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研究生:朱本文
研究生(外文):Pen-Wen Chu
論文名稱:連鎖便利商店顧客滿意度與忠誠度之研究
論文名稱(外文):On the Relationship Between Customer Satisfaction and Customer Loyalty for Chain Convenience Stores
指導教授:郭常銘郭常銘引用關係
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:2012
畢業學年度:100
語文別:中文
論文頁數:87
中文關鍵詞:連鎖便利商店服務品質商店印象滿意度忠誠度
外文關鍵詞:chain convenience storesservice qualitystore imagecustomers’ satisfactionloyalty of the customers
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近年來國內連鎖便利商店產業,以飛快的速度擴展店面且競爭激烈,至今,各家便利商店的擴張速度已漸趨緩,市場也已逐漸飽和,各連鎖便利商店不再只是提供高品質的產品與服務,追求顧客的滿意而已,其所要面對的下一個課題,就是如何使滿意的顧客能再次購買,並成為忠實顧客,進而增加企業的利潤,這將成為各連鎖便利商店目前最重要的課題。
本研究以高雄市前四大連鎖性便利商店的顧客為研究對象,探討商店印象、顧客滿意與顧客忠誠三者間之關係。經由分析後得到以下實證結果:
1. 四家品牌的便利商店之顧客在顧客滿意度與顧客忠誠度上,有顯著差異,7-ELEVEn優於全家、萊爾富及OK,全家次之,OK則名列第四。
2. 不同的性別、年齡、教育程度、職業的消費者,對於四家不同品牌便利商店的滿意度與忠誠度都有明顯的差異。其中7-ELEVEn便利商店的女性消費群高於其他家便利商店,此外,7-ELEVEn學生消費族群亦高於其他家便利商店。
3. 研究結果顯示,商店印象五大構面『購物方便及廣告促銷』、『有形性』、『服務屬性』、『商品屬性』、『價格特性』中,皆會影響顧客滿意度與顧客忠誠度。顧客滿意度與顧客忠誠度之間,存在正向關係,意味著如果企業可以提高顧客滿意度,則顧客忠誠度亦會提升,因此掌握影響創造顧客滿意度的商店印象關鍵因素,將可同步提高顧客忠誠度,使企業再次獲得利潤。
4. 7-ELEVEn便利商店的女性消費群及學生消費族群高於其他家便利商店,因此,建議7-ELEVEn可針對女性消費群及學生族群提供更完善的服務以維持此二類消費群的消費忠誠度,並可加強對男性及上班族的商品需求及廣告促銷,以拓展消費者市場。


The industry of chain convenience store has been high competitive and expanded rapidly in recent years. However, the expansion rate has gradually slowed down due to saturated market.Therefore, the main issue that each convenience store was not facing to pursue consumer satisfaction by providing high quality products or services. The biggest challenge that these convenience stores were facing is to making those customers to repurchase. By repurchasing, the satisfied customers will become loyal customer of the convenience store and thus increasing the profit of retail chain.
The subject of research was the customers of the four major convenience stores in the Kaohsiung city. By analyzing the three factors, which were the customers’ impression of the store, customers’ satisfaction and loyalty of the customers, we got the empirical results as follows:
1. There were significant difference in customers’ satisfaction and loyalty of the customers. Among the four convenience stores, 7-ELEVEn ranked the first, as Family-Mart was the second, while Hi-Life and OK Mart ranked the third and the fourth.
2. Different types of gender, age, education level and occupation of customers will lead to significant difference in customers’ satisfaction and loyalty of the customers. Among the four convenience stores, female customer groups were highest in 7-ELEVEn as the student consumer groups were highest in 7-ELEVEn too.
3. The result of the research show that the five dimensions of store image, which were “The convenience of shopping and advertising promotion”, “Intangibles”, “The attribute of service” , “The attribute of product” and “The characteristic of price”, will affect customers’ satisfaction and loyalty of the customers. Besides, there was positive correlation among customers’ satisfaction and loyalty of the customers, meaning that if the enterprise can raise customers’ satisfaction, the loyalty of the customers will increase, too. In conclusion, if the enterprise can grasp the concept of increasing customers’ satisfaction, they can increase the loyalty of the customers simultaneously and thus making profits again.
4. Since female customer groups were highest in 7-ELEVEn among the four convenience stores while the student consumer groups were highest in 7-ELEVEn, suggesting that 7-ELEVEn should focus on these two groups by providing better services to maintain the loyalty of these two customers groups. Furthermore, 7-ELEVEn should consider increasing their promotion on the needs of male customers group and white-collar workers group to expand consumers market.


目錄
中文摘要 v
英文摘要 vii
誌謝 ix
目錄 x
表目錄 xiv
圖目錄 xvi
一、緒論 1
1.1研究背景 1
1.2 研究動機 3
1.3研究目的 4
1.4研究對象與範圍 5
1.5研究流程 5
二、文獻探討 7
2.1 便利商店 7
2.1.1便利商店(Convenient Store,CVS)的定義 7
2.1.2便利商店經營之型態 9
2.2 商店印象 10
2.2.1商店印象之定義 10
2.2.2商店印象的構面 11
2.3 服務品質 12
2.3.1服務品質之定義 12
2.3.2服務品質之衡量 13
2.4 顧客滿意度 14
2.4.1顧客滿意度之定義 15
2.4.2顧客滿意度之衡量 16
2.5 顧客忠誠度 18
2.5.1顧客忠誠度之定義 18
2.5.2顧客忠誠度之衡量 19
2.6 顧客滿意度與忠誠度間之探討 19
三、研究方法 23
3.1 研究架構與研究假設 23
3.1.1研究架構 23
3.1.2研究假設 24
3.2 問卷設計與變數之操作性之定義 25
3.2.1商店印象部分 25
3.2.2顧客滿意度之衡量 27
3.2.3顧客忠誠度之衡量 27
3.2.4顧客特徵(人口統計變數) 28
3.3 研究調查與實施方式 28
3.3.1問卷預試 28
3.3.2正式問卷調查 28
3.4 資料分析方法 29
3.4.1敘述統計 29
3.4.2因素分析 29
3.4.3卡方檢定 29
3.3.4單因子變異數分析 29
3.3.5迴歸分析 30
3.5 抽樣設計與樣本數 30
3.5.1抽樣設計 30
3.5.2樣本數 32
四、資料分析 34
4.1 樣本資料結構 34
4.2 樣本信度與效度分析 37
4.2.1信度分析 37
4.2.2效度分析 38
4.3 商店印象構面之因素分析 38
4.4 人口統計變數之分析 44
4.5 不同便利商店在商店印象構面上之分析 48
4.6 不同便利商店在顧客滿意度與顧客忠誠度構面上之分析 51
4.7 商店印象對顧客滿意度之分析 52
4.8 商店印象對顧客忠誠度之分析 54
4.9 顧客滿意度對顧客忠誠度之分析 55
4.10 小結 57
五、結論與建議 59
5.1 研究結論與建議 59
5.1.1研究結論 59
5.1.2建議 60
5.2 研究限制 61
5.3 後續研究建議 61
參考文獻 63
附錄-問卷 68



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