||Antecedents of Brand Loyalty in Shopping Center: Customer and Service Personnel Perspectives
||Executive Master’s Program of Business Administration（EMBA） in Management Sciences
||Taiwan’s diverse consumer market has stimulated consumer demand for general entertainment and consumer goods, in such a competitive and relatively homogeneous market is worth examining. The objectives of this study further explored the dimensions of service quality, store image, CS and customer loyalty, and to explore the differences in perspectives between consumers and sales-service personnel regarding service quality, store image, and the relationship between CS and loyalty to the Q Square Shopping Center.
The study participants were customer and service personnel who had shopped at Q Square. This study consisted of 349 customer samples and 349 service personnel samples that were used in the final analysis. AMOS 20.0 statistical software was employed to analyze and validate the measurements. The research hypotheses were examined by structural equation modeling (SEM), which supported certain hypotheses. Service quality had a positive influence on customer satisfaction, among five dimensions which tangibles and empathy had significant influence; Store image had a positive influence on customer satisfaction, among five dimensions which store atmosphere had significant influence; Customer satisfaction had significant influence on loyalty, meaning that high customer satisfaction provides high customer loyalty. When testing for the moderating effects, the service personnel perspective on the tangibles factor was found to significantly affect CS, and its effect is statistically greater than customer. However customer perspective on atmosphere and convenience dimensions had a significantly greater effect on CS than did those of service personnel. Finally, the study results provide general strategic directions for companies in the department store industry and discuss further research aspects for future academics.
||Table of Contents
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Objective 3
1.3 Research Process and Thesis Organization 3
Chapter 2 Literature Review 5
2.1Service Quality 5
2.2 Store Image 7
2.3 Customer Satisfaction 9
2.4 Loyalty 10
2.5Relationship Between Service Quality and Customer Satisfaction 11
2.6 Relationship Between Store Image and Customer Satisfaction 12
2.7 Relationship Between Customer Satisfaction and Loyalty 13
2.8 Moderating Effect 14
Chapter 3 Methodology 15
3.1Research Setting 16
3.2 Measurement Development 17
3.3 Sample and Data Collection 18
3.4 Data Analysis Method 19
3.4.1 Descriptive Statistics Analysis 19
3.4.2 Reliability and Validity analysis 19
Chapter 4 Data Analysis Methodology 20
4.1 Sampling and respondent profile 20
4.2 CFA and Model Fit 22
4.3 Reliability Analysis 23
4.4 Validity Analysis 25
4.4.1 Convergent Validity 25
4.4.2 Discriminative Validity 25
4.5 Structural Equation Model Analysis 29
4.5.1 Overall Model Validation 29
4.5.2 Structural Equation Model Evaluation of the Hypothesis Test 29
4.6 Moderating Effect: The Moderating Role of Customers and Service Personnel 32
Chapter 5 Conclusions 35
5.1 Discussion 35
5.2 Theoretical Implications 36
5.3 Managerial Implications 37
5.4 Limitations and Future Research 39
List of Tables
Table 3.1 Sources of the Measure Items 18
Table 4.1.1 Demographic variables of customers 21
Table 4.1.2 Demographic variables of service personnel 22
Table4.2 Analysis of Measurement Accuracy 23
Table4.3 Analysis of Reliability and Convergent Validity 24
Table 4.4 Analysis of the Difference of Chi-square, AVE and squared correlation 26
Table 4.5 Confidence Interval 27
Table4.6 Analysis of Goodness-of-Fit 29
Table 4.7 Hypothesis Test Analysis 30
Table 4.8 Invariance tests across customer and service personnel 34
Table5.1 Analysis of hypothesis test 36
List of Figures
Figure1.1Research Process 4
Figure 3.1Researches Conceptual Framework: Model 1 15
Figure 4.1 Structural Equation Modeling Analysis 31
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