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研究生:李佩勳
研究生(外文):Pei Hsun Li
論文名稱:以速食產業的商店形象與服務品質及其兩者之交互效果對顧客購買傾向影響之研究
論文名稱(外文):A Study on the Effect of Store Image, Service Quality and their Interaction on Customers’ Purchase Intension in Fast Food Industry
指導教授:楊一峰楊一峰引用關係
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:經營管理研究所
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:73
中文關鍵詞:速食產業、商店形象、服務品質、購買傾向
外文關鍵詞:fast food industry, store image, service quality, purchase intension
相關次數:
  • 被引用被引用:3
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本研究以大高雄地區速食產業之顧客為研究對象,探討速食產業商店形象與服務品質及其兩者之交互效果,對顧客購買傾向影響之研究。為研究此目的,於2011年1月對大高雄三民區之麥當勞、肯德基、和摩斯漢堡共14家店面的顧客發放360份問卷,經回收問卷整理後,有效樣本為328份。採用因素、信度、相關及逐步多元迴歸分析等方法進行統計資料分析,而本研究分析結果顯示業者營造商店形象、業者營造服務品質與顧客購買傾向具有顯著之正向影響。此外,業者營造商店形象和業者營造服務品質的交互作用,亦對顧客購買傾向具有顯著之正向影響。基此,綜合本研究結果,提出以下幾點建議:(1)速食產業業者應重視商店形象,無論是方便性方面、店內環境特性方面及售後服務方面等,均應滿足顧客之購物需求,讓購買之顧客真正體現業者所提供之商店形象,當可增強顧客之滿意度,讓顧客有再次光臨的動機,進而提升顧客購買傾向。 (2)速食產業業者應重視服務品質,無論是店員服務態度方面、店員服裝儀容方面及售後服務方面等,讓顧客與業者間建立良好的關係,並藉由顧客間口耳相傳與推薦他人來提高速食產業之形象與聲譽,讓顧客感受到有極度被重視的感覺,來提升顧客的購買傾向。 (3) 速食產業業者一定要持續觀察顧客的需求,久而久之能穩固顧客的心,藉由顧客的滿意心理因素,來提升顧客的購買傾向。

The study is based on the samples of fast food customers in Kaohsiung, discussing how the store image and service quality of a fast food restaurant and their interaction affect customers’ purchase intension. In the study, 360 questionnaires were issued to the customers in 14 fast food restaurants, including McDonald’s, Kentucky and Moss Burger, in Sanmin District, Kaohsiung City, in January, 2011. Total 328 valid samples were analyzed by means of SPSS, inclusive of factors, reliability, correlation and stepwise multiple regression analyses.
The results of the research show that store image, service quality and their interaction are all significantly and positively related with customers’ purchase intention. According to these findings, three suggestions are offered as follows: (1) The fast food operators should emphasize their store images. They must try hard to meet customers’ shopping needs in different ways, such as convenience, the settings of the fast food restaurant, and post-sales service. The more satisfied customers feel with a fast food restaurant, the more willing customers are to visit it and to make their purchases. (2) Service quality is one of the major factors of harmonious relation between customers and operators which leads to stronger purchase intension of customers. For pursuing agreeable service quality, fast food operators should make effort to improve clerks’ attitude, clerks’ looks and manners, post-sales service, etc. (3) The fast food operators must keep observing and meeting customers’ needs in order to enhance their purchase intention.

目錄
中文摘要 iii
英文摘要 v
目錄 vii
誌謝 v
目錄 vi
圖目錄 x
表目錄 xi
第一章 緒論 1
1.1研究背景 1
1.1.1研究個案背景 1
1.1.2研究理論背景 3
1.2 研究動機 4
1.3 研究目的 6
1.3.1 商店形象與顧客購買傾向的影響 6
1.3.2 服務品質與顧客購買傾向的影響 8
1.3.3 商店形象和服務品質交互作用與顧客購買傾向的影響 9
1.4 研究問題 10
1.5 研究流程 11
1.6 研究方法 13
1.6.1研究樣本與對象 13
1.6.2研究問卷發放與回收 13
1.6.3研究方法中統計的應用 14
1.7研究的預期結果與貢獻 14
第二章 文獻探討 16
2.1購買傾向(Purchase Intention) 16
2.1.1購買傾向的定義 16
2.1.2購買傾向之相關理論 17
2.1.3小結 18
購買傾向意指個人對於消費速食產業的主觀機率,影響了顧客的決策過程,購買傾向越高,顧客考慮購買或想要購買的可能性越高。速食產業如果能瞭解顧客的購買傾向並善加利用以符合顧客的需求,必定會提高產業的利潤與獲利。本研究主要研究速食產業之商店形象與服務品質及其兩者之交互作用對顧客購買傾向之影響,因此,瞭解顧客的購買傾向,有助於預測顧客的需求,並能與顧客維持長期的關係。 18
2.2 商店形象(Store Image) 18
2.2.1商店形象的定義 19
2.2.2商店形象與顧客行為 20
2.2.3小結 21
2.3服務品質(Service Quality) 21
2.3.1服務品質的定義 22
2.3.2小結 23
2.4 顧客滿意度 23
2.4.1顧客滿意度的定義 24
2.4.2小結 25
2.5 研究假設 25
2.5.1商店形象與購買傾向的關係 25
2.5.2服務品質與購買傾向的關係 26
2.5.3商店形象與服務品質交互作用與顧客購買傾向的關係 28
第三章 研究方法與設計 30
3.1 研究架構 30
3.2研究設計與研究對象 31
3.2.1研究對象 31
3.2.2問卷調查 31
3.3變數操作性定義 31
3.3.1商店形象之操作型定義與衡量 31
3.3.2 服務品質之操作型定義與衡量 32
3.3.3 顧客滿意度之操作型定義與衡量 33
3.3.4 購買傾向之操作型定義與衡量 33
3.4問卷設計 33
3.5資料分析與統計方法 34
3.6問卷分析結果 37
3.6.1問卷回收 37
3.6.2問卷信度與效度分析 37
3.7量表信效度及因素分析 38
3.7.1 商店形象 41
3.7.2 服務品質 42
3.7.3 顧客滿意度 43
3.7.4 購買傾向 44
第四章 實證分析 46
4.1.1各研究變項之分析 48
第五章 討論與結論 55
5. 1 結論 55
5. 2 研究貢獻 57
5.3研究建議 57
5.4研究限制 59
5.5未來研究建議 59
參考文獻 61
參考文獻 56
附錄一:本研究之問卷量表 65
附錄二:本研究之問卷調查表(以麥當勞為例) 70

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