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研究生:萬沛沛
研究生(外文):Pei-Pei Wan
論文名稱:不同型態3C連鎖賣場顧客滿意度模式之研究
論文名稱(外文):A Comparative Study on Customer Satisfaction Index for different types of 3C Chain Mall
指導教授:蔡明春蔡明春引用關係
指導教授(外文):Ming- Chun Tsai
學位類別:碩士
校院名稱:中華大學
系所名稱:經營管理研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:71
中文關鍵詞:3C連鎖賣場顧客滿意度指標結構方程模式
外文關鍵詞:3C Chain mallCustomer satisfaction indexStructural equation modeling
相關次數:
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近年來3C產品購買以及使用需求逐漸多元化,3C零售連鎖通路急遽擴展,3C市場競爭日趨激烈、相似產品間的功能差距縮小,使得企業成功的關鍵已不僅在於技術的高低,滿足顧客的需求便成為3C零售連鎖賣場經營之關鍵成功因素。而本研究為探討台灣顧客滿意度模式,將應用瑞典顧客滿意指標(SCSB)、美國顧客滿意指標(ACSI)以及歐洲顧客滿意指標 (ECSI),整合三模型的因素與影響路徑,進行實證研究的工作,並針對台灣目前兩種不同型態的直營式與招商式賣場進行模式之差異分析。
本研究以新竹地區的燦坤、順發和NOVA三家3C連鎖賣場的消費者做為實證研究對象,採用結構方程模式來驗證顧客滿意度指標各構面的關係,藉以建立適用於台灣3C連鎖賣場的顧客滿意度指標,並分析不同型態賣場之差異性。研究結果顯示,企業形象、知覺品質及知覺價值顯著正向的影響顧客滿意度,顧客期望對顧客滿意度則呈負向影響;企業形象及顧客滿意度正向顯著的影響顧客忠誠度,而不同型態賣場的消費者在企業形象、顧客期望、知覺品質、知覺價值、顧客滿意度以及顧客忠誠度等構面具有顯著差異。在企業形象影響顧客滿意度之方向上,直營式賣場以企業形象直接影響顧客滿意度的效果較顯著,而招商式賣場則以企業形象影響顧客期望後再間接影響顧客滿意度,其效果較為顯著。
In recent years, the purchases of 3C products and the need of using 3C products have gradual become diversified. Therefore, the 3C retail price catena thoroughfares expand rapidly, the competition of the 3C market become sharper, and the difference between the dissimilar functions of the products become smaller. As a result, the key that makes enterprise succeed doesn’t lay in a technique of high or low, but in the satisfactory of customers’ need. And in order to survey Taiwan customer satisfaction index, this research applies Swedish Customer Satisfaction Barometer (SCSB), American customer satisfaction index (ACSI) and European customer satisfaction index (ECSI), integrates the factors and influences of these three models, carries on the work of substantial evidence research, and aim at Taiwan currently two different kinds of types to keep the difference analysis between Wholly Owned 3C Chain Mall and Shop-rented 3C Chain Mall carries on mode.
This survey is based on the consumers of 3C Chain Malls in Hsinchu Area, including the three 3C Chain Mall of Tsann Kuen, Sunfar and NOVA. This research adopts structure equation modeling to identify each factor relates to customer satisfaction index. By being applicable to the customer satisfaction index of 3C Chain Mall in Taiwan and compare the difference between two types of 3C Chain Mall. The research shows that the enterprise image, the perceived quality and the perceived value have notable influence on customer satisfaction; and the customer expectation then presents negative influence on the customer satisfaction. The enterprise image and the customer satisfaction have notable positive influence on customer loyalty. However, for the consumers from different types of Chain Malls, it has different result between the enterprise image, the customers expectations, the perceived quality, the perceived value, the customer satisfaction and the customer loyalty etc. In the direction of the enterprise image influence on the customer satisfaction, it is more notable that in Wholly Owned 3C Chain Mall, the enterprise image influence the customer satisfaction directly. On the other side, it is more notable that the Shop-rented 3C Chain Mall with the enterprise image influence the customer expectation and then influence customer satisfaction indirectly.
目錄
摘要 i
Abstract ii
誌謝 iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 6
1.3研究流程 6
第二章 文獻探討 8
2.1台灣3C零售業之概況 8
2.2顧客滿意度與顧客忠誠度 11
2.3顧客滿意度模式 17
2.4顧客滿意度影響因素 22
第三章 研究方法 30
3.1研究對象 30
3.2研究架構與研究假說 30
3.3資料分析方法 32
3.4問卷設計 34
3.5預試... 34
第四章 資料分析 37
4.1樣本結構分析 37
4.2不同屬性消費者之差異性比較 38
4.3顧客滿意度模式之適合度衡量 44
4.4信效度分析 45
4.5結構模式分析 47
第五章 結論與建議 56
5.1結論與討論 56
5.2建議… 56
5.3研究限制 61
參考文獻 62
附錄一 研究問卷 69
圖目錄
圖1.1 研究流程圖 7
圖2.1 瑞典顧客滿意度模型 18
圖2.2 美國顧客滿意度模型 19
圖2.3 歐洲顧客滿意度模型 20
圖2.4 顧客期望模型 25
圖3.1 本研究架構 31
圖4.1 本研究模式因果關係 51
圖4.2 不同型態賣場的路徑差異 52
表目錄
表2.1 3C產品及3C賣場之相關研究 11
表2.2 顧客滿意度之定義 12
表2.3 顧客滿意度之衡量 13
表2.4 顧客忠誠度之定義 14
表2.5 顧客忠誠度之衡量 16
表2.6 顧客滿意度指標之相關研究 21
表3.1 預試結果之信度分析 36
表4.1 樣本特徵分析 37
表4.2 性別之於各潛在構面之差異 38
表4.3 年齡別之於各潛在構面之差異 39
表4.4 家庭狀況之於各潛在構面之差異 40
表4.5 教育誠度之於各潛在構面之差異 41
表4.6 職業別之於各潛在構面之差異 42
表4.7 月收入之於各潛在構面之差異 43
表4.8 模式各構面之相關矩陣 44
表4.9 CFA模式配適度分析 45
表4.10 各構面之因素負荷量及信度分析 46
表4.11 兩變數之相關係數是否為1之卡方差檢定 47
表4.12 模式配適度分析 48
表4.13 巢狀模式分析結果 49
表4.14 路徑分析 50
表4.15 分群樣本研究假設檢定結果 53
表4.16 群體差異之MANOVA檢定 54
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