知覺品質、知覺價值、顧客滿意度與顧客忠誠度之研究—以冷藏咖啡為例

The Study of Perceived Quality, Perceived Value, Customer Satisfaction and Customer Loyalty ─ A Case on Refrigerated Coffee

廖冠宇(Kuan-Yu Liao)

指導教授 ： 鄭秋桂

國立屏東科技大學/管理學院/農企業管理系所/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00001

摘要

本研究主要在探討冷藏咖啡消費者的知覺品質、知覺價值、顧客滿意度與顧客忠誠度間之影響。本研究以台中市各區域的冷藏咖啡消費者為研究對象，共寄發問卷500份，回收有效問卷392份，有效回收率為78.4%。經SPSS統計軟體進行單因子變異數分析、Pearson積差相關分析及徑路分析，實證結果發現如下：
消費者在冷藏咖啡的知覺品質及知覺價值對顧客滿意度都有顯著的正向影響，但整體而言，知覺價值對顧客滿意度的影響大於知覺品質對於顧客滿意度的影響。
對於整體的架構而言，知覺品質會藉由知覺價值及顧客滿意度來影響顧客忠誠度，但不會直接影響顧客忠誠度；而知覺價值才是會直接影響顧客忠誠度的構面；此點可作為行銷策略的訂定。

關鍵字

冷藏咖啡 ； 知覺品質 ； 知覺價值 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

This study focused mainly on the exploration of consumers’ views about refrigerated coffee with respect to the effect between the perceived quality, perceived value, customer satisfaction and customer loyalty. Of the 500 questionnaires sent to consumers’ views about refrigerated coffee in the Taichung city, 392 valid questionnaires were returned, with a valid return rate of 78.4%. The SPSS statistic method was applied through the use of one-way analysis of variance, Pearson’s product-moment correlation and path analysis, and the findings were given below:
Based on the consumers’ views about refrigerated coffee, the perceived quality and perceived value had significantly positive effect on both the customer satisfaction, and the perceived value had more effect on the perceived quality than on the customer satisfaction as a whole.
As the whole frame, the perceived quality could affect the customer loyalty by way of the perceived value and customer satisfaction, but it would not directly affect the customer loyalty. It is the perceived value that would directly affect the customer loyalty. This point can be used as a reference when promotion strategy is to be established.

並列關鍵字

Refrigerated Coffee ； Perceived Quality ； Perceived Value ； Customer Satisfaction ； Customer Loyalty

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