- 學位論文
越南超市顧客再購意願之研究-以太原市為例
A Study on Repurchase Intention for Supermarket Customers in Vietnam-the Case of Thai Nguyen City
摘要
面對這兩年越南經濟顯著衰退的情況,零售市場仍不斷吸引著全球及地區性的投資者。包含超市經營者在內的各領域經營者，一直嘗試突破困境，試圖找尋新的市場，導致越南超市零售業者間的競爭越來越激烈。因此，管理者與研究者著焦於消費者洞察，顧客再購意願正是顧客行為的最重要指標，也成為越南及世界各地的超市零售業主要經營目標。考量越南目前對於顧客再購意願的研究有限，本研究有必要填補越南超市顧客再購意願的知識鴻溝。本研究延續TPB，主旨是從越南太原市受訪者釐清顧客再購意願的前因與預測顧客再購意願。經由385位超市顧客的問卷調查報告收集資料，並以結構方程模式進行分析 (Structural Equation Modeling)。 研究結果顯示服務的品質、滿意度以及對傳統 TPB 感受到的不確定性, 可改善傳統TPB 模式的預測力。其次，以太原市的超市來說，相較於主觀規範與知覺行為控制等其他傳統TPB概念，顧客滿意度與態度對於顧客再購有直接的影響；服務品質在這份研究中，正面影響顧客對超市的滿意度，態度間接提高顧客再購之意願。在測試服務品質的項目中，員工態度、購物環境、以及等候結帳時間等皆是顧客評價超市服務品質的最重要指標。此外，若顧客對超市的各方面有疑慮，將降低他們的再購意願。 根據研究發現，若超市的管理者想要改善顧客的再購意願，就必須提供更好的服務品質並維持顧客信任度。具體而言，員工訓練、改善購物環境以及更快速便利的結帳方式等，都是必須審慎考量的因素。本研究發現有助於太原城市的超市系統發展與越南整體超市的發展。
並列摘要
Despite the fact that Vietnam's economy has had a significant downturn in growth within the past two years, the retail market continues to attract global and regional players. Different operators from various segments including supermarkets have been continuously working to attain new market share. These conditions have led to the more and more intensive competition among supermarkets in Vietnam, and in turns, the special attention of managers and researchers on customer insight. Customer repurchase intention, as the most important indicator of customer behavior, has become a prior goal of every supermarket in Vietnam as well as in all over the world. Regarding the limited number of studies on customer repurchase intention in Vietnam, this study is necessary to fill the knowledge gap of customer repurchase intention, especially in the case of supermarket. This study extended the TPB (theory of planned behavior) with the main objective is to identify the antecedents of customer repurchase intention, and better predict customer repurchase intention in the case of supermarkets in Thai Nguyen city of Vietnam. The primary data was collected using questionnaire survey on 385 supermarket customers, then SEM (Structural Equation Modeling) was used for analyzing. The study revealed that the addition of service quality, satisfaction, and perceived uncertainty to the traditional TPB model can improve the predicting power of TPB model alone. Specifically, satisfaction and customer attitude have greater direct influence on customer repurchase intention in the context of supermarkets in Thai Nguyen, compared to the other constructs of the traditional TPB such as subjective norms and perceived behavioral control. Service quality has also been proved in this study to strongly and indirectly enhance the repurchase intention of customers by positively influencing customer satisfaction and customer attitude towards the supermarket. Among the measurement items of service quality, staffs’ attitude, shopping atmosphere, and waiting time for payment were found to be the most important aspects affecting customer evaluation on supermarket service quality. In addition, it was also found that as the perceived uncertainty regarding purchasing increases, the mediating effect of attitude toward repurchase intention will become further negative. However, perceived uncertainty was found not statistically significant affecting the customer perceived behavioral control towards supermarket shopping. Based on the findings of this study, supermarket managers are suggested to improve customer repurchase intention by offering better service quality and enhancing customer certainty to the supermarkets. Specifically, training staffs, improving shopping atmosphere, fast and convenient payment procedure should be specifically considered. The findings of this study are expected to contribute to the development of supermarket system in Thai Nguyen city in particular, and in turns in Vietnam in general.