產品品質、服務品質、對顧客滿意度與忠誠度之研究-以統一生機為例-

李和蒝

doi:10.6840/cycu201600030

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產品品質、服務品質、對顧客滿意度與忠誠度之研究-以統一生機為例-

The Effects of Product Quality, Service Quality on Customer Satisfaction and Loyalty The Case of UNI-PRESIDENT ORGANICS CORP.

李和蒝 , Masters　　Advisor：廖本哲　　

繁體中文 DOI： 10.6840/cycu201600030

產品品質；服務品質；顧客滿意度；顧客忠誠度； Product Quality ； Service Quality ； Customer Satisfaction ； Customer Loyalty

Abstract │ Reference (60) │ Altmetrics

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Abstract
The market for organic products has become bigger and bigger in recent years. Product quality and service quality play the influential factors in affecting customer’s purchasing willingness. Providing relatively high levels of satisfying service and to create loyal customers are therefore major tasks that no organic product provider would overlook.
The main aim of current study is to investigate organic retailers; whether product quality and service quality influence the satisfactory level of the customers; whether different levels of satisfactory influence customers’ recognition of the company, and finally whether such recognition influence different level of product loyalty of the customers towards the companies. The current study also attempted to understand the relationship among product quality, service quality, customer’s satisfaction and customer’s royalty.
The research target is an organic retailer, UNI-PRESIDENT  ORGANICS CORP. Its main operation is to provide organic non-toxic products. Research participants included customers of President organic retailers and counters in north to Taichung areas. Random sampling of questionnaire was used to collect research data and participants were requested to provide specific suggestions as improvement reference for UNI-PRESIDENT ORGANICS CORP.
According to the analysis of the current study, product quality and service quality directly influence customers’ different degree of satisfactory. Food quality, among all the food safety concerns, is the most thought about topics among customers. In addition, to provide good service quality is the most important task in customer-orientated organic business. Good service leads to good satisfactory, and customer satisfactory is the most important task for organic reatilers. According to the research findings, promotion of customer satisfactory will effectively improve customer purchasing loyalty and their desire to purchase continuously.
According to findings with regard to analysis on product quality and service quality, customers request much more on service quality when product quality has reached to a certain high level. In addition to service manner, professional knowledge has become an important factor in different degree of satisfactory. The above mentioned are worthy of investigating for organic retailers.

Keywords：Product Quality, Service Quality ,Customer Satisfaction ,Customer Loyalty

Reference ( 60 ) 〈TOP〉

闕山晴(2002)「顧客滿意度與忠誠度之研究－以西式速食業為例」，國立台灣科技大學管理研究。
連結：
Anderson, Eugene W. and Mary W. Sillivan (1993 Spring), “The Antecedents and Consequences of Customer Satisfaction for Firms”, Marketing Science, Vol.12, pp.125-143.
連結：
Anderson, R. E. and Srinivasan, S. S., E-satisfaction and E-loyalty: Acontingency framework. Psychology & Marketing, (2003), Vol. 20, No.2, pp.123-138.
連結：
Atuahene-Gima, K., and Murray, J. Y. (2004), “Antecedents and outcomes of marketing strategy comprehensiveness, ” Journal of Marketing, Vol. 68, No. 4, pp.33-46.
連結：
Berry, L.L.,A. Parasuraman(1991).Marketing Services: Competing Through Quality.New York:The Free Press.
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