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An Empirical Study of the Relationship among Customers Perceived Value, Customers Satisfaction and Customers Loyalty-T 林桂田、魏文欽

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An Empirical Study of the Relationship among Customers Perceived Value, Customers Satisfaction and Customers Loyalty-T

林桂田、魏文欽

E-mail: 9707161@mail.dyu.edu.tw

ABSTRACT

Many marketing researchs empirical verification customer loyalty will bring large benefit. In recently, most of studies just discussed the relationship between service qual-ity , customer satisfaction and customer loyalty from customer “received” or ”benefit”

perception. But some marketing researchers suggested need to add customer “give” perception-“price” inside. Customer perceived value is come from customer feel the gap of between “give” and ”receive” perceptions. Customer perceived value became an important factor that leads to customer loyalty and it is widely discussed from foreign marketing management literature.

But studies related to consumer loyalty and customer perceived value in Taiwan are so limited that the topic need to deserves more attention. The purpose of the study is to examine the relationship between customer per-ceived value ,customer satisfaction and customer loyalty in the research context of chain restaurant customers. The findings of this research are as follows:1.Customer perceived value is directly related to customer satisfaction.2.Customer perceived value is posi-tively significant influence customer loyalty.3.Customer satisfaction is positively sig-nificant influence customer loyalty. The practical implications of these results are discussed in customer relationship management marketing management, particularly the need to improve customer per-cived value as a means to improve customer satisfaction and customer loyalty.

Keywords : customers perceived value , customers satisfaction , customers loyalty Table of Contents

中文摘要...iii 英文摘要...iv 誌謝辭...v 內容 目錄...vii 表目錄...ix 圖目錄...x 第一章 緒 論...1 第一節 研究背景...1 第二節 研究動機...2 第三節 研究目的...2 第四節 研究流程...3 第五節 研究範圍巷與對象...5 第二章 文獻探討...6 第一節 連鎖餐廳...6 第二節 顧客知覺價

值...9 第三節 顧客滿意...36 第四節 顧客忠誠...42 第五節 潛 在變項之關聯性...49 第三章 研究方法...68 第一節 研究架

構...68 第二節 研究假設...69 第三節 變數操作定性定義與測量...69 第四節 研究對象、問卷設計與抽樣設計...71 第五節 資料分析方法...72 第四章 資料分析與研 究結果...75 第一節 敘述性統計分析...75 第二節 因素分析...81 第三 節 人口統計變項與衡量構面之差異性檢定...83 第四節 相關分析...85 第五節 信度與效度分 析...87 第六節 線性結構模式分析...90 第五章 研究結論與建議...98 第 一節 研究結論...98 第二節 學術貢獻...101 第三節 管理義

涵...101 第四節 研究限制與未來研究方向...105 參考文 獻...108 附錄A 問卷...132

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