顧客知覺價值、滿意度與忠誠度關係模式之研究

本研究旨在了解禮品顧客知覺價值、滿意度與忠誠度間之關係。以購買某禮品公司之顧客為研究對象，採便利抽樣回收336份有效問卷，將所得資料運用描述性統計、驗證性因素分析與結構方程模式等進行分析。結果發現：所提出之模式適用於此研究;禮品顧客知覺價值、滿意度及忠誠度之間具有顯著的因果關係，且顧客滿意度於知覺價值與忠誠度間扮演著中介角色，亦即顧客知覺價值，可以透過滿意度提升忠誠度。建議未來禮品業者可運用本模型的知覺價值層面之前因意涵，提升顧客的滿意度，俾利增強其忠誠度。

This study aimed to understand the relationship among perceived value, satisfaction and loyalty of customers. It employed customers who buy gift as the research object, and through convenient sampling, 336 valid questionnaires were obtained, and the data was analyzed using descriptive statistics, confirmatory factor analysis and structural equation model. It concludes that the proposed model is suitable for this study. It has an obvious causal relationship among perceived value, satisfaction and loyalty, and satisfaction plays an intermediary role between perceived value and loyalty. In other words, perceived value can enhance loyalty through satisfaction. It is suggested that gift company can use this model’s perceived value aspect and its antecedent meaning, in order to improve the satisfaction of customers and strengthen their loyalty.