| Summary: | 碩士 === 義守大學 === 管理研究所碩士班 === 93 === Due to the special features of economic structure, life style and consumer behavior in Taiwan, the retail business environment is different from other countries. The running of shopping centers is affected directly or indirectly by various objective and subjective factors. Owing to the lack of business planning and management experience and lack of optimal combination of business type and business category, the shopping center in Taiwan also have to face the pressures from varied retail business in department stores, even the existing shopping centers also have to pay costly for readjustment of their market position and reunion of their business type and business category. Therefore, the relationship among shopping center operation, shopping center brand image and customer loyalty of shopping center should be found in order to satisfy the consumer demands and decrease the cost of readjustment and/or reunion of shopping center.
Regarding to the current environment in retail business, this study conducted the following investigations in the point of view of a shopping center customer: the effect of shopping center operation on customer loyalty; the effect of shopping center brand image on customer loyalty; the intermediate effect of shopping center brand image between shopping center operation and customer loyalty. In addition, the correlation among all the variables and the differences caused by customers of different background were also discussed in this study.
The results showed that the shopping center brand image has significant effect on customer loyalty. No intermediate effect was found by shopping center brand image between the shopping center operation and customer loyalty. Similar effects were found for both shopping center operation on customer loyalty and shopping center brand image on customer loyalty. And these three phases are all positively correlated one another.
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