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研究生:魏銘宏
研究生(外文):Ming-Hom Wei
論文名稱:量販店服務品質、顧客滿意與顧客忠誠之相關性研究─以台南都會地區量販店為例
論文名稱(外文):The Relationship of Service Quality, Customer Satisfaction and Customer Loyalty in the Industry of Hypermarkets─Take Tainan Metropolitan for Example
指導教授:蔡明田蔡明田引用關係
指導教授(外文):Ming-Tien Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:92
中文關鍵詞:顧客滿意量販店服務品質顧客忠誠
外文關鍵詞:hypermarketcustomer loyaltycustomer satisfactionservice quality
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近來,量販店在法令改變與市場刺激下,逐漸由以往以「量」取勝之經營模式(著重於設立新點),轉變為現今對「質」之提昇(企業形象塑造、賣場氣氛營造、其他附加服務與娛樂休閒提供)。雖然在經營者不斷的努力之下改善了許多服務,但就消費者而言,卻不見得有相同看法。
本研究根據Dabholkar, Thorpe and Rentz三位學者(1996)提出之「零售業服務品質量表」(Retail Service Quality Scale, RSQS),以因素分析及信度分析試圖找出量販店消費者所重視之服務品質構面;以多元迴歸及簡單迴歸探討量販店服務品質、顧客滿意和顧客忠誠之間的關係;並以變異數分析探討人口統計變數對消費者知覺之服務品質的影響,以期對量販店在改善服務上有所助益。
本研究經實證調查後,重要結論如下:
1.將「零售業服務品質量表」應用在以低價與自助式服務為訴求的量販店產業是可行的。
2.量販店消費者所認知服務品質程度對整體顧客滿意度及顧客忠誠度有顯著的影響。
3.消費者在評量量販店之整體顧客滿意時,重視之順序分別為「便利性」、「公司政策」、「問題解決」及「實體外觀」,也就是四個構面一樣重要,需要量販店業者特別注重。
4.消費者在評量量販店之顧客忠誠時,重視之順序分別為「便利性」、「公司政策」、「實體外觀」及「問題解決」,也就是四個構面一樣重要,需要量販店業者特別注重。
5. 顧客滿意度對消費者之顧客忠誠有顯著的正向影響,且導致顧客滿意與顧客忠誠之服務品質構面完全相同。
6. 不同的「家庭成員數」、「教育程度」、「購物頻率」及「平均購買金額」對消費者知覺之服務品質有顯著性差異。
In recent years, hypermarkets have transformed its business model from “Quantity” to “Quality” ,due to the changes of legislation and the impetus of free market. Although their continuous efforts did improve many services, consumers didn’t receive the same feelings.
According to Dabholkar, Thorpe and Rentz’ Retail Service Quality Scale(RSQS), our research hope to use “Factor Analysis” and “Reliability Analysis” to find out the main services dimensions that consumers do value. And then, we try to use “Multiple Regression” and “Regression” to discover the relationships between “Service Quality”, “Customer Satisfaction” and “Customer Loyalty” in the industry of hypermarkets. Final, we use “ANOVA” to discuss the effect that demographical variable do to service quality that consumers perceived. Hope the concludes of this research can do goods to managers of hypermarkets, while they try to reform their services.
After practical survey, the main conclusions of this research are as follows:
1.Applying RSQS in the industry of hypermarkets emphasizing low price and self-service is practicable.
2.The service quality that consumers of hypermarkets perceived has significantly influences in total customer satisfaction and customer loyalty.
3.According to priority, consumers’ measuring dimensions for the hypermarkets of services satisfaction are as follows: “Convenience”, “Policy”, “Problem Solving” and “Physical Appearances”.
4.According to priority, consumers’ measuring dimensions for the hypermarkets of services loyalty are as follows: “Convenience”, “Policy”, “Problem Solving” and “Physical Appearances”.
5.Customer satisfaction has significantly influence in customer loyalty, and by the way, the dimensions that consumers use to measure are the same.
6.Different “Family Members”, “Level of Education”, “Purchasing Frequency” and “Average Purchasing Amount” have significantly influence in service quality that consumers perceived.
目 錄
第一章 緒論…………………………………………………………………… 1
第一節研究背景與動機………………………………………………………1
第二節研究範圍與目的…………………………………………………… 3
第三節研究流程…………………………………………………………… 4
第四節 研究架構…………………………………………………………… 5
第二章文獻探討…………………………………………………………… 6
第一節 量販店……………………………………………………………… 6
第二節量販通路之消費行為………………………………………………17
第三節服務品質……………………………………………………………20
第四節顧客滿意……………………………………………………………30
第五節 顧客忠誠……………………………………………………………35
第六節 服務品質、顧客滿意與顧客忠誠之關係…………………………38
第三章 研究方法……………………………………………………………42
第一節 研究問題與假設及研究架構………………………………………42
第二節 研究變數與操作性定義……………………………………………45
第三節 問卷設計……………………………………………………………46
第四節 資料蒐集方法與抽樣對象…………………………………………47
第五節 資料分析方法………………………………………………………48
第四章 資料分析與研究發現…………………………………………… 50
第一節 樣本結構……………………………………………………………50
第二節 量販店服務品質之分析……………………………………………55
第三節 顧客滿意與顧客忠誠之分析………………………………………57
第四節 服務品質與顧客滿意度之關聯性…………………………………59
第五節 服務品質與顧客忠誠之關聯性……………………………………61
第六節 顧客滿意度與顧客忠誠之關聯性…………………………………63
第七節 人口統計變數對服務品質之變異數分析…………………………64
第五章 結論與建議…………………………………………………………74
第一節 研究結論……………………………………………………………74
第二節 研究貢獻……………………………………………………………76
第三節 研究限制……………………………………………………………77
第四節 後續研究之建議……………………………………………………78
參考文獻………………………………………………………………………… 80
附錄:問卷………………………………………………………………………… 90
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