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研究生:蔡承翰
研究生(外文):Cheng-Han Tsai
論文名稱:商店形象、服務人員社交關係對顧客情感及忠誠度之影響-不同服飾零售店之干擾效果
論文名稱(外文):The Relationships among Store Image, Personnel’s Social Rapport Customer Affection and Loyalty: The Moderating Effects of Clothing Retail Type
指導教授:廖國鋒廖國鋒引用關係
指導教授(外文):Guo-Fong Liau
口試委員:朱宗緯費吳琛鄭靜宜
口試日期:2011-06-25
學位類別:碩士
校院名稱:輔仁大學
系所名稱:織品服裝學系
學門:民生學門
學類:服飾學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:75
中文關鍵詞:顧客情感
外文關鍵詞:Customer Affection
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消費者行為理論中,討論有關影響顧客忠誠度的論文很多,但是鮮少同時考慮商店形象以及社交關係對顧客忠誠度的影響,本論文主要探討商店形象以及服務人員的社交關係對顧客忠誠度的影響,其中自變數包括商店形象中包括三個特性-商品形象、服務形象、商店氣氛,服務人員和消費者間社交關係,中介變數包括顧客對商店的熱情、親密感以及承諾,依變數為顧客忠誠度。本研究同時將通路結構納為干擾變數,以探討不同通路結構下商店形象以及社交關係對顧客忠誠度的影響關係。本研究以流行服飾商店的消費群為抽樣對象,採取便利抽樣方式進行抽樣,發出300份問卷,實得有效問卷為293份。實證結果顯示,商店形象與情感構面中的熱情及承諾兩要素有顯著正向關係,社交關係則與熱情、親密感及承諾皆具顯著正向關係,情感各構面與顧客忠誠度之關係也達到顯著。但是零售型態的干擾效果則大多呈現不顯著,此結果說明無論是哪一種通路結構,商店形象與社交關係對顧客忠誠度的影響關係相同,本研究最後根據研究的結果,提出管理意涵,以提供給實務界參考。

In the theory of consumer behavior, there were a lot of papers discussing customer loyalty, but few of them were considering the relationship among store image, social rapport, and customer loyalty in the same time. The purpose of this research is to know the relationships among store images, personnel’s social rapport, and customer loyalty. Independent variables include two sections. One is three factors of store image- merchandise, service, and atmosphere image; the other is personnel’s social rapport. Mediator variable are customer’s passion, intimacy, and commitment to the store. Dependent variable is customer loyalty. In this research, I use retail type to be moderating variable to discuss the relationship among three of them.
The present research aimed to discuss fashion clothing and utilized a convenient sample to conduct the survey. Of the 300 surveys distributed, deducting questionnaires that contained missing data and were unsuitable, 293 were accepted as valid samples. Through empirical research we find store image have significant influence on customers’ passion and commitment; social rapport have significant influence on passion, intimacy, and commitment. Three factors of customer affection and loyalty have positive relationship. However, with different types of retail, store image and social rapport have no significant difference on intimacy. No matter which retail type is, store image and social rapport have the same influence on intimacy. According to the conclusion, this research will provide management meaning to community.

第一章 緒論
1.1研究動機…………………………………………………………1
1.2研究目的…………………………………………………………3
1.3研究流程…………………………………………………………3
第二章 文獻探討
2.1商店形象…………………………………………………………5
2.2社交關係…………………………………………………………10
2.3顧客情感…………………………………………………………14
2.4顧客忠誠度………………………………………………………21
2.5零售型態…………………………………………………………25
2.6各變項之關係與研究假設推導…………………………………26
第三章 研究方法
3.1研究架構…………………………………………………………33
3.2操作性定義及衡量方法…………………………………………34
3.3研究設計…………………………………………………………36
3.4資料分析方法……………………………………………………37
第四章 資料分析與結果
4.1敘述性統計分析…………………………………………………38
4.2信效度分析………………………………………………………42
4.3假設結構模型分析………………………………………………47
第五章 結論與建議
5.1研究結論…………………………………………………………50
5.2管理意涵…………………………………………………………51
5.3研究限制及未來研究建議………………………………………54

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