| Summary: | 碩士 === 長榮大學 === 高階管理碩士在職專班(EMBA) === 97 === Nowadays, much academic research has been focusing on the importance of service quality, store image, perceived value, and repurchase intentions; however, the real question lies in how businesses can convince their customers to come back to buy more commodities to increase store sales. The purpose of this study is to explore how jewelry silverware stores try to promote the customers’ purchase intention by advancing their perceived value in the store’s service quality and image.
This study made use of previous scholars’ concepts on service quality, perceived value, store image and repurchase intention to design a questionnaire, with a slight modification to fit the particular situation for Poahaly Jewelry & Gold Shop. A total of 180 questionnaires were distributed to the customers of Poahaly Jewelry & Gold Shop, and 117 valid ones were returned with a returned rate of 78%. The data were analyzed by various statistical analysis methods, including descriptive statistics, Pearson correlation analysis, regression statistics, and LISREL. The results of this study are concluded as follow:
1. There is a significant positive correlation and effect on service quality, perceived value, and repurchase intention;
2. There is a significant positive correlation and effect on perceived value and repurchase intention;
3. There is a significant positive correlation and effect on service quality and repurchase intention;
4. Store image shows a significant moderating effect between service quality and perceived value.
5. Perceived value shows a significant mediating effect between service quality and repurchase intention.
Consequently, the conclusions and managerial implications of the study were well explored. The contributions and recommendations of the study also offered to business and academia for their references.
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