服務品質、消費者滿意度與忠誠度關係之研究─以義大世界購物廣場為例

Analysis of Relational between Service Quality、Consumer Satisfaction and Loyalty-Case Study of E-DA Outlet Mall

林盈均(Ying-Jyun Lin)；劉思廷(Szu-Ting Liu)；何黎明(Li-Ming Ho)

服務品質 ； 滿意度 ； 忠誠度 ； 義大世界 ； Service quality ； Consumer satisfaction ； Loyalty ； E-DA outlet mall

海洋休閒管理學刊

4期（2013 / 08 / 01）

1 - 19

繁體中文

義大世界是全國首創「品牌直營」Outlet Mall為概念的義大世界購物廣場，也是全國唯一國際綜合開發特區。本研究旨在探討義大世界購物廣場的服務品質、消費者滿意度和忠誠度之關係。研究目的有1.探討消費者對義大世界購物廣場所提供的服務品質與整體滿意度間之關係。2.探討消費者對義大世界購物廣場所提供的服務品質與忠誠度間之關係。3.探討消費者整體滿意度與忠誠度間之關係。4.依據結果提出對義大世界購物廣場之服務品質改進建議，供企業實務營運之參考。本研究採問卷調查法，共發出400份，回收396份，並用獨立樣本t檢定、單因子變異數及迴歸分析進行分析。本研究結論1.消費者對義大世界購物廣場所提供的服務品質構面之回應性因素對滿意度具有正向關係的影響。2.消費者對義大世界購物廣場所提供的服務品質構面之回應性關懷性因素對忠誠度具有正向關係的影響。3.消費者對義大世界購物廣場滿意度對忠誠度具有正向關係的影響。本研究建議1.義大世界購物廣場的服務人員在面對女性消費者時，應更加注意女性消費者的需求、主動前往詢問並給予幫助。2.義大世界購物廣場的服務人員對於廣場中之動線規劃，應更加注重資訊的正確及可靠性，藉此提升服務品質－可靠性。3.讓員工接受教育訓練，除了擁有良好的禮儀及親切的服務態度之外，應隨時具備敏銳的觀察力，了解消費者真正的需要，以提升服務水準。

E-DA outlet world isn't only the country's first brand direct operating outlet mall, but also the only comprehensive international integrated development zone SAR in Taiwan. This study aims at investigating the relationship among service quality, consumer satisfaction and loyalty in E-DA outlet mall. The purposes of this study are (1) to explore the relationship between service quality and consumer satisfaction of E-DA outlet world consumers. (2) to explore the relationship between service quality and loyalty. (3) to explore the relationship between consumer satisfaction and loyalty. (4) to present suggestions concerning service quality according to the fin dies in order to offer a reference of business operation. The study was conducted by questionnaire investigation. There are 400 questionnaires delivered and 396 ones returned. Factor analysis, t-test, one way ANOVA and regression analysis are utilized to analyze these data. (1) Responsiveness in dimension of service quality has a positive effect on consumer satisfaction in E-DA outlet world.(2) Responsiveness and empathy in dimension of service quality has a positive effect on consumer loyalty in E-DA outlet world.(3) Consumer satisfaction has a positive effect on consumer loyalty in E-DA outlet world. Finally, this study suggests (1) Staff in E-DA outlet mall should pay more attention to the needs of female consumers and take the initiative to inquire and help. (2)In order to improve service quality especially reliability, E-DA outlet mall should pay more attention to the moving lines information, especially in precision and reliability. (3)E-Da outlet mall should strengthen educational training of staff that owns good manners and kind service attitude. Besides, in order to promote service quality. The staff should have sensitive vision to understand what consumers really need.