| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 98 === In the highly-competitive department stores, the department stores in Taiwan still continue to expand and grow. Therefore, this is an important issue focused on how to improve service quality to gain competitive advantages. The consumers have the positive experience value to affect hedonic shopping motivations through an unique consuming environment of the department store. This study focuses on the effect of service quality, experience value and hedonic shopping motivations on customer loyalty. The consumers of department stores in Taiwan were as a research subject. The questionnaire survey was executed by the sampling method. The collected data were analyzed by using statistical methods.
The results of this study show that (1) there is a significantly positive correlation among service quality, experience value, hedonic shopping motivations, and customer loyalty; (2) Service quality has a significantly direct effect on experience value, hedonic shopping motivations. Experience value and hedonic shopping motivations have a significantly direct effect on customer loyalty. Moreover, service quality does not have a significantly direct and positive effect on customer loyalty, but might shape total experience value or hedonic shopping motivations, the two mediators, and in turn affects customer loyalty as a result; (3) the various groups based on service quality have significantly different perceptions on experience value, hedonic shopping motivations, and customer loyalty; (4) demographic variables such as gender of residence also have significantly different perceptions on hedonic shopping motivations and customer loyalty.
|
|---|
