服務品質與口碑關係之研究－以台中新光三越為例

Relationship between Service Quality and Word-of-Mouth: Evidence from Shin Kong Mitsukoshi Department Store in Taichung

陳威有(Wei-Yu Chen)

《全球運動與休閒管理期刊》 4卷2期 (2021/06) Pp. 1-20

https://doi.org/10.6616/GSRM.202106_4(2).0001

摘要

目的－台灣百貨公司市場是競爭激烈的，在這市場中重視服務品質和口碑，二者在其中扮演著重要角色。因此，本研究主要的目的是以新光三越消費者為對象，來探討服務品質與口碑之間的關係，而這二個因素更可以決定顧客再回購意圖。方法－本研究收集了562位新光三越消費者，所得資料用描述性統計分析、單因子變異數及迴歸分析，進行假設的驗證。結果－本研究實證結果有二個主要發現：第一、不同性別、年齡與逛百貨公司頻率對口碑影響具有顯著差異影響。第二、服務品質（保證性、反應性、關懷性）對口碑有正向影響。貢獻－最後對於研究結果將提供百貨業者一個服務品質的架構。

關鍵字

服務品質 ； 口碑 ； 新光三越

並列摘要

Purpose-Taiwan has a highly competitive department store market. In this market place a huge emphasis on service quality and word-of-mouth, due to the fact that these two aspects can be the determining in terms of overall repurchase intentions. There is a primary objective of this research. This study aims to empirically test the relationship between service quality and word-of-mouth in Shin Kong Mitsukoshi department store. Methodology-The proposed hypotheses were tested by collecting data from 562 Shin Kong Mitsukoshi customers. The collected data were tested using Descriptive Statistics, One-Way ANOVA, and Stepwise Regression. Findings-There are two primary findings of this study. First, According to this study result, it shows that different gender, years, and shopping frequency would have the remarkable difference with consumer word-of-mouth. Second, the findings indicate that service quality (assurance, responsiveness, and empathy) positively influenced word-of-mouth. Value-This paper contributes to research on department store by the development of a comprehensive framework for customer.

並列關鍵字

Service Quality ； Word-of-Mouth ； Shin Kong Mitsukoshi

參考文獻

陳威有（2020）。台中地區購物中心服務品質、顧客滿意度與顧客忠誠度關係之研究。全球運動與休閒管理期刊，3（1），40-63。

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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楊美香，陳威有（2021）。消費者對百貨公司意象與滿意度之研究。全球科技管理與教育期刊，10（1），48-56。

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