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  • 學位論文

促銷、商店印象、顧客滿意度與忠誠度關係之研究 ─從京站時尚廣場看農產品零售

A Study on the Relationships among Sale Promotion, Store Image, Customers' Satisfaction and Loyalty: From Q Square to Agricultural Retailing

指導教授 : 雷立芬
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摘要


近年來經濟快速發展,民眾生活水準提高,搭配周休二日的實施,民眾生活型態改變帶動消費習慣的改變,民眾更重視消費環境及休閒樂趣,顧客希望在購物中能享受到生活愉快的感覺,可見零售業娛樂化是一個重要的趨勢。零售業與日常生活密不可分,不論是任何商品,只要是與最終消費者直接相關,都必須透過零售模式銷售。 Davis(1981)認為促銷為一種輔助性的銷售行為,在有限的時間下,企圖誘使消費者購買。但是Dodds et al.(1991)指出商店印象越正面,消費者購買意願越高。促銷可以吸引消費者者增加購買,良好的商店印象可以使消費者產生正面的印象。過去零售業研究大多集中在促銷對顧客滿意度和顧客忠誠度之研究,較少加入顧客對商店的印象來探討顧客滿意度和忠誠度。因此本研究加入商店印象效果來探討顧客滿意度與忠誠度之間影響。 本研究以台北市京站時尚廣場為訪問對象,採取便利抽樣法,回收問卷330份問卷,有效問卷301份,以結構方程式模型(Structural Equation Modeling,SEM)以及模糊質化比較法(Fuzzy set/ Qualitative Comparative Analysis,fs/QCA)進行研究假設之驗證。結果發現促銷對顧客滿意度與顧客忠誠度有顯著影響,商店印象對顧客滿意度有顯著影響,但對顧客忠誠度無顯著影響。最後,根據實證結果提供給連鎖加盟業者、傳統市場或農夫市集等作為未來經營之參考依據,譬如加強促銷活動以及提昇購物環境品質。

並列摘要


The economy develops rapidly in these years, wich has changed consumption habits, people pay more attention to consumer environment and recreational fun. For instance, customers would love to enjoy in shopping with pleasure. The retailing is as inseparable as daily life because all merchandise sold to final consumer through all kinds of retail stores. Davis (1981) considered promotion as an auxiliary sale behavior, attempting to induce consumers to purchase under limited time. Dodds et al. (1991) pointed more positive impression of the store image, the higher the willingness of consumers to buy. The promotions can attract the consumer to increase purchase intention and good store image can make the consumer produce a positive impression. This study aims to investigate the effect of store image between customer satisfaction and loyalty. Taipei Q Square is set as the access object and structural equation modeling (SEM), fuzzy set / qualitative comparison analysis (fs / QCA) are used to verify the hypothesis. The results found that promotion had a significant effect on customer satisfaction and customer loyalty, and store image has a significant impact on customer satisfaction, but no significant impact on customer loyalty. Eventually, it will provide franchisees, traditional market or farmer’s market the operational reference basic according to substantial evidence result in the future.

參考文獻


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錢銘貴、謝國榮、邱淳富,2011。「促銷策略、顧客滿意度與消費者行為之實證研究-以小琉球民宿為例」,《運動休閒與餐旅研究》。6卷3期,133-152。
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