時尚購物中心之促銷、商店印象、顧客滿意度與忠誠度關係研究－－以台北京站為例

A Study on the Relationships among Sale Promotion, Store Image, Customers' Satisfaction and Loyalty of Fashion Mall: An Example of Q Square

本研究以台北市京站時尚廣場消費者為受訪對象，採取便利抽樣法，回收問卷330份問卷，有效問卷301份，以結構方程式模型（Structural Equation Modeling，SEM）進行研究假設之驗證。研究結果證實商店印象對顧客滿意度具有顯著正向影響關係，業者可藉由良好的商店印象，提升消費者心理感受到的滿意度。京站可增加遊樂設備、商品品質提升、商品種類齊全或擴大服務範圍來提高消費者的心理知覺，使消費者感受到高於預期之狀態，滿意度因而提升。顧客滿意度對顧客忠誠度具有顯著正向影響，表示顧客滿意度愈高，忠誠度也會愈高。當消費者對京站的商品及服務感受滿意時，會在心中建立更強的預期，願意再次前往消費，也會將其消費經驗分享給親友。

The research questionnaires apply convenience sampling method to survey customers who bought product in Taipei Q Square. Structural Equation Modelwasapplied to analyze data collected from301 questionnaires.The results found that store image had a significant positiveimpact on customer satisfaction and customer loyalty; customer satisfaction had a significant positiveimpact on customer loyalty. According to the results, the industry can be through store imageto enhance consumer satisfaction.When consumers are satisfied with the goods and services of Q Square, they will build stronger expectations in their hearts and arewilling to consume and share their experience with their friends.