生活百貨業顧客滿意之研究：以宜家家居為例

為補足先前研究探討提升生活百貨業顧客滿意之缺口，本研究皆在彙整不同觀點之顧客滿意文獻與衡量構面，並對國內傢俱設備業之市場領導公司宜家家居（IKEA）商店的顧客進行問卷調查與資料分析，以暸解不同顧客對顧客滿意不同構面所產生之認知差異性為何，進而發現提升顧客滿意之關鍵因素。本研究共取得200份有效問卷，研究結果發現顧客對顧客滿意之不同變數（含商品、價值、服務人員、賣場環境）之認知有所差異。另外，就各變數之合計平均數分析結果而言，本研究發現服務人員高於賣場環境、商品及價值。整體而言，本研究結果對企業實務而言可暸解生活百貨業商店之顧客滿意各變數間之差異情形，及做為如何提升顧客滿意關鍵因素之參考依據。最後，本研究提出管理意涵與經營管理策略相關建議。

關鍵字

顧客滿意；生活百貨業；宜家家居

並列摘要

To bridge the gap of past studies in the customer satisfaction of living department stores industry, the purpose of this research is attempting to summarize literature and dimensions of different perspectives customer satisfaction. Besides, this research attempts to invest the customers of domestic living department stores leader company-IKEA and hopes research results to understand the customer's perceived difference of customer satisfaction, and finds the key factor of increasing customer satisfaction. Empirical analysis was then performed based on the sample data of 200 questionnaires. The results revealed that there is mean different customer's perceived difference in different customer satisfaction variables (i.e. commercial good, value, service person and store environment). In addition, this research found that the mean priority (i.e. service person, store environment, commercial good and value) of each dimension of customer satisfaction. Overall, these research results can understand the customer's perceived difference of customer satisfaction, and provide the reference of key factor of increasing customer satisfaction of living department stores industry. Finally, this research provides managerial implications and suggestions of strategic management.