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研究生:潘有嶽
研究生(外文):Yu-Yueh Pan
論文名稱:探討服務性商品之行銷策略-以國內超商體系為例
論文名稱(外文):Research on Marketing Strategies for Service Products- Based on Example of Taiwan Convenience Stores
指導教授:陳台霖詹秋貴詹秋貴引用關係
指導教授(外文):Tai-Lin ChenChiou-Guey Jan
口試委員:馬裕豐黃正秋陳台霖
口試委員(外文):Yu-Feng MaCheng-Chiu HuangTai-Lin Chen
口試日期:2011-06-23
學位類別:碩士
校院名稱:靜宜大學
系所名稱:國際企業學系
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:2011
畢業學年度:99
語文別:中文
論文頁數:110
中文關鍵詞:促銷便利超商服務性商品消費者滿意度再購決策
外文關鍵詞:promotionconvenience storeservice productconsumer satisfactionrepurchasing decision
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台灣各便利超商體系內的商品同質性極高,超商業者除了價格促銷活動外,也會採用非價格促銷活動及提升服務品質的方式來促進消費,增加業績。因此本研究以便利超商提供的「服務性商品」為研究對象,將便利超商行銷策略分為三項構面:「價格促銷活動」、「一般非價格促銷活動」與「服務品質」。藉由消費者滿意度及再購決策分析消費者所重視的行銷要素,並可作為便利超商業者未來對服務性商品銷售的參考。
本研究以台灣便利超商市場占有率之前兩名作為研究對象,共計發放300份問卷,有效樣本為259份,回收率86.3%。分析結果發現價格促銷活動對於服務性商品的消費者購買行為影響程度較高,服務品質影響程度次之,一般非價格促銷活動影響程度較低。兩便利超商體系之比較結果,則是A便利超商體系的服務性商品促銷滿意度優於B便利超商體系。
本研究認為,雖然價格促銷活動的效用較好,但相對成本較高的情況下,便利超商業者應以服務品質的提升為主要方式,透過員工訓練及良好服務態度來提升整體服務品質,不只能促進消費者對服務性商品之購買,也會對其它商品銷售及商譽維護有正面幫助。
Most convenience stores in Taiwan face the common issue of “product homogeneity” with others. They use different kind of marketing strategies to increase their performance. This study used “service product” as target to investigate the impact of different “sales promotion” and “service quality” on consumer satisfaction and repurchasing decision of two convenience stores in Taiwan.
The data in the present study was collected from 259 questionnaires returned and analyzed with regression model. The results demonstrated that the effect among sales promotion and service quality is positive. What is more, the marketing evaluation of convenience store A is better than convenience store B.
Based on references and the findings in the present study, there are several suggestions in the following:
The effectiveness of price promotions makes higher satisfaction, but relatively high cost always follows with them. Convenience stores should enhance service quality as the main marketing strategy. Service quality improvement not only increases sales but also maintenances repute of corporate.
中文摘要 .................................................................................... I
英文摘要 ................................................................................... II
誌 謝 ....................................................................................... III
目 錄 ........................................................................................ IV
表 目 錄 ................................................................................ VII
圖 目 錄 .................................................................................. IX
第一章 緒論 ............................................................................... 1
1.1 研究背景 ........................................................................... 1
1.2 研究動機 ........................................................................... 2
1.3 研究目的 ........................................................................... 4
1.4 預期貢獻與研究流程 ......................................................... 5
第二章 文獻回顧 ....................................................................... 8
2.1 零售業 ............................................................................... 8
2.1.1 零售的定義與重要性 ................................................... 8
2.1.2 零售業的分類 .............................................................. 9
2.1.3 零售業的特色 ............................................................ 11
2.1.4 便利超商 ................................................................... 12
2.2 零售業之行銷理論 ........................................................... 15
2.2.1 便利超商的行銷策略 ................................................. 17
2.2.2 價格類促銷 ................................................................ 18
2.2.3 非價格類促銷 ............................................................ 21
2.2.4 服務品質 ................................................................... 24
2.3 消費者行為理論 .............................................................. 27
2.3.1 消費者行為 ................................................................ 27
2.3.2 消費者促銷利益 ........................................................ 28
2.3.3 消費者滿意度 ............................................................ 30
2.3.4 消費者忠誠度 ............................................................ 32
2.4 消費者促銷傾向與對促銷回應 ......................................... 35
第三章 研究方法 ..................................................................... 37
3.1 研究架構 ......................................................................... 37
3.2 便利超商的商品與促銷.................................................... 38
3.2.1 銷售商品組合 ............................................................ 38
3.2.2 研究標的 ................................................................... 39
3.3 研究假設 ......................................................................... 42
3.4 變數操作型定義與問卷設計 ............................................ 46
3.5 分析方法 ......................................................................... 52
第四章 研究結果與分析 ........................................................... 54
4.1 消費者購買行為及基本資料 ............................................ 54
4.2 信度分析與迴歸分析基本檢測 ......................................... 60
4.2.1 信度分析 ................................................................... 60
4.2.2 迴歸分析基本檢測 ..................................................... 60
4.3 迴歸分析 ....................................................................... 64
4.3.1 價格促銷活動與消費者滿意度 .................................... 64
4.3.2 非價格促銷活動與消費者滿意度 ................................ 66
4.3.3 服務品質與消費者滿意度 ........................................... 67
4.3.4 滿意度之中介變數效果............................................... 70
4.3.5 便利超商之整體促銷活動滿意度 ................................ 76
4.3.6 變異數分析 ................................................................. 76
第五章 結論與建議 .................................................................. 78
5.1 研究結論 ......................................................................... 78
5.2 研究建議 ......................................................................... 81
5.3 管理意涵 ......................................................................... 84
5.4 研究限制 ......................................................................... 86
5.5 後續研究 ......................................................................... 86
參考文獻 .................................................................................. 88
一、 中文部分 ....................................................................... 88
二、 英文部分 ....................................................................... 88
三、 網路資源 ....................................................................... 92
附錄(問卷) ................................................................................ 93
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三、網路資源
台灣連鎖暨加盟協會. http://www.tcfa.org.tw/.
各連鎖便利超商網站. 統一7-Eleven: http://www.7-11.com.tw/
全家 Family Mart: http://www.family.com.tw/
萊爾富: http://www.hilife.com.tw/
OK便利超商: http://www.okmart.com.tw/
經濟部統計處. http://2k3dmz2.moea.gov.tw/gnweb/PublicService/wFrmMain.aspx.
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