Antecedents of Brand Loyalty in Shopping Center: Customer and Service Personnel Perspectives

• Main Authors: Hsiu-Tze Chen, 陳秀慈
• Other Authors: Shui-Lien Chen
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/14802381565205648717

碩士 === 淡江大學 === 管理科學學系企業經營碩士在職專班 === 102 === Taiwan’s diverse consumer market has stimulated consumer demand for general entertainment and consumer goods, in such a competitive and relatively homogeneous market is worth examining. The objectives of this study further explored the dimensions of service quality, store image, CS and customer loyalty, and to explore the differences in perspectives between consumers and sales-service personnel regarding service quality, store image, and the relationship between CS and loyalty to the Q Square Shopping Center. The study participants were customer and service personnel who had shopped at Q Square. This study consisted of 349 customer samples and 349 service personnel samples that were used in the final analysis. AMOS 20.0 statistical software was employed to analyze and validate the measurements. The research hypotheses were examined by structural equation modeling (SEM), which supported certain hypotheses. Service quality had a positive influence on customer satisfaction, among five dimensions which tangibles and empathy had significant influence; Store image had a positive influence on customer satisfaction, among five dimensions which store atmosphere had significant influence; Customer satisfaction had significant influence on loyalty, meaning that high customer satisfaction provides high customer loyalty. When testing for the moderating effects, the service personnel perspective on the tangibles factor was found to significantly affect CS, and its effect is statistically greater than customer. However customer perspective on atmosphere and convenience dimensions had a significantly greater effect on CS than did those of service personnel. Finally, the study results provide general strategic directions for companies in the department store industry and discuss further research aspects for future academics.