傳統市場競爭力及服務品質對顧客滿意度之研究－以臺中市梧棲第一公有零售市場為例

為強化傳統市場的競爭力，必須面臨現代化賣場強勢壓境，唯有鞏固市場的生存價值，投入更豐富的創新經營理念，以其基本消費型態仍擁有的特定優勢，及其無法取代的社經文化價值及濃郁的地方人文特色，進而讓傳統市場得以永續經營。本研究的主要研究目的為：一、探討傳統零售市場競爭力、服務品質與顧客滿意度間之相關情形。二、瞭解傳統零售市場競爭力、服務品質對顧客滿意度的解釋力。本研究採問卷調查法並以臺中市梧棲市第一公有零售市場為研究對象，其結果為：一、消費者在服務品質以「整體形象」較佳，「商店政策」較差。二、消費者在顧客滿意度感受上以「服務環境」較高，「服務可靠性」較低。三、傳統市場競爭力與顧客滿意度呈正相關。四、服務品質與顧客滿意度呈正相關。本研究提出以下建議：一、自治會應強化組織功能，落實自主管理；攤商應積極開拓低年齡層及未婚的消費者，以擴大傳統零售市場的客源。二、管理單位在傳統零售市場，可以加強輔導攤商們積極參與政府部門辦理的傳統零售市場管理研討會，並吸收客戶滿意的理念。三、主管部門應妥當訂定提升傳統零售市場競爭力的有效策略，以提高市場整體經營及管理水準。

關鍵字

傳統市場競爭力；服務品質；顧客滿意度

並列摘要

Facing the strong threat from the modernized stores, we have to consolidate the survival value of the market and invest more abundant innovative business ideas in order to strengthen the competitiveness of the traditional market. Moreover, the specific advantages of the basic consumption pattern of the traditional market, its irreplaceable social economy, cultural values, and rich local humanities make the development of the traditional market sustainable. The main research purposes of this study are as follows: 1.To discuss the relationship among the competitiveness of traditional retail market, service quality and customer satisfaction. 2.To understand the competitiveness of traditional retail market, interpretations of the service quality to the customer satisfaction. This study adopted the questionnaire survey method and took the First Public Retail Market in Wuxi,Taichung City as the research object. The results are as follows: 1.The "overall public image" of the service quality within the customers is better, while the "shop policy" is worse. 2.In terms of the customer satisfaction, the "service environment" is higher, whereas the "service reliability" is lower. 3.The competitiveness of the traditional market is positively correlated with the customer satisfaction. 4.The service quality is positively correlated with the customer satisfaction. This study proposes the following recommendations: 1.The autonomous association should strengthen its organizational functions and implement self-management; vendors should actively explore low-age and unmarried consumers to expand the source of the traditional retail markets. 2.The management unit in the traditional retail market can strengthen to counsel the vendors to actively participate in the traditional retail market management seminars which were held by the government departments and absorb the concepts of the customer satisfaction. 3.The competent authorities should properly formulate effective strategies to enhance the competitiveness of the traditional retail market in order to improve the overall operating and management standards of the market.