影響連鎖體系便利商店服務性商品之顧客忠誠度關係之探討

The Study of the Effects to Consumer Loyalty of Service Products Offered by Chain CVS System

陳俞樺(Yu-Hua Chen)

指導教授 ： 譚醒朝

長榮大學/管理學院/經營管理研究所/碩士(2009年)

摘要

由於全球商業環境的快速變遷，產業的競爭日益激烈，不少企業經營紛紛朝向國際化、資訊化及多角化發展。國民生活水準大幅提昇，消費者對商品價格的重視也逐漸轉移對產品品質及服務的重視。
連鎖體系的便利商店從國外引進台灣業經二十餘年，至今已成為現代人日常生活不可或缺的一環，由於連鎖體系便利商店經營，具有眾多營業據點、多元化服務及24小時營業等模式，提供給消費者時間、距離及服務上的便利，以滿足消費者多樣化的需求。就服務性商品而言，從早期的代售電話卡、影印到現在提供各項公民營事業費用代收及網路購物門市取貨等服務，均隨著顧客的需求而不斷提昇，本研究將針對消費者使用或購買服務性商品時所產生的感受，進而瞭解對於顧客忠誠度之影響。
本研究主要目的，係在探討從消費者對於連鎖體系便利商店服務性商品之服務品質、商店形象、顧客滿意度及顧客忠誠度關係之認知所造成的影響，經實際以曾經使用或購買服務性商品的消費民眾作為樣本進行問卷資料收集，利用結構方程模式分析服務品質、顧客滿意度、商店形象與顧客忠誠度之影響關係。研究發現服務品質為影響顧客忠誠度之最重要因素，其次為顧客滿意度；而商店形象亦是影響顧客忠誠度之關鍵因素之ㄧ，但效果較小。因此，本研究透過上述結論，提出相關建議作為各家連鎖體系便利商店發展服務性商品、分析市場區隔及提供專業服務等特色之參考。

關鍵字

服務品質 ； 商店形象 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Many enterprises manage to become internationalized, informational, and diversified in their business operation development due to fast-changing global commerce environment and vigorous industry competition. As the living standard improves greatly for people, consumers’ concerns have been shifted gradually from product prices to quality and services.
It’s been over twenty years since the first chain CVS was introduced to Taiwan. It’s become a store that people can not live without ever since. The chain CVS management system offers a great deal of convenience to meet consumers’ diversified needs, such as numerous service locations, multiple services, and 24-hour operation mode. The services provided by the chain CVS range from selling calling cards, making copies for customers in the earlier days to accepting various bill payments and retrieving on-line shopping goods at present. These service products offered by the chain CVS are improving according to customer needs. The study aims to explore the feelings consumers experienced when using or purchasing service products and the impacts they have on consumer loyalty.
The aim of this study is to discuss the effects of service product quality, store image, consumer satisfaction, and loyalty have on consumers’ cognition toward the chain CVS system. Surveys on consumers who actually used or purchased service products are employed as sample data collection and are analyzed by SEM to examine the affecting relations among service quality, consumer satisfaction, store image and consumer loyalty. It’s discovered that service quality is the key element affecting consumer loyalty, then is consumer satisfaction. In addition, store image is also one of the critical elements affecting consumer loyalty; however, the impact is minimal. Concluding the above study findings, related suggestions on how to develop service products, analyze market differentiation, and offer characteristic professional services are provided to the chain CVS system as references.

並列關鍵字

service quality ； consumer satisfaction ； store image ； consumer loyalty

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