時尚購物中心之促銷、商店印象、顧客滿意度與忠誠度關係研究–以台北京站為例

A Study on the Relationships among Sale Promotion, Store Image, Customers' Satisfaction and Loyalty of Fashion Mall: An Example of Q Square

張仁豪；雷立芬；吳志文；黃聖茹

促銷 ； 商店印象 ； 顧客滿意度 ； 顧客忠誠度 ； 結構方程式模型 ； Sale Promotion ； Store Image ； Customers Satisfaction ； Customers Loyalty ； Structural Equation Modeling（SEM）

亞太經濟管理評論

20卷2期（2017 / 03 / 01）

73 - 92

繁體中文

本研究以台北市京站時尚廣場消費者為受訪對象，採取便利抽樣法，回收問卷330 份問卷，有效問卷301 份，以結構方程式模型（Structural Equation Modeling，SEM）進行研究假設之驗證。研究結果證實商店印象對顧客滿意度具有顯著正向影響關係，業者可藉由良好的商店印象，提升消費者心理感受到的滿意度。京站可增加遊樂設備、商品品質提升、商品種類齊全或擴大服務範圍來提高消費者的心理知覺，使消費者感受到高於預期之狀態，滿意度因而提升。顧客滿意度對顧客忠誠度具有顯著正向影響，表示顧客滿意度愈高，忠誠度也會愈高。當消費者對京站的商品及服務感受滿意時，會在心中建立更強的預期，願意再次前往消費，也會將其消費經驗分享給親友。

The research questionnaires apply convenience sampling method to survey customers who bought product in Taipei Q Square. Structural Equation Model was applied to analyze data collected from 301 questionnaires. The results found that store image had a significant positive impact on customer satisfaction and customer loyalty; customer satisfaction had a significant positive impact on customer loyalty. According to the results, the industry can be through store image to enhance consumer satisfaction. When consumers are satisfied with the goods and services of Q Square, they will build stronger expectations in their hearts and are willing to consume and share their experience with their friends.

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