台灣大型購物中心業者面臨消費者需求改變、新購物中心及百貨公司持續興建，以及現有零售業者及百貨業者等激烈競爭下，業者除了維持既有的顧客之外，同時必須思考運用何種方法吸引顧客前來購物中心消費，有鑑於這些大型購物中心已成為民眾休閒購物甚至為觀光的新地標，目前文獻較少有縱貫面分析去探討消費者對大型購物中心的服務品質之研究。如何藉由消費者在購物中心對服務品質的期望及知覺感受的議題相對重要，因此，調查服務品質、商店形象所產生顧客滿意度及忠誠度，是值得深入探討之課題。本研究的研究對象為台灣南部某大型購物中心，藉由問卷調查方法探討消費者對大型購物中心之商店形象、服務品質所體驗的看法及其間之關係，且結合縱貫研究分析加以瞭解消費者對大型購物中心不同時間點對服務品質的感受，本研究調查期間為八個月，共發放22次，回收之有效問卷為2,117份。本研究使用結構方程模式（SEM）來分析數據，研究結果顯示：(1)顧客對購物中心「期望—知覺服務品質的差距」對「顧客滿意度」具有顯著正向的影響；(2) 「商店形象」對「顧客滿意度」具有顯著正向的影響；(3)「商店形象」對「顧客忠誠度」具有顯著正向的影響；(4)「顧客滿意度」對「顧客忠誠度」具有顯著正向的影響。縱貫研究結果發現，以時間序列分析呈現不同時間點所蘊含的意義，輔以深度訪談，研究發現服務人員的人手不足與高流動率是造成服務品質下降的主因。

The consumers’ demands are changing in Taiwan. The new shopping mall and larger department stores are constructing recently. The competition is getting tense. In addition to the owners of shopping mall have to maintain customers. The owners also have to explore new customers. Due to few studies explore service quality issue by longitudinal research, the research explores the relationships between disconfirmation of service quality, store image, customer satisfaction and loyalty are needed. The samples of study are customers of a shopping mall in southern Taiwan. The survey research explores the effects between store image, disconfirmation of service quality, customer satisfaction and loyalty. By the longitudinal study, the researcher tried to understand disconfirmation of service quality during different time period. The 2,117 valid questionnaires were collected during 8 months. This study used structural equation modeling (SEM) to analyze the data. The results show: (1) the disconfirmation of service quality has a significant positive effect on customer satisfaction; (2) store image has a significant positive effect on customer satisfaction; (3) store image has a significant positive effect on customer loyalty; (4) customer satisfaction has a significant positive effect on customer satisfaction. The results of longitudinal study found that the time series analysis shows different time periods implied different interpretation for service quality. Higher turnover rate of employees and employees’ shortage are the main reasons for higher disconfirmation of service quality.

摘要 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 購物中心 7
第二節 消費者行為 18
第三節 商店形象 31
第四節 服務品質 37
第五節 顧客滿意度 44
第六節 顧客忠誠度 50
第三章 研究方法 54
第一節 研究假設 54
第二節 研究架構 56
第三節 研究變數之操作型定義 57
第四節 問卷設計 60
第五節 研究工具 66
第六節 資料分析方法 70
第四章 資料分析 73
第一節 樣本資料結構分析 73
第二節 各研究變數之描述性統計分析 75
第三節 驗證性因素分析與信、效度 79
第四節 結構方程模式分析 89
第五節 服務品質滿意度時間序列模式 97
第五章 結論與建議 103
第一節 研究結果討論 103
第二節 實務意涵與建議 105
第三節 研究限制與後續研究建議 107
參考文獻 109
附錄一 122
圖1-1 研究流程圖 6
圖2-1 購物中心分類方式 14
圖2-2 Nicosia消費者行為模式 20
圖2-3 EKB模式 （實線代表資訊流程；虛線代表回饋影響） 21
圖2-5 Howard-Sheth模式 （實線代表資訊流程；虛線代表回饋影響） 26
圖2-6 CDM模式 28
圖2-7 Kotler消費者行為模式 29
圖2-8 影響消費者行為之因素 30
圖2-9 PZB服務缺口模式 （Parasuraman等人, 1985） 40
圖3-1 研究架構 56
圖4-1 結構方程模式驗證圖 90
圖4-2 理論模式之路徑係數驗證圖 96
圖4-3 「服務品質期望─知覺有形性之差距」時間序列模式圖 98
圖4-4 「服務品質期望─知覺可靠性之差距」時間序列模式圖 99
圖4-5 「服務品質期望─知覺回應性之差距」時間序列模式圖 100
圖4-6 「服務品質期望─知覺保證性之差距」時間序列模式圖 101
圖4-7 「服務品質期望─知覺同理心之差距」時間序列模式圖 102
表1-1 台灣購物中心分布一覽表 2
表1-2 近五年百貨公司業營業額概況一覽表 2
表1-3 近五年綜合商品零售業與其細產業營業額年增率概況一覽表 2
表1-4 綜合商品零售業各細項產業營業額比重分佈概況 3
表1-5 2010年國內百貨公司與購物中心新增概況 3
表2-1 美國購物中心發展歷程 7
表2-2 購物中心定義之彙整 9
表2-3 購物中心基本分類 11
表2-4 購物中心類型 （依服務人口、設施與規模條件） 11
表2-5 購物中心類型 （依周邊社區發展與規模條件） 12
表2-6 購物中心類型 （依規模、立地、街道、租店戶組合及開發理念五種特性） 12
表2-7 購物中心類型 （依國際購物中心協會） 13
表2-8 購物中心類型（依市場定位） 15
表2-9 大型購物中心具備條件 15
表2-10消費者行為定義之彙整 18
表2-11 相關學者對商店形象定義之彙整 32
表2-12 商店形象衡量構面彙總表 34
表2-13 服務品質定義之彙總 38
表2-14 SERVQUAL原始與修正構面量表之比較 42
表2-15 修正後之服務品質衡量構面與項目 42
表2-16 顧客滿意度定義之彙總 45
表2-17 顧客滿意度構面之彙總 48
表2-18 顧客忠誠度定義之彙總 50
表2-19 顧客忠誠度衡量構面之彙整 53
表3-1 期望構面之定義與衡量 57
表3-2 知覺績效構面之定義與衡量 57
表3-3 「期望—知覺」差距之定義與衡量 58
表3-4 商店形象構面之定義與衡量 58
表3-5 顧客滿意度構面之定義與衡量 59
表3-6 顧客忠誠度構面之定義與衡量 59
表3-7 服務品質-期望程度之問項設計 61
表3-8 服務品質-知覺績效程度之問項設計 62
表3-9 商店形象之問項設計 63
表3-10 顧客滿意度之問項設計 64
表3-11 顧客忠誠度之問項設計 65
表3-12 問卷回收一覽表 67
表3-13 訪談大綱 69
表3-14 SEM模式評鑑指標總表 72
表4-1 樣本分布情況 74
表4-2 各研究變數、因素與題項平均數與標準差 75
表4-3 各變數與構面之平均數、標準差與相關係數 82
表4-4 期望服務品質量表-驗證性因素分析 83
表4-5 期望服務品質模型配適度分析 84
表4-6 實際感受服務品質量表-驗證性因素分析 85
表4-7 實際感受服務品質模型配適度分析 86
表4-8 商店形象量表-驗證性因素分析 87
表4-9 商店形象模型配適度分析 87
表4-10 顧客滿意度與忠誠度量表-驗證性因素分析 88
表4-11 顧客滿意度與忠誠度模型配適度分析 88
表4-12 基本適配度指標檢定 91
表4-13 修正後整體適配度指標檢定 92
表4-14 模式內在結構適配度指標檢定 93
表4-15 修正整體理論模式衡量模式分析 94
表4-16 假設路徑之因果關係驗證彙整表 96
表4-17 期望與實際感受之服務品質缺口成對T檢定 97

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