消費者對百貨公司意象與滿意度之研究

The Study on the Image and Customer Satisfaction of Customers in Department Store

楊美香(Mei-Hsiang Yang) ； 陳威有(Wei-Yu Chen)

《全球科技管理與教育期刊》 10卷1期 (2021/03) Pp. 48-56

https://doi.org/10.6617/GTME.202103_10(1).0003

摘要

本文主要目的是探討百貨公司顧客意象對顧客滿意度之影響。總共發出1,000份問卷，回收問卷721份，剔除無效問卷62份，有效問卷659份。研究結果發現，百貨公司顧客意象對顧客滿意度之間的關係是顯著的。結果也證明，高度的顧客意象水準將顯著影響顧客滿意度。最後，對於研究結果也提供百貨業者未來管理實務與建議。

關鍵字

百貨公司 ； 意象 ； 顧客滿意度

並列摘要

The purpose of this paper is to examine the image and its implication on customer satisfaction. A total of 1,000 questionnaires were distributed for customers and 721 were returned. After deducting 62 incomplete, a total of 659 valid questionnaires were received. The finding found that the relationship between image and customer satisfaction significant. The results show that the higher level of image significantly impacts to customer satisfaction. Theoretical and practical suggestions are also provided to the department store managers.

並列關鍵字

Department Store ； Image ； Customer Satisfaction

參考文獻

陳威有（2020）。服務品質與顧客滿意度。全球科技管理與教育期刊，9（4）， 24-41。

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