居家用品業顧客滿意度與忠誠度關係之研究－以特力和樂(HOLA)爲例

Housewares Stores Study on the Relationship between Bustomer Satisfaction and Loyalty: A Case Study of HOLA

鍾政偉(Cheng-Wei Chung) ； 邱紹一(Shao-I Chiu) ； 邱素玲(Su-Lin Chiu) ； 胡秀媛(Hsiu-Yuan Hu)

《台北海洋技術學院學報》 4卷1期 (2011/04) Pp. 80-103

https://doi.org/10.29770/JTCMT.201104.0004

摘要

本研究係從顧客的角度，實際探討居家用品業的顧客滿意度，進而探討高滿意度的顧客與提升忠誠度是否具有相關性，以提供經營管理者未來在規畫行銷策略方面之參考。本研究選定HOLA全省五家分店做爲研究之範圍，針對前往HOLA從事消費體驗之顧客爲研究對象，採用隨機抽樣方式進行問卷調查，問卷內容包括顧客之消費特性、顧客之滿意度、顧客之忠誠度及其基本資料等。統計分析方法則應用敘述性統計、t檢定、多變量和單因子變異數分析、因素分析、Pearson相關分析及IPA分析等統計分析方法進行資料之分析，俾瞭解顧客對於居家用品業HOLA之消費特性、個人社經背景與滿意度之關係，進而探討滿意度與忠誠度之相關性。在回收的403份有效問卷中，經過研究結果發現，HOLA的顧客滿意度與忠誠度呈低度正相關，儘管HOLA的顧客在滿意度方面的顯示較高，但是再購買或再惠顧的忠誠度卻極爲有限。此一結果，可提供業者未來在行銷策略的規畫上，考慮從顧客的社經背景或消費特性著手，掌握主要顧客群的資料，針對其消費習性來設計商品與促銷活動。

關鍵字

居家用品業 ； 顧客滿意度 ； 顧客忠誠度 ； IPA分析法

並列摘要

The housewares industry of Taiwan is a booming market. The Test-Rite corp. joined the market and established the HOLA Company in 1997. Nowadays, marketing is consumer orientated of focus, which not only can increase customer satisfaction through an enthusiastic attitude in attending to customers, but also keep loyal customers. The subject of the research is to have a actual investigation of customer satisfaction of HOLA, and then to discuss high- customer satisfaction will or will not enhance the behavior of customer loyalty. It can be a reference for marketing strategy in the future. The research chooses five branch stores of HOLA as its database. This research analyzes the responses of consumers who have visited HOLA and had made purchases there. The research use the convenience sampling, included 420 questionnaires in total, the numbers of questionnaires was 403. The overall return rate was 96%. There are four parts in the questionnaire. The first part is about the characteristics of the customer. The second part is the survey of customer satisfaction. The third part is the survey on customer loyalty. The last part of the questionnaire is the basic background of customers. In accordance with the statistical methods as the Descriptive Statistics, MANOVA, one-way ANOVA, t-test, Duncan, Factor analysis, Pearson analysis, and IPA analysis. Through research, there is a positive low correlation between customer loyalty and customer satisfaction of HOLA, in spite of high customer satisfaction of HOLA, there is a limited extent on customer loyalty. Therefore, the marketing strategy in the future should be involved customer's social and economic background and consumption motives in order to grasp main customers. In order to firm place of the same trade and to attract more customers, HOLA have to enhance quality and style of the merchandise and to promote uniqueness of brand.

並列關鍵字

Customer Loyalty ； Customer Satisfaction ； Housewares Stores ； IPA Analysis

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