台灣超市顧客滿意測量模型之研究

Measurement of Customer Satisfaction in the supermarket of Taiwan

宮越匡(Tadashi Miyakoshi)

指導教授 ： 任耀庭

淡江大學/國際研究學院/亞洲研究所碩士班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00442

摘要

在本研究中，透過以往的研究文獻所得，把Parasuraman，Zeithaml and Berry 提出之“服務品質評價模型（PZB模型）”中“期望和成果的差距”加入在客戶滿意度評價模型中，從“期望和成果的差距”導入顧客滿意度的“不一致(Disconfirmation) ”並且改善顧客滿意度評價模型中主體不一致的問題，建構以服務業基礎的客戶滿意度評價模型。在本論文中，保留以適合零售服務評價的衡量構面的有效性和可靠性，加上參考五個SERVQUAL的主要構面（可靠性、確定性，有形性，同理性、反應性），以及改良行銷７P框架“７P銷售服務”中客戶滿意度的影響因素，這些問卷變數有“服務內容”，“價格”，“通路”，“企業形象”，“設備齊全”，“人事”和“過程”，來測量「顧客期待」、「知覚成果」、「期望和成果的差距」、「顧客満足」、「忠誠度」等五個構面的顧客滿滿意模型，透過分析彼此影響的關係，來證實確認本研究模型邏輯的有效性。本研究模型問卷調查，用１０分量表，研究的五個步驟如下所述進行具體研究（１）文獻探討，（２）理論架構的形成，（３）因素關係，（４）調查問卷，（５）問卷調查分析，及（６）建議及結論。
・ 實證結果1、影響超市顧客滿意度的因素有“服務內容”，“價格”，“通路”，“企業形象”，“設備”，“人事”七項目營銷組合概念。
・ 實證結果2、調查結果顧客滿意受顧客期待的影響大，而受知覺結果的影響小。
・ 實證結果3、衡量服務品質中『知覺與期待的差距』的概念用來補足顧客滿意評量模型的假設驗証成立。

關鍵字

市場營銷 ； 客戶滿意度 ； 服務品質 ； 因果關係 ； 超市 ； 調查

並列摘要

Service quality is an important issue in management field and customer satisfaction is another popular topic in today's businesses. The study is using ACSI (American Customer Satisfaciton Index) with revised both of SERVQUAL and 7P(contents of service, price, channel, good image of the store, good facilities, stuff, process.) and PZB model to examine the relartionship among 5 dimensions of model (perceived quality, expectation, gap between perceived quality and expectation, customer satisfaction and loyalty). The intention of this study is to integrate relevant literature and develop of comprehensive model of customer satisfaction in the area of Taiwan supermarket. The study will identify whether this is an interrelationship on the gap between perceived quality and expectation and customer satisfaction.
A 10-point survey questionnaire was developed to conduct a survey and this study is taken six procedures by following that (1) documentary searches, (2) construct the hypothetical model, (3) validation of the influence factors, (4) design of questionnaire, (5) survey and analysis, (6) conclusion and suggestion.
An empirical investigation of this results indicated that are follows as:
1. Taiwan's supermarket is influenced by seven factors, such as contents of service, price, channel, good image of the store, good facilities, stuff, process.
2. The expectation impacted customersatisfaction, but the performance impact customer satisfaciton little.
3. The comprehensive model of customer satisfaction in the area of Taiwan supermarket.with revised element of service quality model is approved.

並列關鍵字

Marketing, ； Customer Satisfaction, ； Service Quality ； Causal Relationship between Service Quality and Customer Satisfaction, Supermarket ； Market Survey

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