探讨关系品质之前因因子及其对顾客忠诚度之影响：以关系倾向为干扰.DOC

探討關係品質之前因因子及其對顧客忠誠度之影響：以關係傾向為干擾變數 Exploring the Antecedents of Relationship Quality and Their Impacts on Customer Loyalty: Relationship Proneness as Moderators 沈慶龍 David C.L. SHEN /國立屏東科技大學企管系所副教授 羅峻超 Chun-o LO /國立屏東科技大學管理研究所碩士 siu-Han CHANG /太平洋百貨副理 摘要 隨著經濟成長、生活方式的轉變，使得外食人口不斷增加，也造就了臺灣餐飲市場的蓬勃發展。然而，目前餐飲業面臨市場競爭激烈及景氣不佳客源不足之困境，如何讓西式餐廳業者在此競爭市場中，吸引及保留更多的顧客，以建立良好的顧客忠誠度，是個亟需重視的議題。 過去研究大多從企業的觀點來研究顧客忠誠度之影響因子，甚少加入顧客行為面來探討，本研究以關係品質探討其前因因子和對顧客忠誠度之關係傾向。關係品質之前因因子包括等構面，干擾變數為關係傾向。研究對象針對高雄地區家西式餐廳採非隨機配額抽樣對顧客發放問卷，問卷的發放由研究者親自前往各餐廳店前或委由店家協助發放，共發出使用SE來進行實證並驗證本研究所提出之各項假設。 本研究經過SEM分析後發現：(1)對關係品質有顯著正向影響。(2)對關係品質有顯著正向影響。(3)對關係品質有顯著正向影響。(4)關係品質對顧客忠誠度有顯著正向影響。(5)關係品質對顧客忠誠度的影響關係中，關係傾向具有正向的干擾效果。 關鍵字：員工專業知識、實體環境、顧客導向、關係品質、顧客忠誠度、關係傾向。 ABSTRACT As economy development and the change of life style, dinning-out becomes more and more popular and leads to the prosperity of catering market in Taiwan. However, recently, with fierce competition and recession, it has been an important topic for western catering industry to understand how to build up a better relationship with customers, enhance customers’ loyalty and retain customers as many as possible. In the past, most studies were based on suppliers’ perspective to analyze what the factors contribute to customer loyalty instead of basing on consumer behavior. The study treated the quality of relationship as mediator and intends to identify the antecedents of relationship quality and their impacts on customer loyalty. The antecedents of relationship quality include the expertise of employees, physical environment, and customer orientation. The moderator is relationship proneness. The survey was sent to consumers of 20 western restaurants in Kaohsiung by non-probability sampling. The delivery of the questionnaire was done by the study owner or the restaurants staff. 315 questionnaires were collected and 230 of them are valid questionnaires and response rate is 73.02%. Additionally, the study is conducted by SEM analysis to verify assumptions and cause-ef