Mediating Effect of Store Image and Customer Satisfaction on The Relationship Between Service Quality and Customer Loyalty: A SEM Approach

• Main Authors: Anh Duy Phung, 馮維英
• Other Authors: Massoud Moslehpour
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/dg448j

碩士 === 亞洲大學 === 經營管理學系 === 102 === Nowadays, the challenging tasks that store manager how to enhance customer satisfaction and loyalty to the store. The purpose of this paper is to examine the relationship between service quality, store image, customer satisfaction, and customer loyalty toward convenience stores in Taiwan by proposing and testing a structure equation model (SEM). The data was collected from Taiwanese consumers at 7-Eleven, and Family-Mart in Taichung, Taiwan by distributing questionnaires. The data was analyzed by using Statistical Package for Social Science (SPSS) 19 and Analysis of Moment Structures (AMOS) 20 software. A total of 312 responses were useable. The result of this study found that service quality has no direct significant effect on customer loyalty toward convenience stores in Taiwan. This study also found that customer satisfaction is an important factor that helps to enhance the customer loyalty toward convenience stores in Taiwan. This research helps store managers in Taiwan to better understand customer attitudes.