消費者促銷知覺價值與百貨公司服務品質對顧客滿意度之影響－以南部百貨公司為例

How Customer Perception Value of Promotion Activities and Department Store Service Quality Affect Their Satisfaction-Using Southern Department Store As Example

王韻(Y. Wang)

《紡織綜合研究期刊》 33卷1期 (2023/01) Pp. 100-109

https://doi.org/10.6439/TTRJ.202301_33(1).0013

摘要

百貨公司的發展可作為城市發展繁榮程度的指標，因此本研究以屏東太平洋百貨的顧客為目標對象，瞭解消費者促銷知覺價值與百貨公司服務品質對顧客滿意度之影響。問卷發放採立意抽樣法進行紙本回收，共收回有效問卷193份，接著使用敘述性統計、因素、信度以及迴歸分析驗證變數間的關係。研究結果顯示促銷知覺價值與服務品質對顧客滿意度皆有正向顯著影響，且服務品質對促銷知覺價值與顧客滿意度間的關係有完全中介效果，表示顧客雖然在乎促銷活動，但是實質的滿意度是由服務品質所影響，而非促銷活動。

關鍵字

促銷知覺價值 ； 服務品質 ； 顧客滿意度 ； 百貨公司

並列摘要

The development of department stores can be used as an indicator of urban development and prosperity. Therefore, this study uses the customers of Pingtung Pacific Department Store to understand the impact of promotional perceived value and department store service quality on customer satisfaction, and adopts the intentional sampling method to issue paper questionnaires. , a total of 193 valid questionnaires were collected, and then descriptive statistics, factors, reliability and regression analysis were used to verify the relationships between variables. The research results show that the perceived value of promotion activity and service quality had significantly positive impact on customer satisfaction. Beside, service quality had full meditation effect between perceived value of promotion and customer satisfaction, meaning even if substantial feedback such as promotional activities can attract customers, the quality of service is the key to satisfy customers.

並列關鍵字

Perceived value of promotion ； service quality ； customer satisfaction ； department store