The Comparative Study of Service Quality, Perceived Risk and Customer Satisfaction on Customer Loyalty for The Shopping
袁征宇、封德台
E-mail: 9800838@mail.dyu.edu.tw
ABSTRACT
Recent decade in Taiwan, invested count with hundred million the large shopping center accounting develop rapidly and make the saturation retail industry to compete gradually vigorous, this research hopes that we distinguish large shopping center service quality, consciousness risk and customer satisfaction and the relation of the customer loyalty to provide the shopping center the operator by obtaining a correct data to solve operation embarrassing situation, exaltation sales amount also arouse the reference of economic growth. This research is to inquire into Singapore and seven shopping centers in Taiwan, take service quality, consciousness risk as the variable and took customer satisfaction as in lay a variable to inquire into the relation of the customer loyalty; we issue this survey in shopping center to these consumers who shopped on that day. We totally issued 450 pieces of questionnaires, recalled 435 pieces of questionnaires, and deleted 20 pieces of invalid questionnaires. The valid questionnaire is 415 pieces and effectively recall rate is 95.4%. Identify through the regression analysis assumption relate to, study show the ser-vice quality that the large shopping center consumer feels has the direct negative influ-ence effect on customer loyalty. First of all, customer satisfaction will be medium to lay the relationship with customer loyalty of the service quality. Second, customer satisfac-tion will be medium to lay the relationship with customer loyalty of the consciousness risk in the meantime. Finally, put forth theories and the meaning of the management ac-tual situation according to the research conclusion.
Keywords : sopping center, service quality, perceived risk, customer satisfaction, customer behavior perches Table of Contents
中文摘要 ... iii 英文摘要 ... v 誌謝辭 ... vi 內容目錄
... vii 表目錄 ... ix 圖目錄 ... xii 第一章 緒論... 1 第一節 研究背景與動機... 1 第二節 研究目的... 3 第三節 研究流程... 4 第四節 研究 範圍與對象... 6 第二章 文獻回顧... 7 第一節 購物中心... 7 第二節 服務品
質... 13 第三節 知覺風險... 19 第四節 顧客滿意度... 20 第五節 顧客忠誠
度... 25 第六節 服務品質與顧客忠滿意度之關係 ... 27 第七節 忠誠度與顧客滿意度之關係... 28 第三章 研究方法... 29 第一節 研究架構... 29 第二節 研究假設與推論... 30 第三節 變項之 操作型定義與衡量... 31 第四節 研究設計... 41 第五節 資料分析方法... 44 第四章 資料分 析與結果... 45 第一節 敘述性統計分析... 45 第二節 信效度分析... 50 第三節 相關分 析... 53 第四節 多變量變異數分析... 57 第五節 迴歸分析... 64 第五章 研究結論與建 議... 80 第一節 研究結論... 80 第二節 研究意涵... 84 第三節 研究限制及後續研究 建議... 86 參考文獻... 87 附錄A 新加坡地區購物中心... 97 附錄B 台灣地區購物中 心... 101 附錄C 問卷發放... 108
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