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研究生:鄭智豪
研究生(外文):Chih-Hao Cheng
論文名稱:商店印象對服務品質,知覺價值,顧客滿意度與顧客行為意向影響之研究-以台隆手創館為例
論文名稱(外文):The Influence of Store Image on Service Quality, Perceived Value, Customer Satisfaction and Customer Behavioral Intention – A Case Study of TokyoHands in Taiwan
指導教授:王瑩瑋王瑩瑋引用關係
指導教授(外文):Ying-Wei Wang
口試委員:王瑩瑋梁榮達徐村和
口試委員(外文):Ying-Wei WangRong-Da LiangTsuen-Ho Hsu
口試日期:2011-05-31
學位類別:碩士
校院名稱:國立澎湖科技大學
系所名稱:服務業經營管理研究所
學門:民生學門
學類:其他民生學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:95
中文關鍵詞:顧客滿意度知覺價值服務品質商店印象顧客行為意向
外文關鍵詞:Customer SatisfactionPerceived ValueService QualityStore ImageCustomer Behavioral Intention
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為了解消費者對於台隆手創館之整體商店印象,並探討商店印象對服務品質、知覺價值、顧客滿意度與顧客行為意向的影響。本研究針對曾經有至台隆手創館消費之顧客,發放400份問卷,回收322份,有效問卷為300份,有效回收率為75%。採用結構方程式模式(SEM)分析各變數間的因果關係。根據研究結果顯示,在消費者對於台隆手創館之整體商店印象方面,最滿意的前三項分別為:「商品品質優良」、「賣場燈光明亮」與「購物環境整潔」。其次,從LISREL的結構模型分析結果可得知,商店印象對服務品質、顧客滿意度與顧客行為意向有直接正向影響,對知覺價值之直接影響則不顯著。而服務品質會對知覺價值與顧客滿意度有直接正向影響,對顧客行為意向之直接影響則不顯著,但會透過顧客滿意度間接對顧客行為意向產生正向影響。知覺價值對顧客滿意度的影響方面,知覺價值對顧客滿意度有直接正向影響,且顧客滿意度對顧客行為意向亦有直接正向影響。本研究結果可提供台隆手創館與相關業者做為未來行銷策略研擬之參考。
The purpose of the study is to identify the overall store image of customers to TokyoHands in Taiwan, and discuss the influences of store image on service quality, perceived value, customer satisfaction and customer behavioral intention. This research takes the sample of customers who had been shopped in TokyoHands. 400 copies of questionnaire were distributed and 322 copies were returned (300 copies were effective). The data was analyzed by using structural equation modeling (SEM) to explore the causal relationship between variables. With regard to the overall store image of customers to TokyoHands, the top three of most satisfactive ones are “good quality of product ”, “bright lights in the store” and “shopping surrounding is tidy ”.
In addition, the analysis results of SEM show that store image has a direct affect on service quality, customer satisfaction and customer behavioral intention. But it doesn’t has a direct affect on perceived value. With regard to service quality, it can directly affect perceived value and customer satisfaction. Although it doesn’t has a direct affect on customer behavioral intention, there is an indirect effect on customer behavioral intention via customer satisfaction.. Finally, perceived value has a direct affect on customer satisfaction, and customer satisfaction has a direct affect on customer behavioral intention. The research results can be referenced by the manages for setting their future marketing strategies.
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
二、文獻探討 5
2.1 商店印象 5
2.2 服務品質 15
2.3 知覺犧牲 16
2.4 知覺價值 17
2.5 顧客滿意度 21
2.6 顧客行為意向 29
2.7 關係模式 33
2.8 各變項間的關係 37
三、研究方法 41
3.1 研究架構 41
3.2 研究變數之操作性定義與衡量問項 42
3.3 資料分析方法 46
四、資料分析 47
4.1 敘述性統計分析 47
4.2 信度分析 49
4.3 效度分析 55
4.4 SEM模式分析 56
五、結論與建議 65
5.1 研究結論 65
5.2 管理意涵與建議 66
5.3 研究限制與未來研究方向 67
參考文獻 68
中文部份 68
英文部份 69
附錄 82

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