零售服務品牌之服務便利性對滿意、承諾與忠誠度影響之研究

The Effects of Service Convenience, Satisfaction, Commitment on Loyalty to Retail Service Brand

許多研究指出服務便利性是創造顧客價值的重要影響元素，但鮮少研究深入探討服務便利性與零售品牌建構間之關係。因此，本研究著墨探討服務便利性對品牌滿意、持續性承諾、情感性承諾與零售服務品牌忠誠度之影響效果。透過三業態樣本包括星巴克、麥當勞與華納威秀影城，驗證本研究架構。研究結果發現，服務便利性直接並正向影響零售服務品牌忠誠度。除此之外，服務便利性透過滿意度、持續性承諾與情感性承諾間接正向影響零售服務品牌忠誠度。是故，實務業者可思考透過增加零售場域之決策便利性、地點便利性、交易便利性、利益便利性與購後便利性，以建立零售服務品牌忠誠度與強化該品牌於零售市場之競爭優勢。

Researchers have acknowledged the growing importance of service convenience for consumer value, yet little research has explored the relationship between service convenience and retail service brand. This cross-sectional study, therefore, seeks to empirically examine the service convenience to influence brand satisfaction, continuance commitment and affective commitment, and further enhance loyalty to retail service brands. Based on three retail service brand settings in different retail formats examined, service convenience directly and positively affects brand loyalty. In addition, service convenience indirectly affects brand loyalty through brand satisfaction, continuance commitment, and affective commitment. Brand satisfaction and brand loyalty have an insignificant relationship. Then, practitioners should emphasize service convenience, including decision convenience, access convenience, transaction convenience, benefit convenience, and post-benefit convenience, as these constructs are key for developing consumer brand loyalty in the service industry and serve as a source for competitive advantages.