顾客忠诚与其前置变项之关系─以量贩店业为例.pdf

經營管理論叢 Vol.2, No.2, 2006 第39-59 頁 顧客忠誠與其前置變項之關係－以量販店業為例 The Relationship among Customer Loyalty and Its Antecedents ：An Example of Hypermarket 1 2 劉宗哲 陳嘉旻 (Received: Jan. 2, 2006 ；First Revision: May. 10, 2006 ；Accepted: Jun. 20, 2006) 摘要 如何維持顧客忠誠可視為量販店的競爭優勢，而影響顧客忠誠的因素有許多，本研 究主要探討服務品質、企業形象與關係品質對顧客忠誠的影響。首先，針對服務品質的 衡量變項進行驗證性因素分析，找出量販店消費者所重視之服務品質構面。接著運用線 性結構關係模式進行路徑影響分析，探討量販店服務品質、企業形象、關係品質與顧客 忠誠之間的關係，並進一步驗證假說。資料的收集是由大台北地區量販店之消費者中， 採便利抽樣的方式進行，共計發放500份問卷，總計回收有效問卷380份，回收率約為 76%。資料分析顯示整體模式之適合度頗佳，表示本研究的理論模型可獲得支持。研究 結果也發現服務品質對企業形象、關係品質有顯著的正向影響效果，但服務品質對顧客 忠誠沒有顯著的直接影響關係。企業形象與關係品質在服務品質與顧客忠誠之間具有完 全中介效果。 關鍵字 ：量販店、服務品質、企業形象、關係品質、顧客忠誠 Abstract How to maintain customer loyalty is an advantage of competition for hypermarket. There are many factors that effect customer loyalty. This study attempts to examine the impacts of service quality, corporate image and relationship quality on customer loyalty. First, we use confirmatory factor analysis to find out the main service quality dimension that consumers do value. Then, the whole model was analyzed by LISREL. All the suppositions can be further confirmed by researching into the relationship between service quality, corporate image, relationship quality, and customer loyalty. Appropriate measures are identified and a convenient sampling survey is undertaken among 500 consumers of hypermarket in the great Taipei area. A response rate of 76 percent is obtained. The results showed service quality is positively significant associated with corporate image and relationship quality. But the dimension of service quality is not revealed positively associated with customer loyalty. The corporate image and relationship