顧客分群對物流服務品質與滿意度之影響：以全通路服飾零售為例

Effect of Customer Segmentation on Logistic Service Quality and Consumer Satisfaction in Omnichannel Apparel Retailing

姚昌玥(Chang-Yueh Yao)

指導教授 ： 蔣明晃

國立臺灣大學/管理學院/商學研究所/碩士(2022年)

https://doi.org/10.6342/NTU202201207

摘要

過去以實體銷售為主的服飾產業，在新冠疫情期間受到重大衝擊，有些品牌選擇關閉部分實體門市，有些則直接宣告破產。疫情導致消費者減少外出，迫使服飾業者轉向全通路的經營方式以提供顧客更加適己且自由的消費方式。此外，物流服務對消費者的購買決策有更大的影響力，消費者願意為了更短的等待時間而轉換通路消費。
隨著更多消費者成為全通路使用者，全通路顧客是否能再劃分成不同的子群體，而不同的子群體之間的偏好是否存在差異也值得探究。為了解全通路顧客分群與其對物流服務品質的影響，本研究探討在全通路服飾零售情境下，以全通路使用動機劃分之顧客群體在物流服務品質與滿意度是否存在差異。
將蒐集之樣本經驗證性因素分析、階層分群、區別分析與ANOVA後，將顧客依全通路使用動機分類為三群，並依其特徵命名為購物興致平淡的顧客、功能導向的顧客與熱衷購物的顧客。購物興致平淡的顧客在物流服務品質與滿意度普遍評價較低，熱衷購物的顧客在物流服務品質與滿意度評價上則一致偏高，功能導向的顧客則在多數物流服務品質面向與滿意度評價與熱衷購物的顧客無顯著差異。本研究結果指出，擁有不同全通路使用動機的顧客群體，其在物流服務品質與滿意度的評價確實存在差異。

關鍵字

全通路零售 ； 物流服務品質 ； 顧客分群 ； 驗證性因素分析 ； 聚合式階層分群

並列摘要

Apparel retailers used to focus on offline selling were severely impacted after covid-19, some chose to close part of shops, while some just went bankruptcy. Less opportunity to go out due to covid-19 forces apparel retailers to turn to omnichannel to provide consumers a shopping environment of more options and convenience. Meanwhile, logistic service has more influence on purchase decision, since consumers now are willing to change their shopping channels for shorter waiting time.
With more customers become omnichannel users, it is worthy to investigate if omnichannel customers can be divided into sub-groups, and whether these sub-groups have different preferences. To understand the effect of segmentation of omnichannel customers on logistic service, this study is designed to investigate whether differences exist in logistics service quality and satisfaction among customer groups divided by omnichannel usage motivation in the context of omnichannel apparel retailing.
After conducting CFA, hierarchical analysis, discriminant analysis, and ANOVA, samples were divided into three groups based on their characteristics and are named indifferent shoppers, convenience-oriented shoppers, and enthusiastic shoppers. Indifferent shoppers put lower grades on both logistic service quality and satisfaction, in contrast to enthusiastic shoppers. Convenience-oriented shoppers are in the middle, but the ANOVA shows that their evaluation on many logistic service quality area and satisfaction have no significant difference with that of enthusiastic shoppers. This study found that differences do exist in the evaluation of logistics service quality and satisfaction among customer groups with different motives for using omnichannel.

並列關鍵字

Omnichannel ； Logistic Service Quality ； Customer Segmentation ； Confirmatory Factor Analysis ； Hierarchical Cluster Analysis

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