運動用品零售店之氛圍因素對服務品質、顧客滿意與行為意圖間影響之探討

An Exploratory Research on Influences of Sport Goods Retailer Store Atmosphere on Service Quality, Customer Satisfaction, and Behavior Intention

王俊人(Jun-Ren Wang) ； 張家揚(Chia-Yang Chang) ； 許雄傑(Hsiung-Chieh Hsiu)

《行銷評論》 3卷4期 (2006/12) Pp. 473-495

摘要

在目前多變的環境，運動用品零售產業處在經營連鎖化、規模大型化的趨勢中，呈現競爭激烈的產業態勢，如何吸引消費者並提高其消費的意願便成了運動用品零售店是否能生存的重要因素。追求差異化的競爭策略將是其中的關鍵。提高服務品質與氛圍因素的設計等皆能達到差異化的效果。因此，本研究以運動用品零售店為研究對象，對氛圍因素對服務品質、顧客滿意與行為意圖間之干擾效果進行了解及驗證。
本研究將以2^3因素設計收集資料，因素包括聲音大小、溫度高低與燈光明暗，聲音大為80~90分貝，小為50~60分貝；溫度高為26~28度，低為19~21度；燈光亮為600~650 lux，暗為350~400 lux。2^3因素設計是探索何種因素影響較大，藉以了解運動用品零售店業者需要關切的氛圍因素之設計。經過統計分析，我們發現溫度、燈光及聲音大小對於服務品質及顧客滿意間之關係有顯著干擾效果存在。
雖然過去的研究中指出，服務品質對於顧客滿意有正向的影響，但本研究發現，在運動用品零售業中，要讓顧客感到滿意，高的服務品質是必備的，除此之外，氛圍因素對於服務品質及顧客滿意間的關係有干擾效果，所以必須加以控制。我們發現服務品質的五構面中只有有形性及可靠性達顯著，因此，我們建議運動用品零售業應該注意快速與具有同理心的回應顧客需求以及確保顧客的權益等其他三個構面，且須注意溫度、燈光及聲音的控制，使得服務品質發揮對顧客滿意的最大效果。本研究也發現顧客滿意對於行為意圖有正向的影響，因此，運動用品零售店需要使顧客滿意進而讓顧客有正向的行為意圖，如重複購買、願意支付更高的價錢及向別人推薦此運動用品零售店。建議未來研究者可針對廠商特性加以控制，並考慮相關的環境因素如季節等，此外亦可針對Turley and Milliman's (2000)研究中其他的變數，如外觀變數及位置與空間設計變數等，加以探討。

關鍵字

氛圍 ； 服務品質 ； 顧客滿意 ； 行為意圖

並列摘要

The sport goods retailers industry is in its mature stage-sport goods retailers are competing with each other bitterly and are struggling for their existence within this industry. It is apparent that to attract customers and to enhance their purchase intention are key factors for those sport goods retailers to survive as well as distinguish themselves in the industry. To understand the relationship among service quality, customer satisfaction, and behavior intention in sport goods retailer store, and also to explore the influence of its atmospherics on service quality, customer satisfaction, and behavior intention, we use a 2^3 factorial design where factors including light (bright 600~650lux/dark 350~400lux), sound (loud 80~90decibel/quiet50~60decibel), and temperature (high 26~28℃ /low 19~21℃). By the use of a 23 factorial design, we try to figure out which factor affect customers mostly and could be used for retailer stores' further reference on in-store design. After analyzed the mediate roles of each factor, we found that light, sound, and temperature have mediate effects on the relationship between service quality and customer satisfaction.
Moreover, we found that to make customer satisfied, except for high service quality, sport goods retailer stores still have to keep adequate in-store temperature, music volume, and light, because of the mediate effects on the relationship between service quality and customer satisfaction. We also found that only tangibility and assurance within five service dimensions affects customer satisfaction significantly; therefore, we suggest that in addition to tangibility, sport goods retailer store also need to pay attentions to sympathy, reliability, and responsiveness. Besides, we found that customer satisfaction affects behavior intention directly, therefore, sport goods retailers have to make customer satisfied if they want their customer have positive behavior, like repeated purchase, paying more, and recommend the stores to others.
We would like to suggest future researchers that they should consider
the characteristics of sport goods retailers and the impact of circumstances. And they also can explore customer satisfaction and behavior intention based on Turley and Milliman's (2000) category of atmospherics, such as external variables, layout and design variables, and so on.

並列關鍵字

Atmospherics ； Service Quality ； Customer Satisfaction ； Behavior Intention

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