Examining the Relationships between Service Quality,Satisfactoin, Customer Value and Behavior Intentions-theModerating Role of Gender Difference

• Main Authors: Kun-Yuan Tsai, 蔡坤元
• Other Authors: Pei Chao
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/12152361212072524427

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.