量販店服務品質、顧客滿意度與忠誠度間關係之研究—以大台北地區大潤發量販店為例

AN EXAMINATION OF THE RELATIONSHIP AMONG SERVICE QUALITY, CUSTOMER SATISFACTION, AND CUSTOMER LOYALTY OF HYPERMARKET—RT-MART WITHIN TAIPEI AREA AS AN EXAMPLE

黃靖文(Ching-wen Huang)

指導教授 ： Hsien-che Lee

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

台灣流通環境已由通路末端的零售業取代產品供應商主導市場的局面，在市場通路中扮演重要角色的大型量販店營業額扶搖直上，許多企業相繼跨入此領域，使得同質性高的量販店業競爭更加白熱化，若想要勝出就須不斷努力開發新顧客，並留住現有顧客，其中服務品質便是重要的一環。
本文以大台北地區大潤發量販店之消費者為對象，於消費完畢後實地填寫問卷，發出320份，實際回收309份問卷，回收率96.56%。然後利用結構方程式模型探討服務品質、顧客滿意度與忠誠度間的關係。
本文發現服務品質對顧客滿意度有正向影響，當服務品質提昇時，相對地顧客滿意便隨之增加；服務品質對顧客忠誠度並無正向影響，即當服務品質提昇，亦不能夠相對地提昇顧客的忠誠度；顧客滿意度對其顧客的忠誠度是正向影響，也就是當顧客滿意度增加，顧客忠誠度會相對提昇。此外本文之五項服務品質因素中，「可靠度」是最影響顧客滿意的因素。本文期望能提供給目前居產業老二地位的大潤發量販店一些建議，使之更上一層樓。
本文之建議如下：
1. 重視服務品質，針對顧客所注重的部分做加強。
2. 重視每一位顧客的意見，盡力贏得顧客忠誠與正面口碑。
3. 滿意的顧客才會成為忠誠的顧客，擁有忠誠顧客才能永續經營。

關鍵字

顧客滿意度 ； 忠誠度 ； 量販店服務品質

並列摘要

It is a general agreement that a basic strategy for business success is customer satisfaction. After all, the underpinning of the marketing concept is that identification and satisfaction of customer needs leads to improve customer retention. If a company wants to win from competition, it has to explore new customers and retain existing customers. One of the key factors is service quality, influencing customer satisfaction and repurchase intentions that create long-term profits.

Research population of this study was the customers consuming in RE-MART hypermarket within Taipei area. We sent out 320 questionnaires in total. The survey returned 309 usable questionnaires; the response rate is 96.56%. We use structural equation model to investigate the interrelationship among service quality, customer satisfaction and loyalty from customers’ point of view. In addition, the multiple regression method was employed to find out which is the most influential factor among the five service quality factors.
From the data analysis, we found that service quality positively affects customer satisfaction; customer satisfaction positively affects customer loyalty; service quality does not positively affect customer loyalty in the RE-MART within Taipei area. Furthermore, we found that the reliability factor is the most influential predictor among the five service quality factors on the level of customer satisfaction.

並列關鍵字

CUSTOMER LOYALTY ； CUSTOMER SATISFACTION ； SERVICE QUALITY

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