影響超市忠誠度之因素：以土耳其超市為例

Determination of the Factors Affecting Supermarket Loyalty: A Case Study of Erzurum, Turkey

近年來，由於現代零售業競爭日益激烈，零售商積極致力於吸引消費者對商店忠誠度以增加消費者的購買次數及購買價值。因此，如何強化消費者對商店忠誠度與創新的經營策略顯得日益重要。本研究旨在探討影響消費者對土耳其超市的忠誠度，其因素包括：消費者滿意度、價格知覺、信任知覺與商店形象等變數（例如：服務品質、商店氣氛、價格認知、折扣、售後服務、產品品質及超市位置）。研究結果顯示，商店形象（如商店氣氛、產品品質與服務品質）對商店價格知覺與信任知覺具有影響力。而消費者對商店價格知覺與信任知覺對超市的滿意度和忠誠度有顯著影響。

Today, due to increasing competition in modem retailing sector, retailers making considerable efforts to commit more consumers to their stores, and have made increase the frequency and amount of purchase available. Therefore, the importance of strengthening store loyalty and developing new strategies towards this have been highlighted. In this study it is aimed to determine the effect of the satisfaction, trust-value perception and store image v頭ables (Service quality, store a血osphere, comparative price perception, discount perception, supermarket opportunities, post purchase applications, product quality perception and supermarket location) on the consumers'supermarket loyalty in Erzurum/Turkey. Our results show that the store image variables (Store atmosphere, product quality and service quality) have effect on value and trust perception. Value-trust perceptions have effect on satisfaction and store loyalty of the customers.