| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Service quality has been increasingly important in the retail industry has
become an integral part of a firm. Therefore, one of the challenges for retails is
to enhance service quality. Based on the service quality and service marketing
theory literature, a framework of relationships between service quality,
satisfaction, and customer value and behavioral intentions for retail service
providers is proposed. From the general framework, specific models are
provided. These are applied to and tested on the highly complicated and
divergent customer services of department stores.
Based on research purpose, this research select six Kaohsiung department
stores as research population including Shin Kong Mitsukoshi 、Pacific
SOGO、FE21’ MegA(FarEastern)、HanShin、President and Talee-Isetan. The
questionnaire published 975 and 880(90.3%) responded and the validation
samples are 800(82.1%) and validation percent is 82.1%. Adopt SEM analysis
method via AMOS 4.0 to examine the proposed research model supported or
not. The research findings as following：
(1) Service quality has positive correlation with satisfaction
(2) Satisfaction has positive correlation with behavioral intention
(3) Service quality has positive correlation with customer value
(4) Customer value has positive correlation with behavioral intention
IV
(5) Gender difference has moderating effect on the four construct paths.
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