消費動機與知覺品質對顧客滿意度及忠誠度影響之研究 － 以好市多食品試吃為例

A Study of Consumer Motivation and Perceived Quality Affecting Customer Satisfaction and Loyalty － Taking the Free Food Samples in Costco as Example

洪銘鴻(Ming-Hung Hung)

指導教授 ： 吳武忠

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2012年)

https://doi.org/10.6825/NKUHT.2012.00061

摘要

試吃或許是餐飲業或食品零售業最常使用的促銷方式，它不僅能讓消費者體驗到產品的滋味，同時也能拉近消費者與試吃人員的距離，當消費者試吃完後並在心目中留下對產品及服務的印象，隨即能夠決定是否購買，加速交易的進行。
　　為瞭解消費者到賣場試吃的消費動機、以及消費者的知覺品質是否影響顧客滿意度及顧客忠誠度，本研究以好市多食品試吃為例，旨在探討「消費動機」、「知覺品質」、「顧客滿意度」與「顧客忠誠度」之間的關係及影響。另利用不同的「消費動機」將消費者分類，找出較易受試吃促銷影響的消費者，使業者得以針對不同的消費者行為提供適切的服務，以提高成交率。
　　本研究採問卷調查進行，共發放250份問卷，並回收198份有效問卷。經統計分析後研究結果顯示，享樂型消費動機之消費者在知覺品質以及顧客忠誠度均顯著大於實用型及自我型消費動機之消費者。此外研究也發現知覺服務品質會正向影響產品及服務滿意度，而知覺產品品質僅正向影響產品滿意度，表示加強試吃人員服務品質將比加強產品品質，更能有效增加顧客滿意度，而顧客滿意度亦正向影響顧客忠誠度，增加消費者購買意願。
　　綜合以上發現，建議業者在試吃過程中，可以針對享樂性消費動機之消費者，藉由試吃時的感官刺激並強調試吃產品的便利性，輔以親切且專業的試吃人員，增加消費者對產品及賣場的忠誠度。

關鍵字

消費動機 ； 知覺品質 ； 顧客滿意度 ； 顧客忠誠度 ； 試吃產品 ； 試吃人員 ； 好市多

並列摘要

Free food samples may be one of the most popular promotion methods used by restaurateurs and food retailers; it not only lets consumers to experience the flavor of food products, but also narrows the distance between consumers and food sample employees. After eating, the consumer will keep the quality of food product and employee service in mind and then decide whether he or she will buy the product or not, which will accelerate the speed of purchasing.
　　In order to understand the motivation why consumers go for free food samples in hypermarket and whether consumer perceived quality will affect customer satisfaction and customer loyalty or not, this study take the free food samples in Costco as example and explore the relationships between "consumer motivation", "perceived quality", "customer satisfaction", and "customer loyalty". Besides, we will classify consumers into different groups according to their motivatons and find out which group is easily affected by free food samples, and then the restaurateurs or food retailers can take it as reference and provide appropriate services for different groups of consumers to increase the trading opportunities.
　　This study distributed 250 questionaires and collected 198 valid questionnaires. The results show that the consumers can be classified into three groups: "hedonic group", "utilitarian group", and "conscious group". The hedonic group has significant difference in perceived quality and customer loyalty among these three groups. This study also finds perceived service quality will positively influence product and service satisfaction, but perceived product quality only positively influence product satisfaction, indicating that the quality of food sample employee is more important than increase the quality of food only. Besides, customer satisfaction affects customer loyalty positively.
　　According to the above findings, it is recommended that restaurateurs and food retailers can regard hedonic consumers as target market, combining sensory, convenient products and kind, professional services to increase customer satisfaction and loyalty.

並列關鍵字

consumer motivation ； perceived quality ； customer satisfaction ； customer loyalty ； free food sample ； food sample employee ； Costco

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