The Effects of Enterprise Image, Service Quality, Customer Satisfaction on Customer Loyalty - A Case Study of 3C Chain S
柯家瑞、葉子明 ; 黃開義
E-mail: 9901230@mail.dyu.edu.tw
ABSTRACT
With an increasing demand for 3C products domestically in Taiwan, plus the implementation of the business concept of chain marketing, the pattern of traditional supermarket can’t fully satisfy people's demands anymore. In addition, the severe competion between 3C chain stores has gradually diminished the differences among every product, i.e., profits can't be made only by product itself. Instead, the customer services and the formation of enterprise images are the aspects to be worked on. The purpose of this study is to explore the influence of the following three variables--enterprise image, service quality and customer satisfaction, on the customer loyalty. As the most important task for the 3C chain stores is to keep the loyal customers and raise their desires to buy more. Therefore, the present study takes 3C chain stores as an example and their customers are selected as subjects for a survey.
Total 562 questionnaires are issued in this study for a data analysis of all samples. The result shows that among all demographic variables, only the age of customers has a significant difference with the variables of enterprise image, service quality and customer satisfaction in 3C chain stores. Thus, the marketing strategies can be designed relating to the customers' ages. As there are also correlations between customer loyalty with enterprise image, service quality and customer satisfaction, so the 3C chain stores that want to keep the original customer loyalty should start working on the above three aspects. Furthermore, service quality, customer satisfaction and enterprise image all show an significant influence on the customer loyalty. However, their levels of influence are different from each other. Therefore, 3C enterprises, based on their own competetion advantages or resources, can expand some items that can create most benefits for increasing customer loyalty.
Keywords : Enterprise Image ; Service Quality ; Customer Satisfaction ; Customer Loyalty Table of Contents
封面內頁 簽名頁 博碩士論文暨電子檔案上網授權書 iii 中文摘要 iv ABSTRACT v 誌謝 vi 目錄 vii 圖目錄 ix 表目錄 x 第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 3 1.3 研究對象與範圍 3 1.4 研究流程 4 第二章 文獻探討 6 2.1 國內3C通路的概況 6 2.2 企業形象之探討 13 2.3 服務品質之相關探討 19 2.4 顧客滿意度之相關探討 30 2.5 顧客忠誠度之相關探討 40 2.6 企業形 象、服務品質、顧客滿意對顧客忠誠度之關連性探討 44 第三章 研究方法 47 3.1 研究架構與假設 47 3.2 統計分析方法 49 3.3 資料蒐集方式與對象選取 50 3.4 問卷內容說明 51 3.5 正式問卷信度 57 第四章 研究結果分析 58 4.1 敘述性統計 58 4.2 不 同個人背景在各變項的差異分析 66 4.3 相關分析 72 4.4 迴歸分析 73 4.5 討論與分析 81 第五章 研究結論與建議 88 5.1 研究 結論 88 5.2 管理意涵 90 5.3 研究限制與未來研究建議 91 參考文獻 93 附錄 研究問卷 106
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