運用線性結構關係模式探討促銷活動、商店形象、服務品質與顧客忠誠度關係之研究

Using Structural Equation Modeling to Explore the Relation among Sale Promotion%2CStore Image%2C Service Quality and Customer Loyalty

近年來3C 產品購買以及使用需求逐漸多元化，使得3C 連鎖零售通路急遽擴展，造成市場競爭增加日趨激烈、相似產品間的功能差距縮小。企業成功的關鍵，已不僅在於技術的高低。如何滿足顧客的需求，進而提升顧客忠誠度，更成為業者經營之關鍵成功因素。故本研究目的在於探討3C 連鎖零售賣場之促銷活動、商店形象、服務品質與顧客忠誠度間的關係。本研究採用結構問卷方式進行實證，共取得有效問卷399 份，利用線性結構關係模式進行研究假說之驗證。研究結果證實(1)促銷活動會直接顯著正向影響商店形象、服務品質與顧客忠誠度；(2)商店形象會直接顯著正向影響服務品質，但卻未能直接顯著正向影響顧客忠誠度。然而根據推論，本研究可驗證商店形象能透過服務品質間接顯著正向影響顧客忠誠度，但效果較小；(3)服務品質會直接顯著正向影響顧客忠誠度。

The diversification of 3C products’ purchasing and using demand has made the 3C retail stores to expand rapidly in recent years. This pheromone results in the market competition increasing and the functions of similar products to decrease. The key success factors of business are not only to improve the technologies， but also to satisfy the demand of customers in order to increase the customer’s loyalty. The purpose of this study is toexplore the relation among sale promotions， store image， service quality of 3C retail stores and customer loyalty. This research adopted the structural questionnaire to probe into a relation of every parameter， and obtained 399 valid questionnaires in total. The linear structural relation model was used to test the verification of the research hypothesis. The results show that (1) sale promotions have the directly positive influence on store image，service quality and customer loyalty; (2) store image has directly positive influence on service quality， and indirectly positive influence on customer loyalty through servicequality; (3) service quality has directly positive influence on customer loyalty.