿意度之影響效果有顯著大於銷售服務人員的認知。最後，依據研究結果，提出可行之策略與建議供業者參考，進而改善或加強，並提供給學術研究者作未來研究之參考。

關鍵字

服務品質 ； 商店形象 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Taiwan’s diverse consumer market has stimulated consumer demand for general entertainment and consumer goods, in such a competitive and relatively homogeneous market is worth examining. The objectives of this study further explored the dimensions of service quality, store image, CS and customer loyalty, and to explore the differences in perspectives between consumers and sales-service personnel regarding service quality, store image, and the relationship between CS and loyalty to the Q Square Shopping Center.
The study participants were customer and service personnel who had shopped at Q Square. This study consisted of 349 customer samples and 349 service personnel samples that were used in the final analysis. AMOS 20.0 statistical software was employed to analyze and validate the measurements. The research hypotheses were examined by structural equation modeling (SEM), which supported certain hypotheses. Service quality had a positive influence on customer satisfaction, among five dimensions which tangibles and empathy had significant influence; Store image had a positive influence on customer satisfaction, among five dimensions which store atmosphere had significant influence; Customer satisfaction had significant influence on loyalty, meaning that high customer satisfaction provides high customer loyalty. When testing for the moderating effects, the service personnel perspective on the tangibles factor was found to significantly affect CS, and its effect is statistically greater than customer. However customer perspective on atmosphere and convenience dimensions had a significantly greater effect on CS than did those of service personnel. Finally, the study results provide general strategic directions for companies in the department store industry and discuss further research aspects for future academics.

並列關鍵字

service quality ； store image ； customer satisfaction ； customer loyalty

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