早餐店商店形象對顧客滿意、顧客價值及顧客續留之影響

The Influence of Store Image on Customer Satisfaction, Customer Value and Customer Retention –A Study of Breakfast Store

賴怡甄(Yi-Chen Lai)

指導教授 ： 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

在一年有新台幣2000億商機的早餐市場中，市場的競爭激烈，由於彼此同質性極高，所以如何找出差異化成為早餐經營業者思索之問題。現在的早餐市場由傳統「簡單、快速、平價」轉變為強調「精緻、健康、價值」，可知消費者皆希望能獲得較高的價值，期望物超所值。本研究從顧客觀點探討消費者購買早餐之行為，首先界定早餐店之商店形象的內涵構念。探討早餐店之商店形象對顧客滿意、顧客價值之影響，由而對顧客續留之影響。本研究採取問卷調查法，以394份有效問卷進行分析。
　　研究結果發現，早餐店商店形象之內涵包括氛圍、服務、便利性及價格四大構念。其中，顧客最重視的為服務及價格。而早餐店商店形象對於顧客滿意及顧客價值皆有顯著影響，表示當消費者認為該早餐店的商店形象良好時，會提升顧客滿意及顧客價值。同時，當提升顧客滿意時，亦會同時提升顧客價值。當顧客對於早餐店感到滿意時，會提升顧客續留；另外，當顧客價值較高時，早餐店顧客續留亦會提高。因此本研究建議早餐店業者應經由服務、價格、氛圍、便利性等以塑造良好的商店形象，由而提高顧客滿意，創造顧客價值，進而提升顧客續留，達到提升利潤及永續經營之目的。

關鍵字

商店形象 ； 顧客滿意 ； 顧客價值 ； 顧客續留

並列摘要

There has NT $200 billion business opportunity a year in the breakfast market, the competition in the markets is competitive. Since the degree of homogeneity is high, it’s important for breakfast entrepreneurs to find out the differentiation. Because all the customers want to get more value from the product or service, and expect worth more than it cost, so the breakfast stores now are strive to offer fine, healthy, and valuable food to satisfy customers’ needs. This study is from the customer's point of view to explore customers’ breakfast purchasing behavior, by questionnaire survey to find out which store image attribute can enhance customers’ value, and provide the suggestion to the breakfast operators. By building well store image to meet customers’ needs, creating more value to enhance customer satisfaction, increase customer retention rate, therefore the breakfast stores can obtain more profits.
　　The results showed that breakfast store image construct include atmosphere, service, convenience and price. Breakfast store image will influence customer satisfaction and customer value. Foe the breakfast entrepreneurs, they should try to increase customer satisfaction and customer value so the customer would like to retain the relationship with the store.

並列關鍵字

store image ； customer satisfaction ； customer value ； customer retention

參考文獻

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