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研究生:楊宏光
研究生(外文):Hung-kuang Yang
論文名稱:服務品質與品牌忠誠關係影響消費者意願之研究-以台北市眼鏡業為例
論文名稱(外文):A Study on the Effect of Consumption Intention on the Relationship between Service Quality and Brand Loyalty -An Example of Taipei City Optical Enterprise
指導教授:吳佩勳吳佩勳引用關係
指導教授(外文):Jane Peihsun Wu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:79
中文關鍵詞:消費意願品牌忠誠服務品質眼鏡業
外文關鍵詞:Optical enterpriseservice qualitybrand loyalconsumption intention
相關次數:
  • 被引用被引用:2
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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:1
隨著台灣整體產業環境的激烈變動,零售業者為了迎合消費者的需求,必須不斷的推陳出新;眼鏡業者也不例外,為了配合自身的發展,逐漸朝向以發展連鎖、大型化經營的模式,來擴大通路搶佔市佔率來強化本體競爭力。然而,在國內眼鏡零售市場漸趨飽和、經營技術無法提升、雷射近視手術日趨便宜、加入WTO市場開放影響等因素,將使業者有加速向外發展前更要扎實本身根基的時間壓力。
但是台灣地小人稠,先天環境就不利眼球調節肌肉的發展,加上成長期的學生眼睛使用量過度,導致近視人口比例居高不下,而進入此產業的門檻也不高,現階段又缺乏完善的國家級驗光認證制度,使許多人誤認眼鏡零售市場產值大、經營容易而爭相投入,導致眼鏡店在台灣處處都有、比比皆是,密度之高已是世界第一,總店數更高達五千家以上,僅次於日本的八千家,台灣的眼鏡市場競爭程度幾乎是世界上最激烈的地方,也因為基於如此的產業結構,以致驗光從業人員專業技術良莠不齊,各店家為求生存,市場競爭也逐漸惡化,部份業者更以速成方式培訓員工或乾脆專事挖角,省略教育訓練員工的費用,使其商品可以低於成本或低價方式競爭,而消費者就在不明就理的環境中以為撿到便宜而失去了健康的視力,導致台灣近視人口愈來愈多與眼鏡店愈開愈多的現象,令人擔憂的是台灣這種整體眼鏡零售市場惡性循環的現象仍持續不斷在惡化中。
在這如此不正常的競爭市場上,如何讓企業存活及提升消費者的夠買意願,可謂是一大學問,無論是在長期策略的思考上及短期戰術的作法上,若無獨特的新思維及應變的作法,勢必將難以生存。波特(Michael Porter)在1985年指出策略不只是思想的程序,還有很多實質的問題。而在目前這種競合的時代,眼鏡業者如何以服務品質或者採用以專業技術本位的方法,來獲得消費者對於品牌的忠誠,都值得業者深思熟慮,否則將會面對劣幣驅逐良幣的反淘汰現象。

關鍵字:眼鏡業、服務品質、品牌忠誠、消費意願。
To meet the customers’ demand in the competitive marketing industry, the retailers have to continuously develop new products to keep customers’ nterest, which includes optical retailers. In order to strengthen their competitiveness, optical retailers develop chain stores to augment their share in the market.However, the domestic optical market is gradually saturated, business management cannot be improved, the expense of laser surgery is getting cheaper and joining WTO makes
Taiwan’s domestic market open to the world, these will give the retailers, who extend their business overseas, the pressure to fortify themselves. But owing to Taiwan’s high density of population, which impose adverse effect on the development of ocular regulatory muscle, and students’ eyes are always in stressful conditions it creates a huge near-sighted population. At the same time, a lack of nation-standardized optometry examination system makes people think optical retailer is an easily managed business. That’s why there are more than five hundred optical retailers in Taiwan, only less than Japan in the world, which has about eight hundred retailers. Taiwan has the highest density of optical retailers in the whole world. This make Taiwan optical market the fieriest market, and this competition has become aggravated when the retailers want to stay in the business they either shorten the ptometric training course or hire other company’s optometrists in order to save their budget. In this situation the customers get the worst quality services and risk the loss of healthy eyesight. Therefore, more and more people get near-sighted and more optical stores are opened. This kind of vicious cycle still goes on and makes us worried.
In this unusually competitive market, the enterprise needs new meditation and adjustable methods to stay in business and to promote consumer’s purchase intention, whether it’s a long-term plan or short-term promotion. In 1985, Michael Porter mentioned that strategy not only is a process of thought, but also solves substantial problems. It deserves retailers who ponder the ways to get advantageous positions in the market by service quality or by optical technology to obtain consumer’s loyalty of brand. Otherwise healthy business will be expelled from the market by ill-managed businesses.

Keyword:Optical enterprise、service quality、brand loyalty、consumption intention
目 錄

中文摘要 ------------------------------------------------------------------------- i
英文摘要 ------------------------------------------------------------------------- ii iii
誌謝 ------------------------------------------------------------------------- v
目錄 ------------------------------------------------------------------------- vi
表目錄 ------------------------------------------------------------------------- vii
圖目錄 ------------------------------------------------------------------------- viii xi
第壹章 緒論 --------------------------------------------------------------------- 1
第一節 研究背景與動機 ------------------------------------------------ 1
第二節 研究目的 --------------------------------------------------------- 2
第三節 研究範圍與對象 ------------------------------------------------ 3
第四節 研究流程與步驟 ------------------------------------------------ 4
第貳章 相關理論與文獻探討 ------------------------------------------------ 5
第一節 服務品質 --------------------------------------------------------- 5
第二節 品牌忠誠 --------------------------------------------------------- 14
第三節 服務品質與忠誠度間關係的探討 --------------------------- 22
第參章 研究方法 --------------------------------------------------------------- 25
第一節 研究架構 --------------------------------------------------------- 25
第二節 研究假設 --------------------------------------------------------- 27
第三節 變數的定義與衡量 --------------------------------------------- 29
第四節 前測執行 --------------------------------------------------------- 31
第五節 抽樣方法 --------------------------------------------------------- 33
第六節 資料分析方法 --------------------------------------------------- 34
第肆章 資料分析與討論 ------------------------------------------------------ 37
第一節 基本分析分析 --------------------------------------------------- 38
第二節 信度分析 --------------------------------------------------------- 45
第三節 服務品質與品牌忠誠之分析 --------------------------------- 49
第伍章 結論與建議 ------------------------------------------------------------ 55
第一節 研究結論 --------------------------------------------------------- 55
第二節 行銷管理意涵 --------------------------------------------------- 57
第三節 研究建議 --------------------------------------------------------- 60
第四節 研究限制 --------------------------------------------------------- 62
第五節 未來研究方向 --------------------------------------------------- 62
參考文獻 -------------------------------------------------------------------------- 64
中文部分 -------------------------------------------------------------------- 64
西文部分 -------------------------------------------------------------------- 67
附錄:研究問卷 ------------------------------------------------------------73 ~ 79




























表目錄

表1-3-1 問卷發放統計--------------------------------  3
表2-1-1 各學者服務品質衡量構面----------------------  12
表2-1-2 各學者服務品質定義--------------------------  14
表3-4-1 前測問卷之測量信度--------------------------  33
表3-5-1 樣本數分配說明------------------------------  34
表4-1-1 樣本分類情形及所佔比例----------------------  39
表4-1-2 有效樣本行為描述----------------------------  44
表4-2-1 服務品質重視程度之信度分析------------------  46
表4-2-2 產品滿意度之信度分析------------------------  47
表4-2-3 價格滿意度之信度分析------------------------  47
表4-2-4 轉換成本之信度分析--------------------------  48
表4-2-5 品牌偏好之信度、效度分析--------------------  48
表4-2-6 各構面之內部一致性分析----------------------  49
表4-3-1 服務品質各因素間Pearson相關分析------------  50
表4-3-2 消費者購買意願與各因素之相關分析------------  50
表4-3-3 服務品質對消費者購買意願之迴歸分析----------  51
表4-3-4 品牌忠誠各因素間Pearson相關分析------------  53
表4-3-5 消費者購買意願與各因素之相關分析------------  53
表4-3-6 品牌忠誠對消費者購買意願之迴歸分析----------  54
表4-3-7 假設檢定結果--------------------------------  54
表5-1-1 研究結果整理--------------------------------  55
表5-2-2 三大眼鏡業者之比較-------------------------  58




圖目錄

圖1-1-1 研究流程與步驟 ----------------------------------------------  4
圖2-1-1 認知服務品質模式 -------------------------------------------  7
圖2-1-2 服務品質的觀念性模式 -------------------------------------  10
圖2-1-3 服務品質知覺連續帶 ----------------------------------------  11
圖2-1-4 顧客知覺品質與顧客滿意度關係圖 ----------------------  12
圖2-2-1 忠誠度計劃報償圖 -------------------------------------------  21
圖2-2-2 服務品質、滿意度的整合模式 ----------------------------  22
圖2-2-3 忠誠度三角模式 ----------------------------------------------  23
圖3-1-1 研究架構圖 ----------------------------------------------------  26
圖3-6-1 研究分析方法 -------------------------------------------------  36
圖4-1-1 最近一年到眼鏡店消費的平均次數 ----------------------  40
圖4-1-2 最近一年到眼鏡店總次數幾成來這家 -------------------  41
圖4-1-3 平均每次在眼鏡店的消費金額 ----------------------------  42
圖4-1-4 平均每次在眼鏡店裡所花費的時間 ----------------------  43
圖4-1-5 主要的交通工具 ----------------------------------------------  43
圖4-3-1 迴歸分析結果匯整圖 ----------------------------------------  52
圖5-2-1 產品滿意度問題卷統計 -------------------------------------  58
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