隨著消費型態的改變，零售行銷市場競爭日趨激烈，不論是大型量販店或小型超市，如何有效的維護顧客關係並提升顧客回購率，對企業而言，是極重要的課題。因為，高忠誠度的顧客，能為企業帶來更多的邊際效益，並創造競爭優勢。
在連鎖零售市場中，全聯福利中心是較具能提供優惠的商品價格回饋，且據點分布廣擴，顧客購買方便。本研究個案以全聯福利中心為例，研究服務品質與顧客忠誠度間之關連，輔以統計分析，探討知覺價值在服務品質與顧客忠誠度間之中介效果，並藉由本研究個案，驗證各構面間之關係，是否與過去研究論證結果相符。
本研究採網路問卷方式進行，調查對象為全聯福利中心南部地區的顧客群，調查時間為2019年4月17日至5月8日。共取得359份樣本，刪除極端填答的無效問卷後，有效問卷共計355份，並以統計軟體SPSS 21.0進行資料數據分析。研究結果證實服務品質、知覺價值對顧客忠誠度皆有正向顯著的影響，且知覺價值對服務品質與顧客忠誠度具中介影響效果。

The retail industry becomes more and more competitive as the result of changing consumption patterns and buying behaviors. Customer retention is the most important thing for warehouses or supermarkets. Besides, how to maintain the relationship with customers is also an important lesson for retailer because customers with high loyalty can increase the profitability and build competitive advantage of the companies.
The participants of this study are PX Mart customers from Tainan, Kaohsiung and Pingtung areas by using online survey from April 17th to May 8th 2019. A total of 359 questionnaires were collected and 355 valid questionnaires were obtained. SPSS 21.0 statistical software was used for data analysis and hypothesis testing.
This study found that both service quality and perceived value are positively significant related to customer loyalty, and there is a significantly positively relationship between service quality and perceived value. Perceived value was found to mediate the relationship between service quality and customer loyalty. So, the finding of this study can confirm the hypotheses match the conclusion of previous studies.

目錄
論文審定書 i
中文摘要 ii
英文摘要 iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第四節 個案概述 4
第二章 文獻探討 8
第一節 服務品質 8
第二節 知覺價值 15
第三節 顧客忠誠度 19
第四節 各構面之關聯 22
第三章 研究方法 24
第一節 研究架構 24
第二節 研究變項 25
第三節 研究設計 29
第四節 資料分析方法 30
第四章 資料分析與結果 32
第一節 樣本結構分析 32
第二節 信度分析 36
第三節 相關分析 37
第四節 迴歸分析 39
第五節 變異數分析 46
第五章 結論與建議 51
第一節 研究結論 51
第二節 研究建議與限制 52
參考文獻 54
附錄：研究問卷 59

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二、其他資料來源
全聯福利中心http://www.pxmart.com.tw/px/index.px
行政院主計總處https://www.dgbas.gov.tw/np.asp?ctNode=2326
經濟部統計處https://www.moea.gov.tw/Mns/dos/home/Home.aspx
科技橘報Tech Orange. (2019年5月24日).全聯PX Pay上線
取自https://buzzorange.com/techorange/2019/05/24/pxmart-and-pxpay/
商業周刋.(2018年3月25日).全聯推小超市 槓四大超商
取自 https://www.businessweekly.com.tw/article.aspx?id=22262&type=Blog
經理人.(2016年3月16日).這些年，全聯如何變身零售巨頭？
取自 https://www.managertoday.com.tw/columns/view/52233