- 學位論文
區域型百貨商店印象對顧客忠誠度與購買意願影響之研究─以屏東太平洋百貨為例
The Relationships Among Store Image Of Regional-Based Department Store, Customer Loyalty And Customer Repurchase Intentions-An Empirical Study Of Pingtung Department Store
摘要
商店印象是成功的零售策略之重要決定性要素，其不單是會影響消費者的購買行為且會進一步對於顧客忠誠度造成影響，更是被認為和管理績效有具體和重要的關聯性。本研究針對屏東太平洋百貨公司的消費者，探討屏東太平洋百貨公司顧客的商店印象是否影響其顧客忠誠度及購買意願，並經由便利抽樣方式發放問卷500份，回收問卷433份。本研究經統計分析結果發現，屏東地區消費者的商店印象對於顧客忠誠度及購買意願的確有正向影響關係。研究中驗證商店印象中商品齊全、促銷活動及商店氣氛滿意度越高，則顧客忠誠度及購買意願也越高。透過此研究結果，希望能夠提供屏東太平洋百貨公司作為管理階層經營策略及提高營業績效之參考。
並列摘要
Store image impression is an important critical factor of successful retail strategies which not only affect the buying behavior of consumers, and will further impact the customer loyalty. Besides it also is the critical factor of performance. This purpose of this study is to explore the relationship among the store image of regional-based department store, customer loyalty, customer repurchase intentions in Pingtung Pacific department store. The numbers of response are 433 from 500 questionnaires via convenient sampling method. The results of statistical analysis found that store image in Pingtung area have a positive impact for the loyalty and purchase intention. The results also showed that the higher satisfaction of complete products, the higher satisfaction of promotional activities and store atmosphere satisfaction and the higher satisfaction of customer loyalty and purchase intention. In this study, the results for Pingtung Pacific Department Store could be suggestion for business strategy and to improve the management of the business performance.