高雄統一夢時代購物中心之顧客忠誠度與其相關影響因子

Consumer Loyalty and Related Impact Factors of Dream Mall

施宛廷(Wan-Ting Shih)；廖冠傑(Guan-Jye Liao)；陳小佩(Siao-Pei Chen)；唐悦庭(Yueh-Ting Tang)

服務品質 ； 知覺價值 ； 品牌形象 ； 顧客滿意度 ； 顧客忠誠度 ； service quality ； perceived value ； brand image ； customer satisfaction ； customer loyalty

海洋休閒管理學刊

8卷（2019 / 12 / 01）

16 - 30

繁體中文

隨著經濟發展，現今購物中心隨處可見。本研究目的在於了解服務品質、知覺價值與品牌形象等變項對顧客滿意度與顧客忠誠度的影響與中介效果，探討不同個人背景之顧客對各變相之認知差異。本研究以高雄夢時代顧客為研究對象，採便利抽樣，共計發放500份全數收回，有效問卷401份佔80%。利用SPSS統計軟體分析結果，本研究發現：1.不同個人背景變項之顧客，在各變項之部分構面的認知上有顯著差異。2.顧客滿意度在服務品質對顧客忠誠度具有中介效果部分影響。本研究建議：夢時代購物中心應讓顧客感受其所提供的服務內容值得亯賴，在心目中留下好印象，提高滿意度與忠誠度。

With the economic development, today's shopping malls are everywhere. The purpose of this study is to understand the impact of service quality, perceived value and brand image on customer satisfaction and customer loyalty, and to explore the differences in customer perceptions of disguised individuals in different personal contexts. For the study subjects, a total of 500 copies were collected and a total of 401 copies of the valid questionnaires accounted for 80%. The results were analyzed by statistical methods. The study found that: 1. Customers with different personal background variables have significant differences in the cognition of part of each variable. 2. Customer satisfaction has a partial influence on the mediation effect of service quality on customer loyalty. The research suggestion: Dream Times Shopping Center should let customers feel the service content provided by them is trustworthy, leave a good impression in their minds, and improve satisfaction and loyalty.