台灣Häagen-Dazs消費者之顧客滿意度研究

Customer Satisfaction of Häagen-Dazs' Consumers in Taiwan

周美利(Mei-Li Chou) ； 林政憲(Chen-Hsien Lin) ； 蔣丞哲(Cheng-Che Chiang)

《觀光餐旅評論》 2卷1期 (2008/12) Pp. 37-50

https://doi.org/10.6605/RTH.2008.2(1).3

摘要

Häagen-Dazs雖然在他的高階冰品市場有很大的佔有率,但從Häagen-Dazs的SWOT及五力分析中，可見其優勢、劣勢及威脅。此研究從劣勢及威脅中找出研究問題的方向，研究問題是那些是Häagen-Dazs顧客滿意度的因素及他們影響Häagen-Dazs顧客滿意度的程度如何。本研究屬於定性研究和定量研究，首先第一階段透過消費者聚焦座談會來完成定性研究，找出影響顧客滿意度的因素，然後再根據這些因素擬訂一份問卷做定量的研究，以便利抽樣法，選擇台北地區爲抽樣實行的地區。分析結果顯示，性別區隔對於平均單次消費數量的購買狀態變數上有顯著的差異。年齡、教育程度、婚姻狀態、每個月可支配所得對於各購買狀態變數沒有什麼太大的顯著差異。受訪消費者對商品方面最爲滿意,再者依序爲商店店面設計，服務方面，地點，商品價格。商品方面，消費者對『冰品衛生安全』此項最滿意；商店店面設計方面，消費者對『商店的整體氣氛』此項最滿意。服務方面，消費者對『服務人員能迅速提供顧客服務』此項最滿意。結論與建議著墨於文章最後處。

關鍵字

顧客滿意度 ； 期望失驗 ； 績效 ； 公平性

並列摘要

The market share of Häagen-Dazs is significant in high-level ice merchandise market. Based on analyses on weaknesses and threats of Häagen-Dazs, and literature review referring to customer satisfaction, the research questions were developed. The research attempted to explore what are the factors of customer satisfaction, and to what degrees these factors influence customer satisfaction of the Häagen-Dazs' consumer. This study is of qualitative and quantitative research. Through consumer group focus discussion, the influential factors of customer satisfaction were examined and organized. These factors serving as a base, a questionnaire was developed to examine customer satisfaction. The questionnaire includes three parts： purchasing condition, customer satisfaction, and socio-demographic characteristics. According to the findings, there were no significant differences between each item of socio-demographic characteristics and each item of purchasing conditions except a difference of gender and consumption quantity per time (one item of purchasing condition) was significant. In the order the factors of customer satisfaction responded by subjects, they were merchandises, store design, service quality, store location, and merchandise price. As to the factor ”merchandises”, the subjects were satisfied with the item ”merchandise security” the most. In terms of store design, the item ”whole store ambiance” is the most satisfying. Referring to ”service quality”, the subjects were the most satisfied with the item ”service providers can fast offer services”. Besides, discussions and suggestions are mentioned in this paper.

並列關鍵字

customer satisfaction ； disconfirmation of expectations ； performance ； equity

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