服飾業服務品質、顧客情緒、滿意度與忠誠度之關係-以優衣庫為例

Abstract

本研究以優衣庫(Uniqlo)的消費者為研究對象，透過問卷蒐集資料並以結構方程式探討服飾業服務品質、顧客情緒、滿意度與忠誠度之關聯性。服務品質的衡量主要運用SERVQUAL量表。研究過程，採取便利抽樣法，共蒐集到309份有效問卷。研究結果顯示，服務品質與顧客情緒之間具有正向高度影響，服務品質與顧客滿意度之間具有正向高度影響，顧客情緒與顧客滿意度之間具有正向低度影響，顧客滿意度與顧客忠誠度之間具有正向高度影響。 根據實證發現，建議服飾業者可以優化購物環境包含店內商品陳列擺設，以及強化員工訓練使其提供顧客親切的問候與招呼，進而提升商品對顧客所帶來的價值，並讓顧客願意回流。

This study aims to develop and test a model that focuses on the relationship among service quality, consumer emotion, satisfaction and consumer loyalty of apparel Services industry by using Strucure Equation Model. SERVQUAL scale is applied to measure service quality. 309 valid samples have been collected in the Uniqlo stores by using convenience sampling method. Results show that service quality has a high positive influence on customer emotion and satisfaction, customer satisfaction has a high positive influence on consumer loyalty, and customer emotion has a low positive influence on customer satisfaction. From the management perspective, the display of merchandise and enthusiastic greeting of service personnel can directly or indirectly affect customer satisfaction. Ultimately, what consumers gain in the merchandise is the critical factor promoting them back to consume again.