中部地區百貨公司化粧品專櫃顧客抱怨行為之研究

本研究之目的以台中地區百貨公司化粧品專櫃的女性消費者，對於產品、服務人員、場地設施、購買過程、溝通等，可能產生抱怨之服務過程，並探討不同人口統計變項在百貨公奇化粧品專櫃抱怨行為約差異。還用次數、百分比、因素分析、獨立樣本t檢定、一因子多變量變異分析所得資料。結果顯示已婚的消費者在服務人員方面顯著優於未婚的消費者，新光三越中港店的消費者在服務人員方面顯著優於廣三SOGO之消費者，中友百貨的消費者在購買過程方面顯著優於廣三SOGO之消費者，大專院校教育程度在服務人員、溝通與場地設施方面顯著優於高中職以下與碩士以上之消費者，月收入20,001-40,000元之消費者在服務人員與產品方面顯著優於20,000元以下、40,001-60,000元與60,001元以上之消費者。建議百貨業化妝品專櫃成立專門解決顧客抱怨不滿之客訴部門，重視員工雇用與訓練，產品要能取得有效的檢驗證明，而服務設施均要注意安全與舒適性，以增加消費者的滿意。

關鍵字

百貨公司化粧品專櫃；抱怨行為

並列摘要

This study was aimed to realize possible complaining behavior occurred for product, sales people, counter area and facilities, during-buying, communication and etc., among female consumers of cosmetics counters stationed in department stores in Taichung area. The differences of complaining behavior by different demographics were also discussed. Analysis methods, such as frequency, percentage, factor analysis, t-test and One-way MANOVA were operated for data processing. The results indicated that married respondents were superior to the singles in respect of sales people. Consumers in Shin Kong Mitsukoshi Taichung Store were significantly superior to consumers in Taichung SOGO in respect of sales people. Consumers in Chungyo Department Store were significantly superior to consumers in Taichung SOGO during buying process. Consumers with college education were greater than consumers with senior high school or below education and with graduate education with regards to sales people, communication and counter area and facilities. Consumers with monthly income between NT$20,001 to 40,000 were better than those with monthly income below NT$20,000, between NT$40,001 to 60,000 and above NT$60,001 regarding sales people and product. In order to increase customers' satisfaction, it is suggested cosmetics vendors set-up customer service center dedicated to handling customers' complaints, pay attention to employee's recruitment and training, obtain valid testing certification for every product and take good care of safety and comfort issues of service facilities.