| 摘要: | 本研究是探討精品服務品質、信任與顧客忠誠度之關聯性研究，經由間接文獻之引用及邏輯之推理，發現之間有關係可進一步研究。
本研究是透過Google表單線上問卷方式，請研究者任職於精品相關產業同事以及結識購買精品之友人與顧客協助發放。總共寄發501份問卷，經過篩選與扣除嚴重漏答者，共計有效問卷480份，有效回收率為96%。
結果本研究最大的貢獻在精品服務與顧客長久經營需提高信任與顧客忠誠度建立也獲得支持，代表消費者在精品服務品質體驗越好的情境下，越容易在信任與顧客忠誠度建立更高的意願，故本研究所推論之研究假設一、二、三都獲得數據上的支持。
While the global economy is facing the impact of the epidemic and the downturn in the economy, the overall performance of the boutique market is reflecting an upward trend, attracting increasingly younger consumers. The fashion boutique industry, which used to be locked in the pyramid group, has gradually entered the life style of consumers, especially for the young customers. The McKinsey report predicts that by 2025, the online revenue of the boutique industry will grow by at least three times 20%, and PMX Agency also predicts that by 2025, millennials and the Z generation will contribute 45% of the global boutique market, becoming the main force of the next generation of boutiques. Many scholars have pointed out that fashion consumption is not only about satisfying the desire to make an impression on others (Tsai, 2005). It has also been shared that consumers believe that the added value of owning fashionable goods is an important reason for their continued desire to purchase them. Therefore, the purpose of this study is three fold. First, how to build customer loyalty in the service process of boutique service quality The long-term relationship of trust between sales consultants and customers in the boutique industry(3) Whether trust affects the relationship between customer loyalty
Kivetz & Simonson (2002) argue that the benefits offered by boutiques to consumers are enjoyable. Many literatures believe that boutique brands are characterized by rarity and uniqueness, and also satisfy the needs of consumers at more psychological levels. Morgan & Hunt (1994) proposed commitment-trust theory, which suggests that successful relationship marketing requires trust and commitment, with trust and commitment as the main influencing factors, and trust is often seen as a necessary factor for a successful relationship. (2) latent loyalty (3) spurious loyalty (4) no loyalty. The main purpose of this study is to investigate the rapid changes in consumer culture in different countries, which has led to many different consumer behaviors, from expensive to extravagant to affordable prices. In this study, a total of 480 valid questionnaires were collected and analyzed through SPSS 21.0 statistical analysis software, including narrative statistics, reliability analysis, correlation analysis, and regression analysis, to test the hypothesis of this study. The results of the study showed that the first boutique service product was the most effective. The results of the study showed that firstly, there was a positive and significant effect of service quality on the relationship of customer loyalty. Secondly, there is a positive and significant effect of service quality on the relationship of trust. Thirdly, trust has a positive and significant effect on the relationship of customer loyalty. |
