- 學位論文
探討服務品質、信任、顧客知覺價值間的關係：以百貨化妝品專櫃為例
The Relationships among Service Quality, Trust and Perceived Customer Value: The Cosmetic Service Encounters in Department Store
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摘要
本研究主要針對百貨化妝品專櫃的服務品質進行探討，觀察台灣化妝品產業的發展趨勢：化妝品逐漸由奢侈品轉為必需品，在實體通路方面，可分為百貨專櫃的高級路線、開架式的平價路線；非實體通路則有直銷、郵購、網路購物等，消費者可在眾多的通路中進行蒐集和比較產品的資訊，所以消費者的購買決策越來越敏銳。隨著化妝品產業發展趨於成熟，許多產品之間也有極高的替代性，基本功能的產品都有類似的訴求。相對地，消費者的忠誠度是否隨之減少？面對此市場競爭所帶來的挑戰，業者如何掌握忠實顧客成為一個重要議題。 經過文獻探討後，本研究聚焦於「服務品質」、「信任」、「顧客知覺品質」三者之間的關係，試圖了解如何提升顧客在接受化妝品專櫃服務時的知覺價值。最後的目的是建立一個百貨化妝品專櫃的服務品質、信任、顧客知覺價值之因果關係模型與問卷衡量，化妝品專櫃業者可透過發放本研究的衡量問卷，經由分析結果採取適當的行動。
並列摘要
This study aimed at the service quality of cosmetic service encounter in department store. To observe the current of cosmetics industry in Taiwan, the position of cosmetics had changed from luxury to necessity gradually. In the practical channels, there are two main channels: the high-priced level of counter cosmetics and the inexpensive level of self-selective cosmetics. In addition, the virtual channels are the direct marketing, mail-order, online shopping. Because of the various channels, consumers can collect the information of products to compare the difference. Furthermore, consumers will change their purchasing decisions. With the mature cosmetics industry, there are the substitute products between different firms. Based on these reasons, the customer loyalty may decrease. To face the challenge of market competition, how to master customer loyalty has become an important issue. After the literature review, this study focused on the relationships among service quality, trust and perceived customer value of cosmetic service counters. This study attempts to figure out the influencing factors on the perceived customer value. The result is that to develop the model and questionnaire. The cosmetic firms can measure the causality among service quality, trust and perceived customer value by the questionnaire.
參考文獻
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