商店印象、忠誠度、滿意度與個人化服務偏好關係之研究

The relationship among store image,loyalty,satisfaction and personalized service.

吳巧雯(wen-chia Wu)

指導教授 ： 吳傳春 ； 許昭銘

崑山科技大學/商業管理學院/企業管理研究所/碩士(2005年)

摘要

根據Kotler(1999)指出消費者市場的區隔常用兩大類區隔變數，分別為消費者特徵與消費者反應，而個人化服務偏好即是消費者反應的一種。本研究利用單因子多變量分析，探討不同個人化服務偏好之顧客分別對商店印象因素、顧客滿意度與顧客忠誠度有無顯著之差異，藉以實證以不同個人化服務偏好做為市場區隔變數是否恰當。研究結果顯示假設皆成立，即不同個人化服務偏好之顧客對商店印象之因素重視度有顯著差異、不同個人化服務偏好之顧客分別對顧客滿意度與顧客忠誠度均有顯著差異。由於不同個人化服務偏好分群之顧客對各構念皆有顯著差異，因此，百貨公司可藉由個人化服務偏好變數區隔市場，然後選擇一個或多個所要進入的市場區隔後，針對目標區隔市場所重視之商店印象因素採取不同之策略，進而達成提高顧客忠誠度與企業利潤之目標。

關鍵字

商店印象 ； 個人化服務偏好 ； 滿意度

並列摘要

Store image is a foundation that customer decide to go to the department store. The satisfaction is the reason that people want to go there again. The benefit of corporation comes from loyalty. Customers have different demand. The corporation needs to offer service they need. Because internet comes popular, corporations need to offer service about internet.
The resource of corporations is limited. We have to choose target market.
According to Kotler , there are many ways to choose target market, such as life style and customer’s action. Personalized service was one kind of customer’s action. There are two groups, one is traditional group the other is E group. We found that different group emphasizes different points of store image. Variables of personalized service can affect Satisfaction and loyalty. Department stores can segment the market by variables of personalized service and choose one or more market segment. Then implementing target marketing to increase customer loyalty and profit.

並列關鍵字

store image ； personalized service ； satisfaction

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