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題名:How the Effects of Loyalty Programs, Relationship Benefits, and Relationship Quality Create Customer Loyalty? The Case of Taiwan Starbucks Coffee
書刊名:品質學報
作者:許雅棣張國謙郭念德 引用關係許嘉霖汪志浩
作者(外文):Hsu, Ya-tiChang, Kuo-chienKuo, Nien-teHsu, Chia-linWang, Chih-hao
出版日期:2017
卷期:24:2
頁次:頁131-158
主題關鍵詞:連鎖咖啡業忠誠方案關係利益關係品質顧客忠誠度Coffeehouse chainsLoyalty programsRelationship benefitsRelationship qualityCustomer loyalty
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:111
  • 點閱點閱:77
This study investigated the loyalty programs implemented by coffeehouse chains to determine whether customer perceptions of these programs influence customer loyalty through relationship benefits and relationship quality. At present, few existing studies have investigated the relationships among loyalty programs, relationship benefits, relationship quality, and customer loyalty. This study performed an empirical investigation on the coffeehouse chain Starbucks in Taiwan to analyze the relationships among these variables. The primary findings are as follows: (1) loyalty programs enhance customer perceptions of relationship benefits (β = 0.37, p < 0.001) and relationship quality (β = 0.16, p < 0.05); (2) the relationship benefits (β = 0.34, p < 0.05) and relationship quality (β = 0.53, p < 0.001) as perceived by customers exert significant influences on their loyalty; (3) customer perception of relationship benefits significantly influences loyalty through their perception of relationship quality (β = 0.41, p < 0.05); and (4) although loyalty programs have a positive and direct influence on customer loyalty (β = 0.16, p < 0.05), a greater positive influence can be achieved through relationship benefits and relationship quality (β = 0.52, p < 0.05). Based on these findings, we discuss implications for management in the coffeehouse industry.
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