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研究生:芮德全
研究生(外文):Teh-chuan Jui
論文名稱:服務特性對商店形象與消費者滿意間關係之干擾效果
論文名稱(外文):The Moderating Effects of Service Characteristics on the Relationships between Store Image and Customer Satisfaction
指導教授:杜富燕杜富燕引用關係
指導教授(外文):Duh, Fu-Yann
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
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
畢業學年度:96
語文別:英文
論文頁數:176
中文關鍵詞:消費者滿意商店形象服務特性
外文關鍵詞:store imageservice characteristicsconsumer satisfaction
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進入21世紀,商家在服務業中所面臨到的競爭越來越激烈,除了削價競爭外,商家應找尋有效的策略性工具來執行差異化,進而增加競爭力以提升消費者滿意度。此策略性工具即本研究要探討之主題-商店形象。商店形象乃是消費者對於各商店形象構面長期累積的綜合認知與印象,其構面包涵:產品品質,促銷活動,人員服務和店內氣氛…等。然而,在不同的服務業業種,甚至是同業種但不同的經營模式之間,消費者所重視的商店形象構面不盡相同。對商家而言,有必要了解消費者會重視哪些商店形象構面並加以改善,故本研究選取五個服務業業種加以分析,和研究消費者在不同業種下,對於各個商店形象構面之重視程度。
此外,本研究欲探討服務特性是否可作為商家影響消費者對於商店形象各構面重視程度之工具。根據相關文獻,許多學者提出不同的服務特性,並分析其對於商家營運的影響,但始終缺乏完整的討論與歸納。故本研究在分析和匯總之後,選取了四個服務特性:購買努力(purchase effort),客製化(customization),顧客接觸(customer contact),和人員密度(labor intensity),並進一步驗證這些服務特性對於消費者在商店形象各構面重視程度上之干擾效果。本實証研究重要結論如下:
1. 商店形象可以正向影響消費者滿意
2. 服務特性會干擾商店形象和消費者滿意之間的關係
3. 商家在建立商店形象時,應滿足兩個門檻,第一,須了解消費者在不同服務
業業種下所重視之商店形象構面,並對此加以改善,可滿足商家在該業種中經營的基本門檻。第二,在不同經營模式之下,消費者重視之商店形象構面亦有差異,商家若能針對受重視者執行有效的差異化,則可以過獲得更高之消費者滿意,並使商家跨越成功經營之關鍵門檻。
4. 不同服務特性對於商店形象構面具有不同的影響,短期下,商家應利用和操作本身的服務特性來改變消費者對於商店形象各構面之重視程度;長期下,即可使商家塑造出消費者滿意,且符合商家期待之商店形象。
關鍵字:商店形象、服務特性、消費者滿意
Since the arrival of the 21 century, the individual service industry has been facing more competitive market than ever. Competitors not only initiate the price war to extend market share but look for effective strategic tool to differentiate their products to enhance consumer satisfaction. The effective strategic tool discussed in the present study is “store image”. Store image means the long-accumulated integrated perception and impression from the consumers toward the store. Store image can be analyzed by being broken down into several dimensions, such as: product quality, promotional activities, employee’s service, in-store atmosphere, and so on. Nevertheless, consumer’s priority on the store image dimensions in different industries varies; the challenge exists even within different business models which are in the same industry. Therefore, the service managers have to gain the knowledge of which store image dimensions consumers value more then the others. To attain the goal, the study chooses and analyzes 5 service industries to investigate consumer’s priority on different dimensions within each industry.
In addition, the study examines the impact of “service characteristics” on consumer’s priority on store image. The present literature has provided several tools for analyzing service characteristics and their impact. But the comprehensive investigation and categorization are lacking. This study analyzes and categorizes service characteristics, then selects four attributes:purchase effort, customization, customer contact, and labor intensity. Finally, the interfering effect of service characteristics on the consumer’s priority on store image is examined.
The empirical results are as follows:
1. Store image dimensions can positive influence customer satisfaction.
2. Service characteristics can moderate the relationship between store image and customer satisfaction
3. Before store image is built, store managers should meet two requirements. (1) Understanding consumer’s priority on store image’s dimensions and investing on them in different service industries. (2) Since consumes’ priority on store image’s dimensions within different business models are different from person to person, the store manager can enhance consumer satisfaction by successfully executing differentiation strategy on those important dimensions.
4. Different service characteristics exert different kind of impact on store image. Within short-term, store managers should make the best of service characteristics to shift consumer’s priority on store image’s dimensions. In a long-term, they can shape a store image both satisfying customers and catering to store’s image.
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 RESEARCH OBJECTIVES 3

CHAPTER 2 LITERATURE REVIEW 5

2.1 THE IMPORTANCE OF STORE IMAGE 5
2.2 DIMENSIONS OF STORE IMAGE 7
2.3 CUSTOMER SATISFACTION 14
2.4 HYPOTHESES OF THE RELATIONSHIP BETWEEN STORE IMAGE
DIMENSIONS AND CUSTOMER SATISFACTION 15
2.5 DEFINITION AND IMPORTANCE OF SERVICE CHARACTERISTICS
TO STORES 19
2.6 DIMENSIONS OF SERVICE CHARACTERISTICS FROM SERVICE
CLASSIFICATIONS 19
2.7 MODERATING EFFECTS OF SERVICE CHARACTERISTICS ON THE
RELATIONSHIPS BETWEEN STORE IMAGE AND CUSTOMER
SATISFACTION 24

CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 33
3.1. RESEARCH FRAMEWORK 33
3.2. RESEARCH HYPOTHESES 35
3.3. OPERATIONAL RESEARCH CONSTRUCTS 38
3.4. SAMPLING PROCESS 47
3.5. RESEARCH METHODOLOGY 48

CHAPTER 4 RESEARCH ANALYSIS AND RESULTS 50
4.1 INTRODUCTION 50
4.2 DESCRIPTIVE ANALYSIS 50
4.3 RELIABILITY OF CONSTRUCTS 55
4.4 REGRESSION ANALYSIS FOR STORE IMAGE AND CUSTOMER
SATISFACTION 60
4.5 ANALYSES OF DIFFERENT SERVICE INDUSTRIES 67
4.6 MODERATING EFFECTS OF SERVICE CHARACTERISTICS 71
4.7 ANALYSIS OF VARIANCE FOR DEMOGRAPHICS ON VARIABLES 88

CHAPTER 5 CONCLUSION AND SUGGESTIONS 92
5.1 CONCLUSIONS 95
5.2 THEORETICAL IMPLICATIONS 102
5.3 MANAGERIAL IMPLICATIONS 103
5.4 LIMITATIONS AND FUTURE RESEARCH 105

REFERENCES 108
APPENDIX (QUESTIONNAIRES) 114
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