以歐洲顧客滿意度模式探討百貨美食街之研究

A Study on Food Court for Department Store Use European Customer Satisfaction Index Model

高嘉宏(CHIA-HUNG KAO)

指導教授 ： 楊文廣 ； 柳立偉

朝陽科技大學/管理學院/休閒事業管理系/碩士(2018年)

摘要

研究目的：本研究主要探究百貨美食消費者不同背景變項對歐洲顧客滿意度模式各變數之差異情形，且瞭解其忠誠度之變化；研究方法：此蒐集臺中市百貨公司美食街的消費者，以隨機抽樣的方式進行取樣，而有效問卷為722份，有效回收率為96.2 %。採用Statistical Package for Social Science 19.0 for Windows（SPSS 19.0 for Windows）與Mplus 7.0統計套裝軟體進行描述性分析、差異分析、路徑分析；研究結果：（一）百貨美食消費者以女性、21歲至30歲、學生、大學的教育程度、2萬以下及中友百貨居多、（二）消費者對於百貨美食街的認知及感受程度偏高、（三）百貨美食消費者的年齡、學歷、個人月收入及消費地點不同於各變項具有顯著差異，而性別及職業方面未達顯著、（四）顧客期望正向影響知覺價值及顧客滿意、產品品質正向影響知覺價值及顧客滿意、服務品質正向影響知覺價值及顧客忠誠、知覺價值正向影響顧客滿意、顧客滿意正向影響顧客忠誠，而公司形象對知覺價值及顧客忠誠未達顯著；結論：百貨美食街的各商家能塑造其獨有形象，且拓展多元族群踏入百貨美食街，並提升消費者對於百貨美食街的期望、對產品及服務的認知，讓消費者更加滿意且忠誠度攀升。

關鍵字

百貨美食消費者 ； 歐洲顧客滿意指標 ； 顧客忠誠 ； Mplus 7.0

並列摘要

Purpose: This study aimd to analyze differences among Food Court customer from various backgrounds in European Customer Satisfaction Model and understood the loyalty of them; Methods: The main research subjects were Food Court customers for department store in Taichung by random sampling. 722 valid questionnaires were used for analysis with an 96.2 % of recovery ratio. The main research methods are descriptive statistics, analysis of variances and path analysis by Statistical Package for Social Science 19.0 for Windows (SPSS 19.0 for Windows) and Mplus 7.0 Statistical Data Analysis Software; Results: (1)The most of Food Court customers are female, the age of 21 to 30 years old, students, university graduated, income less than NT$20,000 monthly, and to go Chungyo Department Store. (2) Consumers have a high level of awareness and feeling of the department store food court. (3) The age, educational background, income and location in European Customer Satisfaction Model were significantly different, not sex and career. (4) Perceived value and customer satisfaction on expectations have a significant effect, perceived value and customer satisfaction on perceived quality of “hard ware” have a significant effect, Perceived value and customer loyalty on perceived quality of “human ware” have a significant effect, customer satisfaction on perceived value has a significant effect, and customer loyalty on customer satisfaction has a significant effect. But perceived value and customer loyalty on image don’t have a significant effect; Conclusion: Each food court for department store needs to shape its unique image and expands its multi-ethnic group. Enhancing consumers' expectations of it, and increasing the cognition of products and services will make consumers more satisfied and loyalty rise.

並列關鍵字

Food Court Customer ； European Customer Satisfaction Index ； Customer Loyalty ； Mplus 7.0

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