從關係品質與關係價值觀點探討商店自有品牌形象對顧客購買意願之影響--以台灣量販店為例

隨著國際化的趨勢及顧客對於消費型態多元化與習慣的改變，傳統零售業已經無法滿足消費者多樣化的需求，取而代之的是停車方便，一次購足，且低價的量販店，各量販店為求擴大市場佔有率，競爭非常激烈，並且已到短兵相接，肉搏戰的局面，價格與促銷則是最無法與競爭對手作出有效的區隔，但各大量販店還是都以「天天都便宜」、「保證最低價」做為長期行銷策略，如此便壓縮了利潤空間。但為求消費者差異化需求，各量販店無不絞盡腦汁想留住顧客，便想建立起與顧客長期良好的關係，讓顧客滿意並對企業形象及品牌信賴，以產生顧客忠誠度。目前國內家樂福、大潤發、愛買等，都陸續推出自有品牌的形象商品來提升毛利率與發展差異化。然而區隔產品與服務是商店經營發展重要的因素，但要做到產品與服務差異化需建立讓顧客對企業之品牌形象認同與信任，並提供超值的產品與服務及特色，這既是關係品質與關係的核心價值。尤於量販店服務的無形性與複雜性所產生的不確定性將造成營運上的風險，故引發從關係品質與關係價值觀點探討量販店自有品牌形象對顧客購買意願之影響，此為本文重要之研究動機。基於考慮各量販店都將自有品牌商品之銷售與發展列為重要經營績效，本研究採直接對消費者逐一發放問卷的方式來進行統計變數、信度與效度檢測、因素分析、LISREL…等相關計量方法進行實證分析，發現關係品質與關係價值確實是品牌形象對顧客購買意願的中介變數。本研究所獲得之結果將提供量販業制定營運策略方針，促使量販店業者提升對自有品牌形象建立與顧客購買意願之滿意度及忠誠度之依據。

關鍵字

關係品質；關係價值；量販店；品牌形象；自有品牌

並列摘要

Following trend of internationalization, consumption pattern become more diversified and habit is changing. Hypermarket which provides parking lots, convenient buying and low price is substituted for the traditional retail store services which can’t satisfy customer needs. In order to expand the market share, the Hypermarket is now in the very keen competition market. Price and promotion can’t be effectively distinguished from other competitors. However, every Hypermarket use “every day low price” and “promising lowest price” as market strategies to attract customers which compresses their profit margins. In order to be difference, Hypermarket wants to keep the customers loyalty and develop long term relationship with customer. Carrefour, RT Mart and A mark continually provide their private label products to increase profit margins and develop the product and service differentiation. However, the distinguished product and service are the important factors of expansion. If Hypermarket achieves the difference which provide value price, service and character, customers would identify them with enterprise brand image. These are relative quality and relative value. The uncertainty of invisible and complexity warehouse service creates operational risk. Therefore, base on the relationship quality and relationship value to discuss the linkage between the private label image and influences consumption pattern which is the margin purpose of this study. Hypermarket uses sales and development of private label as the most important operational result. Therefore, this study applies survey to variable, reliability and validity, factor and LISREL to prove. The result of this study offers Hypermarket to establish operational strategy. Moreover, Hypermarket can base on this study to enhance the development of private label image, customer purchasing satisfaction and loyalty.