服務品質對顧客價值、顧客滿意度及行為意圖影響之研究-以台中地區量販店為例

A study on the relationship among Service Quality on Customer value, Customer satisfaction, Behavior Intention with hypermarkets within Taichung area as an example

劉思儀(Ssu-Yi Liu)

指導教授 ： 蔡子安

國立臺中科技大學/商管學群/流通管理系碩士班/碩士(2009年)

摘要

隨著物價指數持續攀升，量販店低價銷售的通路型態，開始受到消費者的青睞，而當顧客導向、以客為尊已成為企業經營必然的趨勢下，更要能提供優質服務品質，贏得顧客的心。
本研究目的在於探討量販店服務品質、顧客價值、顧客滿意度、行為意圖間影響關係、人口統計變項在各變項間的差異情形，三大量販店消費者之消費情況。以台中地區三大量販店之消費者為研究對象，共發放325份問卷。其研究結果顯示：
一、經由t檢定及單因子變異數分析，人口統計變項對各研究變項的差異情形：年齡與婚姻在享樂價值有顯著差異；消費次數不同，在服務品質、實用價值、享樂價值、行為意圖會有顯著差異；在購物時間方面對顧客滿意度及行為意圖有顯著差異。
二、探討比較不同量販店消費者之消費情況，其研究結果顯示不同量販店的消費者在消費次數和消費金額上有顯著差異。
三、經由結構方程模式，探討各研究變項間影響關係，其結果顯示：1)服務品質對於顧客滿意度具有正向影響，2)服務品質對於實用價值有顯著正向影響，3)服務品質對於享樂價值有顯著正向影響，4)實用價值對於行為意圖具有顯著正向影響，5)享樂價值對於顧客滿意度具有顯著正向影響，6)顧客滿意度對於行為意圖有顯著正向影響，7)享樂價值對於行為意圖不具有顯著正向影響，但透過顧客滿意度可以間接影響行為意圖8)實用價值對於顧客滿意度不具有顯著正向影響，9)服務品質對於行為意圖不具有顯著影響，但可以透過享樂價值與實用價值間接影響行為意圖。

關鍵字

量販店 ； 服務品質 ； 實用價值 ； 享樂價值

並列摘要

As Consumer Price Index escalates, Hypermarkets, who offered inexpensive yet eminent goods, attract consumers. It has become an inevitable trend that appeals to everyone especially to those considering diverse factors, like Service Quality, Customer Value, etc.
The objective of this study is to investigate the interrelationship among Service Quality, Customer Value, Customer Satisfaction, and Behavior Intention. Also to find out the difference of demographics on each variable, as well as to learn trend of customers purchasing in three hypermarkets within Taichung area by sending out 325 questionnaires in total. The major findings of this study are summarized as follows:
1. By t-test, one-way ANOVA and demographics on each variable, we found out that the age and the marriage status of each consumer have significant effects on Hedonic Value, the average times per month have significant effects on Service Quality, Utilitarian Value, Hedonic Value, Behavior Intention, and the average hours per month have significant effects on Customer Satisfaction and Behavior Intention.
2. By studying customers consuming in different hypermarkets within Taichung area. This study discovered significant different had been found in the consume frequency and consumer spending expense on the different hypermarkets
3. This study used Structural Equation Modeling (SEM) to investigate the relationship among Service Quality, Utilitarian Value and Hedonic Value, Customer Satisfaction, and Behavior Intention and From the data analysis, this study found that 1) Service Quality positively affects Customer Satisfaction; 2) Service Quality positively affects Utilitarian Value; 3) Service Quality positively affects Hedonic Value; 4) Utilitarian Value positively affects Behavior Intention; 5) Hedonic Value positively affects Customer Satisfaction; 6) Customer Satisfaction positively affects Behavior Intention; and affects Behavior Intention indirectly by Customer Satisfaction; 7) Hedonic Value does not positively affect Behavior Intention; 8) Utilitarian Value does not positively affect Customer Satisfaction; 9) Service Quality does not positively affect Behavior Intention. But Service Quality can affect Behavior Intention indirectly by Hedonic Value and Utilitarian Value.

並列關鍵字

Hypermarket ； Service Quality ； Utilitarian Value ； Hedonic Value

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