消費價值、服務品質體驗與顧客滿意度關係之探討─以新竹市3C連鎖賣場為例

The Relationship among Consumption Value, Experience of Service Quality, and Customer Satisfaction─A Study of 3C Chain Stores in Hsinchu.

何宗傑(Tsung-Chieh Ho)

指導教授 ： 陳靜怡

國立暨南國際大學/管理學院/經營管理碩士在職專班/碩士(2010年)

https://doi.org/10.6837/NCNU.2010.00251

摘要

本研究主要在探討3C（電腦、通訊及消費性電子產品）連鎖賣場消費者的消費價值、服務品質體驗與顧客滿意度之關係，並根據研究結果提出建議，以供3C連鎖業者日後提供服務之參考。本研究運用問卷調查方法進行敘述性統計、因素分析、信度分析、迴歸分析等統計方法，針對各構面之間的關係做實證分析。實證結果顯示，愈注重享樂主義的消費者，愈重視情感體驗與思考體驗；愈注重實用主義的消費者，愈重視感官體驗、行動體驗與關聯體驗。在五種服務品質體驗滿意度中，以空間環境因素、以客為尊因素、科技環保因素、主動服務因素和信譽保障因素對整體滿意度的影響最大。對於追求尋寶賞玩價值的消費者來說，公益形象因素屬於激勵因子，能有效提升其整體滿意度；對於追求好奇探索價值的消費者來說，只有廣告識別因素屬於激勵因子；而對於追求速戰速決價值的消費者來說，空間環境因素、以客為尊因素、科技環保因素、e化服務因素、公益形象因素與信譽保障因素都屬於激勵因子。因此，本研究建議應分別就享樂主義及實用主義的消費者，各自研擬適當的體驗行銷策略，以同時滿足消費者的要求及進而提升其整體滿意度。

關鍵字

3C ； 消費價值 ； 服務品質體驗 ； 顧客滿意度

並列摘要

The objective of this thesis is to study the relationship among consumption value, experience of service quality, and customer satisfaction for 3C (computer, communication, and consumer electronic products) chain store customers, and provide some suggestions of future services for 3C chain stores’ reference based on the findings of this study. The information is gathered by questionnaire, adopting descriptive statistics, factors analysis, reliability analysis and regression to analyze and prove the relationship among the dimensions. The findings of this study show the hedonist would much care about feel and think experiences, and the utilitarian would care more about sense, act, and relate experiences. In the 5 kinds of service quality satisfaction, environment factor, customer respect factor, technology environmental protection factor, active service factor, and credit guarantee factor show most positive and significant relevance to customer satisfaction. For the consumers who are pursuing search enjoy value, public welfare reputation factor is a motivator, which is the most effective way to raise the customer satisfaction. To those who are after curious explore value, only advertisement recognition factor is a motivator. As for the customers who are looking for timing saving value, environment factor, customer respect factor, technology environmental protection factor, e service factor, public welfare reputation factor, and credit guarantee factor are motivators. Therefore, this study suggests the stores to apply the experience marking strategy accordingly to hedonist and utilitarian separately, in order to meet customers demand and improve their customer satisfaction.

並列關鍵字

3C ； Consumption Values ； Experience of Service Quality ； Customer Satisfaction

參考文獻

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