量販店服務品質、顧客價值、顧客滿意度與忠誠度關係之研究

The Relationship among Service Quality, Perceived Value, Customer Satisfaction and Loyalty of Hypermarket

量販店在通路中扮演著重要的角色，越來越多的企業投入此領域，使得量販店的競爭更趨激烈，而建立顧客忠誠度已被視為成功的關鍵。企業要成功必須留住舊顧客、開發新顧客，而服務品質、顧客價值亦是其中重要的一環，且與顧客滿意度及忠誠度有密切的關係。本研究以內湖地區的多家量販店為實證對象，採用問卷調查的方式對量販店的顧客進行資料蒐集，共得 311 份有效問卷，使用描述性統計、信度分析、因素分析及結構方程模式等方法分析資料。模式實證結果發現服務品質正向影響顧客價值及顧客滿意度；顧客價值正向影響顧客滿意度及忠誠度；顧客滿意度正向影響忠誠度。

Hypermarket acts the important role in channel. More and more enterprises invest this domain, causes the competition more intense. It is a general agreement that a basic strategy for business success is to establish the customer loyalty. If a company wants to win from competition, it has to explore new customers and retain existing customers. One of the key factors is service quality and perceived value, influencing customer satisfaction and customer loyalty.Research population of this study was the customers consuming in Carrefour hypermarket and Geant hypermarket TA ZHI store. We use structural equation models to investigate the relationship among service quality, perceived value, customer satisfaction and customer loyalty. From the data analysis, we found that service quality positive affects customer satisfaction; service quality positive affects perceived value; perceived value positive affects customer satisfaction; perceived value positive affects customer loyalty; customer satisfaction positive affects customer loyalty.