近年來，由於台灣市場轉變為服務業經濟，零售業發展迅速，市場競爭更為激烈，而在台灣大街小巷皆可看見便利商店的存在，以台灣前十大便利商店營業據點相除以人口，其密度以超越流通業最發達的日本，居全球之冠。隨著便利商店的開放與競爭的增加，便利商店業者不但要吸引新客戶、使顧客感到滿意，更重要的是如何留住舊有的客戶，因為吸引新客戶的成本遠高於留住舊有客戶所需的成本，因此業者提高消費者對於公司的忠誠度則成為經營上的重要課題。
本研究提出六項假設，並利用問卷的方式來驗證，以台灣三大連鎖便利商店為調查對象，分別為統一7-11、全家、萊爾富便利超商。採用ANOVA、T檢定、典型相關、皮爾森相關分析、迴歸方法、LISREL研究方法來分析人口變數與服務品質期待程度及滿意程度之間的相互關係，以及服務品質滿意度、顧客滿意度及顧客忠誠度之間的關係。本研究結果發現其中一項假設不一定成立之外，其餘五項假設均成立：（1）服務品質期待程度與滿意程度之間有顯著性的影響（2）服務品質期待程度與人口統計變數有顯著性影響（3）服務品質滿意程度與人口統計變數有顯著性影響（4）服務品質對顧客滿意有顯著性影響(5)顧客滿意度與顧客忠誠度之間有顯著性影響。

The market shifts into service-based economy in Taiwan. The retail industry grows rapidly and the competition’s quite keen. The convenience stores are far and wide. If we make the function (top 10 convenience store sites / population), we can find that the density goes farther than Japan which works distribution industry well and we are tip one worldwide. With the increasing of opening and competition, convenience store businessman has to create the way which appeals to new consumers, satisfies customers and achieves the key point of keeping old friends. In that the cost of attracting new consumers is much higher than keeping old friends, we focus on a big issue – how to rise customers’ royalty to the convenience stores.
My research puts forward six hypotheses and examines with questionnaires. The research bases on 7-11 HI-Life, Familymart. I analyze the relationship among population variation, quality expectation value and satisfaction level with the tools of ANOVA, T-test, Pearson analysis of relation, Cononical correlation and LISREL.
The result stands for five assumptions and against one.
(1) significant influence between service quality expectation and satisfactory level
(2) significant influence between service quality expectation and demographics variance
(3) significant influence between service quality satisfaction and demographics variance
(4) significant influence between service quality and consumer satisfaction.
(5) significant influence between consumer satisfaction and consumer royalty

中文文獻
1.江建良(民84)，服務品質與顧客滿意之探討，企銀季刊，第21卷，第2期，頁36-48
2.江建良(民88)，服務品質管理模式之研究，企銀季刊，第22卷，第2期，頁45-77
3.江建良(民89)，服務業服務品質管理模式之建構－顧客滿意觀點，商學學報，第8期， 頁1-38
4.李偉誠(民89)，我國加盟連鎖加盟因素之研究，國立中興大學企業管理研究所碩士論文
5.吳萬益(民94)，企業研究方法，華泰書局總經銷
6.周志謙(民94)，服務接觸要素與顧客滿意度之研究，私立銘傳大學管理研究所碩士論文
7.黃俊英(民84)，「多變量分析」，台北：中國經濟企業研究
8.黃俊英(民84)，「企業研究方法」，二版，東華書局印行
9.黃偉松(民90)，服務品質、顧客滿意度與顧客忠誠度關係之研究－以證券商為例，私立淡江大學管理科學研究所碩士論文
10.陳智德(民91)，管理顧問業服務品質、顧客滿意度、顧客忠誠度之研究，國立成功大學高階管理碩士論文
11.劉崇義(民90)，顧客滿意之研究---以壽險業為例，私立中原大學企業管理研究所碩士論文
12.賴山水(民83)，連鎖加盟事業，啟現出版公司
13.戴尚義(民82)，「大型百貨業服務品質之實證研究」，國立中山大學企業管理研究所碩士論文

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