以PZB Model 探討購買意願之研究- BIG C 越南大賣場為例

The Effect of PZB Model on Purchasing Intention The Case Study of Vietnam – BIG C Supermarket

黃氏秋花(Thu- Thi Hoa Hoang)

指導教授 ： 李祥銘

健行科技大學/管理學院/企業管理系碩士班/碩士(2016年)

摘要

本研究旨在探討服務品質、顧客滿意度與忠誠度對購買意願之研究。目的如下：一、深深瞭解服務品質、顧客滿意度、顧客忠誠度與購買意願的現況。二、探討服務品質、顧客滿意度與忠誠度對對於購買意願的關聯性。方法：本研究採用問卷調查方法，以 “服務品質、顧客滿意度與忠誠度對購買意願以BIG C越南大賣場為例 ”問卷為研究工具，並以越南大賣場BIG C為研究對象，共發300份收回264份。經過因素分析、信度與效度分析、迴歸分析來驗證分析得到以下結論：
1. 服務品質衡量構面有四個，分別為 「有型性」「可靠性」「保證性」「反應性」「關懷型」。
2. 服務品質對顧客滿意度之間確實存在正向關係。
3. 服務品質對顧客忠誠度之間確實存在正向關係。
4. 服務品質對顧客購買意願確實存在正向關係。
5. 顧客滿意度對顧客忠誠度之間確實存在正向關係。
6. 顧客購買意願對顧客購買意願確實存在正向關係。
7. 影響到顧客滿意度、顧客忠誠度、購買意願的主要因素是「關懷型」與「可靠性」。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 購買意願

並列摘要

For industries, customer satisfaction is important, but customer loyalty is more significant. This study was designed to investigate service quality, customer satisfaction , customer loyalty and purchase intention. The following objectives - first: a deeply understanding of the status of service quality, customer satisfaction, customer loyalty and purchase intention. Second, to explore the relationship between service quality, customer satisfaction, customer loyalty and purchase intention of relevance. This research was used questionnaire survey method, "service quality, customer satisfaction and customer loyalty, purchase intention case study of the supermarket in Vietnam-BIG C", issuing 300 totally, recovering a valid questionnaire to add up to 264. We get the empirical results by exploratory factor analysis, and validity analysis, regression analysis, One-way ANOVA to verify the assumption that research supposes.
The results of this study showed that (1) the service quality has a positive impact on customer satisfaction; (2) the service quality has a positive impact on customer loyalty; (3) the service quality has a positive influence on purchase intention; (4) the customer satisfaction has a positive impact on customer loyalty; (5) the customer loyalty has a positive influence on purchase intention. Consequently, the analysis pointed out that the better service quality in the supermarket will develop more customer satisfaction, customer loyalty will be growing up by increasing customer satisfaction, so does the purchase intention to expand and to achieve the objective of business profit.

並列關鍵字

Service quality ； Customer satisfaction ； Customer loyalty ； Purchase intention

參考文獻

1.林士清，2015: http://punnode.com/archives/29737。

2.丁秋瑤、余泰魁、蘇純繒(2011)，醫療機構服務公平性影響再惠顧意向之研究，第18卷第2期，頁341-369。

3.王婷穎（2002），國際觀光旅館之服務品質、關係品質與顧客忠誠度相關性研究—以台北、台中及高雄地區為例，南華大學旅遊事業管理研究所.

4.楊錦洲(2001)，顧客需求與滿意度調查，台灣檢驗科技股有限公司

5.葉華容（2001），顧客關係、服務品質與顧客忠誠度之研究—以網路購物為例，東吳大學商學院企業管理系碩士論.