賣場屬性對顧客滿意度與忠誠度之研究 —以全聯福利中心為例

A Study of Store Characteristics on Customer Satisfaction and Loyalty—A Case Study of PX Mart

鄭湘晴(HSIANG-CHING CHENG)

指導教授 ： 張鐵軍

朝陽科技大學/管理學院/企業管理系/碩士(2020年)

摘要

超市賣場經營團隊要如何在龐大商機的消費大眾民生需求市場中脫穎而出，不僅是提供良好舒適的購物環境，主動關懷消費群需求以及提供優質的服務之外，更應該重視行銷活動所創造的價格價值，強化消費者對超市賣場的高度信任與依賴。本研究主要目的是探討消費情境、價格知覺、服務效能、便利性與顧客滿意度及忠誠度之關聯性，並透過便利抽樣對台灣中部地區具有全聯賣場購物經驗的消費者進行抽樣調查，共發出問卷400份，有效問卷回收305份。本研究結論如下：賣場的便利性、商品價格知覺與服務效能對賣場的滿意度及忠誠度皆有正向顯著影響，且賣場的顧客滿意度對顧客忠誠度具有正面影響效果，因此本研究建議賣場經營者應持續以各種作為來提升賣場的便利性、商品價格優勢、服務效能，進而維持高的顧客滿意度，最終將可對顧客忠誠度產生正面影響與效益。

關鍵字

消費情境 ； 價格知覺 ； 服務效能 ； 便利性 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

How the supermarket store management team should stand out in the market with huge business opportunities for consumers and people’s livelihoods is not only to provide a good and comfortable shopping environment, to actively care for the needs of the consumer group and to provide quality services, but also to pay attention to the price value created by marketing activities , Strengthen consumers' high trust and dependence on supermarket stores. The main purpose of this research is to explore the relationship between consumption situation, price perception, service efficiency, convenience and customer satisfaction and loyalty, and conduct a sample survey of consumers who have shopping experience in PX-Mart in central Taiwan through convenience sampling. 400 questionnaires were sent out and 305 valid questionnaires were returned. The conclusions of this study are as follows: store convenience, product price perception, and service efficiency have a positive and significant impact on store satisfaction and loyalty, and store customer satisfaction has a positive effect on customer loyalty, so this research suggests Store operators should continue to use various actions to improve the convenience, product price advantage, and service efficiency of the store, and then maintain high customer satisfaction, which will ultimately have a positive impact and benefit on customer loyalty.

並列關鍵字

Consumption Situation ； Price Perception ； Service Efficiency ； Convenience ； Customer Satisfaction ； Customer Loyalty

參考文獻

一、中文部分

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