| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 92 === The goal of this research is exploring the relationships between costomers and chain bookstores which costomers care about sevice quality, brand image, satisfaction, and loyalty. The research uses the PZB model (1988b) which suggests the five variables of tangibility, reliability, responsiveness, assurance and empathy to measure service quality. Brand image uses the three variables of functional, symbolic, and experiencial benefits of brand association. (Park et al., 1986；Biel,1992；Keller, 1993) to measure brand image. Customer satisfaction is measured by the variables of product value, people service, and performance which Ostrom and Iacobucci suggested in 1995. As for customer loyalty is measured by the willing of repurchasing, recommendation to others, and cross purchasing (Gronholdt et al., 2000).
The research employs the questionnaire as the investigation method and receives the total 466 effective samples. The research adopts Likert scale to measure the variables. The questionnaire is divided into three parts. The first part asks customers to select one bookstore which they go to very often; besides, there are total eight chooses about bookstores in this part. The second part is measureing if there are significant relationships among service quality, brand image, customer satisfaction, and customer loyalty. Moreover, the third part is population statistics as variables. The method of analysis primarily uses Structural Equation Modeling to analyze the data and test the research hopotheses to verify the degree of fitting of research performance. Furthermore, the method of analysis secondarily adopts One-Way MANOVA to test the bookstores of KingStone and Eslitebooks. The method uses the ten dimensions such as tangibility, reliability, and responsiveness as analysis responding variables and population statistics variables as classification explanation variables to explore if the explanation abilities of population statistics variables are significant on the ten dimensions such as tangibility, reliability, and responsiveness.
The result describes as follows:
1. The finding of the theory model
The research investigates chain bookstores and establishes the theory model based on literature review. Moreover, the research uses Structural Equation Modeling to test the relationships among ervice quality, brand image, customer satisfaction, and customer loyalty. The theory model hypothesizes that service quality influences on customer satisfaction directly, siginificant, and positively and brand image nfluences on customer loyalty directly, siginificant, and positively. The final hypothosis of the theory model is that customer satisfaction also influences on customer loyalty directly, significantly, and positively. Through the fitting test of the Structural Equation Modeling, except hypothosis 7: experiencial benefit of brand image does not influence on customer satisfaction directly, significantly, and positively, the hypothoses of the research show that the fit of the whole theory model of the research achieves the acceptable the testing level of fit. The result indicates that the theory model can be supported and there are significant relationships among the four dimensions.
2. The finding of One-Way MANOVA
There is a significant difference on tangibility of service quality for the gender of the customers of Eslitebooks. As a result, Eslitebooks can aim directly at the gender to reinforce tangibility of service quality. Moreover, there is a significant difference on symbolic benefit of brand image for the gender, so Eslitebooks can aim at the gender to reinforce symbolic benefit of brand image. Furthmore, there is a significant difference on functionalc benefit of brand image for the different occupations and Eslitebooks can aim at the occupations to reinforce functional benefit of brand image.
There is a significant difference on tangibility of service quality for the gender of the customers of KingStone. As a result, KingStone can aim directly at the gender to reinforce tangibility of service quality.
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