臺灣博碩士論文加值系統

　　本研究的目的欲探討影響SPA館消費者顧客忠誠度因素的研究。以某連鎖Solus Por Aqus (SPA)館消費者為研究對象，並採用非隨機的便利抽樣法的方式進行問卷調查，共發出265份，回收232份，扣除無效問卷31份，有效問卷為201份，有效問卷回收率75.8%。本研究所得結論如下：(1)職業的不同對味覺感受有顯著差異；(2)不同月收入的消費者對顧客滿意度與顧客忠誠度有顯著差異；(3)視覺感受、聽覺感受、味覺感受、觸覺感受對顧客滿意度具有顯著正向影響；(4)視覺感受、聽覺感受、嗅覺感受、味覺感受、觸覺感受對顧客忠誠度具有顯著正向影響；(5)顧客滿意度對顧客忠誠度具有正向顯著；(6)顧客滿意度在視覺感受與顧客忠誠度之間具有部分中介效果；(7)顧客滿意度在聽覺感受與顧客忠誠度之間具有部分中介效果；(8)顧客滿意度在味覺感受與顧客忠誠度之間具有部分中介效果；(9)顧客滿意度在觸覺感受與顧客忠誠度之間具有完全中介效果。

　　The purpose of this study is to explore influential factors of SPA center customers loyalty influential factors. In this study, data of consumers of SPA shop are collected by way of non-random sampling method to facilitate questionnaires. 232 out of 265 questionnaires are received, in which 31 questionnaires are invalid such that 201 questionnaires are valid, and the effective response rate is 75.8%. The results obtained are listed as follows: (1) Different vocational results in performance significant differences on taste experience; (2) Different monthly income in performance significant differences on customer satisfaction and customer loyalty; (3) Visual perception, auditory perception, taste perception, touch perception has a significantly positive impact on customer satisfaction respectively (4) Visual perception, auditory perception, olfaction perception, taste perception, touch perception has a significantly positive impact on customer loyalty respectively; (5) Customer satisfaction has a significantly positive impact on customer loyalty; (6) Customer satisfaction has a significant mediation effect on the relationships between visual perception and customer loyalty; (7) Customer satisfaction has a significant mediation effect on the relationships between auditory perception and customer loyalty; (8) Customer satisfaction has a significant mediation effect on the relationships between taste perception and customer loyalty; (9) Customer satisfaction has a significant mediation effect on the relationships between touch perception and customer loyalty.

中文摘要i
英文摘要ii
目錄iv
表目錄vi
圖目錄viii

第一章緒論1
1.1研究背景與動機1
1.2研究目的2
1.3研究流程2
第二章文獻探討4
2.1感官體驗4
2.2顧客滿意度6
2.3顧客忠誠度8
2.4各構面相關研究10
第三章研究方法11
3.1研究架構11
3.2操作型定義12
3.3研究假設15
3.4問卷設計與抽樣方法15
3.5資料分析方法17
第四章實證結果分析20
4.1敘述性統計分析20
4.2因素分析與信度分析23
4.3獨立樣本t檢定與單因子變異數分析28
4.4相關分析40
4.5迴歸分析42
第五章結論與建議47
5.1研究結論47
5.2管理意涵48
5.3後續研究建議49
參考文獻50
一、中文文獻50
二、英文文獻53
附錄　問卷56

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