離島零售業服務品質與顧客滿意度分析－以農會超市與全聯社為例

Analyzing the Service Quality and Customer Satisfaction of Offshore Retail Business-The Case of Farmer Market and Pxmart

韓子健(Tzeu-Chen Han) ； 李文智(Wen-Chin Lee)

《服務業管理評論》 9期 (2011/12) Pp. 105-131

https://doi.org/10.29858/SIMR.201112.0005

摘要

加強經濟復甦提昇國內消費需求是目前政府所積極努力的，而零售業屬於內需產業最重要的一環，因此有關零售產業的研究已逐漸成為熱門的研究課題，是許多學者研究的共識。但對有關離島零售業員工的服務對顧客滿意度的影響方面的研究則少有人探討。本研究以澎湖當地營業狀況最好的兩家零售業者為研究對象，採隨機抽樣方式於99年10月20日至99年12月2日止，共進行400份問卷調查，即每店200份。藉以探討不同經營業者其顧客在重視度及滿意度上有何不同，而其顧客期望與認知又有何不同。研究結果發現農會超市的優先改善項目前五項為：停車空間、超市地點、超市購物設施老舊、商品分類標示是否清楚、優惠活動是否滿意；而全聯社則為：工作人員是否熱心協助、工作人員的服務態度、購物問題解決、結帳時間、退貨處理等。分析結果將給離島業者在往後經營上提供一個最佳之參考，以期達到提昇離島零售業服務品質之最終目的。

關鍵字

零售業 ； 服務品質 ； 顧客滿意度

並列摘要

To harden the Economic recovery, the government aim is to enlarge the domestic demand which retail business play the major role of it. That's the reason why retail business research became a popular and hot topic and this understanding has been verified by many scholars. However, few studies have explored how the employee service quality affects customer satisfaction and how much that is affected by the offshore retail business. The research is base on the top two retailers in Penghu and the methodology is sampling survey 400 questionnaires (i.e. 200 per store) started from Oct 20, 2010 to Dec 2, 2010. By using stochastic tool to figure out the difference of these dealers in the area of customers's perception-expectation. The result induced the top priority of improvements of farmer market: parking space, location and the clear indication of label. Regarding to Pxmart, the manner of service, proper purchasing issue solving as well as the waiting time control for pay bill are the priority. The research result will share to dealers of offshore island as a reference of best practice. The goal is to achieve the better quality of service.

並列關鍵字

Retail business ； service quality ； customer satisfaction