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研究生:張春峰
研究生(外文):chun-feng chang
論文名稱:從內外部線索探討關係品質與顧客忠誠之實證研究-以國內某大型連鎖咖啡業為例
論文名稱(外文):The Empirical Study of Relationship Quality and Customer Loyalty from the Perspective of Intrinsic and Extrinsic Cues
指導教授:吳廣文吳廣文引用關係
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:97
中文關鍵詞:產品價格品牌形象服務品質產品知識產品品質購買意願
外文關鍵詞:service qualitybrand imageproduct priceproduct knowledgeproduct qualitypurchase intention
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近年來隨著國民的生活水平不斷的提高,民眾的消費力也漸漸增加,在西方文化的影響下,喝咖啡的文化逐漸深入人心,因此對於咖啡的接受程度也日益提高,甚至成為日常生活中的一種飲料,這使得坊間的連鎖咖啡店持續的展店與推陳出新。根據統計,國內連鎖咖啡業者達20多個品牌,合計店家數量約1,500家,如再加上國內四大超商之現煮咖啡據點1,630家,及國內簡餐業者和行動咖啡等等,估算國內咖啡店家有超過上萬家,預估每年有近億元的產值。
於今日多元化的競爭市場中,消費者面對琳瑯滿目的店家及相關咖啡產品,消費者是如何依賴產品線索或是心理偏好來做為購買的決策,以往研究文獻大多以單一線索做為研究,唯事實上,消費者於選購產品時,並不侷限在單一線索方面,大都係伴隨著多重的線索,如品牌伴隨著品質。
本研究於研究相關文獻中後,分析並歸納出影響消費者購買意願的內在及外在兩種線索,即產品價格、品牌形象、服務品質、產品品質和產品多樣性等等為自變數,並以產品知識為干擾變數,以進行影響消費者購買意願的研究。研究對象係以國內一擁有500家以上連鎖咖啡店業者為例,樣本統計分別取該連鎖咖啡店業者之其北、中、南各5家直營門市實地發放問卷,問卷總數有400份,回收363份,回收率為90.75%。
研究結果發現,產品價格、服務品質、產品品質與顧客滿意度為正相關,而顧客滿意度對於再購意願、推薦購買和交叉購買有正向影響;服務品質、產品品質與顧客信任程度為正相關,然顧客的信任程度對再購意願、推薦購買具有正向影響,但卻對交叉購買沒有顯著影響;顧客本身的產品知識不會干擾產品品質對信任程度的影響;其它變數如品牌形象及產品多樣性也影響到顧客滿意度。
本研究的成果將可提供國內咖啡業者幾項管理上的參考依據,顧客滿度度與顧客再購意願、推薦購買和交叉購買均有著正向的影響,意即業者在行銷上應著重於產品價格、服務品質,及產品品質上。顧客的信任也對再購意願及推薦購買有正向的影響,然對於交叉購買卻無顯著影響,是以咖啡業者必須去思考產品組合的方式,是否其搭配的產品銷售不如預期,因此應該進行調整其產品的組合。產品知識干擾變數不顯著,對於咖啡業者而言,也是一項行銷上的參考。最後品牌形象及產品多樣性雖也影響顧客滿意度,但影響不大,這也可提供咖啡連鎖業者一項參考,因為品牌及產品多樣性並不能帶來顧客群,業者仍應注重在產品價格、服務品質,及產品品質上。
During recent years, as people’s standard of living in our country has enhanced continuously, people’s ability of consumption has enhanced gradually as well. Influences by Western cultures, people’s hearts have been deeply affected by the culture of coffee-drinking; therefore, they have enhanced their acceptance of coffee gradually day after day. What’s more, it has become a kind of daily beverage. Hence, the number of chain coffee shops on the streets has been expanded and new stores are opened continuously. According to statistics, there are more than 20 brands of chain coffee shop proprietors in our country, and the total number of shops is about 1500; if the number is added by the 1630 freshly-brewed coffee corners in the top four convenient stores in our country, plus domestic café proprietors and mobile coffee and so on, the number of coffee shops in our country is estimated to be more than 10,000, which is estimated to produce the output value of approximate a hundred million of NT dollars annually.
In such a diversified and competitive market nowadays, in terms of how a consumer determines his/her purchase decision depending on product clues or psychological preferences when facing numerous shops and related coffee products, single clues have been adopted for researches in most of previous studies and literatures. However, in fact, when a consumer is purchasing a product, he/she is not be limited in the aspect of single clue; instead, multiple clues will coexist mostly; for example, a brand is accompanied by quality.
After researching related literatures, this study has analyzed and induced the two clues— internal and external— that influence a consumer’s purchase intention, namely the independent variables such as product price, brand image, service quality, product quality, product diversity and so on, with the moderating variable of product knowledge, to undertake a study on the influence on consumers’ purchase intention. The research target is based on the proprietor that owns more than 500 chain coffee shops in our country as the example. As for sampling statistics, the questionnaires had been issued actually at the five directly-owned shops among the proprietor’s chain coffee shops respectively in Northern part, middle part and Southern part. The total number of questionnaires was 400, in which 363 copies were returned; the return rate was 90.75%.
The study results have shown that positive correlation exists among product price, service quality, product quality, and customer satisfaction, while customer satisfaction has positive influence on repurchase intention, recommended purchase and cross-purchase; positive correlation exists among service quality, product quality and customer trust, while customer trust has positive influence on repurchase intention and recommended purchase but has no significant influence on cross-purchase; a customer’s own product knowledge does not interfere the influence of product quality on the degree of trust; other variables, such as brand image and product diversity, also influence customer satisfaction.
The study results can be provided to be the reference basis of management for domestic coffee shop proprietors. Customer satisfaction has positive influence on customer’s repurchase intention, recommended purchase and cross-purchase, which means that a proprietor should emphasize on product price, service quality and product quality when doing marketing. Also, customer trust has positive influence on repurchase intention and recommended purchase, but has no significant influence on cross-purchase; hence, a coffee shop proprietor must contemplate the ways to combine products and whether the sales of accompanied products do not reach the anticipation, so as to adjust the product combination. For coffee shop proprietors, the fact that the moderating variable of product knowledge is not significant can also be a reference in the aspect of marketing. Finally, brand image and product diversity can influence customer satisfaction as well, but the influence is not great— such a fact can also be provided to be a reference for chain coffee shop proprietors. Although customers can not be brought due to brand and product diversity, proprietors should still pay attention to product price, service quality and product quality.
謝 誌 i
摘 要 ii
目 錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 4
第三節 研究範圍與對象 5
第二章 文獻探討 7
第一節 線索理論 7
第二節 知覺價格 8
第三節 品牌形象 10
第四節 服務品質 15
第五節 產品多樣性 19
第六節 產品品質 20
第七節 產品知識 23
第八節 顧客滿意度 25
第九節 信任 31
第十節 顧客忠誠度 34
第三章 研究方法 37
第一節 研究架構 37
第二節 變數的操作性定義 38
第三節 研究設計及抽樣方式 46
第四節 統計分析方法 47
第四章、實証分析結果 50
第一節 基本資料分析 50
第二節 敘述性統計分析 52
第三節 信度與效度分析 55
第四節 線性結構關係模式分析 58
第五節 層級干擾回歸分析 63
第五章 結論與建議 64
第一節 實證結論 64
第二節 管理意涵 66
第三節 研究限制與後續研究 67
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