專業能力、服務品質、顧客滿意度與顧客忠誠度之研究-以H生活五金百貨為例

A Study of Professional Ability , Service Quality ,Consumer Satisfaction and Customer loyalty- Case of H Life Hardware Department Store

本研究以台南關廟某生活五金百貨業者與其顧客為研究樣本，於2017年4月08日至5月2日發放並回收問卷，扣除無效樣本後，用於分析之樣本共203份。實證結果發現：專業能力提升可增強業者對客戶的服務品質，提升顧客的滿意度及增強顧客對公司的忠誠度；而業者提升其服務品質後，顧客滿意度與顧客忠誠度均顯著增加，從業人員專業能力的提升確實會透過服務品質的增強對顧客滿意度的提高與顧客忠誠度的提升間接產生正向影響，從業人員專業能力的提升也會透過顧客滿意度的提高間接增強顧客的忠誠度。

This study aims to verify the associations between professional ability, service quality, customer satisfaction and customer loyalty in life hardware department store in Tainan Guanmiao District. We collect 203 effective questionnaire during April 8 to May 2 in 2017. The empirical results show that life hardware department store improves its' professional ability, it's service quality, customer satisfaction and customer loyalty will improve in the same time. Besides, Service quality makes significantly positive effect on customer satisfaction and customer loyalty. In the mediation effect, this study verifies that professional ability makes indirect effect on customer loyalty through service quality and customer satisfaction.