量販店之服務品質與滿意度研究--以大台北都會地區為例

The Study on Service Quality and Satisfaction of Hypermarket--A Case Study in Taipei Metropolis Area

黃漢卿(Hang - Ching Huang)

指導教授 ： 湯玲郎 博士

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

台灣地區在最近十幾年以來，整體通路結構已由製造商、大盤商、中盤商轉變由位居通路末端的零售商主導市場的局面。在市場通路中位居重要角色的量販店，不但營業額成長快速，國內、外眾多知名零售業者更是相繼投入該產業之中，使得原本已競爭激烈的量販店產業，更趨向於大型連鎖化的經營型態，市場上有大者恆大的發展趨勢。因此，未來量販店在汰弱存強的市場競爭下，唯有透過服務品質的提昇，並提供顧客滿意的商品與服務，才能提高顧客再購買意願，以確保市場之優勢地位。
本論文以大台北都會地區之量販店的內部員工與顧客為研究對象，探討量販店之服務品質與滿意度，以瞭解其所重視與滿意的服務品質屬性或構面之差異為何？及與顧客滿意度之關係為何？經由問卷之資料搜集與統計分析後得到以下之結論：
1.從不同人口統計變數之分析可知，在不同工作年資與不同年齡之內部員工，對量販店服務品質各構面有顯著的不同期待與認知；而在不同婚姻狀況與不同教育程度的顧客，也對量販店服務品質各構面有顯著的不同期待與認知。
2.從服務品質缺口的檢驗可知，大台北都會地區之顧客對三大量販店所提供之服務品質普遍不滿意，而量販店業者也不瞭解顧客所重視的服務品質屬性為何？但是其中以家樂福之服務品質缺口較小。
3.從服務績效水準評估可知，家樂福主要應該改善的構面為「可靠性」與「反應性」，大潤發則以「反應性」與「保證性」為主要改善構面，而愛買吉安則應該將「保證性」與「關懷性」列為主要改善構面。而愛買吉安在整體服務品質上較優於家樂福與大潤發，此三家量販店在硬體與內部規劃上皆達水準之上。
4.從顧客整體滿意度的分析中可知，不同量販店與不同人口統計變數對顧客整體滿意度無顯著性差異；不同服務品質各構面與顧客整體滿意度有顯著性相關，而其中又以「保證性」構面影響程度最大，量販店業者對於口碑的營造，價格策略的運作及員工服務形象應該要特別注重，那是影響顧客整體滿意度的主要服務屬性。另外，顧客整體滿意度、再次購買意願與推薦購買意願之間也有顯著性相關。
關鍵字：量販店、服務品質、顧客滿意度

關鍵字

量販店 ； 服務品質 ； 顧客滿意度

並列摘要

Taiwan area in 10 years recently, whole channel structure has been transferred from manufacturer, large-scale wholesaler and middle-scale wholesaler to live at end of the retailer which is leading the situation of the market. Hypermarket is important role in market channel. It not only business volume grows up fast but also attracts a lot of famous retailers one by one to join this industry. This makes the hypermarket to tend towards the operation form of large-scale chain store even more in the competitive hypermarket industry. It caused the developing trend of the large one is permanent in the market. Thus, hypermarket is under eliminating weakly and strong survival market competition in the future, only improve service quality and offer customer satisfactory goods and service, could improve customer again to buy wish, so it can ensure advantageous position of the market.
This thesis regards hypermarket’s internal employees and customer for an object of study in Taipei Metropolis Area, probe into hypermarket''s service quality and satisfaction, as understand why is difference between the satisfactory service quality attribute or configuration? And why it will be relation with customer satisfaction? After by way of the questionnaire in information collection and statistical analysis, we can get a conclusion as following：
1. From the analysis of different population statistics variable, we can know in different age and seniority in interior employees, have obvious different expectation and cognition to each configuration in hypermarket’s service quality; In customer of different marital status and different education degree, have also conspicuous different expectation and cognition to each configuration in hypermarket’s service quality.
2. From the inspection of service quality gap, three major hypermarkets offered Taipei Metropolis Area’s customers the service quality that is generally unsatisfied and proprietor also cannot understand what customer is regarding for service quality attribute. But, Carrefour’s service quality gap is relatively small among them.
3. From the evaluation of service performance level to know, Carrefour should be improved mainly is reliability and responsiveness, RT-MART is responsiveness and assurance, and Geant should focus on assurances and empathy. However, the three hypermarkets have high-level scheme in hardware facility and strategy, nevertheless, Geant’s service quality is superior to Carrefour and RT-MART.
4. From the analysis of customer''s whole satisfaction, different hypermarket and different population statistics variable do not have observable difference to customer''s whole satisfaction; But different service quality to each configuration is correlated with customer''s whole satisfaction, and the influence of assurances is greatest among them, hypermarket’s proprietor should be especially paid attention to making a public praise, the operation of price tactic and service image. Moreover, them also have obvious correlation between customer''s whole satisfactions, customer again to buy wish and recommend buying wishing.
Keyword：Hypermarket, Service Quality, Customer Satisfaction

並列關鍵字

Hypermarket ； Service Quality ； Customer Satisfaction

參考文獻

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