The Relationship among Service Quality, Perceived Value, Salesperson Attributes, Physical Attractiveness, Customer Satisfaction and Perceived Risk：Testify to Perceived Risk as Mediator

• Main Authors: Tai, Yi-Ting, 戴宜庭
• Other Authors: Tang, Yung-Tai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/71038898305068527314

碩士 === 靜宜大學 === 國際企業學系 === 104 === Under the competition of Par Fashion Dress Brands, the promotion of customer satisfaction is one of the critical problems for each brand. According to the correlation studies, customer satisfaction will estimate by both product quality and service quality. Perceived value is a prerequisite for customer satisfaction, and two of them appear positive relationship. In addition to the vibration, the professional information from salesperson is also an important factor of customer satisfaction. Having a good impression at first sight, the salesperson will bring customer satisfaction for the brand. Moreover, perceived risk will reduce when customers ever satisfy by their purchasing experience. Therefore, the aim of this study is to explore the relationship among service quality, perceived value, salesperson attributes, physical attractiveness, customer satisfaction, and perceived risk. Scholars discuss about the effect of service quality and customer satisfaction, perceived value and customer satisfaction, salesperson attributes and customer satisfaction, physical attractiveness and customer satisfaction, and perceived risk and customer satisfaction. Nevertheless, there is minute quantity of empirical researches that discuss about the effect of service quality, perceived value, salesperson attributes, physical attractiveness, and perceived risk on customer satisfaction simultaneously. Therefore, it is the first purpose to this study. In addition, there is no literature which examine that perceived risk has mediating effect on service quality and customer satisfaction, and it is the second purpose to this study. This study adopts a questionnaire survey. The subjects covered by this study are sampled from the customers who have been and purchase from GU Taiwan. 122 valid questionnaires are collected. The methodologies that use in data collection are descriptive statistics, reliability and validity analysis, factor analysis, correlation analysis and regression analysis of SPSS. The following conclusions are made by this study: (1) the effect of service quality on customer satisfaction is significantly positive; (2) the effect of perceived value on customer satisfaction is significantly positive; (3) the effect of salesperson attributes on customer satisfaction is significantly positive; (4) the effect of physical attractiveness on customer satisfaction is significantly positive;(5) the effect of perceived risk on customer satisfaction is significantly negative. Furthermore, (6) perceived risk had partial mediating effect on service quality and customer satisfaction.