服務品質、關係品質與顧客忠誠度的關聯性研究－以奇美博物館為例

The Relationship among Service Quality, Relationship Quality and Customer Loyalty-The Case of Chi Mei Museum

10.6204/JRSHP.2015.09.04

張愷勻(Kai-Yun Chang)；張同廟(Tung-Miao Chang)；宋俊逸(Jun-Yi Sung)

服務品質 ； 顧客忠誠度 ； 關係品質 ； customer loyalty ； relationship quality ； service quality

休閒運動保健學報

9期（2015 / 07 / 01）

36 - 54

繁體中文

本研究旨在探究顧客對奇美博物館的服務品質、關係品質與忠誠度之關聯性，並分析關係品質的中介效應。本研究對象係以參觀奇美博物館的遊客為主，樣本來源採用便利抽樣方式。研究問卷共發放300份，回收有效問卷為267份，根據本研究目的與研究假設，以典型相關與階層迴歸進行資料統計分析，研究結果顯示：服務品質與關係品質、服務品質與忠誠度、關係品質與忠誠度彼此間具有顯著正相關。另外，關係品質對服務品質與忠誠度具有顯著的中介力，且為完全中介效果。最後，針對本研究結果提出建議供該館與後續研究者參考。

The objective of this research was to explore the relationship between service quality, relationship quality and customer loyalty. The sample frame was based on the visitors of Chi Mei Museum. Convenience sampling was used to conduct the survey for this research; 300 questionnaires were distributed and 267 of them were returned. Canonical correlation analysis and multiple regression analysis were used to analyze the data. The research findings are: Service quality, relationship quality and customer loyalty are significantly correlated. In addition, the impacts on service quality and customer loyalty are completely mediated by relationship quality. Finally, based on these findings, this study provided several recommendations on this museum and future research as a reference.