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研究生:陳羿如
研究生(外文):Yi-Ru Chen
論文名稱:探討顧客滿意度與顧客忠誠度的關係-以咖啡連鎖商店為例
論文名稱(外文):Discuss the Related Relationship Between the Satisfaction and Loyalty of Customer –A Case Study of Coffee Chain Stores
指導教授:周勝武周勝武引用關係
指導教授(外文):Sheng-Wuu Joe
口試委員:周勝武丘周剛洪維廷
口試委員(外文):Sheng-Wuu JoeChou-Kang ChiuWei-Ting Hung
口試日期:2013-06-14
學位類別:碩士
校院名稱:萬能科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:81
中文關鍵詞:顧客滿意度情感滿意度行為滿意度認知滿意度顧客忠誠度態度忠誠行為忠誠線性結構模式
外文關鍵詞:Customer SatisfactionEmotional SatisfactionBehavior SatisfactionCognitive SatisfactionCustomer RoyaltyAttitude RoyaltyBehavior RoyaltySEM
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現今社會裡,人們的消費能力提昇,生活水準也提高,消費者願意花費中等價位的金額至咖啡店消費。本研究主要目的是以顧客到咖啡店消費的滿意度,是否會影響顧客忠誠度。透過國內外文獻了解消費者到連鎖咖啡店消費後的滿意度與忠誠度之間的影響關係,將顧客滿意度分成二部份,分別為情感滿意、行為滿意及認知滿意;顧客忠誠度則分成態度忠誠與行為忠誠來探討,並建構一個完整的研究架構。
研究樣本係以連鎖咖啡店的顧客為主,並以問卷調查法進行研究與訪談。共發出450份問卷,有效問卷為404份,有效回收率達87%。回收後,以SPSS 17.0 版及AMOS 21.0進行分析。此外,更進一步以敘述性統計分析、信度分析、效度分析、交叉分析、驗證式因素分析及線性結構方程式(Structural Equation Modeling ,以下簡稱為SEM)進行探討。
經實證結果發現以下結論:情感滿意度對顧客忠誠度具有顯著正向影響,代表顧客會因為店內的氣氛或是店員給予的服務態度之滿意度程度,會讓顧客持續到店內購買;行為滿意度對顧客忠誠度沒有顯著正向影響,表示顧客不會因為價格的因素、用餐的環境與店內的設備等因素,讓顧客再次到咖啡店消費;認知滿意度對顧客忠誠度也沒有顯著正向影響,代表顧客對咖啡店的期望沒有達到,所以讓顧客再次到店的消費的意願也因此降低。綜合以上的結論,將可提供給連鎖咖啡店在行銷策略和改善服務品質作為參考,也可提供日後學術研究上的參考與建議。
In present society, people have higher consumption ability as well as living standards. Therefore, consumers are willing to spend the price in middle level at coffee shop. The main purpose of this study is to discuss whether the satisfaction of customers in coffee shop would affect their royalty. With domestic and foreign literatures, the relationship between the satisfaction of consumers in franchise coffee shop and their royalty is obtained. The study divided customer satisfaction into two parts, which were emotional satisfaction, behavior and cognitive satisfaction. Meanwhile, the customer royalty was divided into attitude royalty and behavior royalty. There was also a complete study structure established.
The study mainly adopted the customers of franchise coffee shop as research subjects and proceeded researches and interviews via questionnaire survey method. There were total 450 questionnaire distributed, among them, 404 were effective questionnaires with effective rate 87%. After collection, the SPSS version 17.0 and AMOS 21.0 were applied for analysis. In addition, the descriptive statistics analyses, reliability analysis, cross analysis, confirmatory factor analysis and Structural. Equation Modeling (SEM) was further adopted for discussion.
According to empirical results, the conclusions were found as follows: emotional satisfaction is highly positive to customer royalty, which means that customers would keep purchasing based on the atmosphere in shop or service attitude of the clerks. The behavior satisfaction is insignificant to customer royalty, which means that the consumption next time would not be affected by the price factor, eating environment and shop facilities.
The cognitive satisfaction is also insignificant to the customer royalty, representing the consumption willingness of customers would decrease if the expectation to the shop is not achieved. The conclusions above are available to franchise coffee shop as references for marketing strategies and service quality improvement as well as the references and suggestions to academic researches in the future.
目 錄........................................................................................................................... V
表目錄........................................................................................................................ VII
圖目錄......................................................................................................................... IX
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
1.4研究構念.............................................................................................................. 3
1.5研究問題.............................................................................................................. 4
1.6 小結 ..................................................................................................................... 4
第二章 文獻探討 ......................................................................................................... 5
2.1顧客滿意度.......................................................................................................... 5
2.1.1顧客情感滿意度........................................................................................... 8
2.1.2顧客行為滿意度......................................................................................... 11
2.1.3顧客認知滿意度......................................................................................... 11
2.2顧客滿意度之衡量............................................................................................ 12
2.3顧客忠誠度........................................................................................................ 13
2.3.1態度忠誠..................................................................................................... 14
2.3.2行為忠誠..................................................................................................... 16
2.3.3顧客忠誠度之衡量..................................................................................... 16
2.4相關研究探討.................................................................................................... 18
2.5小結.................................................................................................................... 20
第三章 研究方法 ....................................................................................................... 21
3.1研究架構............................................................................................................ 21
3.2 研究變數之操作型定義.................................................................................. 22
3.2.1 顧客滿意度.............................................................................................. 22
3.2.2 顧客忠誠度.............................................................................................. 22
3.3 問卷設計.......................................................................................................... 23
3.4 問卷預試與信度分析...................................................................................... 26
3.5 資料分析方法.................................................................................................. 27
3.5.1 敘述性統計分析........................................................................................ 27
3.5.2信度與效度分析......................................................................................... 28
3.5.3探索式因素分析......................................................................................... 28
3.5.4 SEM線性結構方程式 ............................................................................ 30
3.6研究假說............................................................................................................ 32
3.7小結.................................................................................................................... 33
第四章 資料分析與討論 ........................................................................................... 34
4.1樣本結構分析.................................................................................................... 34
4.2交叉分析............................................................................................................ 36
4.3量表信度分析.................................................................................................... 40
4.4量表效度分析.................................................................................................... 41
4.5線性結構方程式................................................................................................ 43
4.5.1驗證式因素分析......................................................................................... 44
4.5.2整體模式配適度指標................................................................................. 55
4.6小結.................................................................................................................... 58
第五章 結論與建議 ................................................................................................. 59
5.1 研究結論 ......................................................................................................... 59
5.2 研究限制 ........................................................................................................... 60
5.3 未來研究建議 ................................................................................................... 61
參考文獻...................................................................................................................... 62
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