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題名：公平知覺與顧客忠誠之關聯－以連鎖餐飲業為例
作者：施錦村 引用關係
作者(外文)：Shih,Chin-Tsun
校院名稱：國立臺北大學
系所名稱：企業管理學系
指導教授：黃營杉
學位類別：博士
出版日期：2005
主題關鍵詞：公平知覺 顧客忠誠 顧客滿意 承諾 連鎖餐飲業；perceived fairness；customer loyalty；customer satisfaction；commitment；Chain meal drinks industry.
原始連結：連回原系統網址new window
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「忠誠架構」的理論觀點自1990年代初期興起以來，其內涵廣為理論界和實務界所運用，但其前提要素及中介變數為何，雖屢有討論，惟仍莫衷一是。本研究有鑑於此，始以公平知覺為前提要素、以顧客滿意及承諾為中介變數，期以建構一個更嚴謹的整合模式，達到一般化推論；確認「公平知覺」對「顧客忠誠」的影響；釐清顧客滿意、承諾之中介角色功能及相互關係的目的。 本研究以連鎖餐飲業中之「咖啡/簡餐連鎖服務業」（以壹咖啡、星巴克、丹堤、客喜康為代表）及「速食連鎖服務業」（以麥當勞、肯德基、摩斯漢堡、漢堡王為代表）連鎖店台北地區顧客為問卷對象，經由過去文獻探討確認支付公平、互動公平、程序公平（合稱公平知覺）、顧客滿意、承諾及口碑、購買意圖（合稱顧客忠誠）等7 項構念要素之操作性定義，並據以作為問卷設計的基礎。本研究經由問卷預試檢測Cronbach's α合乎檢定標準後，再以人員訪查的問卷方式蒐集資料，而後以Cronbach's α來驗證問卷資料的穩定性及內部一致性，最後藉由收歛效度及區別效度來驗證資料的構念效度。至於公平知覺、顧客滿意、承諾及顧客忠誠等變數間的關係，則以LISREL來進行模式估計，最後得到如下之實證研究結果：1.公平知覺可作為顧客忠誠的前提要素，且其內涵應包括支付公平、互動公平及程序公平；2.支付公平與顧客忠誠間直接效果不顯著；3.顧客滿意及承諾具有中介角色的功能，且顧客滿意是承諾的前提要素。 本研究係以過去相關文獻為基礎，期能對建構公平知覺與顧客忠誠的因果關係作出貢獻，進而拋磚引玉，引起有興趣的專家學者共同努力致力於此一領域的發展，使忠誠架構的相關知能更趨完整。因此，本研究之結論在理論及實務應用上有如下意涵：1.合適的比較模型選擇符合「管理」所追求的「彈性」與「效率」的目的；2.產品/服務提供者在行銷手段上，增加互動公平及程序公平，將可提高顧客的滿意及承諾，有利與顧客建立良好的長期關係；3.本研究實證結果的提出，將可擴大忠誠架構整合模式在產業的應用範圍。最後提出有關整合模式路徑、資料蒐集方法及研究方法等後續研究建議。
The theoretical standpoint of "loyalty structure" has risen since early 1990's, it's connotation is applied by theoretical and actual field widely, what are antecedents and interval variables of it that often have been discussed, but there are not able to agree identically. This research regards "perceived fairness" as antecedent, also regards "customer satisfaction" and "commitment" as interval variables, it wishes to construct a more exact integrated model, to reach the purpose of generalization inference, to confirm the perceived fairness how to affect the customer loyalty,and to distinguish what are the interval roles（customer satisfaction and commitment）functions and how to correlation .
This research's questionnaire objects that are the chain store's customers of coffee/dish catena servicing business（such as, Starbucks, e-Coffee, Dante and KOHIKAN）and speed-food catena servicing business（such as, McDonald, Kentucky, MOS Hamburger and burger King）of Taipei region , and through past documents confirm the research exits 7 construct elements that are payment equity, interaction fairness, procedure fairness（above three elements called perceived fairness）, customer satisfaction , commitment and word of mouth, purchase intention（above two elements called customer loyalty）, those elements are accorded to foundation of the questionnaire design, and then through pre-test of questionnaire examines the Cronbach's α,afterward collecting data devoted by personnel visiting method, next to examine stability and internal consistencies of the questionnaire data by Cronbach's α, finally to identify construct validity of the questionnaire data by convergent validity and discriminating validity. As for the relation among the constructs （perceived fairness, customer satisfaction, commitment and customer loyalty）devoted model estimation by LISREL. Finally, finding the results of this research as following:
1. The perceived fairness can be acted as the antecedents of the customer loyalty, and it's connotation includes payment equity, interaction fairness and procedure fairness;
2. Between payment equity and customer loyalty exits indirect relationship only;
3. Customer satisfaction and commitment occupy the functions of interval role; and customer satisfaction is the antecedent of commitment.
This research regards past related documents as foundation, it wishes to make contribution to construct the causal relationship between perceived fairness and customer loyalty, afterward causing scholars' interests that dedicate their efforts to develop the realm jointly, to promote the related knowledge of loyalty structure. Therefore, the conclusions of this research in theoretical and actual field that have the following applied connotation:
1. The choice of the fitting comparative model matches the purpose both "flexibility" and "efficiency" that "management" pursues;
2. If the providers（product/service）increase interaction fairness and procedure fairness in marketing means, they can raise customer satisfaction and commitment, also advantage to establish well long-term relation with customer.
3. The empirical results of this research are addressed that will enlarge applicable realm of loyalty structure integrated model in industries.
Finally, this research addresses the suggestions concerning increasing integrated model path, the different method of collect data and the different research's method to regard as future's research.
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