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  • 學位論文

消費者對烏日啤酒商圈服務品質、顧客滿意度 及顧客忠誠度之研究

The Research of Consumers toWuzi Beer Business District,Service Quality, Customer Satisfaction, Coustomer Loyalty

指導教授 : 鄧迺鏞
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摘要


國內各地知名商圈經營活動之競爭日趨激烈,各地商圈業者不僅必須確保優良的服務品質,更需注重與消費者建立良好互動關係,方能提升商圈消費者忠誠度。 本文主要探討顧客對於烏日啤酒商圈業者期望與認知的服務品質間的差異、及整體的滿意程度。服務品質及滿意度是影響顧客是否將再次前來消費的重要指標。本研究以烏日啤酒商圈為主要研究對象,在政府積極推動形象商圈及商店街發展機制以來,經由行銷的包裝手法,使其融入了當地特殊景觀、人文風俗及文化特色,吸引消費者前來觀光及購買。 研究結果發現,烏日啤酒商圈主要顧客為中年藍領階級男性,教育程度普遍為高,可能與家人共同前往商圈消費產生複數的消費行為。在服務品質構面,受訪者對烏日啤酒商圈服務品質為滿意的程度,信賴商圈及正確的執行所承諾之服務能力;在商圈滿意度構面,受訪者對烏日啤酒商圈滿意度為滿意程度,最滿意商圈業者產品品質、安全衛生及價格合理,也 反應受訪者滿意的方向性;在商圈忠誠度構面,受訪者對烏日啤酒商圈忠誠度反應為普通到同意的程度,受訪者除在價格容忍構面持保留態度,對烏日啤酒商圈的忠誠度為中上程度。依據研究結果,本文最後提出實務上具體的建議,作為未來行銷及規劃經營策略之參考。 關鍵

並列摘要


With the more and more competitive activities among island-wide well-known business districts, each and every entrepreneur not only has to ensure providing satisfactory customer service, but also pursuit close interactive relationship with consumers in order to raise their royalty. This article mainly investigates the difference between the expected customer service provided by the entrepreneur of Wuzi beer business district and service quality acknowledged by consumers, and overall customer satisfaction. Customer service and satisfaction is the index of whether customers will make the second visit. Since the government actively promoted the image of business districts and streets, Wuzi beer business district which is the target of this investigation, has blended in local special sceneries, ultural customs and features to attract as many visitors as possible. It was discovered that the main customer group is blue collar male who receives higher education and may involve in multi consumer behavior with their family members. On the service quality, the interviewee is satisfied, and trusts the service and promise made by the business district. On the business district itself, the interviewee is satisfied, most in the product quality, security, hygiene and reasonable price. On the royalty, the interviewee’s response is fair to agree. The interviewee shows conservative to price tolerance and medium high royalty. Based on the research result, this article will submit substantial and practical suggestions, as references of future marketing planning and strategies.

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