| Summary: | 碩士 === 長榮大學 === 企業管理學系碩士班 === 93 === In recent years, the retail business moves towards maximization and chain going along with the economic development and the change of life style in Taiwan. Since the shopping center was established in succession in 1999, department stores face more and more fierce competition coming from not only the same trade but different industry. Top of the department stores, SHIN KONG MITSUKOSHI, entered the market of Taiwan since 1991, and set up the biggest department store chain system of Taiwan in short 13 years. One of the reason is that SHIN KONG can get customer admit.
This thesis investigates the relationship among service quality, relationship quality, and customer loyalty. The consumers of Shin Kong Mitsukoshi in Tainan are the research subjects where questionnaire and statistical analysis are the techniques to be used to justify their cause-and-effect relationship. It is expected that the proposed relationship models and empirical results should be useful to the department stores leaders.
The whole model was analyzed by Linear Structural Relation (LISREL) and findings indicate the adequacy of this model in its business application. The results indicate that service quality has significantly positive impact on relationship quality and customer loyalty. Relationship quality has significantly positive impact on customer loyalty. The result of variance analysis of service quality, relationship quality, and customer loyalty is that the different cluster of service quality in「commitment」、「trust」、 「satisfaction」and 「cognition」which of relationship quality and 「purchase intentions」、 「recommend others」which of customer loyalty are significant. The different cluster of relationship quality in the「purchase intentions」and 「recommend others」 which of customer loyalty are significant, too.
Thus it can be seen, the proprietor not only increase service quality but also keep and tone up the relation between customers that turn to a very important discussion to operate a business. In the future, the style to run department store should transform with consumer’s demand. Furthermore, the way of service not only have to weed through the old to bring forth the new but also enhance value-added. Let consumers become proprietors’ customer group which with high consumption-loyalty.
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