連鎖早餐店關係品質整合模式之研究

本文是一篇有關連鎖早餐店關係品質影響前因與關係結果的研究，母體為台灣地區的連鎖早餐店，以立意抽樣方式進行人員訪談取得300份樣本。分析結果顯示公平性與溝通對滿意度有顯著正向影響、滿意度對信任與承諾有顯著正向影響、滿意度與信任對忠誠度有顯著正向影響。本研究進一步分析構念間的關係，發現經濟滿意度為影響忠誠度的最重要因素。最後，依據分析結果提供相關建議供實務界與復續研究者參考。

關鍵字

公平性；關係品質；忠誠度

並列摘要

This research explores the antecedents and result of relationship quality on chain store of breakfast in Taiwan. This research adopts the purposive sampling method to sample and acquires 300 valid questionnaires by personal interviews. The results show that Justice and communication positively affect satisfaction; satisfaction positively affects trust and commitment; satisfaction and trust positively affect loyalty. Further, the relationship among the constructs are analyzed and the findings show that economic satisfaction is the most important antecedent of loyalty. Finally, some suggestions like cash discount, quantity discount are offered for the suppliers and future researchers.

並列關鍵字

justice ； relationship quality ； loyal

參考文獻

丁學勤(2006)。分配公平性與程序公平性對滿意度與承諾的相對影響力缺口評論。顧客滿意學刊。2(1)，105-126。

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陳正男、林素吟、丁學勤(2005)。信任、承諾與其相關因素的關係：加盟體系的實證研究。台灣管理學刊。5(2)，209-230。

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