二次大戰結束後,隨之出現的嬰兒潮(war boomers)是累積財富的一代,這個族群的人口年齡普遍分布於45-64歲之間,現又稱為新熟年族群。(工研院服科中心主任李克勤指出)「新熟年」的定義主要強調的是心智年齡,此一族群的生活態度是抱持著積極健康的態度,不斷充實自我、實踐理想。不論是在食衣住行、休閒娛樂等各方面,新熟年世代都是極具發展潛力的一個市場。隨著國民所得提高,人們平均壽命的延長並對養生保健的重視,尤其是在全球逐漸步入老年化社會及對預防醫學觀念的逐漸興起,越來越多的新熟年族群涉入醫療保健這塊市場,促使保健食品或稱健康食品整體的產值呈現穩健的成長趨勢。 本研究經由相關文獻探討,整合過去學者著作及相關研究,發展一顧客價值、服務品質、顧客滿意度與忠誠度的理論架構。以台灣地區45-64歲的新熟年族群作為研究對象,透過問卷調查法,並利用SPSS與線性結構模式(LISREL)探討該產業之顧客價值、服務品質、顧客滿意度與顧客忠誠度之關聯性。 研究發現: 服務品質對顧客價值和顧客滿意度、顧客價值對顧客滿意度和顧客忠誠度,以及顧客滿意度對顧客忠誠度皆有顯著正向影響,而服務品質對顧客忠誠度無顯著影響,本研究以新熟年族群為實證對象,探討各構念之關係,期能對保健食品業者提升服務品質有所貢獻。
After Second World War, the baby boom along with it (war boomers) is an accumulated wealth generation, The group are called the new silver age. No matter in various aspects, the new silver age help the development potential extremely a market. Along with the national income enhancement, an average life span grows and take account of the health, a great number of new silver age involve in health care market, increase the output of the health foods steadly. This research integrated with academic books and with related references has developed a customer value , service quality , customer satisfaction and customer loyalty relationship and theory framework. The data are collected from new silver age. Using questioner as research methodology , attend with LISREL linear structural model to examine concept of service quality、customer value、customer satisfaction、customer loyalty . The most significant findings are: 1.There is a significant, positive correlation between service quality and customer value. 2.There is a significant, positive correlation between service quality and customer satisfaction. 3.There isn’t a significant, positive correlation between service quality and customer loyalty. 4.There is a significant, positive correlation between customer value and customer satisfaction. 5.There is a significant, positive correlation between customer value and customer loyalty. 6.There is a significant, positive correlation between customer satisfaction and customer loyalty. The survey takes new silver age to discover the relationships in different variables. Contributions of the findings are to promote the service quality to the health foods industry.