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研究生:林純萱
研究生(外文):LIN, CHUN-SYUAN
論文名稱:百貨商場服務創新與顧客忠誠度之研究
論文名稱(外文):The Research of Service Innovation and Customer Loyalty in General Merchandise Stores
指導教授:楊宜興楊宜興引用關係
指導教授(外文):YANG, YI-HSING
口試委員:唐運佳江成欣丘周剛林欣怡楊宜興
口試委員(外文):TANG, YUN-CHIACHIANG, CHENG-HSINCHIU, CHOU-KANGLIN, SHIN-YIYANG, YI-HSING
口試日期:2022-06-10
學位類別:碩士
校院名稱:國立臺中教育大學
系所名稱:文化創意產業設計與營運學系事業經營管理碩士班
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:2022
畢業學年度:110
語文別:中文
論文頁數:87
中文關鍵詞:百貨商場服務創新體驗價值服務品質顧客忠誠度
外文關鍵詞:General merchandise storesService innovationExperience valueService qualityCustomer loyalty
相關次數:
  • 被引用被引用:3
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  • 下載下載:67
  • 收藏至我的研究室書目清單書目收藏:2
隨著數位化時代來臨,電商平台快速崛起,大眾消費習慣日漸轉變,導致傳統零售業面臨極大挑戰,近年來全臺各大百貨業者也因應趨勢,走向創新以保持其競爭優勢。本研究以服務創新、體驗價值與服務品質之觀點,探討影響百貨商場顧客忠誠度之因素,並剖析當今消費者在創新的市場趨勢下,對於臺灣百貨商場提供之服務與體驗所產生之感受與影響。本研究以問卷調查法之立意抽樣,針對近半年內有至臺灣百貨商場逛街或消費之15歲以上顧客,進行問卷資料蒐集,回收有效問卷共261份。本研究採用統計軟體SPSS及SmartPLS進行統計分析,研究結果發現:(1)發展服務創新可讓消費者感受到更佳的服務品質;(2)透過創新的服務可增加顧客在消費過程中的體驗價值;(3)若顧客的體驗價值增加,亦能夠提升顧客的忠誠度。最後本研究也根據研究分析結果提出管理意涵,並說明研究限制與相關建議。
With the advent of the digital age, the rapid rise of e-commerce platforms and the changing consumption habits of the general public have led to great challenges for the traditional retail industry. From the perspectives of service innovation, experience value and service quality, this research explored the factors that affected customer loyalty in general merchandise stores, and analyzed how consumers feel about the services and experiences provided by general merchandise stores in Taiwan under the innovative market trend. The subjects of this study were consumers over the age of 15 who have gone shopping in Taiwan general merchandise stores in the past six months. Data collection was carried out by means of a questionnaire survey method, and a total of 261 valid questionnaires were collected. This research used statistical software SPSS and SmartPLS for statistical analysis. The results of the study found that: (1) the development of service innovation can make consumers feel better service quality; (2) the customer experience in the consumption process can be enhanced through innovative services (3) If the value of customer experience increases, it can also enhance customer loyalty. Finally, this study proposed management implications based on the results of the research analysis, and explained research limitations and related recommendations.
摘要 i
ABSTRACT ii
目錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究流程 6
第二章 文獻回顧 8
第一節 服務創新 8
第二節 體驗價值 13
第三節 服務品質 15
第四節 顧客忠誠度 19
第三章 研究方法 22
第一節 研究假說建立 22
第二節 研究架構 25
第三節 研究設計 26
第四節 量表設計 26
第五節 資料分析方法 33
第四章 資料分析 36
第一節 預試結果 36
第二節 敘述性統計分析 37
第三節 測量模型分析 41
第四節 共同方法變異檢定 43
第五節 結構模型分析 44
第六節 差異性檢定 46
第五章 討論與結論 48
第一節 研究貢獻 48
第二節 管理意涵 50
第三節 研究限制與建議 51
參考文獻 53
一、中文文獻 53
二、外文文獻 55
三、網頁文獻 71
附錄一 正式研究問卷 72
附錄二 不同年齡層之差異性檢定表 77
附錄三 是否使用百貨商場APP之差異性檢定表 78
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