家居賣場感質空間設計與服務價值、顧客滿意度之關聯性

隨著時代進步，消費者購買的商品已不再只是著重商品的實體本身，而是更進一步延展到商品背後無形的意義與認同感；因此單有物質而無意義的產品，難以吸引消費者的目光，唯獨具有「風格」、「美學」的商品能夠一枝獨秀。「感質」一詞為近年來創意設計的新興熱門型態，空間設計在以人為本的趨勢之下，我們開始越來越注重以使用者為中心的設計觀念。本研究目的在於探討家居賣場感質空間設計、服務價值及顧客滿意度關係之研究，並以魅力、美感、創意、精緻及工學為感質空間設計之衡量構面，探討其是否會影響服務價值及顧客滿意度。　　本研究針對台灣南部地區的特力和樂（HOLA）、宜得利家居（NITORI）等家居賣場的消費者，以感質空間設計為主軸，透過問卷發放對服務價值、顧客滿意度進行調查，並利用SPSS統計軟體，進行敘述性統計分析、信度分析、因素分析、獨立樣本T檢定、獨立樣本單因數變異數分析、迴歸分析等進行資料分析。　　整體而言，本研究結果顯示，感質空間設計對於服務價值具有正向顯著影響，亦能夠提升顧客滿意度；由此可知，當今消費者相當重視賣場的環境及空間氛圍，當顧客對賣場環境知覺度較高時，其消費滿意度也較高。另外消費者感知到賣場提供的服務價值越高，顧客滿意度也會相對提高，所以感質空間設計能帶給消費者更多心靈上的滿足，也是各家居賣場能長期經營及提高競爭力的條件之一。

關鍵字

感質空間設計；服務價值；顧客滿意度

並列摘要

With the progress of the times, the products purchased by consumers no longer merely focus on the entity of the product itself, but extend the intangible meaning and identity behind the products; therefore, it is difficult to attract the consumers with the material products that are meaningless Eyes, alone with "style", "aesthetics" of the goods to thriving. The term "quality" is an emerging hot topic in creative design in recent years. With people-oriented spatial design, we are beginning to pay more and more attention to user-centered design concepts. The purpose of this research is to explore the relationship between the design, service value and customer satisfaction of the physical stores in the home furnishing market. The purpose of this study is to explore the relationship between the design of service space and customer satisfaction in terms of charm, aesthetics, creativity, refinement and engineering. Value and customer satisfaction. 　　In this study, consumers from home stores such as HOLA and NITORI in the southern part of Taiwan conducted a questionnaire survey on the service value and customer satisfaction by using the design of quality space as their main axis. SPSS statistical software for narrative statistical analysis, reliability analysis, factor analysis, independent sample T test, independent sample single factor analysis of variance, regression analysis and other data analysis. 　　Overall, the results of this study show that the design of space for quality has a positive and significant impact on service value and can also improve customer satisfaction. Thus, it can be seen that today's consumers attach great importance to the environment and the space atmosphere of the store, Consciousness is higher, its consumer satisfaction is also higher. In addition, consumers perceive that the higher the service value provided by the store, the higher the customer satisfaction level. Therefore, the design of the space of quality can bring more spiritual satisfaction to consumers and is also the long-term operation and competitiveness of various home stores. One of the conditions.