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| Title: | 服務創新、服務品質與顧客忠誠度關係之研究－以信義區T購物中心為例
The Study of the Relationships Among Service Innovation, Service Quality and Customer Loyalty － A Case Study of T Shopping Mall at Hsin-Yi District |
| Authors: | 劉佳妍 |
| Contributors: | 李易諭
劉佳妍 |
| Keywords: | 服務創新
服務品質
忠誠度
Service Innovation
Service Quality
Loyalty |
| Date: | 2016 |
| Issue Date: | 2017-01-04 12:06:53 (UTC+8) |
| Abstract: | 台灣百貨年度營業額年年升高，探究其原因之一可能為國內百貨商場接二連三開幕營業，根據中華民國購物中心協會(2015)統計資料指出，台北市是全球百貨業密度最高的城市，其中又以台北信義計畫區百貨密度更高，在未來幾年更會有其他商場開幕。眾多的商場吸引了廣大的人潮，然而在這有限的市場下，多方的競爭者共同創造了群聚效應的利益，但卻也瓜分了市場的利潤，各方競爭激烈下，只能爭得微利，百貨業的微利時代儼然已來臨。
近幾年電子商務的崛起使得消費者有更多元的通路能購物，而消費者也將愈來愈習慣這樣的購物模式，實體通路業者在眾多競爭環境下又多了不同平台競爭模式 所獲得的市場份額將會更小，若沒有想出新的經營方式，將會嚴重影響到實體零售市場。面對電子商務的來勢洶洶，實體通路業者就必須要提供電子商務無法滿足消費者的環境購物體驗，加強服務品質以及創新模式，追求服務創新與差異化，發掘未被滿足的需求進而提出更完整的服務體驗。這樣才能夠在眾多的競爭者下有效的提升顧客滿意度與忠誠度。
曾經有專家學者提到，企業若能成功降低5%顧客流失率，即可為企業提高25%~85%的利潤。在現今百貨業的微利時代下，商場業者若要鞏固市場並提高獲利，即需提高顧客忠誠度，而在面對偌大競爭者與電子商務環境影響下，能夠做到維持一定水準之服務品質以及服務創新等差異化，才能建立起企業優勢並經營獲利。為探討現今環境下，商場之服務創新、服務品質與顧客忠誠度之間的關聯與影響因素，將以台灣之地標---T購物中心為實證對象進行了解。
本研究在服務創新部分採用Den Hertog (2000)所提出的服務創新四構面模型。服務品質構面部分則是採用Dabholkar (1996)所提出的RSQS五構面作為衡量消費者對於服務品質的衡量問項。而在顧客忠誠度部分則是依照Oliver (1997)所提出在對於態度以及行為的傾向作為衡量消費者對於T購物中心之忠誠度。
透過本研究設立研究假設並分析，其結果顯示本研究假設均成立：
H1：T購物中心之服務創新對於服務品質有顯著正向影響。
H2：T購物中心之服務品質對於顧客忠誠度有顯著正向影響。
H3：T購物中心之服務創新對於顧客忠誠度有顯著正向影響。
The market share of shopping mall in Taiwan had been on decreasing trend over the past few years, this is caused by numerous opening of new shopping malls and outlets. The retailers are facing the upcoming era of micro-profit under the environment with lots of competitors and e-commerce.
The enterprises could increase 25%-85% profit by reducing 5% loss of customers. (Reichhele & Sasser, 1990). Therefore, the retailers have to improve the service innovation and service quality to provide diversified shopping experiences to maintain customer loyalty and earn profits.
The sample questionnaires aimed at people who had shopping experiences at
T Shopping Mall or once visited there. It distributed 225 questionnaires which contained 202 valid ones, and 23 invalid ones. The rate of receiving valid questionnaires amounted to 90%. With SPSS statistics software tool, it respectively verified the hypotheses via reliability analysis, factor analysis, one-way ANOVA, independent test analysis and regression analysis. Consequently, it found that: 1. the service innovation has significant positive effect on service quality. 2. The service quality has significant positive effect on customer loyalty. 3. The service innovation has significant positive effect on customer loyalty. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363045 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0104363045 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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