[[alternative]]An Investigation of Correlations among Service Quality, Customer Relationship, Customer Satisfaction and Customer Loyalty--An Example of RT-Mart in Chiayi

[[abstract]] 本研究以賣場之觀點，探討服務品質是否會影響顧客關係與顧客滿意度，最後影響其顧客之忠誠度。本研究以服務品質為自變項，顧客關係與顧客滿意度為中介變項，顧客忠誠度為依變項，來探討彼此之間的關係，並用相關分析與迴歸分析等統計方法驗證假設是否成立。 依據本研究之分析結果發現：(1)服務品質對顧客關係有顯著的正向影響；(2)服務品質對顧客滿意度有顯著的正向影響；(3)服務品質對顧客忠誠度有顯著的正向影響；(4)顧客關係對顧客滿意度有顯著的正向影響；(5)顧客關係對顧客忠誠度有顯著的正向影響；(6)顧客滿意度對顧客忠誠度有顯著的正向影響；(7)顧客關係在服務品質與顧客滿意度之間存在有部分中介效果；(8)顧客關係在服務品質與顧客忠誠度之間存在著部分中介效果；(9)顧客滿意度在服務品質與顧客忠誠度之間存在著部分中介效果；(10)顧客滿意度在顧客關係與顧客忠誠度之間存在著部份中介效果。[[abstract]] This study explored whether the quality of service will affect customer relationship and customer satisfaction from the point of view of the store, and ultimately affect the loyalty of its customers. This study explored the relationships among the four variables, where service quality was treated as an independent variable, customer relationship and customer satisfaction were intermediary variables, and customer loyalty was viewed as a dependent variable. Some statistical methods such as independent samples T test, one-way ANOVA, and regression analysis were employed to verify whether the hypotheses hold. According to the analysis results of this study, we found that: (1) service quality has a significant positive impact on customer relationship; (2) service quality has a significant positive impact on customer satisfaction; (3) service quality has a significant positive impact on customer loyalty; (4) customer relationship has a significant positive impact on customer satisfaction; (5) customer relationship has a significant positive impact on customer loyalty; (6) customer satisfaction has a significant positive impact on customer loyalty; (7) customer relationship has a significant mediation effect on the relationships between service quality and customer satisfaction; (8) customer relationship has a significant mediation effect on the relationships between service quality and customer loyalty; (9) customer satisfaction has a significant mediation effect on the relationships between service quality and customer loyalty; (10) customer satisfaction has a significant mediation effect on the relationships between customer relationship and customer loyalty