電子報之服務品質、顧客滿意度及忠誠度－以某知名連鎖傢俱量販店為例

A Study on Service Quality, Customer Satisfaction, and Loyalty of Electronic Papers－Taking A Furniture Wholesaler as A Example

楊婉姈(Wan-Ling Yang)

指導教授 ： 張文華

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2009年)

摘要

在現今的競爭環境中，各行各業都面臨到服務品質上的競爭考驗。隨著資訊時代的來臨，網路已成為人類生活必備工具，而面對顧客的需求增加時，企業為追求持續性的競爭優勢，更需提供符合顧客所需的服務品質，及維持良好的顧客關係，進而提高顧客滿意度。本研究以台灣地區某知名連鎖傢俱量販店之電子報會員為研究對象，試圖了解其電子報所提供的各項產品與服務，是否真正符合顧客的需求，進而找出影響顧客滿意度和忠誠度的要素，本研究發現：(1)經由因素分析萃取了三個構面，其重要性依序為「網站設計」、「服務可靠性」及「產品資訊」，因此業者可依據構面的重要性，作為規劃與加強服務品質及顧客滿意的優先順序；(2)經由迴歸分析結果顯示，各個研究假說皆成立，顯示「網站設計」、「服務可靠性」及「產品資訊」對顧客滿意度具有正向影響；(3)經由集群分析將顧客區分成四組不同的顧客群，並利用區別分析驗證所得集群數的區別效果。最後，再利用變異數分析檢定不同人口統計變數對於服務品質、顧客滿意度及顧客忠誠度是否有顯著差異，研究結果顯示，不同年齡、教育程度及消費頻率對服務品質、顧客滿意度及顧客忠誠度有顯著差異。本研究期望能提供有效的決策資訊，作為某知名連鎖傢俱量販店提升服務品質與調整行銷策略的參考。

關鍵字

電子報 ； 量販店 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Today, all trades and professions are confronted with the trial for service. Because of the arrival of information era, Internet has been necessaries of our life. In face of customers’ more and more demand on service, the corporate provide higher service quality to reach customer satisfaction, moreover, to keep the relationship with customers in order to establish lasting competitive advantages. In this study, by collecting the questionnaire data from the electronic newspaper membership of a furniture wholesaler in Taiwan, we attempt to analyze the main influential factors of subscribers’ satisfaction and loyalty. The findings of this study are as follow: (1) this study sorts out 3 dimensions in evaluating the electronic newspaper site by factor analysis. In sequence of importance are “network design”, “service reliability”, and “product information”. According to this priority, the electronic newspaper site can thus take actions to reinforce service quality and customer satisfaction; (2) the results of regression analysis indicate that network design, service reliability, and product information affect positively the customer satisfaction; (3) We divided subscribers into four groups by using cluster analysis, and then utilized the discrimination analysis to identify the validity of cluster analysis. After, a one-way ANOVA was conducted to assess differences between the various population statistical variable. The result shows that various age, education, and consumption periodicity have significant impact on service, customer satisfaction, and loyalty. We hope provide valid information to take for the furniture wholesaler promoting service quality and adjusting marketing stratagem.

並列關鍵字

Electronic Newspaper ； Wholesaler ； Service Quality ； Customer Satisfaction ； Customer Loyalty

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