崇右技术学院企业管理系精编.doc

服務品質、關係行銷與顧客忠誠度關係之研究－ The Study on the Relationship among Service Quality, Relationship Marketing, and Customer Loyalty－A Case ofChao-Chan Wu Mei-Yun Huang Ruo-Syuan Ruan Ya-Lin Cheng Chuan-Wen Cheng 1崇右技術學院國際企業系 2崇右技術學院企業管理Department of International Business, Department of Business Administration, Chungyu Institute of Technology Chungyu Institute of Technology 摘 要 本研究以大台北地區的陶板屋消費者為對象，探討陶板屋服務品質、關係行銷與顧客忠誠度之間的關係，亦即檢視關係行銷在服務品質與顧客忠誠度之間的中介效果。研究結果發現，陶板屋的服務品質對關係行銷有顯著的正向影響，關係行銷對顧客忠誠度有顯著的正向影響，關係行銷在服務品質與顧客忠誠度之間有顯著的中介效果，亦即陶板屋業者可藉由服務品質提昇關係行銷，進而提高顧客忠誠度。最後，根據研究結果提出結論與建議，以提供業者日後營運之參考。 關鍵詞：服務品質、關係行銷、顧客忠誠度、陶板屋 Abstract The purpose of this study is to explore the relationship among service quality, relationship marketing, and customer loyalty of customers with Taoban restaurant in the area of Taipei. In other words, it is to examine the median effect of relationship marketing between service quality and customer loyalty. Empirical results indicate that service quality of Taoban restaurant is significantly positive related to relationship marketing of Taoban restaurant. Relationship marketing of Taoban is significantly positive related to customer loyalty of Taoban restaurant. That is, there is a significant median effect of relationship marketing between service quality and customer loyalty. It means that the manager of Taoban restaurant can use service quality to raise relationship marketing and further to promote customer loyalty. Some implications and suggestions will be offered for the manager of Taoban restaurant on the empirical results. Keywords: Service Quality, Relationship Marketing, Customer Loyalty, Taoban Restaurant 聯絡人：吳肇展 地址：201基隆市義七路40號崇右技術學院國際企業系 E-mail：w790@ Tel：私：（020928239058 公：（02分機540 1.緒論 服務業的發展係為國家進步的重要指標，一個國家經濟愈發展，服務業的就業人口與產值之比重愈大。根據行政院主計處的統計，國內服務業在此時迅速蓬勃地發展，直至年底，服務業佔國內生產毛額的比重已逼近70%。另外，現今消費者意識已強烈抬頭，1996），也就是說高級餐廳對服務品質的要求及重視程度較其他餐飲業來得高，藉由服務人員與顧