宅配服務業服務品質與顧客滿意對再購意願影響之實證研究－以結構方程模式分析

宅自己服務業創造了新的流通經營管理，且是發展電子商務基礎重要的一環。業者須能順應環境變遷將更專業的服務品質提供給顧客，提昇顧客滿意，鞏固版圖以求企業的永續經營，因此如何滿足顧客宅配服務需求進而強化顧客的再購意願，是值得重視的議題。研究結果顯示不同人口統計變數對服務品質、顧客滿意及再購意願有部份的顯著影響；以結構方程模式檢測發現，服務品質對顧客滿意具有顯著正向影響，而服務品質會藉由顧客滿意之中介效果間接影響再購意願。同時結果顯示國內消費者使用宅配服務時，考量順序為方便性、效率性和信賴性。

關鍵字

國內宅配服務；服務品質；顧客滿意；再購意願

並列摘要

The introduction of home delivery service industry from abroad provides convenience for domestic consumers. The industry creates new management concept of distribution, also which is important linkage in E-commerce development. The major subject for manager is to emphasize the service quality, to satisfy the need of consumers and also to enhance the repurchase intention of consumers. Most of research discussed the cause, successful management factors or service unicity for the industry, but not for the relationship among service quality, consumer satisfaction and repurchase intention. Applying statistical t-test, analysis of variance and structural equation modeling (SEM), the outcome of this study indicates that (1)Basic demographical variables analysis shows that there is partially significant effect on service quality, customer satisfaction and repurchase intention. (2)There is a significant relationship between service quality and customer satisfaction. (3)There is a significant relationship between customer satisfaction and repurchase intention. (4)There is not a significant relationship between service quality and repurchase intention.