日配羊乳之顧客價值、顧客滿意度與行為意向之研究

The Study On Customer Perceived Value, Customer Satisfaction and Consumer Behavior of Goat Milk Delivery Business

曹偉澤(Wei- Che Tsao)

指導教授 ： 張純莉

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

本研究目的在瞭解日配羊乳消費者顧客價值、顧客滿意度與消費者行為之現況，探討顧客價值與顧客滿意度、顧客價值與消費者行為、顧客滿意度與消費者行為之關聯性，以及顧客價值、顧客滿意度與消費者行為三者間之關係。以日配羊乳消費者為調查對象，本問卷發送300份，總共回收240份，扣除無效問卷13份後，有效問卷回收227份。利用描述性統計、Pearson積差相關分析和ANOVA分析等統計方法進行資料分析。研究結果發現如下：

一、 日配羊乳消費者以高學歷已婚女性、年齡約30－59歲、從事軍公教及服務業居多。
二、日配羊乳消費者之顧客價值對於顧客滿意度有顯著負相關影響。
三、日配羊乳消費者之顧客價值對於行為意向具有負相關影響但不顯著。
四、日配羊乳消費者之顧客滿意度對於行為意向具有顯著正相關影響。

關鍵字

顧客價值 ； 顧客滿意度 ； 行為意向

並列摘要

• The purpose of this study was to understand customer perceived value,customer satisfaction and consumer behavior, of goat milk delivery business. These three inter-relationships were investigated through surveys provided from Taiwan area consumers. The total three hundred questionnaires were only 227 valid. Descriptive Statistics, Pearson Product-Moment Correlation Analysis, Analysis of Variance and other statistical methods for data analysis were employed. The results were as follows:

1. Consumers of goat milk delivery business in Taiwan were mainly married female, between 30 to 59 years old, With job of government employees and teachers or in service industry.
2. There were obviously negative correlation between customer perceived value and customer satisfaction
3. There were negative correlation between customer satisfaction and consumer behavior.
4. There were positive correlation between customer satisfaction and consumer behavior.

並列關鍵字

Consumer behavior ； Customer perceived value ； Customer satisfaction

參考文獻

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