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研究生:張文馨
研究生(外文):Wen-hsin Chang
論文名稱:百貨公司滿意度關鍵因素之模型建構與效果衡量研究-以南台灣為例
論文名稱(外文):A STUDY FOR THE KEY FACTORS OF SATISFACTION IN SOUTHERN TAIWAN'S DEPARTMENT STORE AND EFFECT MEASURES MODEL
指導教授:范惟翔范惟翔引用關係
指導教授(外文):Wei-shang Fan
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
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:2013
畢業學年度:101
語文別:中文
論文頁數:55
中文關鍵詞:商店氣氛消費情緒顧客知覺價值顧客滿意度百貨公司
外文關鍵詞:Department StoreCustomer Perceived ValueCustomer SatisfactionStore AtmosphereConsumption Emotions
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  近年來百貨業發展逐漸飽和與顧客消費型態改變的情況下,顧客需求日趨多元化,本研究藉由問卷發放了解顧客需求以提升顧客滿意度,增加消費者前往購買的意願,進而提升企業利潤,並針對百貨公司特性,將問卷分為商店氣氛、消費情緒、顧客知覺價值及顧客滿意度等四個構面來探討,以尋找影響顧客滿意度的關鍵因素,並以高屏地區大型百貨公司消費者為對象進行問卷調查,共發放230份問卷,獲得205份的有效樣本,運用驗證性因素分析,並結合AMOS軟體做假設驗證,結果顯示本研究整體模式配適度達顯著標準,理論模型可獲得支持,在變數假設方面除了消費情緒對顧客滿意度直接效果不顯著以外,消費情緒與顧客知覺價值皆對顧客滿意度有正向顯著影響;而商店氣氛透過消費情緒與顧客知覺價值對顧客滿意度亦具有中介效果之影響。
  In recent years, due to market saturation of department store and the change of the consumption patterns, customer requirements become diversified. With conducting a questionnaire, this research aims at understanding the customer’s requirements to promote customers satisfaction degree, increasing consumer’s purchase intention, and promoting business’ profits. According to the characteristic of department stores, the research discusses with four viewpoints including store atmosphere, consumption emotion, customer perceived value and customers satisfaction degree to find the crucial points of the influence of customer satisfaction. Adopting questionnaire method, the study takes the customers of department stores in southern Taiwan. In sampling, there were 230, and with 205 effective questionnaires. The study used the structural equation models to verify the fitness of overall patterns. The results showed that the overall fitness standard reaches the test standards; it meant that the research theory patterns gains supports. Accordingly, the conclusion is followed: Expect the consumption emotions were not validated of the hypothesis, the Store Atmosphere, customer perceived value and customer satisfaction were validated of the hypothesis of the study. In addition, the consumption emotions and customer perceived value have an influence of mediation effect in the pattern.
中文摘要 i
Abstract ii
目錄 iv
表目錄 vii
圖目錄 viii
 
第一章 緒論1
1.1 研究動機與目的1
1.2 論文結構3
1.3 研究流程5
 
第二章 文獻探討6
2.1 商店氣氛6
2.2 消費情緒8
2.3 顧客知覺價值9
2.4 顧客滿意度10
 
第三章 研究方法12
3.1 研究架構12
3.2 研究假設13
3.3 研究變項操作型定義與衡量問項13
3.3.1商店氣氛13
3.3.2消費情緒14
3.3.3顧客知覺價值15
3.3.4顧客滿意度15
3.4 問卷發放與研究對象16
3.5 資料分析方法16
 
第四章 研究結果與分析20
4.1樣本結構敘述20
4.2信度分析22
4.3效度分析23
4.3.1收斂效度分析24
4.3.2區別效度分析25
4.4模式配適度分析27
4.4.1樣本適切性27
4.4.2模式內在結構配適度分析27
4.4.3驗證性因素分析28
4.4.4整體模式適配標準31
4.5研究假設之驗證33
4.6中介效果討論36
 
第五章 結論與建議39
5.1研究架構模型之驗證結果39
5.2研究結論40
5.3 管理意涵41
5.4 研究限制與後續研究建議42
 
參考文獻44
一、中文文獻44
二、英文文獻46
 
附錄:問卷51
 
個人簡歷55
一、中文文獻
 
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