自從台灣網路購物的興起，百貨業整體營業額相對的大幅下滑，許多體質差、業績表現差的百貨公司必將面臨倒閉危機。而同時在如此競爭的產業環境中，企業面對競爭者一直進入，該如何掌握住客戶，該如何有持續保有領先的競爭力，就百貨業而言，應給予消費者真正需要的服務品質，擬訂正確的行銷策略，才能使其在如此競爭的產業環境中提高營業額，並永續經營。

本研究以台灣三大地區，北、中、南地區之20~29歲的年輕族群為研究對象，採分層比例隨機抽樣，以網路問卷方式蒐集樣本。試圖引進Cronin, et al.（2000）提出的「研究模式」是否適用於百貨公司消費服務。建立適合的線性結構關係模式以探討影響服務品質、服務價值、顧客滿意度、知覺犧牲與行為意向之間的關聯性研究。

本研究證實服務品質、服務價值、顧客滿意度、知覺犧牲與行為意向之間的關聯性，因此建議百貨業者提升服務價值，對於提升消費者正向的行為意向效果最大，

Since the rise of Taiwan's online shopping, department store industry as a whole relative to the sharp drop in turnover, number of poor health, poor performance of department stores will face closure crisis. At the same time in such a competitive industry environment, the company has been the face of competitors to enter, how to grasp customer, how have continued to maintain the competitiveness of leading to department stores, it should give consumers really need quality of service Develop the right marketing strategy in order to make it in such a competitive industry environment, improve sales, and sustainable development.

The research takes citizens that are 20 to 29-year-old youngers in North ,Middle and Southern Taiwan , using random surveys to the targeted sample population, and using the Internet questionnaire to collect samples. Trying to introduce Cronin, et al. (2000) proposed "research mode"is applied to department store consumer services. Establish a suitable model by LISREL to explore the association between service quality, service value, customer satisfaction, perceived sacrifice and behavioral intention in the study.

This study demonstrated that there has the relationship of service quality,service value, customer satisfaction, perceived sacrifice and behavioral intention, it is proposed to enhance service value of department stores, for enhancing the effect of biggest positive behavioral intention of consumers.

一、中文部分
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9. 陳文村（2007），領導行為、組織信任與組織績效之關聯性研究－以台南市警察局為例證，國立成功大學高階管理碩士在職專班（ＥＭＢＡ）碩士論文。

10. 陳杏綺（2007），理財專員的人格特質、時間管理與工作績效之關聯性研究─以台南市為例，國立成功大學統計研究所碩士論文。
二、英文部分

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