從知覺價值觀點探討影響顧客満意度及行為意圖之因素－以星巴克咖啡為例

Factors Affecting Customer's Satisfaction and Behavior Intention from the Perspective of Perceived Value: A Case Study of Starbucks Coffee

王育民(Yu-Min Wang)

指導教授 ： 王居卿

淡江大學/商管學院/管理科學學系博士班/博士(2018年)

https://doi.org/10.6846/TKU.2018.00394

摘要

幾乎所有的咖啡連鎖店探討僅著重於服務品質的研究，本研究從認知價值觀點，將影響顧客價值認知的產品、價格、價值、信任、個人及情境等因素納入企業形象變數整體去探討與服務品質、顧客滿意度及行為意圖之關係。另顧客通常是透過服務傳遞所接收到的服務（顧客認知）和心中所預期服務（顧客期望）來做比較及評估，本研究據此觀點，探討消費者在服務品質、企業形象與顧客滿意度上是否有差異。
本研究採用問卷調查法蒐集資料，回收有效問卷448份，以結構方程模式進行路徑分析並運用SPSS20.0和LISREL 8.7進行資料分析。實證結果如下：
1.在服務品質、企業形象與顧客滿意度之期望與認知上均有顯著差異。
2.服務品質對企業形象、顧客滿意度與行為意圖均部分顯著影響。
3.企業形象對顧客滿意度與行為意圖均顯著正向影響。
4.滿意度對服務品質與行為意圖及滿意度對企業形象與行為意圖間的關係均具顯著的中介效果。
5.不同消費者屬性在服務品質、企業形象、顧客滿意度及行為意圖上均有顯著差異。

關鍵字

服務品質 ； 企業形象 ； 顧客滿意度 ； 行為意圖 ； 知覺價值

並列摘要

Almost all of the coffee shops are only focused on the study of service quality. This research, from the perspective of perceived value, incorporates such factors as product, price, value, trust, individual and situation that affect customer value perception as a whole to explore service quality, customer satisfaction, and behavioral intentions. In addition, the customer usually compares and evaluates the service (customer awareness) received by the service and the service expected by the customer (customer expectation). Based on this view, this study explores the causal relationships among service quality, corporate image, and customer satisfaction.
In this study, a questionnaire survey was used to collect data and 448 copies are valid. Path analysis was conducted based on the structural equation model and the data were analyzed using SPSS 20.0 and LISREL 8.7. The empirical results are as follows:
1.Expectations and perceptions in service quality, corporate image and customer satisfaction are significantly different.
2.Service quality has the partially significant impact on the corporate image, customer satisfaction, and behavioral intention.
3.Corporate image has a significant positive impact on customer satisfaction and behavior intention.
4.Satisfaction has a significant mediating effect on the relationship between corporate image and behavioral intention and also on the relationship between service quality and behavioral intention.
5.Different consumer attributes have significant differences in service quality, corporate image, customer satisfaction and behavioral intention.

並列關鍵字

service quality ； corporate image ； customer satisfaction ； behavioral intention ； perceived value

參考文獻

王明坤、黃國平 (2001)。電信解除管制後新產品服務知覺品質、服務等候、企業形象與知覺價值對消費者行為意向之影響--臺灣三大電信公司服務競爭模型之比。電子商務學報，13(2)，303-338。

別蓮蒂、鄭秀倫 (2004)。影響企業品牌傘策略背書效果的因素。中山管理評論，12(2)，269-305。

林素吟 (2005)。服務品質、滿意度與購買意圖關係之研究：層級干擾迴歸分析之應用。管理評論，24(2)，1 - 17。

許麗玲、陳至柔、陳澔輝 (2013)。雲端ERP 系統服務品質與持續使用意圖之研究。電子商務學報，15(2)，195-234。

黃明新、黃麗君 (2011)。重新探討零售業顧客滿意度：比較享樂型與功能型購物價值之差異。管理評論 ， 30(1)，59-76。