| Summary: | 碩士 === 臺中技術學院 === 流通管理系碩士班 === 98 === Speaking of the service industry, department stores are known as showcases of the country''s tourism and economy.They are also indicators of consumers'' standard of living and the country''s economy.To the consumer, the focus of purchasing activity is not just on the transaction, but also on the added value of the purchasing process, such as convenience, personalized service, entertainment and leisure abilities, etc. They are the main considerations of the consumer.Providing superior service quality, satisfying customer needs, increasing customers'' value expectations, customer satisfaction, store image and customer loyalty.
The objective of this study is to investigate the influence of Service Quality on Customer Value、Customer Satisfaction、Store Imageand Customer Loyalty, also to find out the difference of department stores and demographics on each variable. This study is an empirical study using department stores as an example, sending out 309 questionnaires in total. The findings are summarized as follows:
1. This study using Structural Equation Modeling to investigate the influence of Service Quality on Customer Value、Customer Satisfaction、Store Image and Customer Loyalty, this study found:
i. Service Quality positively affects Customer Value and Store Image .
ii. Customer Value positively affects Customer Satisfaction and Customer Loyalty .
iii. Store Image positively affects Customer Value、Customer Satisfaction and Customer Loyalty .
vi. Service Quality does not positively affect Customer Satisfaction and Customer Loyalty, but can affect Customer Satisfaction and Customer Loyalty ndirectly by Customer Value and Store Image.
v. Customer Satisfaction does not positively affect Customer Loyalty.
2. Using the demographics and Compare to department stores, this study found:
i. The different 「department stores」have significant effects on Customer Satisfaction、Store Image and Customer Loyalty.
ii. The different 「Gender」and「Marital Status」 do not have significant effects on
each variables .
iii. The different「Age」、「Education」、「Occupation」and「Disposable Income」have significant effects on partly variables.
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