| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 105 === The market share of shopping mall in Taiwan had been on decreasing trend over the past few years, this is caused by numerous opening of new shopping malls and outlets. The retailers are facing the upcoming era of micro-profit under the environment with lots of competitors and e-commerce.
The enterprises could increase 25%-85% profit by reducing 5% loss of customers. (Reichhele & Sasser, 1990). Therefore, the retailers have to improve the service innovation and service quality to provide diversified shopping experiences to maintain customer loyalty and earn profits.
The sample questionnaires aimed at people who had shopping experiences at
T Shopping Mall or once visited there. It distributed 225 questionnaires which contained 202 valid ones, and 23 invalid ones. The rate of receiving valid questionnaires amounted to 90%. With SPSS statistics software tool, it respectively verified the hypotheses via reliability analysis, factor analysis, one-way ANOVA, independent test analysis and regression analysis. Consequently, it found that: 1. the service innovation has significant positive effect on service quality. 2. The service quality has significant positive effect on customer loyalty. 3. The service innovation has significant positive effect on customer loyalty.
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