服務品質、顧客滿意度與行為意向關係之研究—以花蓮市農會生鮮超市為例

A study of Service Quality, Customer Satisfaction and Behavioral Intentions Relationship—Take Farmers Supermarket in Hualien City as an example

陳柏宇(Po-Yu Chen)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2010年)

摘要

農會超市應融合在組織區域居民生活中，提供服務，以祈居民與農會雙贏。但是隨著經濟環境、經營技術、消費者偏好及競爭環境轉變，農會超市面對環境的激烈競爭，如何維持並保有舊顧客的支持，吸引新顧客的消費，進而使顧客購物後得到滿足，願意再次光臨，並向他人推薦，是農會所面臨的重要課題。本研究以花蓮市農會生鮮超市為個案研究，以問卷調查方式透過統計分析，主要結論有：
1.人口統計變項對顧客認知服務品質、顧客滿意度及行為意向有部份顯著差異。
2.「服務品質對顧客滿意度有顯著正向影響」，服務品質的「實體形象」、「可靠性」與「商店政策」等三項因素，會正向影響顧客對花蓮市農會生鮮超市的滿意度。
3.「服務品質對行為意向有顯著正向影響」，服務品質的「實體形象」因素會正向影響顧客對花蓮市農會生鮮超市的行為意向。
4.「顧客滿意對行為意向有顯著正向影響」，研究結果顯示顧客滿意對行為意向有顯著的正向影響。

關鍵字

農會生鮮超市 ； 服務品質 ； 顧客滿意度 ； 行為意向

並列摘要

In order to make Reciprocal Beneficiary Relationship with resident, the Supermarket of Farmer’s association should integrated in dwellers’ life and provide service to them.
However, accompany with the variation of economy situations, operation ways, and consumption habits and competitive conditions, the Supermarket of Farmers’ association face the severe competition.
The most important task that the supermarket of Farmers’ association has to confront: How to keep the support by regular customer and attract new ones, and then let them can get satisfaction, recommend these services to others and finally consume in the next time.
We take the Supermarket of Farmers’ association in Hualien City as case study and make statistic analysis by conducting and analyzing questionnaire.
The main conclusions are following below:
1. Variation of population statistics has partial obvious difference on service quality of customer’s cognition, customer’s satisfaction and behavioral intention.
2. Service quality influences customer’s satisfaction obviously “ and the three factors of service quality: Concrete image, reliability and strategy of store. And these three factors will positively affect the customer’s satisfactions to Supermarket of Farmers’ association in Hualien City.
3. Service quality influences customers’ behavioral intentions obviously and the factor, concrete image of service quality will positively affect the customers’ behavioral intentions to Supermarket of Farmers’ association in Hualien City.
4. Customer’s Satisfaction has obvious impact on behavioral intention and from the research result, we could see that the satisfaction of customer obviously has positive influence on the behavioral intention.

並列關鍵字

Farmers Supermarket ； Service Quality ； Customer Satisfaction ； Behavioral Intentions

參考文獻

林素吟，2005，服務品質、滿意度與購買意圖關係之研究：層級干擾迴歸分析之應用，管理評論，2期，1-17。

劉興榮，2008，花蓮宜蘭地區消費者對超市吉園圃農產品再購意願之研究，花蓮農業改良場研究彙報，26輯，81-96。

董國昌、莊東岳，1995，農會超市經營診斷-個案分析，商業職業教育，61期，3-14。

Heskett, J. L., T. O. Jones, G. W. Loveman, J. W. E. Sasser, and L. A. Schlesinger, 2008, Putting the Service-Profit Chain to Work, Harvard Business Review, 86(7/8): 118-129.

Albert, C., H. M. Arthur, and R. B. Pierre, 2000, Service quality and satisfaction--The moderating role of value, European Journal of Marketing, 34(11/12): 1338-1352.