| Summary: | 碩士 === 遠東科技大學 === 創新設計與創業管理研究所 === 99 === The service industry plays an important role in Taiwan. The data recently from the Ministry of Economic Affairs, Taiwan, shows the Sales and Annual Growth Rate of General Merchandise had a significant growth in 2010 compared to 2009, in which the Department Stores is the dominant industry. However, with rivalry among department stores today getting more intensified and homogeneous, the value of service becomes more critical. Many strategies proposed to promoting growth of enterprises show the service innovation is the key factor for sustainable business development. Statistics have also shown the profits could increase 25% to 100% if one enterprise takes a 5% reduction in customer defection rates. Hence, it is very important for enterprises to satisfy and attract more customers effectively by the service innovation, and finally to increase the customer loyalty.
In the research, the population is determined by 4 department stores (i.e., Shin Kong Mitsukoshi, Far Eastern, Durban, and Focus) in Tainan, Taiwan. Based on the service innovation and the customer perception, we study on the influences between the consumption experience, the involvement, and the customer loyalty. We explore the mediated process of the consumption experience and the moderation effect of the involvement in the relation model, and then investigate its validity by a questionnaire survey among customers ever shopped at one of the 4 department stores. There are totally 500 questionnaires and finally 480 questionnaires are available for further analysis and examination by SPSS and SEM.
The research findings are shown as following:
1.The effect of service innovation is positively significant to consumption experience.
2.The effect of consumption experience is positively significant to customer loyalty.
3.The effect of service innovation is positively significant to customer loyalty.
4.The relationship between service innovation and the customer loyalty were mediated by consumption experience.
5.The effect of consumption experience is positively significant to customer loyalty while the customer
involvement is regarded as a moderator.
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