| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 98 === In the department store marketing activities, annual loyalty marketing program of activities is one of the means. but for the marketing tactics used by department stores really can improve customer satisfaction, trust, relationship commitment and customer loyalty will be worth to discuss. Past research on customer loyalty program
customers only of the impact on repeat purchase intention, were only focused on the economic theory level of, but of customer loyalty program on the effect of customer loyalty research is rare. Therefore, this study by Morgan & Hunt (1994) proposed the relationship between the commitment - trust model as a loyalty program focuses on participation of department stores and department stores on customer relationship quality (trust, satisfaction) and relationship commitment, loyalty effects.
In this study, Chiayi City department stores as research objects, and the field in the department store customer survey to verify the hypothesis inference,through regression analysis to test the hypothesis of this study are the following conclusions:
(1) department stores, customer loyalty programs on customer satisfaction was a significant positive effect only partially formed,
(2) the department store customer loyalty program for customers was a significant positive effect of trust is only part of the establishment,
(3) department store service quality customer satisfaction was a significant positive effect,
(4) quality of service to customers in department stores
showed a significant positive effect on the trust,
(5) customer satisfaction with department stores significantly positive effect on the relationship between the commitment of its department stores,
(6) customer trust in a department store a significant positive effect on the relationship between the commitment of its department stores,
(7) commitment to customer relations department store is higher the higher customer loyalty, however,
(8) stores a significant customer loyalty
program positive influence on customer loyalty does not hold. Finally, based on empirical results of this study to make recommendations and reference.
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