服務品質、關係品質及顧客忠誠度之關係探討─以奇美博物館為例

隨著經濟發展，服務業在國內的成長非常快速且日益重要，而隨其快速發展，業者間也面臨了強大的競爭壓力，所以如何提供讓顧客滿意的服務品質成為了服務業者的重要經營方針。 自助式KTV產業屬於服務業之一，具有無形性、異質性、不可分割性及易逝性等特質，所以顧客容易產生不確定性及不安全感，即所謂的知覺風險。而藉由和顧客維持良好且有品質的關係，通常可降低顧客的知覺風險，增加顧客們的安全感。因此和顧客建立良好關係已成為KTV迫切的要務。 如何提升KTV服務品質且和顧客間維持良好的關係品質，減少顧客的知覺風險，進而提升顧客忠誠度已成為業者的重要課題。 本研究針對台南市自助式KTV顧客進行問卷調查，發出600份問卷於6間自助式KTV，共計回收154份有效問卷。而後將問卷所得之資料以敘述統計、因素分析、效度分析、信度分析、變異數分析、皮爾森相關分析、多元迴歸分析及線性結構關係模式等分析，以驗證本研究所提之假設。本研究結果發現： 1. 加強服務品質之關懷性與保證性能提高關係品質與顧客忠誠度。 2. 顧客到自助式KTV消費產生了主觀知覺的社會風險，則將減低顧客對該KTV之忠誠度。 3. 提高服務品質與關係品質可以降低知覺風險及提高顧客忠誠度。 4. 顧客個人屬性在各構面上均產生顯著差異，除了顧客月平均消費次數無顯著差異影響。

The study examines the relationship among service quality, perceived service value, perceived sacrifice, customer satisfaction, behavioral intention, customer loyalty, word-of-mouth and variety seeking by investigating the purchase of hot spring spa service and hot spring resort hotel. Modern marketing of service industry attributes to the demand of customers. Therefore, the study focuses on the customer aspects. Though issues on”how perceived service value and service quality affects customer royalty and repurchase intention” have been widely discussed, there are still issues worthy further research, especially the derivative factors in individual industries. Hence, the study explores a model that elucidates how service quality and perceived service value affect customers in the repurchase of hot spring service. Especially deserve to be mentioned is that the study also makes further investigation about non-monetary perceived price. In addition, exploring how customer repurchase intention and royalty affect variety seeking as well. This explication may give corporate and managers some suggestions in making marketing program decisions. The study establishes a model to examine the relationship between each construct built in this study by LISREL. The study is to provide references to hot spring hotel managers in making future strategy decision and improving the hot spring resort service to customers. The following is the main conclusion in the study: 1. When the hot spring resort hotel is positioning in luxury segment, there is positive relationship between perceived sacrifice and perceived service value. 2. In the perceived service value model of hot spring resort hotel, the factor to affect customer repurchase intention is mainly through perceived service quality which is determined by customer satisfaction. 3. Among the various kind of hot sprig resort hotel, the royalty of customers expresses in the positive Word of Mouth behavioral intention. 4. The customers positioned in middle or high price level tend to make variety seeking behavior to reduce the uncertainty of the change of their taste.

The aspect of customer loyalty is considered to be one of the important factors driving an organization’s longevity in today’s marketplace, as loyal customers show the desire to buy more the willingness to pay higher prices and engage in spreading the favourable word of mouth. Customer loyalty, along with customer satisfaction, is a consequence of three factors, especially service and product quality. Compared to existing customers, it is a commonly recognised notion that firms pay higher costs for marketing to new customers as the acquisition of new customers is perceived to be ten times more expensive than maintaining existing customers. It can be seen, despite understanding this, which many companies are still struggling to effectively maintain their customers. In view of this scenario, the current research upholds the objective of investigating the connections that take place in the context of the retail industry in Malaysia in the midst of the factors indicated above and consumer loyalty. Many hypotheses were built from a theoretical model for this reason, and the process that was applied to test them was also highlighted. Later on by means of questionnaires, the suggested hypotheses were checked. The findings of the empirical study revealed that service quality, product quality, and consumer satisfaction are three distinct constructs that are combined to measure customer loyalty, indicating that service and product quality have a comparatively greater effect on variable customer loyalty. It is suggested that future initiatives should be aimed at evaluating the effect on consumer loyalty of customer relationships, customer preferences and engagement, as well as extending research to other sectors in order to gain greater insights.

In the context of the globalised business environment of banking, it is the quality of service and customer relationship that are going to help the banks sustain their business and image. There are a few syntactic and semantic phrases that are doing rounds in the industry and academic circuits lately-the Knowledge Management, Value Capture, Innovation and Creativity for delivery and recovery of a failed service. This paper attempts to critically evaluate the perception of bank customers towards the service quality and customer relationship practices in banks based on the study of some select number of banks with special reference to the 'service recovery' practice for customer retention and how that helps in creating customer loyalty. 'Service recovery' paradigm has the potential to create a delightful 'ahaa' effect in customers, which is the ultimate goal for loyal relationship. This paper aims at presenting the fundamental concepts behind the key terms and the service recovery paradigm for banks in India, based on a field study conducted with 70 clustered customers of five banks, using the grounded theory approach with snowballing technique and experimental format. The issue addressed was the incidence of service lapse; and how it was attended to by the banks. Customer satisfaction is the defining feature of any service establishment. Banking being the core activity of the financial sector, the enlightened banks need to embrace the policy to create customer delight through efficient delivery processes and suo-moto remedial action of 'service recovery', lest they should face the ignominy of 'switching behaviour' on the part of their aggrieved customers. Innovative responses are the key to customer satisfaction and customer loyalty.

The securities market is built on top of people and capital. Therefore, the interaction bewteen investors and a securities dealer is the key point to success. People often say that the securities brokerage industry is at the mercy of the weather, meaning that it all depends on unpreditable market condition. As a result, even when the next bull market emerges, a securities agent may still miss the opportunity if the service has not been maintained to a very high standard. Securities business customers are the most important strategic resources. Profitability and even the very survival of securities dealers depends heavily on factors such as customer satisfaction, customer loyalty, as well as the management and maintenance of long-term relations. In this study, we will analyze data collected from the top ten securities business customers in Taiwan, and propose possible strategies to enhance customer satisfaction and loyalty, given the current context of the expansion of cross-strait economic relations and the deteriorating price competition in the industry. The purpose of this study is to explore the correlation between relationship quality, customer satisfaction and customer loyalty, specifically, we will analyze: 1. Major dimensions of relationship quality, customer satisfaction and loyalty 2. The impact of relationship quality on customer satisfaction 3. The impact of customer satisfaction on customer loyalty. Found results: 1. Relationship quality antecedents (RQA) have a positive impact on relationship quality. 2. Relationship quality antecedents (RQA) have a positive impact on customer satisfaction. 3. Relationship quality has a positive impact on customer satisfaction. 4. Customer satisfaction has a positive impact on customer loyalty.

This study is based on Hwa Fong Tire’s customers, investigating the relationship between Hwa Fong Tire’s customers in regard to brand image, perceived value, service quality, customer satisfaction and customer loyalty. In this study, we used Hwa Fong Tire’s customers as the object of the study and investigated by using questionnaires. Total 500 questionnaires were given, and there were 488 valid questionnaires. The effective rate was 97.60%, and confirmatory factor analysis, Pearson correlation, descriptive statistic, canonical analysis, ANOVA and multiple regressions were used for the statistical analysis. The results are found below, brand image, perceived value and service quality have positive impact to customer satisfaction, and brand image, perceived value, service quality have positive impact to customer loyalty. Finally, customer satisfaction has positive impact to customer loyalty, and furthermore, customers in different ages or different educational background have different circumstances exist between brand image, perceived value, service quality, customer satisfaction and customer loyalty.

The lack of resources caused many Taiwanese small and medium enterprises (SMEs) not to employ full-time professional accountants. This research is customer-oriented, focusing on the relationship between quality service, strategic marketing, relationship quality and customer satisfaction, and their impact on accounting firms. It is expected that this research will provide useful management information for accounting firms, and a reference for future studies.This research focused its study subject on SMEs, using random samples among accounting and auditing firms and their customers. Questionnaires were both paper-based and internet-based. The objective of this research is to determine the factors behind customer satisfaction, in hope of providing valuable information for accounting firms regarding quality service in gaining a high competitive edge. Research Result 1 indicated that, relationship marketing has a positive effect on service quality and relationship quality. There is a positive relationship between relationship quality and accounting and social dimensions. Research Result 2 indicated that out of the 5 dimensions of service quality, responsiveness, assurance and empathy are more significant, which have to be enhanced in order to strengthened the relationship quality with customers. Research Result 3 showed that, service quality does not have a positive impact on customer satisfaction; however, relationship quality has a positive effect on customer satisfaction.

In a survey of CEOs of multinational corporations worldwide, becoming more customer focused, increasing customer satisfaction, and improving customer loyalty were among the primary challenges their companies were facing. Research has shown that increasing customer satisfaction typically leads to improved financial performance of various types. However, little is known about the factors that drive customer satisfaction in project management. This research investigates 3129 system delivery projects in the facilities management industry to understand how customers' perceptions of project management performance at the different lifecycle phases of projects are associated with customer satisfaction and relationship quality. In addition the decision-making role of the respondent as moderator is also investigated. The findings show a significant and positive relationship between customer perceived project management performance at the different phases of the project and customer satisfaction and relationship quality. The study contributes to an increased understanding of the drivers of customer satisfaction and relationship quality in complex system delivery projects. Future research opportunities are also discussed.

Purpose- This paper aim to look at the relationship between service quality and customer satisfaction, and the impact of CSR on customer satisfaction, the impact of customer satisfaction on word-of-mouth, the impact of customer satisfaction on loyalty intention. This paper also compares the effect of service quality across different types of commercial banks, including state-owned commercial banks and city commercial banks, using SERVQUAL model. Design/methodology/approach- The sample is made up 368 bank customers, 196 from stated-owned commercial banks and 172 from city commercial banks from different cities of Guangxi, China. The data have been collected using the structured questionnaire. T-test, F-test, Crosstab analysis and multiple regression be used for analyzing data. Findings- The result shows that perceived service quality is positively related to customer satisfaction, the results reveal that the responsiveness, assurance and empathy have highest impact on customer satisfaction. There is a significantly different perception of service quality between state-owned commercial banks and city commercial banks. Customers of city commercial banks has higher perceived service quality. On the other hand, this paper finds that older people of respondents are more satisfaction and more loyalty then younger respondents. This study also finds that CSR is positively related to customer satisfaction, customer satisfaction is positively related to word-of-mouth, customer satisfaction is positively is positively related to loyalty intention. Originality/value- First, this paper conducts a survey of commercial banks in China banking industry, and analyses the difference in perceived service quality between state-owned commercial banking and city commercial banking. It could be very useful from the managing marketing perspective in increase bank competitiveness. Second, this paper examines Chinese commercial banking service quality and the effects of every factors on customer satisfaction by quantitative analysis method. The result is helpful for improving customer satisfaction and preventing customer defections. Final, this paper the investigates level of CSR activity, customer satisfaction, word-of-mouth and loyalty intention, by studying customers’ behavior. The results could provide a suitable direction in order to meet customers’ demand trend.

These days, getting a gob is emerging as a hot social issue, and specialized sites offering job information are rapidly increasing. On the contrary of quantitative increase, job information sites have lots of problems with respect to satisfying customer's needs. This study is designed to explore web-site service quality factors in job information site, and relationship among characteristic web service quality, customer satisfaction, relationship quality and reuse intention. In this study we found that customer satisfaction is prior to relationship quality, which decide long-term customer relationship. And also, Trust which is one of the relationship quality and customer satisfaction affect customers reuse intent respectively. This study also found that characteristic service quality in related to job information site can be composed of four factors such as delivery of information, customization, web design and interaction. Delivery of information, web design and interaction affect trust, and web design and interaction affect customer satisfaction. And also relationship quality is prior to reuse intention.

This research approach is a case study supported by a survey that collects information on factors related to the research variables, namely the variable service quality, customer satisfaction and loyalty. The data sources used are primary data and secondary data. Based on the above calculations, the number of samples taken at the BRI Bank Office Katamso Unit. With a population (N) of 229 people with an error rate (e) = 10%, the sample size (n) is 59 people. Test the requirements of the analysis, before performing statistical calculations on the dependent variable and the independent variable, the data normality, data linearity and homogeneity of the questionnaire results were first tested. Conducting a series of hypothesis testing used predetermined statistical analysis techniques, namely: multiple regression analysis to see the effect of the service quality variable (X1), the satisfaction variable (X2), on the customer loyalty (Y) of BRI. The F test is used to test the effect of variables X1, X2, simultaneously on variable Y. Based on the research results, the results obtained are 1) Service quality has a significant effect on customer satisfaction, this is indicated by looking at the coefficient value of P < 0.05 or P = 0.016; 2) service quality indirectly contributes significantly and positively to customer loyalty; 3) Customer satisfaction, which is the intervening variable, also shows significant and positive results, this is evidenced by looking at the value of the significance coefficient of P <0.05 or P = 0.032. While the results of the R2 value of 31.89% explained that there were still about 60% of the unexplained variables in this study that formed customer loyalty. Improving the company's image is also an important note that needs to be improved to provide added value to customer loyalty at the BRI Bank customers.

PURPOSE The main purpose of this study is to examine the structural equation model of service quality, relationship quality, satisfaction and loyalty of sports public service center in Jilin Province. METHOD The subjects of this study were the participants of 5 sports public service centers in Jilin Province. In this study, 521 data were distributed and 497 were collected. SPSS24 and AMOS were used for testing hypotheses. RESULT The results show that service quality has a significant effect on relationship quality, customer satisfaction and loyalty. Relationship quality has a significant impact on satisfaction and loyalty. Satisfaction also has a significant impact on loyalty. Finally, satisfaction plays a partial mediating role in service quality and loyalty. CONCLUSION To promote citizens'' use of public sport center, marketing strategies should be implemented to improve the relationship quality and satisfaction. To this end, civil servants and public sport managers should make efforts to improve the service quality.

Successful post-contract relationships determine whether an IT outsourcing project is fully successful, partially successful or a failure. The purpose of this study is to further the understanding of IT outsourcing relationships in the post-contract phase. This study adopts a social exchange theory perspective and examines the impact of trust in IT outsourcing vendor, various modes of trust and trustworthiness factors, perceptions of risk, perceptions of strategic salience and service quality on relationship quality and outsourcing success. Perceptions of trustworthiness of the vendor, and the various bases of IT outsourcing decision making such as institution-based trust, transference-based trust, calculative-based trust and the past experiences with the vendor and their impact on the trust in vendor are examined in an IT outsourcing context. This research used a cross-sectional, correlational design. The data were collected using an online survey. The sample consisted of 163 professionals working in the area of IT outsourcing. The study results indicated that managing client-vendor relationships is a very important factor in the implementation phase of the IT outsourcing contracts. Relationship quality was significantly related to IT outsourcing success. The factors influencing relationship quality, tested in this study were: trust in vendor, interdependence, service quality, perceptions of risk and perceptions of strategic salience. Perceptions of risk was not related to relationship quality. Interdependence was moderately significant. Trust, service quality, and perceptions of strategic salience were significantly related to relationship quality. The study posited trust as a moderator because high or low levels of trust can have a profound effect in ongoing relationships. Though the original hypotheses of moderation were not supported, the study found in the post-hoc analyses that trust indeed moderated the relationship between the perceptions of strategic salience and relationship quality. The study posited that institutional-based trust, calculative-based trust, transference-based trust and knowledge-based trust were positively related to trust in vendor. Surprisingly, institutional based trust was not significant. The other modes of trust were significantly related to trust in vendor. The study's important contribution to theory is examining the role of trust as a moderator. The results about the interdependence of client and the vendor could offer some ideas on resolving the conflicting findings about interdependence in the context of IT outsourcing client-vendor relationships. In the context of IT outsourcing projects which are very service intensive, and time and cost sensitive, this study concludes that though good client-vendor relationships are not the only ingredient of a project success, the importance of relationships built on mutual trust between the parties, interdependence and service quality in ensuring project success cannot be understated.

Abstract-The hospitality industry in Legian and its surroundings is experiencing a rapid development. This results in a higher competition. Padma Resort Legian is one of the hotels that is able to well maintain customers based on comparison data with hotel competitors. This study aims to determine the effect of service quality and marketing mix on customer satisfaction and loyalty at Padma Resort Legian. Research respondents are customers from overseas with a minimum age is of 17 years staying at Padma Resort Legian. The number of respondents were 100 persons, covering male and female. Data were analysed using Partial Least Square analysis (PLS version 3). The result of the study shows that service quality has no significant effect on customer loyalty; service quality has no significant effect on customer satisfaction; marketing mix has significant effect on customer loyalty; marketing mix has significant effect on customer satisfaction; and satisfaction significantly influence customer loyalty. The implication of this research is Padma Resort Legian should pay attention to the indicators of marketing mix for satisfaction increase in order to increase customer loyalty, that is by locating the marketing mix in strategic location and comfortable, spacious and comfortable hotel room. Hotel interior gives psychological comfort to the guests; the ordering and payment process is done easily; the customer gets clear information from various sources, the hotel has skilled and competent employees who are able to provide good service to the customers and the price according to the quality is received by customers. Keywords: Customer Loyalty; Customer Satisfaction; Marketing Mix; Service Quality.

ABSTRACTRelationship quality is crucial to enhancing a tourist’s loyalty. Little empirical research has been conducted to link service quality, perceived value, and relationship quality to customer loyalty in the travel agency sector. This study attempts to investigate the role of service quality, perceived value, and relationship quality on customer loyalty among tourists. Relationship quality consists of three components: customer satisfaction, customer trust, and customer commitment. Structural equation modeling is used to test the linkages between the six variables that have been identified. Findings reveal that service quality and perceived value of a travel package are antecedent factors to the relationship quality with a travel agency; three components of relationship quality significantly influence a customer’s loyalty to a travel agency.