本研究主要整合台灣顧客滿意度指標與顧客關係提出一個研究模式來探討影響傳統市場顧客滿意度與忠誠度之因素，並進一步比較不同消費者背景變項在對台灣顧客滿意度指標(TCSI)各變項之間的差異情況。
本研究將以立意抽樣方式問卷調查，並以南門市場且年滿18歲以上的本國籍消費者作為問卷實證對象。本研究共發放427份，實際回收427份問卷，發放回收整理後，經問卷檢核、剔除22份不完整問卷，最後納入統計分析之有效問卷共計405份，佔有效問卷回收比例為94.85%。本研究將利用次數分配、平均數分析、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析、多元迴歸分析等統計方法進行資料分析，研究發現如下：
一、 南門市場攤商形象對知覺品質有顯著正向的關係。
二、 南門市場攤商形象、知覺品質、顧客關係對知覺價值有顯著正向的關係。
三、 南門市場攤商形象、知覺品質、知覺價值對顧客滿意度有顯著正向的關係。
四、 南門市場顧客滿意度對顧客忠誠度有顯著正向的關係。
五、 南門市場攤商顧客關係分別對顧客滿意度與顧客忠誠度未達顯著正向的關係。
本研究將依據研究結果提出實務建議與未來研究建議，並做為未來提升傳統市場顧客滿意度以及後續研究者持續精進研究之參考。
To discuss the factors affected to customer satisfaction and loyalty to traditional market, a model is delivered through the integration of Taiwan customer satisfaction index and customer relationship; furthermore, to compare the differences between backgrounds of consumers in variables in TSCI.
Purposive sampling is adopted in questionnaire survey, and research objects are local consumers over 18y in Nanmen Market. Excluding 22 incomplete questionnaire, there are 405 shares of effective returned questionnaire within overall 427 returned questionnaires, the effective returned ratios are 94.85%. Frequency, mean, independent sample t test, one-way ANOVA, Pearson’s correlation analysis, and multiple regression analysis are utilized for data analysis. The results are as follows:
1. The awareness of quality is significantly positive affected by the image of vendor.
2. The awareness of value is significantly positive affected by the image of vendor, the awareness of quality, and customer relationship.
3. The customer satisfaction is significantly positive affected by the image of vendor, the awareness of quality, and the awareness of value.
4. The customer loyalty is significantly positive affected by consumer satisfaction.
5. The customer satisfaction and consumer loyalty are insignificantly positive affected by consumer relationship.
Practical suggestions and research recommendations in the future are proposed from the results, to be the references for improving customer satisfaction in traditional market and subsequent research.
