| Summary: | 碩士 === 國立高雄應用科技大學 === 高階經營管理研究所碩士在職專班 === 106 === In the past, many studies have focused on the factors affecting customer loyalty. However, the mediating role seems to be neglected. In this study, it aims to explore the effect of the variables such as service quality and store image on customer loyalty via perceived value.
This work chose samples from the customers who had the consuming experience of Kaohsiung Halo Hotpot Hufeng House. A total of 220 valid copies of the questionnaire were collected. It was found that service quality and store image had significantly positive effect on customer loyalty. Service quality and store image had significantly positive effect on perceived value. Finally, perceived value had significantly positive effect on customer loyalty. Based on the above results, some suggestions are proposed in this study.
Keywords：Service Quality, Store Image, Perceived Value, Customer Loyalty
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