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    题名: How the Effects of Loyalty Programs, Relationship Benefits, and Relationship Quality Create Customer Loyalty? The Case of Taiwan Starbucks Coffee
    忠誠方案、關係利益及關係品質對顧客忠誠度影響之研究：以臺灣統一星巴克為例
    作者: 許雅棣
    張國謙
    郭念德
    許嘉霖
    汪志浩
    贡献者: 國企系
    关键词: 連鎖咖啡業
    忠誠方案
    關係利益
    關係品質
    顧客忠誠度
    Coffeehouse chains
    Loyalty programs
    Relationship benefits
    Relationship quality
    Customer loyalty
    日期: 2017-04
    上传时间: 2017-08-17 09:09:22 (UTC+8)
    摘要: This study investigated the loyalty programs implemented by coffeehouse chains to determine whether customer perceptions of these programs influence customer loyalty through relationship benefits and relationship quality. At present, few existing studies have investigated the relationships among loyalty programs, relationship benefits, relationship quality, and customer loyalty. This study performed an empirical investigation on the coffeehouse chain Starbucks in Taiwan to analyze the relationships among these variables. The primary findings are as follows: (1) loyalty programs enhance customer perceptions of relationship benefits (β = 0.37, p ＜ 0.001) and relationship quality (β = 0.16, p ＜ 0.05); (2) the relationship benefits (β = 0.34, p ＜ 0.05) and relationship quality (β = 0.53, p ＜ 0.001) as perceived by customers exert significant influences on their loyalty; (3) customer perception of relationship benefits significantly influences loyalty through their perception of relationship quality (β = 0.41, p ＜ 0.05); and (4) although loyalty programs have a positive and direct influence on customer loyalty (β = 0.16, p ＜ 0.05), a greater positive influence can be achieved through relationship benefits and relationship quality (β = 0.52, p ＜ 0.05). Based on these findings, we discuss implications for management in the coffeehouse industry.
    關聯: 品質學報 24:2 2017.04[民106.04] 頁131-158
    显示于类别:[企業管理學系暨國際企業管理研究所] 期刊論文

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