服務品質、企業社會責任認知、顧客－公司認同與顧客忠誠之探討

• Main Authors: Lu, Chiung-yu, 呂瓊瑜
• Other Authors: 何雍慶教授
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/06935286932511227178

博士 === 國立中正大學 === 企業管理研究所 === 101 === The purpose of the study is to understand the path of developing service loyalty. Many researchers propose customer loyalty is the key of successful service business. However, prior researches focus most on tangible product loyalty whose outcomes may not be well generalized to service loyalty. Traditionally, the path from service quality (SQ) to loyalty is mediated by customer satisfaction. Since increasingly difficult to achieve customer satisfaction, it is essential to find alternative ways to raise customer loyalty. The study proposes a new path from SQ and customer-company identification to service loyalty. Meanwhile, as more attention on possible benefits from corporate social responsibility (CSR) initiatives, the study incorporates CSR with SQ, customer-company identification and service loyalty to frame a new model of service loyalty. The research sample selected from customers of chained restaurants. A qualitative and a quantitative research are implemented. The mediation effects of customer-company identification along with the path from perception of CSR initiatives to customer loyalty and the path form SQ to customer loyalty are verified. Besides, SQ moderates the effect of perception of CSR initiatives on customer-company identification and plays a mediating role along with the path from perception of CSR initiatives to customer loyalty. Contributions of the study are theoretically incorporating perception of CSR initiatives which is full of contemporary core construct of seeking human value, into original service loyalty with SQ. In practice, customer loyalty is more thoroughly comprehended, which helps managers adopt correct strategies to cultivate loyal customers in order to achieve the goal of long-term profitability. Limitations and suggestions for future research are illustrated lastly.