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研究生:吳振宇
研究生(外文):Chen-Yeu Wu
論文名稱:家電通路服務品質與行銷策略之研究
論文名稱(外文):The Research On The Relationships Channel of Chain Home Appliances Service Quality and Marketing Strategy
指導教授:施光訓施光訓引用關係
指導教授(外文):Kuang - Hsun Shih
學位類別:碩士
校院名稱:佛光大學
系所名稱:管理學研究所
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:140
中文關鍵詞:服務品質商品品質價格促銷顧客滿意度
外文關鍵詞:Service Quality 、Product Quality 、Price Promotion 、Customer Satisfaction
相關次數:
  • 被引用被引用:9
  • 點閱點閱:227
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
在持續的經濟不景氣下,消費大眾支出大幅減少,價格促銷是經常被使用的短期銷售誘因工具,被設計用來刺激消費者,已產生較快速或更多特定產品或服務的購買。
隨著人民生活水準提高,消費者於購買商品時,除了考慮商品的實體品質外,對於無形的服務品質也愈來愈重視,服務品質也往往決定了消費者是否感到滿意的重要依據,而企業的利潤和成長主要是來自顧客滿意度和顧客忠誠度。
本研究以3C連鎖家電消費者為研究對象,針對大台北地區和宜蘭地區的顧客進行問卷調查。問卷資料經由因素分析、信度分析、簡單迴歸及逐步迴歸檢定後,研究結果發現,服務品質、產品品質和價格促銷與顧客滿意度有正向影響。
因此,未來3C連鎖家電在汰弱存強的市場競爭下,唯有透過服務品質的提升,並提供顧客滿意的商品與服務,才能提高顧客滿意度與再購買意願,以確保市場之優勢地位。
In the continuing economic depression, consumer's consumption is obviously reduced. Price promotion is usually a short-term sell cause tool, it pushes consumers to buy faster and more product or service.
Owing to the increase in standards of living, customers value not only the product quality but also the service quality. Service quality always determines customer satisfaction. The profit and growth of business are from customer satisfaction and customer loyalty.
Research population of this study was the customers consuming in 3C chain home appliances in greater Taipei and I Lan area。
The data were analyzed by factor analysis 、reliability analysis、regression analysis and stepwise regression analysis, the study finding that the service quality、product quality and price promotion have influenced on customer satisfaction.
Thus, 3C chain home appliances is under eliminating weakly and strong survival market competition in the future, only improve service quality and offer customer satisfactory goods and service, could improve customer satisfaction and again to buy wish, so it can ensure advantageous position of the market。
目錄……………………………………………………..……………….I
表目錄………………………………………..…………...……………III
圖目錄………………………………………...….…..…………... V
第一章緒論…………………………………………………………….01
第一節研究背景……………………………………………………….01
第二節研究動機……………………………………………………….03
第三節研究目的…………………………………………………….. 05
第四節研究流程……………………………………………………...06
第二章文獻探討……………………………………………………….08
第一節通路的類型....................................08
第二節台灣3C連鎖家電之概況………………………………………12
第三節商品品質.....................................18
第四節價格促銷………………………………………………………21
第五節服務品質………………………………………………………35
第六節顧客滿意度…………………………………………………..44
第七節相關實證研究………………………………………………..49
第三章研究方法……………………………………………………… 52
第一節觀念性架構…………………………………………………….52
第二節研究假說……………………………………………………….54
第三節研究變數與操作性定義……………………………………….56
第四節問卷設計……………………………………………………….61
第五節抽樣方法……………………………………………………….63
I
第六節分析方法……………………………………………………….66
第四章研究結果與分析……………………………………………….67
第一節人口統計基本資料之次數分配……………………………….68
第二節信度檢定……………………………………………………….73
第三節因素分析與量表構面之整理………………………………….77
第四節信度分析……………………………………………………….86
第五節產品品質對顧客滿意度的影響…………………………….....90
第六節服務品質對顧客滿意度的影響…………………………….....93
第七節價格促銷對顧客滿意度的影響…………………………….....97
第八節逐步迴歸分析………………………………………………....101
第五章結論與建議…………………………………………………..106
第一節研究結論………………………………………………………106
第二節研究建議………………………………………………………110
參考文獻
一、中文部份…………………………………………………………115
二、英文部份…………………………………………………………119
附錄
調查問卷………………………………………………………………135
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