服務品質、商店形象、顧客滿意度和顧客忠誠度關係之研究──以墊腳石圖書文化廣場為例

The Relationships among Service Quality, Store Image, and Loyalty－A Case Study of Steppingstone Bookstore

近年來，由於網路書店崛起導致實體書店的經營益發嚴峻，在此競爭環境之下，提升服務品質與建立良好商店形象，在促進顧客滿意度與再購意願或願意推薦他人上扮演重要角色。然而過去文獻鮮少同時探討服務品質、商店形象、顧客滿意度與忠誠度的相關研究，因此本研究選擇以墊腳石圖書文化廣場為對象，來探討書店的服務品質與商店形象對消費者滿意度與忠誠度之影響應用於實體書店市場的可能性。本研究採問卷調查法，以墊腳石六家店點（台北南西店、台北許昌店、中壢旗艦店、新竹店、台中旗艦店及員林店）之消費者為對象，回收有效問卷共493份，使用結構方程模式（SEM）作為分析工具。研究結果發現：（1）服務品質與商店形象分別對顧客滿意度有直接影響效果。（2）服務品質與商店形象分別對顧客忠誠度有直接影響效果。（3）服務品質對商店形象有直接影響效果。本研究並依據研究結果提出相關建議供業者參酌。

Owing to the emergence of on-line bookstores in recent years, it has influenced traditional bookstores greatly. In this competitive condition, elevating service quality and establishing good store image play an important role on the increase of customers’ satisfaction and the willingness to re-purchase or recommend others. Previously, there were very few researches in service quality, store image, customer satisfaction and loyalty of traditional bookstores simultaneously. Therefore, this study treated Steppingstone Bookstore as the subject to investigate the effect of service quality and store image on customer satisfaction and loyalty, as well as the feasibility of applying this effect on bookstores market. A questionnaire survey was conducted on the consumers of 6 branches, including Nanxi, Xuchang, Jungli, Hsinchu, Taichung, and Yuanlin. A total of 493 valid questionnaires were retrieved, and the data were analyzed with structural equation model analysis (SEM). The findings were as followed: 1) service quality and store image had a direct effect on customer satisfaction respectively; 2) service quality and store image had a direct effect on customer loyalty respectively; 3) service quality had a direct effect on store image. Based on the findings, suggestions were proposed to related enterprises for reference.