購物中心經營關鍵成功因素—以全聯福利中心為例

因時代的變遷，人們對於生活品質重視度逐漸提升，更注重方便度以及商品多樣化購物中心成長已進入高密度且競爭激烈的時代，購物中心如何在市場上尋求出生存利基避免陷入價格競爭的紅海；面對各式各樣競爭中，全聯福利中心如何跳脫原本的軍公教福利中心和全聯社，如何去克服同質性的超級市場以及經營形態趨近購物中心相較競爭，又同時面臨傳統市場、便利商店及量販店之威脅?如何善用市場利基艱困轉型成功?又是如何成為超市之冠及購物中心龍頭?成為台灣各大縣市開設分連鎖店面最多購物中心。本研究以個案研究方式，探討全聯福利中心經營成功關鍵因素--「服務品質」與「品牌價值」，採用Google表單問卷方式進行網路發放問卷調查，有效回收305份問卷。研究蒐集全聯福利中心相關文獻及SWOT分析，運用敘述性統計分析、因素分析、信度分析、及迴歸分析統計方法驗證研究假設，實證結果發現：一、不同人口背景變項對全聯福利中心的服務品質並不存在顯著差異。二、全聯福利中心之服務品質對其品牌價值存在正向顯著之影響。

關鍵字

全聯福利中心；服務品質；品牌價值； SWOT分析

並列摘要

Due to the changes of the times, people have gradually paid more attention to the quality of life, and paid more attention to convenience and product diversification. The growth of shopping malls has entered an era of high density and fierce competition, how can shopping malls seek a niche of survival in the market and avoid falling into the red sea of price competition? In the face of all kinds of competition, how can the PX Mart break away from the original military public education and welfare center and the All-Associated Press? and how to overcome the homogeneous supermarket and the business form that tends to be close to the competition of shopping centers? and at the same time face the traditional market, the threat of convenience stores and mass merchandisers, how did PX Mart make good use of market opportunities to successfully transform in such a difficult environment? and how did it become the crown name of supermarkets and now the leader of shopping centers? becoming the shopping center with the largest number of chain stores in major counties and cities in Taiwan. This study used a case study to explore the key factors for the success of the PX Mart – “service quality” and “brand value”. It used Google form questionnaires to conduct an online questionnaire survey, and effectively recovered 305 questionnaires. The research collected relevant literature and SWOT analysis of the PX Mart, and used narrative statistical analysis, factor analysis, reliability analysis, and regression analysis statistical methods to verify the research hypotheses. The empirical results found: 1. There is no significant difference in the service quality of the PX Mart with different demographic background variables. 2. The service quality of the PX Mart has a positive and significant impact on its brand value.