連鎖店意象與滿意度之研究－以全聯福利中心為例

The Study on the Image and Customer Satisfaction of Customers in Chain Store-Using Pxmart as an Example

陳明章(Ming-Chang Chen)

《全球運動與休閒管理期刊》 5卷1期 (2022/03) Pp. 25-38

https://doi.org/10.6616/GSRM.202203_5(1).0002

摘要

在過去探討影響顧客滿意度之因素研究甚多，但對於零售業而言未提出一個較完整之架構，本文主要目的是探討全聯福利中心之意象對顧客滿意度的影響。本研究共發出700份問卷，回收問卷521份，剔除無效問卷32份，有效問卷489份，並利用獨立樣本t-test檢定、單因子變異數及迴歸分析。研究結果發現如下：（1）消費者的性別對顧客滿意度具有顯著差異影響。（2）消費者的收入對顧客滿意度具有顯著差異影響。（3）消費者的意象對顧客滿意度具有正向的影響。最後，針對上述研究結果，將提出建議供業者參考。

關鍵字

全聯福利中心 ； 意象 ； 顧客滿意度

並列摘要

In the past, there were a lot of studies discussing about the factors influence customer satisfaction, but they did not propose a full framework. Therefore, the purpose of this paper is to examine the image and its implication on customer satisfaction in Pxmart. A total of 700 questionnaires were distributed for customers and 521 were returned. After deducting 32 incomplete, a total of 489 valid questionnaires were received. After using Independent t-test, One-Way ANOVA, and Regression Analysis of data to verify the suppositions of different studies, the following conclusions are drawn: (1) Different customer's gender shows significant different to customer satisfaction. (2) Different customer's income shows significant different to the customer satisfaction. (3) The store image by customer has positive effect on customer satisfaction. According the findings of the study, related suggestions for practices are proposed by the study.

並列關鍵字

Pxmart ； 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。

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。

Boulding, K. E. (1956). The Image. Ann Arbor, Michigan: The University of Michigan Press.

Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of Consumer Marketing, 6(3), 13-19.

Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.