服務品質、關係品質與顧客忠誠度關係之探討－以S化妝品公司club會員為例

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Title:	服務品質、關係品質與顧客忠誠度關係之探討－以S化妝品公司club會員為例
Other Titles:	The Relationships Among Service Quality, Relationship Quality and Customers' Loyalty--A Case Study on S Cosmetics Company
Authors:	蕭至惠;蔡進發;顏國充 Chih-Hui Hsiao;Chin-Fa Tsai;Kuo-Chung Yen
Contributors:	國立嘉義大學行銷與運籌研究所;國立嘉義大學企業管理學系;台灣資生堂股份有限公司 Graduate Institute of Marketing and Logistics,National Chiayi University;Department of Business Administration,National Chiayi University;Taiwan Shiseido Co.,Ltd
Keywords:	服務品質;關係品質;顧客忠誠度 service quality;relationship quality;customers' loyalty
Date:	2012-02-01
Issue Date:	2014-01-03 10:00:59 (UTC+8)
Publisher:	南華大學旅遊管理學系休閒環境管理碩士班
Abstract:	本研究以國內日系品牌S化妝品公司的club會員為研究對象，主要在探討「服務品質」、「關係品質」對於「顧客忠誠度」的影響，並觀察在「服務品質」與「顧客忠誠度」之間，「關係品質」是否具有中介效果的存在。研究結果顯示，化妝品專櫃人員的「服務品質」優劣，將影響顧客與往來專櫃人員之間的「關係品質」；其次，化妝品專櫃人員與顧客之間的「關係品質」好壞，將影響顧客的「顧客忠誠度」；最後，在「服務品質」與「顧客忠誠度」之間，「關係品質」僅具有部份的中介效果。根據上述結果，本文提出三項建議：首先，本研究認為專櫃化妝品經營仍應回歸「顧客導向」，思考如何提供令顧客滿意的「服務品質」與「關係品質」，以進而強化「顧客忠誠度」；其次，建議需因目標顧客的不同，進而調整關係品質的建立方法；最後，企業更應透過持續的員工教育訓練，方能提升服務品質。 This study is for the impact of service quality and relationship quality. It also studies whether relationship quality is a mediator between service quality and customers’ loyalty. Three conclusions are derived. First, service quality provided by the cosmetics counters is essential to the relationship quality between customers and beauty consultants. Second, the relationship quality between customers and beauty consultants is essential to the customers’ loyalty. Third, relationship quality is a partial mediator between service quality and customers’ loyalty. We have three recommendations for the enterprises. First, the management of the cosmetics sales should be customer-oriented. The enterprises should provide satisfactory service quality and relationship quality in order to enhance its customers’ loyalty. Second, the relationship quality should be varied for different target customers. Third, the enterprises should provide continuous employee education training to enhance service quality.
Relation:	環境與管理研究 12卷2期
Appears in Collections:	[The Journals of Nanhua University ] Journal of environment and management [Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Journal of environment and management

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