AnExaminationoftheRelationshipsbetweenServiceQuality,CustomerValueandBehavioralIntention

[[abstract]]在這零售業競爭激烈的局勢中，零售企業強調高服務品質的經營方式，藉由傳送良好的顧客價值，提升顧客正向的行為意圖已成為現代零售企業經營管理的重要課題之一。本研究的目的是想從顧客的角度去瞭解對於百貨公司之服務品質、顧客價值認知及其行為意圖的關係。 為了尋求回答這個問題，本研究以服務品質及顧客價值做為理論背景架構，將研究焦點放在：(一) 服務品質對顧客價值所造成的影響，(二) 顧客價值對行為意圖所造成的影響。基於這樣的目的，本研究以大高雄地區六家百貨公司作為研究對象，包括大立伊勢丹、漢神名店、大統百貨和平店、太平洋ＳＯＧＯ、新光三越、大遠百等消費者。同時採問卷調查的方式進行資料收集，共發放問卷675份，回收665份，共計回收有效樣本405份，有效樣本回收率60.9%。經由線性結構方程分析法來分析實証資料對研究假設模型的支持程度，使用的統計分析方法為AMOS 4.0。研究主要的發現： 一、 服務品質與顧客價值間的關係：互動品質與享樂價值、實用價值存在顯著正相關；環境品質與享樂價值、社會價值存在顯著正相關；結果品質與所有的顧客價值構面存在顯著正相關。尤其，以結果品質對顧客價值的影響效果最為顯著。 二、 顧客價值與行為意圖間的關係：享樂價值與推薦意願、再購意願存在顯著正相關；實用價值與推薦意願、再購意願存在顯著正相關；社會價值與推薦意願、再購意願存在顯著正相關。尤其，以實用價值對推薦意願的影響效果最為顯著，以及享樂價值對再購意願的影響效果最為顯著。[[abstract]]Retail industry nowadays especially focuses on the high quality service because the industry is very competitive. The retailers try to deliver good customer value to their customer. Actually, the influences of customer value to customer’s behavioral intentions would become an important issue for retailer’s operation. The research area focuses on service quality and customer value. The research purposes are (1) the impact of service quality to customer value (2) the impact of customer value to behavioral intention. According to research, the research choice six department stores in Kaohsiung to do the research ─Ta Li-Issetan Department Store, Hanshin Department Store, President Department Store, Pacific SOGO Department (Kaohsiung Store), Shin Kong Mitsukoshi Department (Kaohsiung Store), Far Eastern Department (Kaohsiung Store).Through the survey, there are 675 questionnaires, and 405 returned questionnaires in the effective rate of of 60.9%. This research uses AMOS to test statistical assumptions, estimation of the measurement and structural equation models. The findings of this research are concluded： 1. The relationship of service quality and customer value：The interaction quality is positive correlated with hedonic value and utilitarian value；the environment quality is positive correlated with hedonic value and social value；the outcome quality is positive correlated with hedonic value, utilitarian value and social value. The outcome quality to customer value has stronger effect. 2. The relationship of customer value and behavioral intention：The hedonic value is positive correlated with repurchase intention and recommend intention；the utilitarian value is positive correlated with repurchase intention and recommend intention；the social value is positive correlated with repurchase intention and recommend intention . The utilitarian value to recommend intention has stronger effect and hedonic value to repurchase intention has stronger effect