台南市連鎖糕餅業服務品質及消費者行為意向調查研究

The Study of the Service Quality and the Consumer Behavior Intention of Pastries Gifts Industry in Tainan City

吳佳玲(Chia-Ling Wu) ； 王娟娟(Chuan-Chuan Wang)

《台灣首府大學學報》 4期 (2013/10) Pp. 65-83

https://doi.org/10.6607/BTSU.2013.4.4

摘要

糕餅業者從供應日常糕餅蛋糕到婚嫁喜餅，正歷經一連串的市場挑戰。「喜餅」是一份有關新人及雙方家長面子與裡子的禮品，雖然歷經時代的轉變、婚嫁過程簡化，但挑選一份得體大方的喜餅依然重要。為了解消費者對糕餅業者的服務品質與消費行為意向，本研究調查分析台南市520位消費者的意見。嘗試了解其相關因素為何？消費者對糕餅業者所提供的服務較重視者為：1.提供安心滿意的服務。2.服務人員有良好親切態度。3.預先考量顧客需求等。同時消費者亦表示：1.較不在意糕餅業者的營業時間。2.不喜歡服務人員「過度詢問顧客需求」。3.不介意員工的服裝儀容等。對糕餅消費者而言，服務品質的「保證」與「確實」是消費者最重視的因素。研究亦顯示，消費者對糕餅業者所提供的服務具有一定的滿意度及忠誠度。但消費行為意向與消費者屬性無太大差異。故可知，消費者對於糕餅業者所提供的服務品質較為重視。根據研究結果，針對連鎖糕餅業者提出三點建議：1.消費者不喜歡服務人員過度詢問顧客需求。因此在消費者參觀或欲購買產品時應該多傾聽顧客需求，毋須過度推銷與詢問。2.糕餅業者應該關懷顧客之消費體驗，注意服務的提供必須讓消費者感到信任。3.糕餅業者應該針對消費者的特質，加強既有客群的顧客關係管理，開發更多潛在消費市場。

關鍵字

服務品質 ； 消費行為意向 ； 連鎖糕餅業

並列摘要

In the traditional Taiwanese wedding customs, ”pastries gifts” are an essential wedding gift regarding ”reputation” and ”wealth” of new couples and parents of both sides. This study analyzes consumers' value attitudes toward the service quality and the future consuming behavior intention of the pastries gifts industry. The survey objects are 520 consumers from all the districts of Tainan City before upgraded, featuring young, single, college educated and $30,000 income and under.The result comes out as follows: the most valued service quality-”assurance”, ”certainty” and ”concern”; the least valued-”matter of form”. In terms of consumer behavior intention, ”interior response”, ”loyalty' and ”exterior response” come according to the pointed order; the lowest pointed one is ”transference”. The consumers with higher ”loyalty” value ”matter of form”, ”assurance” and ”concern” more. Also, the consumer's ”expenditure” is related to the service quality, i.e. the consumers who are willing to spend more regard the service quality more. As far as the consumers in Tainan City are concerned, they have certain satisfaction with the service which pastries gifts industry provides. Among all, married males regard service quality most. Understanding particular consumer behaviors helps the industry develop combination products that meet the consumer's needs and map out correct marketing strategies. Therefore, it is suggested that male consumer's satisfaction be more regarded by the pastries gifts industry to create a win-win market.

並列關鍵字

service quality ； consumer behavior intention ； pastries gifts industry