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中文論文名稱 服務品質、企業形象對生活型態提案店滿意及忠誠度影響之研究
英文論文名稱 A study of relationships among Service Quality, Coporate Image, Satisfaction, and Loyalty of Lifestyle Stores
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 99
學期 2
出版年 100
研究生中文姓名 張佳琦
研究生英文姓名 Chia-Chi Chang
學號 798520242
學位類別 碩士
語文別 中文
口試日期 2011-06-20
論文頁數 79頁
口試委員 指導教授-張俊惠老師
委員-黃志文老師
委員-洪振興老師
中文關鍵字 服務品質  企業形象  顧客滿意  顧客忠誠  結構方程模式 
英文關鍵字 Service Quality  Corporate Image  Satisfaction  Loyalty  SEM 
學科別分類 學科別社會科學商學
中文摘要 近幾年慢活與樂活風潮盛行,消費者購買生活用品除了滿足基本需求外,也重視表達生活態度與展現個人生活美學與品味。在這樣的趨勢下,生活型態提案店於是興起並逐漸蓬勃發展。在市場競爭逐漸白熱化下,產業逐步邁向成熟期。因此本研究將針對台灣生活型態提案店的消費者行為進行研究。
本研究希望透過問卷調查方式,探討生活型態提案店的服務品質、企業形象對顧客滿意之影響,進一步研究顧客滿意與顧客忠誠之間的關係,期望研究結果能成為相關產業在擬定行銷策略上的參考依據。
本研究的研究目的有三,探討在台灣生活型態提案店中
1.探討生活型態提案店之消費者所知覺到的服務品質是否為企業形象形成之關鍵前因。
2.探討生活型態提案店之企業形象是否會透過滿意進一步影響顧客忠誠之形成。
3.探討顧客對生活型態提案店之顧客滿意是否對顧客忠誠有所影響。

本研究以曾經到過生活型態提案店消費的消費者為研究對象,並且使用SPSS12.0版以及LISREL8.7版作為資料分析的工具。
經由結構方程模式驗證研究假說,得知顧客滿意會直接影響顧客忠誠,服務品質與企業形象無法直接影響顧客忠誠;再次驗證顧客滿意確實為顧客忠誠的前因變數;並且顧客滿意也是企業形象、服務品質與忠誠之間重要的中介變數。
英文摘要 In recent years, Slow-life and LOHAS booms changed customer’s behavior. Customers purchase and go shopping not only for daily needs, but also for expressing their aesthetics and taste of life.This trend leads Lifestyle Store to emerge and to develop vigorously.Gradually, because the market competition is reaching its climax, the industry steps into a mature stage.This study will focus on researching the costumer behavior at Lifestyle Store in Taiwan.

By analyzing the questionnaire, this study will examine the service quality of Lifestyle Store, the effect of corporate image to customer satisfaction, and the relationship between customer satisfaction and customer loyalty. This study is expected to be a reference for planning selling policy in related industry. This study takes the Lifestyle Store customers as object by using SPSS12.0 and LISREL8.7 for data analyzing.

This study examine Lifestyle Store in Taiwan for three purposes:

(1)Examine whether how Lifestyle Store costumers feel about the service quality, affects the key variable to form corporate image.
(2)Examine whether how corporate image of Lifestyle Store causes the forming of customer loyalty.
(3)Examine how customer satisfaction of Lifestyle Store affects the customer loyalty.
論文目次 目 錄……………………………………II
表錄………………………………… …IV
圖目錄……………………………………VI
第一章 緒論…………………………………………… 1
第一節 研究背景……………………………………… 1
第二節 研究動機……………………………………… 2
第三節 研究目的……………………………………… 4
第四節 研究範圍與對象……………………………… 5
第五節 研究流程……………………………………… 6
第二章 文獻探討……………………………………… 7
第一節 台灣生活型態店簡介………………………… 7
第二節 服務品質……………………………………… 11
第三節 企業形象……………………………………… 16
第四節 顧客滿意……………………………………… 18
第五節 顧客忠誠……………………………………… 22
第三章 研究方法……………………………………… 27
第一節 觀念架構……………………………………… 27
第二節 研究假說……………………………………… 28
第三節 研究變數之定義與衡量……………………… 30
第四節 研究設計……………………………………… 35
第五節 資料分析方法………………………………… 37
第四章 資料分析果…………………………………… 40
第一節 敘述性統計…………………………………… 40
第二節 信度分析……………………………………… 49
第三節 結構方程模式分析…………………………… 51
第五章 研究結論與發現……………………………… 62
第一節 研究結論……………………………………… 62
第二節 研究發現……………………………………… 64
第三節 研究限制與未來研究建議…………………… 66
參考文獻……………………………………………… 67
附錄一 研究問卷……………………………………… 76

表目錄
表2-1 截至2011年5月台灣【生活型態提案店】店數統計表………………………8
表2-2 服務品質定義相關文獻……………………………………………………12
表2-3 SERVQAL 量表…………………………………………………………13
表2-4 企業形象定義有關之相關文獻……………………………………………16
表2-5 顧客滿意定義之相關文獻…………………………………………………18
表2-6 顧客忠誠定義有關文獻彙整表……………………………………………21
表2-7 顧客忠誠衡量構面之彙整表………………………………………………22
表2-8 顧客忠誠衡量構面指標之彙整表………………………………………23
表3-1 服務品質之操作性定義與衡量項目………………………………………28
表3-2 服務品質之操作性定義與衡量項目…………………………………28
表3-3 企業形象之操作性定義與衡量項目………………………………………29
表3-4 顧客滿意之操作性定義與衡量項目………………………………………30
表3-5 顧客忠誠度之操作性定義與衡量項目……………………………………31
表3-6 問卷回收情況分析表衡量項目……………………………………………32
表3-7 整體配適度指標與理想評估準則…………………………………………33
表4-1 受測者知道的生活型態提案店……………………………………………38
表4-2 受測者曾去過的生活型態提案店…………………………………………38
表4-3 受測者最常去的生活型態提案店…………………………………………39
表4-4 受測者平均多久去一次生活型態提案店…………………………………39
表4-5 受訪者每次平均在生活型態提案店購買多少金額的產品………………40
表4-6 受測者大部分在生活型態提案店購買什麼類別的產品…………………40
表4-7 受測者最經常接觸之媒體習慣……………………………………………41
表4-8 受測者性別分佈情形……………………………………………………42
表4-9 受測者之年齡分佈情形……………………………………………………42
表4-10受測者之教育程度分佈情形…………………………………………43
表4-11 受測者之職業類別分佈情形………………………………………………43
表4-12 受測者之婚姻狀況分佈情形………………………………………………45
表4-13 本研究各構面之Cronbach’ s α ……………………………………………45
表4-14 結構方程模式之參數說明…………………………………………………48
表4-15 整體配適度指標評估結果…………………………………………………50
表4-16 衡量模式之評估……………………………………………………………51
表4-17 結構模式之研究假說與驗證結果…………………………………………52
表4-18 模式之路徑效果分析………………………………………………………55

圖目錄
圖1-1 研究流程……………………………………………………………………6
圖3-1 本研究觀念性架構………………………………………………………25
圖4-1 本研究模式之線性結構關係圖……………………………………………47
圖4-2 本研究模式之線性結構關係路徑分析圖…………………………………54
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