商店印象與顧客忠誠度之研究-以大台北區百貨公司為例

The Study of Store Image and Customer Loyalty- A Case on the Department Stores in Taipei City

呂湘南(Shang-Nan Leu)

指導教授 ： 陳 家 祥 博 士

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

消費者環境、消費者情感與認知、消費者行為、與行銷策略，四者相互影響且環環相扣。消費者環境是指所有影響消費者想法、感覺與行動的外在事物與刺激；消費者情感與認知是消費者對環境中的刺激與事件所做出的感覺與想法，包括從經驗發展出來並且存在記憶中的知識、意義與信念，同時也包括注意、了解刺激、事件、回憶過去事件，形成評估並作出購買決策與選擇的相關過程。消費者行為透過被觀察與衡量之後，對於協助發展成功的行銷策略是一件非常重要的事。
本研究經由文獻之中，主要參考 V. W. Mitchell (1999) 針對商店印象構面提出重新定義時，提出有形物質、財務、時間與便利、社會心理四個構面，購買者在心目中定義某商店的方式，即一部分係根據商店功能上的特質，另一部分根據商店心理屬性的氣氛，所形成消費者對商店各方面的綜合印象，在大台北區百貨公司消費購物時發生的行為反應。探討消費者對於國內大型綜合百貨公司營業相關的核心產品、週邊服務與行銷活動等組合的重視度及滿意度調查，以及與忠誠度的關係。分析顧客對商店印象機能構面之滿意度對忠誠度的關係、滿意度不同的顧客群體其重視度與忠誠度之關係、及重視度不同的顧客群體其滿意度與忠誠度之關係。
本研究結果發現滿意度愈高，則顧客對該店的忠誠度愈高。高滿意度相近的顧客群體，其忠誠度會受到其重視度的影響，當顧客高重視度的事項得到高滿意度的滿足後，對於其忠誠度的行為有正面加分的效果。顧客的忠誠度是因為其所高重視的事項獲得高度實際體驗滿意後會產生的行為現象，而其不重視的事項是否得到滿足則與忠誠度沒有顯著的相關性。故建議企業在定位時，必須很明確的清楚要掌握的主顧客群是誰？他們重視的是什麼？企業採行任何行銷作為之前，應該事前盡量充分了解顧客的需求，針對其需求設計出符合顧客願望的行銷方案，才能發揮出行銷的精髓。企業資源分配也應參考主要的顧客最重視之處作最佳的資源分配與利用，提升企業的競爭優勢。對於非主要顧客群或者顧客不是很在意的事項，建議應該杜絕浪費與投資。如果企業把重點放在滿足這些顧客的需求上面，且在顧客高重視的事項給予較高的滿意，可以創造出對企業最忠誠的一群顧客。反之；也會變成最不滿意和傷害企業最大的一群顧客。因為顧客會尋找並移往能夠滿足其重視事項的企業與公司集聚，來滿足他們心中的渴望和慾望，並產生忠誠行為。對於那些不明白或者抓不住他們心中的渴望和慾望的企業與公司，則隨時可能因為時間地點環境的變遷而離去，變得毫不戀棧。

關鍵字

商店印象 ； 百貨公司 ； 顧客 ； 品質 ； 忠誠度

並列摘要

Consumer environment, consumer affect and cognition, consumer behavior and marketing strategy are four factors that interact reciprocally. Consumer environment refers to external objects and stimulants that influence consumer perception and behavior. Consumer affect and cognition are how consumer think and perceive about stimulants received from environment. According to past experiences, consumers develop knowledge, meaning and belief stored in memory. The attention, memory and comprehension of events collectively generate evaluation that is then adopted for purchase decisions. It is critically helpful for a success marketing strategy development to wisely observe and evaluate consumer behavior.
Based on a major reference of V.W. Mitchell (1999), this paper focuses on the redefinition of store image functional dimensions. The four dimensions include physical, financial, time and convenience, and psychosocial. To define a store, specific store functions and psychological attributes jointly shape consumer’s integrated image toward a certain shop. This image affects purchase behavior of Taipei population in the aspect of department stores shopping experiences. This research measured the importance consideration and consumer satisfaction at the business combination of core products, additional services, and marketing campaign in complex department stores. In addition, the correlation between satisfaction and consumer loyalty is furthermore discussed. Analysis results illustrate the correlation between consumer loyalty and customer satisfaction in all four store image functional dimensions. Second, we focus on consumers with different satisfaction levels who show diverse correlation between their loyalty and the importance of store function mix. Crossly, we categorize consumers by the importance level of store function mix to analyze the correlation between satisfaction and consumer loyalty each group possesses.
Our findings conclude a positive correlation of satisfaction and consumer loyalty. Among the group with higher satisfaction, consumer loyalty is strongly influenced by the importance of store function mix. When customer are well satisfied with the functions they view more important, loyalty is consequently enhanced upwards. However, whether consumers are satisfied at less importance functions doesn’t construct significant correlation to loyalty.
Therefore, we suggest that entrepreneurs should clearly define target customer segments during its positioning stage. Precise understandings of particular customer attributes and needs are crucial to any effective and well-organized marketing strategy, Besides, by identifying who your major customers are and what they regard important, business are expected to reach optimum resources allocation and utilization, thus to reinforce competitive advantages. As for those functions customer tend to care less about, wasteful investment can be avoided.
Firms are more likely to dominate a loyal customer group when they concentrate operations on satisfying vital customer needs. Otherwise, customers will immediately turn to competitors who spare no effort to provide higher satisfaction at their top demands, and shift their loyalty anytime due to the fluctuation of time, location and overall environmental features.

並列關鍵字

Store Image ； Department Store ； Customer ； Customer Loyalty

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