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研究生:許心怡
研究生(外文):Shin-Yi Hsu
論文名稱:服務體驗對情緒與金錢知覺價值之影響-百貨公司與量販店之比較
論文名稱(外文):The Influence of Service Experience on Emotion and Perceived Value-The Comparison between Department Stores and Hypermarket
指導教授:徐村和徐村和引用關係
指導教授(外文):Tsuen-Ho Hsu
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:2006
畢業學年度:94
語文別:中文
論文頁數:109
中文關鍵詞:再惠顧意願滿意度知覺價值情緒服務體驗
外文關鍵詞:intentionrepatronagesatisfactionperceived valueemotionservice experience
相關次數:
  • 被引用被引用:20
  • 點閱點閱:858
  • 評分評分:
  • 下載下載:347
  • 收藏至我的研究室書目清單書目收藏:5
摘 要
服務體驗是指顧客在歷經服務接觸後所產生的體驗,此乃服務組織、相關系
統、程序、以及服務人員與顧客互動的結果。但是在傳遞無形的提供物、維持服
務傳遞的標準化,以及因應需求的改變上面,均使得服務提供變成一個艱難的任
務。因此,本研究將探討服務體驗三內涵:核心服務、人員服務、以及服務場景,
分別探討對於消費者情緒和金錢知覺價值的影響。
本研究以百貨公司與量販店兩種零售業態作為研究對象,先與漢神百貨服務
部經理以及台糖楠梓店總經理進行專家訪談後確認出百貨公司與量販店的核心
服務內容,再探討三種服務體驗對消費者情緒與金錢知覺價值之影響;並進一步
探討消費者情緒和金錢知覺價值,對於顧客滿意度並進而促使顧客再惠顧意願之
影響。
本研究針對高雄地區的民眾採用問卷發放的方式蒐集資料,利用結構方程模
式作為資料分析方法及驗證各項研究假設,研究結果顯示:
1. 兩業態的核心服務相同點在於均提供種類齊全的商品及提供顧客專業的諮詢
服務;相異點在於百貨公司提供VIP ROOM 的服務、有魅力的卡友來店禮或贈
品、傳達時尚的流行資訊、提供有信譽、有保障的商品(品質為第一考量);量販
店則提供廣大的停車空間、提供DM 的行銷傳達訊息、提供結帳快速通關的服
務、提供有信譽、有保障的商品(安全為第一考量),本研究結果可作為業者著重
及加強的核心服務重點。
2. 良好的服務場景設計會影響消費者產生正面情緒,而提供良好的核心服務和
人員服務會影響消費者獲得的金錢知覺價值。此外,消費者有正向情緒和獲得金
錢知覺價值確實可提升滿意度,並進一步可使顧客再惠顧。此外,百貨公司中良
好的人員服務也會影響消費者產生正面情緒;而量販店中良好的核心服務是影響
顧客獲得金錢知覺價值的主因。
3. 實務上建議百貨業者應提升顧客正面情緒以及運用情緒來獲利,且利用人員
服務與顧客建立良好關係;量販業中不斷帶給顧客金錢知覺價值是顧客滿意度來
源。
ABSTRACT
When customers come through a service encounter experience, it is called as
service experience, which is also the outcome of interaction among the service
organization, related system, process, employee and customers. But how to delivery
the intangible offering, maintain the standardization of service delivery and match
customers’ demand have make service provision more difficult. Therefore, this study
discusses service experience-servicescapes, employee service and core service
impact on customer emotion and perceived value for money.
This study centered on two retail formats: department stores and hypermarkets.
First, we confirm the core service of department stores and hypermarket. Second, we
discuss three service experience impact on customer emotion and perceived value for
money. Third, Consumer emotion and perceived money for money have influence on
customer satisfaction then affect on repatronage intention.
Data was analyzed by Structural Equation Modeling to examine the theoretical
model. The results are as follows:
1. Core service has the same items such as providing diversify products and providing
customer with professional suggestion. There are four different items between
department stores and hypermarket: Department stores have VIP ROOM service,
charming gift, transit fashion information, and have credit products (quality is the first
consideration). Hypermarkets have broad parking space, transit DM information,
paying quickly passageway, and credit products (safety is the first consideration).
2. Good servicescapes have impact on consumer emotion. Providing good employee
service and core service have impact on perceived value for money. Consumers who
have positive emotion and gaining perceived value for money will increase their
satisfaction. In department stores, employee service have influence on emotion;
hypermarkets emphasis core service on perceived value for money.
3. Finally, we suggest managers of department stores to raise customer’ emotion,
whereas hypermarkets focus on perceived money for money. Also, department stores
can enhance training of employee.
目 錄
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
第一節 研究背景與動機....................................................................................1
第二節 研究目的................................................................................................3
第三節 研究範圍................................................................................................4
第四節 研究流程................................................................................................5
第二章 文獻探討........................................................................................................6
第一節 服務體驗之意涵....................................................................................6
第二節 情緒和金錢知覺價值之意涵..............................................................13
第三節 顧客滿意度之意涵..............................................................................19
第四節 理論基礎..............................................................................................22
第五節 服務體驗對情緒與金錢知覺價值之影響..........................................27
第六節 情緒與金錢知覺價值對顧客滿意度之影響......................................30
第七節 顧客滿意度對再惠顧意願之影響......................................................31
第三章 研究方法......................................................................................................32
第一節 探索性研究方法及其應用..................................................................32
第二節 研究架構及研究假設..........................................................................35
第三節 研究變數的操作型定義與衡量..........................................................36
第四節 研究對象與資料收集方法..................................................................39
第五節 問卷設計及前測執行..........................................................................40
第六節 資料分析方法......................................................................................43
第四章 實證分析與討論..........................................................................................45
第一節 訪談結果..............................................................................................45
第二節 樣本描述..............................................................................................52
第三節 信度與效度分析..................................................................................56
第四節 漢神百貨模式之結果分析..................................................................62
第五節 家樂福模式之結果分析......................................................................64
第六節 漢神百貨模式與家樂福之路徑分析比較..........................................66
第七節 實證結果討論......................................................................................67
第五章 結論與建議..................................................................................................72
第一節 研究結論與管理意涵..........................................................................72
v
第二節 研究限制與後續研究建議..................................................................78
參考文獻......................................................................................................................79
【附件一】深度訪談內容..........................................................................................86
【附件二】正式問卷..................................................................................................97
v i
表目錄
表1-1 2005 年高雄地區百貨業業績及市佔率一覽表..........................................4
表3-1 服務場景、人員服務、核心服務之操作型定義與衡量.........................36
表3-2 情緒之操作型定義與衡量.........................................................................37
表3-3 金錢知覺價值之操作型定義與衡量.........................................................37
表3-4 顧客滿意度之操作型定義與衡量.............................................................38
表3-5 再惠顧意願之操作型定義與衡量.............................................................38
表3-6 前測之信度分析.........................................................................................41
表3-7 LISREL模式評鑑指標總表........................................................................44
表4-1 百貨公司與量販店核心服務之比較.........................................................50
表4-2 樣本次數分配表.........................................................................................53
表4-3 主要構念之平均數統計表.........................................................................55
表4-4 正式問卷之信度檢定.................................................................................58
表4-5 測量模式估計.............................................................................................60
表4-6 主要構念的區別效度.................................................................................61
表4-7 漢神百貨模式配適度情況.........................................................................62
表4-8 漢神百貨路徑模式估計結果.....................................................................63
表4-9 家樂福模式配適度情況.............................................................................64
表4-10 家樂福路徑模式估計結果.........................................................................65
表4-11 整體模式直接、間接與總效果彙總表.....................................................66
表4-12 服務體驗對於金錢知覺價值的路徑總效果.............................................68
表4-13 顧客滿意度的直接與間接路徑效果.........................................................68
表4-14 再惠顧意願的直接與間接路徑效果.........................................................69
表5-1 研究結果彙總表.........................................................................................72
表5-2 漢神百貨各構念間影響的總效果.............................................................75
表5-3 家樂福量販店各構念間影響的總效果.....................................................75
vi i
圖目錄
圖1-1 研究流程.........................................................................................................5
圖2-1 服務花朵.......................................................................................................10
圖2-2 知覺價值之前置變數圖...............................................................................16
圖2-3 修改之M-R環境心理模型............................................................................22
圖2-4 劇場理論組成要素.......................................................................................23
圖2-5 社會認知理論...............................................................................................25
圖2-6 本研究概念性架構圖...................................................................................26
圖3-1 研究架構.......................................................................................................35
圖4-1 核心服務產生過程.......................................................................................45
圖4-3 漢神百貨模式估計.......................................................................................62
圖4-4 家樂福模式估計...........................................................................................64
圖4-5 百貨公司的核心服務花朵…………………………………………………70
圖4-6 量販店的核心服務花朵...............................................................................70
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三、網站資料
1. 家樂福官方網站 http://www.carrefour.com.tw
2. 經濟部商業司 http://www.moea.gov.tw/
3. 漢神名店百貨官方網站 http://www.hanshin.com.tw/
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