如何留住顧客？探討關係品質在服務品質、服務補救與顧客再構意圖關係上之中介效果

How to retain customers? The Mediating Effect of Relationship Quality on the Service Quality, Service Recovery, and Customer Repurchase Intention

10.29916/JMPP.201403_8(1).0004

邱道生(Tao-Sheng Chiu)；楊麗玲(Li-Ling Yang)

服務品質 ； 服務補救 ； 關係品質 ； 顧客再購意圖 ； Service Quality ； Service Recovery ； Relationship Quality ； Customer Repurchase Intention

管理實務與理論研究

8卷1期（2014 / 03 / 01）

76 - 98

繁體中文

服務品質是一項顧客評價企業的指標，而服務過程中所產生的補救措施，是影響顧客再購的重要因素。過去研究顧客再購意圖之關係上，似乎多著眼於服務品質或服務補救的觀點，而少有以關係品質之觀點去分析與檢視顧客再購意圖的關係。因此，本研究欲探討消費者的關係品質在服務品質與服務補救與顧客再購意圖之關係為何？本研究調查台北地區百貨公司消費之顧客，共發出600份問卷，有效回收問卷份數為341份。研究假設以結構方程模式進行分析驗證，實證結果顯示關係品質為服務品質、服務補救與顧客再購意圖關係上，具有中介的效果。研究結果提供給台北地區百貨業者管理實務上的參考，最後則對未來研究提出建議。

In the service industry, service quality is a benchmark which reveals the connection between customers and enterprises via quality assessments. Enterprises have more and more realized the management of service quality will affect service recovery and customer repurchase intention. Quite a few previous studies have already been published on the relationships among service quality, service recovery, and customer repurchase intention. However, rarely have research examined the relationship quality in regard to these issues. Therefore, the purpose of this study is to investigate the effect of relationship quality on the service quality, service recovery and customer repurchase intention. Using survey questionnaires, the random sampling includes 600 customers of Taipei department stores. Structural Equation Modeling analysis is used for data analysis. Empirical data shows that service quality to be positively related to service recovery and customer repurchase intention. However, the mediating effect of relationship quality is supported. Theoretical and practical suggestions can also provide to the Taipei department stores.

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