臺灣博碩士論文加值系統

隨著消費者對於生活品質要求的提升，在於精品產業上民眾的消費能力也不容小覷，台灣在於購買精品腕錶市場上更出現每年逐漸成長的趨勢，在於各大通路上精品腕錶店陸續設立並相互競爭，各精品腕錶店除了強調商品價值性外，更提供顧客多面向的服務及知覺感受，以獲得消費者再次購買的機會。
本研究以精品腕錶H公司為例，從消費者的觀點對於顧客再購意願進行研究分析，期許能利用多層面向的方式進行探討。本研究採用深度訪談法，藉由訪談H公司的顧客來了解顧客再購意願的影響因素，並且運用內容分析法取得研究結果，其研究結果發現︰影響顧客再購意願之因素，可分為商店形象、顧客利益及售後服務等3大構面。其中商店形象構面包含了服務態度、專業知識、產品價格、產品種類及交通便利等五種類別，顧客利益構面包含了購買習慣、信用良好、社交友誼及特別對待等四種類別，售後服務構面包含了維修技術和顧客問題處理等兩種類別。
最後根據研究結果提出管理意涵，期許能夠提供精品腕錶店多方面的實務建議，以利於商店的服務更貼近消費者的需求，而消費者也能獲得更高的滿意度，促使雙方獲得更高的利益，並且希望能對實務和學術上能有所貢獻，作為後續相關研究之基礎。

關鍵字︰顧客再購意願、商店形象、顧客利益、售後服務

As the uprising of quality of life, the consumers also burn more of cashes on boutiques. Also the trend of consuming luxurious watches is growing yearly. Retailers are competing by opening up stores by stores. Besides emphasizing on value of products, they also offer multi-dimensional service and sense for consumers to obtain the chance of repurchasing.
The research takes H Company as example, referring to the viewpoint of consumers to the repurchasing that for us to do the research and analysis. We adopt deep interviewing method, interviewing the customers of H Company to realize the affective factors of repurchase intention. We adopt content-analyzed method to obtain the result, finding the factors influencing the repurchase intention of consumers are divided into the store image, customer benefit and after-sales service three main parts. Store image is separated into detailed five parts which are attitude of service, professional knowledge, price of product, sorts of product and traffic convenience. Customer benefit separated for four parts which are purchasing tendency, good credit of company, social friendship and special treatment. After-sales service separated for two parts which are maintaining technique and customer’s problem solving.
At last our research brings up managing implication, looking forward to offering the multi-dimensional practical suggestions on luxurious watch stores which are prone to have the service approaching to meet consumers’ requirements. Also consumers will receive more satisfaction which may bring both more benefits. We’ll keep doing contribution on both practical and academic parts as a reference for further researches.

Keywords︰Repurchase intention, Store image, Customer benefits, After-sales service

摘要................................................................................................................................. i
Abstract .......................................................................................................................... ii
誌謝............................................................................................................................... iii
目錄............................................................................................................................... iv
表目錄........................................................................................................................... vi
圖目錄.......................................................................................................................... vii
第一章、緒論................................................................................................................ 1
1.1 研究背景............................................................................................................. 1
1.2 研究動機............................................................................................................. 2
1.3 研究目的 ........................................................................................................... 3
第二章、文獻探討........................................................................................................ 4
2.1 腕錶產品及產業介紹......................................................................................... 4
2.1.1 腕錶產品分析.............................................................................................. 4
2.1.2 腕錶產業歷史.............................................................................................. 5
2.1.3 台灣腕錶產業現況...................................................................................... 6
2.2 商店形象............................................................................................................. 7
2.2.1 形象之定義.................................................................................................. 8
2.2.2 商店形象之定義 .......................................................................................... 8
2.2.3 商店形象之衡量構面.................................................................................. 9
2.3 顧客利益........................................................................................................... 10
2.3.1 顧客利益之定義........................................................................................ 10
2.3.2 顧客利益之類型........................................................................................ 11
2.4 售後服務........................................................................................................... 14
2.4.1 售後服務之定義........................................................................................ 14
2.4.2 售後服務之目的........................................................................................ 15
2.5 顧客再購意願................................................................................................... 16
2.5.1 顧客再購意願之定義................................................................................ 16
2.5.2 商店形象與顧客再購意願之關係............................................................ 17
2.5.3 顧客利益與顧客再購意願之關係............................................................ 18
2.5.4 售後服務與顧客再購意願之關係............................................................ 19
第三章、研究方法...................................................................................................... 20
3.1 研究方法之選擇............................................................................................... 20
3.2 研究對象........................................................................................................... 21
3.2.1 選用精品腕錶店之理由............................................................................ 21
3.2.2 研究對象的選擇........................................................................................ 22
3.3 研究工具........................................................................................................... 24
v
第四章、資料分析與探討.......................................................................................... 26
4.1 個案H 公司介紹............................................................................................... 26
4.2 資料分析........................................................................................................... 27
4.2.1 商店形象 .................................................................................................... 27
4.2.2 顧客利益 .................................................................................................... 32
4.2.3 售後服務 .................................................................................................... 36
第五章、結論與建議.................................................................................................. 40
5.1 研究結論........................................................................................................... 40
5.2 管理意涵........................................................................................................... 40
5.3 研究限制........................................................................................................... 41
5.4 後續研究建議................................................................................................... 42
參考文獻...................................................................................................................... 43

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