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研究生:張簡玉琪
研究生(外文):Chang-Cheng, Yu-Chi
論文名稱:大台北地區百貨公司與購物中心服務品質之比較研究─以太平洋SOGO、新光三越、遠東百貨、微風廣場與京華城為例
論文名稱(外文):The Comparative Study on Service Quality between Department Store and Shopping Center in Taipei Area
指導教授:劉祥熹劉祥熹引用關係
指導教授(外文):Liu, Hsiang- Hsi
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:合作經濟學系
學門:商業及管理學門
學類:財務金融學類
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:121
中文關鍵詞:百貨公司購物中心服務品質認知缺口
外文關鍵詞:Department StoreShopping CenterService QualityPerceived Gap
相關次數:
  • 被引用被引用:12
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:12
今日競爭激烈的世界,可持久的競爭優勢仰賴於高品質的服務,這將帶來滿意的顧客,亦即,顧客服務已成為企業界致勝的主要關鍵。本研究以百貨零售業為對象,針對其中的百貨公司與購物中心,運用數種的統計分析方法,分析其服務品質認知缺口,進而探討服務品質認知差距之重要因素,作為發現形成服務品質缺口之原因,發掘影響服務品質重要因素,並利用重要度與滿意度交叉分析法,找出提升服務品質之方向與資訊,以利建議業者擬定經營策略與政府訂定相關措施之參考依據。
本文參考服務品質與顧客滿意相關文獻,依據PZB服務品質模式之架構為藍圖,針對缺口五,搭配DTR零售服務品質構面與其他學者之建議,作為本研究建構模式與設計問卷之理論基礎。經由實證分析結果發現,不論百貨公司或購物中心,消費者對於各項服務屬性的「期望水準」與「認知水準」之間,大部分都具有顯著差異存在,顯示消費者對於業者所提供的服務品質水準,普遍感到不滿意。另外,透過因素分析方法萃取出影響服務品質的六項重要因素,分別為「商品知覺」、「人員素質」、「銷售服務」、「企業形象」、「實體設備」與「消費環境」,其中,「人員素質」與「銷售服務」是影響百貨公司服務品質績效最主要的決定因素;「商品知覺」與「人員素質」則是影響購物中心服務品質績效最主要的決定因素。最後,透過重要度與滿意度交叉分析,可劃分為四個象限,依所產生的策略意涵,共可分為四個部分,分別為持久策略、重振策略、轉向策略與建構策略。業者可視本身服務品質項目落入之區域情況,擬定適合之行銷策略。
Living in the world which involved intense competition, the key to sustainable competitive advantage lies on delivering high quality service that will in turn result in satisfied customers. In other words, customer service has been the key to success for the business. This research, applies several statistical methods to analyze the recognition gap of service quality for both the department store and shopping center. Through detecting the important factors and explore the resources of customer concernment and customer satisfaction, this study has obtained the information for promoting service quality. With that, it also develops the strategy to promote customer’s satisfaction and provide the policy purpose for government authorities.
This thesis refers literatures, which related to service quality, customer satisfaction and PZB model focused the gap 5 to construct the research framework. By means of empirical analysis, this study has shown that not only department stores but also shopping centers have the significant recognition difference between the expectation and the reality, and there do exist the service quality gap. By applying the factor analysis, the six critical factors that significantly influence the service quality are extracted, such as perceptions to product, quality of employee, service of sales, corporate image, physical facility and consumption environment. Quality of employee and service of sales are the main determinants of service quality in the department store; but perceptions to product and quality of employee are the major determinants of service quality in the shopping centers. Finally, using cross analysis of customer concernment and customer satisfaction to cluster four areas. The results have turned out to be four competitive strategies which can provide more useful information to develop their proper strategies.
第壹章 緒論.................................................1
第一節 研究動機與背景......................................1
第二節 研究目的............................................2
第三節 研究方法與步驟......................................2
第四節 研究對象、範圍與資料來源............................4
第五節 論文架構............................................6
第貳章 台灣地區百貨零售業之發展與經營概況分析...............7
第一節 百貨公司與購物中心之特性與比較......................7
第二節 百貨零售業之發展與近況走勢.........................11
第三節 個案介紹─大台北地區百貨公司與購物中心之經營策略...16
第四節 本章小結...........................................22
第參章 理論基礎與文獻回顧..................................24
第一節 理論基礎...........................................24
第二節 文獻回顧...........................................38
第三節 本節綜論...........................................46
第肆章 模式建構、問卷設計與相關計量方法....................48
第一節 實證引用模式建構與研究命題.........................48
第二節 重要名詞與變數定義.................................53
第三節 問卷設計...........................................54
第四節 抽樣設計 ...........................................57
第五節 訪問方法...........................................59
第六節 實證計量方法.......................................60
第伍章 實證結果與分析......................................64
第一節 樣本資料分析.......................................64
第二節 期望與實際之認知差距分析...........................68
第三節 人口統計變數之認知差距分析.........................74
第四節 服務品質認知差距之因素分析.........................80
第五節 服務品質績效決定因素之分析.........................88
第六節 服務品質重視度與滿意度之交叉分析...................92
第七節 服務品質重視度與滿意度之策略意涵...................95
第八節 本章小結...........................................99
第陸章 結論與建議.........................................101
第一節 結論..............................................101
第二節 建議..............................................103
參考文獻....................................................109
附錄一、服務品質調查表......................................119
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