臺灣博碩士論文加值系統

在高度服務競爭環境下，企業對顧客所展現之服務品質已日顯重要。企業為能維持其服務競爭優勢，不惜代價並盡其所能維繫對顧客提供優良之服務品質並且希望獲得顧客認同。由於服務業具有無形性、異質性、不可分割性及易逝性等特質，所以顧客容易產生不確定性及不安全感，而藉由和顧客維持良好且有品質的關係，通常可降低顧客的不確定性，增加他的安全感。致力於提供優質服務品質之企業，不但可以提高企業聲望，更得以因而贏得外部顧客之忠誠，而其乃源自於內部顧客滿意之結果。台灣量販店相當的競爭，再加上網路購物的崛起，使得在經營上面臨巨大的考驗。消費者的年齡層差距大永遠無法得知消費者的思考方向，唯有在服務品質上的加強，才能得到消費者的信任，而提高購買意願。美國連鎖店COSTCO是國內營業額最高的量販店，在對顧客服務品質上如何讓顧個滿意進而提升購買意願。本論文採SPSS軟體工具，以去過COSTCO的消費者為對象，發放400分問卷，回收320份問卷，結果發現COSTCO公司結合全公司的力量，致力於服務品質讓顧客備受尊重，讓COSTCO業績占全台灣之冠。








關鍵詞: 量販店，服務品質，購買意願，顧客滿意度
 

In a highly service-competitive environment, the service quality exhibited by customers to customers has become increasingly important. In order to maintain the competitive advantage of their services, enterprises will spare no effort and do everything in their power to provide customers with excellent service quality and hope to gain customer recognition. Because the service industry has characteristics such as intangibility, heterogeneity, indivisibility, and perishability, customers are prone to uncertainty and insecurity. By maintaining a good and quality relationship with customers, they can usually reduce the customer's Uncertainty increases his sense of security. Companies that are committed to providing quality service can not only increase corporate reputation, but also win the loyalty of external customers as a result of internal customer satisfaction. The considerable competition of mass merchandise stores in Taiwan, coupled with the rise of online shopping, has made it a huge test in business. Consumers with a wide age gap will never know the consumer's direction of thinking. Only by strengthening the quality of service can they gain the trust of consumers and increase their willingness to buy. The American chain COSTCO is the highest-volume retail store in China. How to satisfy customers and improve their willingness to buy in terms of customer service quality. This thesis uses SPSS software tools. For consumers who have been to COSTCO, 400 questionnaires were distributed and 320 questionnaires were recovered. As a result, it was found that COSTCO combined with the strength of the entire company and committed to service quality to make customers respected and to make COSTCO's performance Occupy the highest in Taiwan. 。






Keywords: Mass retailers, service quality, purchase intention, customer satisfactio

中文摘要 i
英文摘要 ii
誌　謝 iii
目　錄 iv
圖目錄 v
表目錄 vi
一、 緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究範圍與限制 4
1-4 章節架構與研究流程圖 4
二、 文獻探討 7
2-1 消費者 7
2-2 服務品質 13
2-3 購買意願 17
2-4 COSTCO概況 19
三、 研究方法 22
3-1 研究架構 22
3-2 問卷設計與研究對象 23
3-3 前測分析 24
3-4 研究工具與資料分析方法 24
3-4-1 敘述性統計分析 24
3-4-2 t檢定 25
3-4-3 相關分析 25
3-4-4 信度分析 26
四、 實證分析 27
4-1 敘述性統計分析 27
4-2 獨立樣本t檢定分析 30
4-3 信度分析 31
4-4 實證分析 32
五、 結論與建議 34
5-1 研究結論 34
5-2 研究建議 36
參考文獻 38
附錄問卷 44

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