便利商店促銷活動、消費者購買意願及顧客滿意度之關係

The Relationship among Promotional Activities from Convenience Stores, Purchasing Intention and Consumer Satisfaction

邱德洋(Te-Yang Chiu)

指導教授 ： 劉自強

嶺東科技大學/管理學院/企業管理系高階經營管理碩士在職專班/碩士(2019年)

摘要

本研究之目的在探討便利商店的促銷活動對消費者購買意願與顧客滿意度之影響，並針對7-Eleven與全家便利商店進行調查。透過便利商店顧客滿意度模型之建構來檢視並瞭解顧客滿意度，如何以促銷活動提升顧客滿意度，本研究首先由收集與文獻探討來統整國內便利超商店產業及其常態的發展歷程與促銷趨勢。在面對經爭激烈的市場，如何掌握消費者需求，如何隨著內外環境及趨勢的改變而調整經營策略及模式，以提供更多的服務，創造更高的競爭優勢，是一個值得重視並深入探討的課題。
本研究從促銷角度探討便利商店的購買意願與顧客滿意度關係，在台中地區發放問卷，共發放450份、有效問卷400份，有效率達89％；研究使用描述性統計、信度分析、卡方檢定、及獨立樣本T檢定。研究結果顯示：「集點活動正向影響購買意願」、「集點活動正向影響顧客滿意度」、「指定商品搭配活動正向影響顧客滿意度」。

關鍵字

便利商店 ； 促銷活動 ； 購買意願 ； 顧客滿意度

並列摘要

The purpose of this study to explore the substantive topic of convenience store promotional activities, consumers’ purchase intention and satisfaction between Family Mart and 7-Eleven. By the construction of a convenience store customer satisfaction model to view and understand customer satisfaction, how to promotional activities to enhance customer satisfaction, this study, we investigate the whole system to the domestic industry and its convenience stores over the normal course of development and promotion by collecting and literature trend. In the face of fierce market by the dispute, how to master consumer demand, with the change of external environment and how trends and adjust business strategies and models to provide more services, creating a higher competitive advantage, is a noteworthy and depth study of the subject: This paper aims to explore the willingness to buy a convenience store sales and customer satisfaction from the point of view.
In this study, a questionnaire issued in the Taichung area, issued a total of 450, 400 valid questionnaires, the effective rate of 89%. This study focused on promotional activities on the relationship between customer satisfaction and willingness to buy. Studies use descriptive statistics, reliability, Chi-Square test and independent sample T test analysis, a questionnaire for promotional activities aid recovered for analysis. According to the results of the analysis show "purchase intention for set point activity", "customer satisfaction set point for activities", "satisfaction with the activities of the designated goods", have a significant positive influence.

並列關鍵字

Convenience Store ； Promotional Activities ； Purchasing Intention ； Customer Satisfaction

參考文獻

一、中文部分

王又鵬(1996)。促銷活動對消費者購買行為影響之研究。國立政治大學企業管理研究所博士論文。

王志剛、謝文雀(1995)。消費者行為。台北：華泰書局。

王槐平(1995)。95MCR速報解讀，流通世界，第52期。

朱世琦(2012)。大台中地區綠色便利商店評估調查研究。逢甲大學建築所碩士論文。