電子產品零售業於近年來快速擴展市場，意圖能佔有更大的市場地位。對於這些電子商店，提供的產品同質性高，造成消費者在選擇時，產品本身並無選擇性，唯一訴求的競爭優勢即服務的差異化。因此，退換貨服務係為店家提供購買商品的消費者可於退換貨期間，前來商店辦理退貨或換貨。這是競爭激烈的電子商店之一項重要的經營策略。若顧客知覺退換貨服務的良好，將可能影響其對於商店的印象與未來的購物意向。除此之外，商店的形象可能會造就其購買物品的滿意，也可能會影響日後重複購買意願的忠誠。本研究選擇國內兩家大型零售連鎖電子量販商店為研究探討目標，以曾購買燦坤商店與全國電子商店產品的顧客為問卷訪談對象。研究探討顧客對於商店的形象、與所感受到的滿意、以及未來的忠誠等，彼此之間的因果關係。並且，亦檢測退換貨服務對於顧客忠誠的調和效果。研究方法採用：敘述性統計分析、題項平均數與標準差、排序分析、信度分析、效度分析、徑路分析等方式。研究技術採用SPSS與AMOS兩套軟體。研究分析結果得知，兩家商店的顧客，對於商店提供退換貨的認同程度，男性顧客群對於題項的認同程度，普遍較女性顧客群來得低；而兩家商店的顧客，皆對於「這家店店員退換貨的動作迅速」題項的認同程度最低。另外，在實證分析單因子檢定分析結果得知，不同性別的顧客，對於商店提供退換貨服務的知覺，在燦坤商店模式中，則無顯著不同，但在全國電子商店模式中，有顯著認知不同。在徑路分析結果發現，兩家商店的形象影響顧客滿意與顧客忠誠，顯然商店形象對於滿意有較高的影響力。因此，得知商店形象是影響顧客忠誠購買的一項重要因素。研究結果可提供商店經營之參考。

In recent years, many electronic stores wish to get larger market share in the industry. However, the businesses had provided the unique services are to acquire the way of competitive advantages. Thus, the return service as unique factor is an important policy for the service electronic stores. To choose two major domestic electronics retail chain stores as the objects in this study. The aims of this study investigated that customer perceived these relationships between the store's image, satisfaction, and future consumer loyalty. This study also tested the moderating effects between return goods services and customer loyalty. The analysis method includes descriptive statistic, mean statistic, ranking analysis, reliability analysis, validity analysis, and path analysis. The research techniques used the SPSS and AMOS software. Results indicated that male perception the levels of return services were lower than women. According the one-way ANOVA empirical results found that, the different gender in Tsannquen stores perceived the return services didn't had a significantly difference, but in the National Electronic chains stores they had a significantly difference. In addition, the return services had a significant moderating effect between the store image and customer loyalty. The path analysis results found that two store's image have a positively and significant influences to customer satisfaction and loyalty, separately. The research results can provide to improve reference for electronic retail chains operators.