服務性商品品質對消費行為意圖之研究－以屏東地區前五大規模農會生鮮超市為例

A Study on the Qualities of Service Products toward the Customer's Intensions-The Case of Five Largest Farmers' Supermarket in Pingtung

林豐瑞(Feng-Jui Lin) ； 謝佳珍(Chia-Jen Hsieh) ； 蔡佩霖(Pei-Lin Tsai)

《農業經營管理年刊》 13期 (2007/12) Pp. 59-90

https://doi.org/10.29975/CJAM.200712.0003

摘要

本研究旨在瞭解農會生鮮超市之服務經營概況以及服務品質與產品品質對顧客滿意度之影響，進而研究顧客滿意度對顧客行為意圖之影響，並藉由ANOVA分析方法探討各構面在人口統計變數上之差異性。並進一步以路徑分析探討消費者對於農會生鮮超市之服務品質及產品品質在其滿意度上，以及服務品質、產品品質與顧客滿意度對消費者行為意圖是否具有路徑因果關係，並且找出本研究架構中各構面間之路徑因果關係。研究結果顯示，在農會生鮮超市消費者對服務品質、產品品質、顧客滿意度與行為意圖之認知方面可得知，「教育程度」及「購買次數」兩者人口背景特徵是認知不同的主要因素。另外，在農會生鮮超市消費者服務品質、產品品質對消費滿意與行為意圖之影響關係方面，服務品質、產品品質、顧客滿意度與行為意圖各構面間均具有直接影響關係；其中，服務品質及產品品質可透過顧客滿意度對行為意圖產生間接影響關係。依此，本研究將進一步針對研究結果提出可供農會生鮮超市進行行銷策略管理意涵之參考。

關鍵字

服務品質 ； 產品品質 ； 顧客滿意度 ； 行為意圖

並列摘要

The purpose of this study is understanding the service management overview of Farmers' Supermarket, and the influence of the service quality and the product quality on customer satisfaction, next studies the customer satisfaction to influence the customer behavior intention, then discesses the difference of each construction surface in among Demographic Characteristics by the ANOVA analysis method. As well as further discusses the customer towards the service quality and the product quality of Farmers' Supermarket in its customer satisfaction, and the service quality, the product quality and the customer satisfaction towards the consumer behavior intention whether has the path causality relation. Also, find the path causality relation of between each construction surface out in this study. The findings of this study show that the cognition of the customer of Farmers' Supermarket towards the the service quality, the product quality, the customer satisfaction and the behavior intention could know that the population backgrounds characteristic of both the education level and the purchase number of times are the cognition different primary factor. Moreover, the influence relations of the customer of Farmers' Supermarket towards the service quality, the product quality, the customer satisfaction and the behavior intention could know that the service quality, the product quality, the customer satisfaction and the behavior intention have the direct influence relations between each construction surface. Among them, the service quality and the product quality may penetrate the customer satisfaction to have the indirect influence relations to the behavior intention. According to this, this study further will aim at the findings to propose the reference of might supply Farmers' Supermarket to proceed the management of marketing strategy.

並列關鍵字

Service Quality ； Product Quality ； Customer Satisfaction ； Behavior Intention

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