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研究生:陳胤旭
研究生(外文):Yin-Xu Chen
論文名稱:複合經營模式與顧客價值創新之研究-以便利商店為例
論文名稱(外文):The Pattern of Complex Management and The Innovation of Customer Value- A Case Study of Convenience Store
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
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:2009
畢業學年度:97
語文別:中文
論文頁數:121
中文關鍵詞:複合經營商店形象顧客滿意顧客忠誠便利商店
外文關鍵詞:The convenience storeThe managementThe store imageThe customer satisfyThe customer loyalty
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本研究之目的,在於探討服務業態中,零售業者擔任生產者與消費者之間的橋樑,並直接與消費者進行接觸,隨著各業種的零售商的蓬勃發展,再加上消費者生活個性化、多樣化以及市場競爭之劇,只販售單一商品或不能創造附加價值服務的商店,極易被消費者所淘汰,在同一營業地點從事二種以上類型之產品銷售之複合式商店因而產生。如何將商店經營和消費者生活形態以及顧客所追求之價值相合?要如何避免失去商店本身特有定位?這些問題對於採取這種新型態的經營模式的業者而言,不僅是一項相當嚴酷的考驗,更是急待釐清事項。故本研究擬以商店形象、生活型態與顧客滿意與顧客忠誠等不同構面間之關聯,並輔以相關文獻設計問卷,經由統計方法分析研究結果,建構一適合於複合式商店之經營模式。
本研究以至複合式便利商店消費者為對象,並以問卷作為調查工具,共發放350份問卷,回收有效問卷306份,可用率達87.43%。所得資料以敘述性統計分析、迴歸分析與共線性估計等進行統計處理,以檢測並驗證出本研究五項假設均成立,研究結果顯示:

一、在複合經營模式下與顧客價值具有顯著的正相關;在複合經營模式建構下藉由消費者的消費過程中,會強化顧客價值。
二、當商店經營具複合經營模式(如商店形象與生活型態方式改變),會影響到服務提供者在執行或決定中與消費者的顧客滿意與顧客忠誠的關聯性。
This research goal: In service industry condition, retails the entrepreneur to hold the post of between the producer and consumer''s bridge, and directly carries on the contact with the consumer.Along with various types of industry retail merchant''s vigorous development, in addition the consumer lives the personalization, the diversification as well as the market competition play of, only sells sells the sole commodity or cannot create the additional value service the store, is eliminated extremely easily by the consumer, is engaged in compound expression of store product of sale two kind of above type in the identical business place thus produces.How lives the shape the store management and the consumer as well as the customer pursue value of coincides? Why between each construction surface unifies “the relatedness” the size? How has to avoid losing the store itself unique localization? These questions speaking of adopt this kind of new state the management pattern entrepreneur, not only is a quite severe test urgently needs the thousandth of a Yuan clear item.Therefore this research draws up by the store image, the life state and customer satisfaction and the customer loyal and so on not between the isomorphism surface the connection, and auxiliary by is connected the literature design questionnaire, as soon as by way of the statistical method analysis findings, the construction suits management pattern in the compound expression store.
Down to this research the compound expression convenience store consumer is an object, and investigates the tool by the questionnaire achievement, altogether provides 350 questionnaire, recycling effective questionnaire 306, the availability factor reaches 87.43%.The obtained material by the narrative statistical analysis, the regression analysis and the collinearity estimated and so on carries on statistical processing, examines and confirms this research five suppositions to establish, the findings showed:
1.Has the remarkable correlation under the compound management pattern with the customer value; Under the compound management pattern construction because of in consumer''s expense process, can strengthen the customer value.
2.When the store management replies gathers the management pattern (for example store image and life state way change), can affect the service provider in the execution or the decision and consumer''s customer satisfaction and customer''s loyal relatedness.
誌謝 i
摘 要 ii
Abstract iii
目 錄 v
表目錄 ix
圖目錄 xi
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
一、 研究流程 4
二、 論文結構 4
第貳章 文獻探討 6
第一節 複合經營 6
一、複合式經營的定義 6
二、複合式經營的目的 6
三、複合式經營的先決條件 7
四、複合式商店的經營特質 7
五、經營複合店或專門店之選擇 8
第二節 商店形象的定義與衡量構面: 9
一、商店形象的定義 9
二、商店形象的衡量構面 14
第三節 顧客價值 16
一、國內相關研究 16
二、國外相關研究 17
三、顧客價值的定義 17
第三節 滿意度相關理論 18
一、顧客滿意度之定義 18
二、 顧客滿意度的衡量 21
第四節 顧客忠誠度 23
一、顧客忠誠度之定義 23
二、顧客忠誠度的衡量 25
第五節 顧客滿意度與忠誠度間之探討 27
第六節 商店形象、顧客價值、顧客滿意度、顧客忠誠度、生活型態間之關聯 28
第參章 研究方法 34
第一節 研究架構 34
第二節 研究假設 35
第三節 研究變數之操作性定義與衡量方法 35
一、人口統計變數 35
二、生活型態 36
(一)生活型態的操作型定義 36
(二)生活型態的問卷設計 36
三、商店形象 41
(一)商店形象的衡量模式 41
(二)商店形象的操作型定義及問卷設計 42
三、顧客滿意度之衡量 43
四、顧客忠誠度之衡量 44
第四節 問卷設計、前測 45
一、問卷設計 45
二、問卷之專家效度 46
三、前測 47
第五節 正式調查 49
一、研究對象與取樣過程 49
二、調查之執行 50
第六節 資料分析方法 51
一、敘述性統計分析 51
二、信度分析 51
三、效度分析 51
四、Pearson 相關係數 51
五、迴歸分析 52
六、共線性估計 52
第肆章 資料分析與討論 53
第一節 樣本描述 53
一、敘述統計 53
一、人口統計變數 54
二、消費狀況統計變數 56
第二節 信度與效度分析 58
一、信度分析 58
二、效度分析 59
第三節 研究結果 60
一、複合經營模式與顧客價值之關聯性 61
假設 H:複合經營模式與顧客價值具有顯著正向關聯性 62
二、生活型態與顧客滿意之關聯性 63
假設 H1a:生活型態與顧客滿意具有顯著正向關聯性 63
三、生活型態與顧客忠誠之關聯性 64
假設 H1b:生活型態與顧客忠誠具有顯著正向關聯性 64
四、商店形象與顧客滿意之關聯性 65
假設 H2a:商店形象與顧客滿意具有顯著正向關聯性 65
五、商店形象與顧客忠誠之關聯性 66
假設 H2b:商店形象與顧客忠誠具有顯著正向關聯性 66
第伍章 結論與建議 68
第一節 研究發現與管理意涵 68
第二節 研究建議 71
第三節 研究限制 73
第四節 未來研究方向與建議 74
參考文獻 75
中文部份 75
英文部份 77
附錄一 建構專家效度問卷彙整 84
附錄二 前測問卷 97
附錄三 正式問卷 102
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