| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 94 === The flourishing development of cause in the service trade, make the subject of serving marketing extremely paid attention to in recent years. And the enterprise place of now is under the environment of strong competition, in order to keep customers here and keep the competition advantage, regard the customer as the focal point that enterprises have priority to consider the appraisal which serves quality.
This text regards customer of the chain bookstore of Tainan as the research object, probe into the research that the chain bookstore Service Quality, Relationship Value, Relationship Quality and Customer Loyalty. The period of questionnaire was from 4/29/2006 to 5/20/2006. It is 196 that the effective sample is counted. This research adopts Correlation Analysis, Regression Analysis, Linear Structure Relation Analysis, obtain the materials to analysis and assay. Sum up some conclusions:
1.The chain bookstore Service Quality has significant positive effect on Relationship Value.
2.The chain bookstore Service Quality has significant positive effect on Relationship Quality.
3.The chain bookstore Service Quality has significant positive effect on Customer Loyalty.
4.Relationship Value has significant positive effect on Relationship Quality.
5.Relationship Value has significant positive effect on Customer Loyalty.
6.Relationship Quality has significant positive effect on Customer Loyalty.
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