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題名:連鎖生鮮超市服務品質、顧客滿意度與顧客忠誠度之相關性研究 - 信賴感與關係慣性的干擾效果
作者:楊凱富 引用關係
作者(外文):Yang, Kai-Fu
校院名稱:國立彰化師範大學
系所名稱:工業教育與技術學系
指導教授:趙志揚
學位類別:博士
出版日期:2014
主題關鍵詞:連鎖生鮮超市服務品質顧客滿意度顧客忠誠度supermarket chain storeservice qualitycustomer satisfactioncustomer loyalty
原始連結:連回原系統網址new window
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  • 點閱點閱:151
本研究旨在針對台灣中部地區連鎖生鮮超市業者,在以信賴感與關係慣性為干擾變項的架構下,來探討連鎖生鮮超市之服務品質、顧客滿意度與顧客忠誠度的相關性研究。本研究運用迴歸分析、重要性-績效分析(IPA)等分析方法,分析歸納出連鎖生鮮超市之服務品質、顧客滿意度與顧客忠誠度之關聯性,並且針對台中市連鎖生鮮超市業者,共22間分店進行問卷調查,取得有效問卷數641份。經迴歸分析檢驗研究假說,結果顯示:一、服務品質對顧客滿意度呈現高度正相關,二、顧客滿意度對顧客忠誠度呈現高度正相關,三、服務品質對顧客忠誠度現高度正相關,四、信賴感在服務品質和顧客滿意度之間有顯著的干擾效果,五、關係慣性在顧客滿意度和顧客忠誠度之間有顯著的干擾效果。並且透過重要性-績效分析(IPA),瞭解顧客對於連鎖生鮮超市服務品質的重視程度與實際感受程度,讓業者改善服務不足與服務過多的部分,並且有效妥善分配資源。
Service quality has become a major concern for retail business. This study presents the influence between service quality of fresh supermarket chain store on customer satisfaction and customer loyalty by concurrently including trust and relationship inertia as moderators and showing the correlation among these variables. The study adopted descriptive statistics, regression, and importance-performance analysis to verify the assumptions.
Based on the data collected from customers with the leading supermarket company in Taichung, the study results found that service quality were positively correlated to customer satisfaction and customer loyalty. Meanwhile, the finding also showed that customer satisfaction were positively correlated to customer loyalty. The results verified the moderating effect of trust and relationship inertia in this study.
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