- 學位論文
顧客對產品與服務的期望與認知之比較研究—以冠軍磁磚產品與服務為例
A Comparative Study of Customer Expectations and Perceptions of Products and Service— A Case of Champion Tile Products and Services
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摘要
由於近年來大陸磁磚的強勢崛起，以成本優勢去搶奪世界市場的大餅， 進而壓縮到台灣磁磚業者的空間，而想要提升台灣磁磚的競爭力，傳統的 價格戰已不足以應付，所以磁磚競爭模式勢必轉向非價格取向，以產品品 質與服務品質的提升及企業形象的建立來強化自我的競爭力，並加以了解 主流市場的導向，以獲取更多顧客的支持及忠誠。 本研究以冠軍磁磚為母體，針對其客戶發放問卷，先以統計敘述分析 來區分樣本結構，再來運用變異數分析法比較顧客對於產品屬性、服務屬 性之期望與實際感受之不同。第三，運用重要度-績效矩陣分析顧客對於產 品屬性、服務屬性之期望與實際感受，了解其差距，找出急待改善之屬性。 最後，運用回歸分析驗證顧客對於產品屬性、服務屬性之實際感受是否影 響購買意願與顧客忠誠度。 研究結果發現，顧客對於磁磚產品與服務的期望以及對冠軍磁磚的實 際表現均無顯著差異，而建商、建材行、設計師/建築師三類顧客對於產品 屬性及服務屬性的期望均高於實際感受，代表冠軍磁磚對於產品屬性及服 務屬性均須加強改善，其中以建材行對於產品及服務屬性的期望與對冠軍 的實際感受差距最大；冠軍磁磚產品屬性以及服務屬性的感受未顯著影響 購買意願，而購買意願則顯著影響忠誠度，表示對於顧客來說還有其他因 素影響其購買意願。本研究藉此實例分析作為磁磚產業在未來做企業診斷 時對績效提升之參考。
並列摘要
Because of the strong rise of mainland China’s tiles in recent years by using cost advantage to snatch the world market, the traditional price war is not competitive enough for Taiwanese tiles industry. In order to enhance the competitiveness of Taiwanese tiles industry, the enterprise have to become non-price orientation. The Taiwanese tiles enterprise need to strengthen the competitiveness of themselves through product quality and service quality improvement, enterprise image establishment, and to gain more customer support and royalty through mainstream market orientation understanding. First of all, we select the Champion Tiles as object and issue the customers questionnaire in this study. In the second place, we use statistical analysis to distinguish the sample structure, and apply analysis of variance to compare the difference between the expectation and actual feeling of product attributes and service attributes. Furthermore, we base on importance-performance matrix to analyze and understand the difference and ranges between expectation and feeling of customer’s product attributes and service attributes, and then identify which attributes that are about to improved. In the end, we use regression analysis to verify the actual feeling of product attributes and service attributes for customers and the check it affect the purchase intention and royalty or not. In the result of this study, we are clear to see that it is no different between the expectation and actual feeling of products and service attribute for customers, but expectation of product attributes and service attributes for construction companies, material retailers, interior designers/architectures are higher than actual feeling. Furthermore, the material retailers have the most difference and ranges between the expectation and actual feeing of product attributes and service attributes. This result clearly shows that champion tiles has to improve the product attributes and service attributes; the actual feeling of the product attributes and service attributes of champion tiles don’t affect customer purchase intention, but the purchase intention clearly affect royalty. This means there are other factors affecting customers purchase intention. This study and example analysis can be used as a reference to improve the performance of the enterprise in the tiles industry in the future.
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