An Investigation of the Relationship among Service Quality, Customer Satisfaction, Loyalty –An Empirical Study of Tradition Bakery

• Main Authors: CHIANG,YUNG-LUNG, 江永隆
• Other Authors: LAI,MING-CHE
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/h3x8t9

碩士 === 育達科技大學 === 行銷與流通管理所 === 104 === In today’s highly competitive environment, the quality of service has become a spiritual connotation and the base of competitive advantage. In order to face various types of customer’s demand for services, enterprises have to maintain the relationship with original customers. And also provide higher standards of service quality in order to attract potential consumers. These two ways to maintain the relationship with consumers are the necessary elements to create sustainable competitive advantage. To the company, it’s an important issue in providing highly quality of service. It can pursuit customer satisfaction and increase the customer loyalty, in order to inspire consumer willingness and actual purchasing behavior of enterprises. In this study, we use the consumers who have the experiences in traditional bakery as the sample. Using sampling questionnaires to explore the quality of customer service for the traditional bakeries industry, also discuss the connection in customer satisfaction and customer loyalty. The survey data were descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis and structural equation models analysis to verify this study, and make recommendations for the future direction of development. The result indicates that : service quality has significant positive effect on customer satisfaction, service quality has no significant positive effect on customer loyalty, customer satisfaction has significant positive effect on customer loyalty. This study hopes to provide a traditional bakery empirical research, allow operators to rethink the needs and feelings of the customer, as a traditional bakery industry reference in the future to improve service quality and enhance the business performance. Keywords：service quality,customer satisfaction,customer loyalty