探討顧客對連鎖超市的重視度與滿意度之衡量-以大台中為例

Exploring the Measurement of Customer Importance and Satisfaction in the Supermarket Chain – A Case Study in Taichung

沈宜諠(Yi-Hsuan Shen)

指導教授 ： 楊浩偉 ； 蘇綉惠

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2013年)

摘要

服務品質在近年來已越來越重視，消費者開始不再只重視於商品本身的品質或品牌，在消費過程中的所感受到店家所提供的服務品質亦是決定是否購買或再次回顧的重要因素。而過去亦有眾多學者探討過各不同產業之服務品質，並從研究中瞭解到服務品質的多樣信。然而，本研究主要旨在探討顧客對於台中生鮮連鎖超市之服務品質重視度與滿意度。並且將針對台中生鮮連鎖超市之顧客進行問卷調查，藉以分析瞭解顧客的人口分布、服務項目的重視度、滿意度以及忠誠度。本研究共發放440份問卷，有效問卷為410份，預試問卷則為100份，並對回收問卷之數據進行敘述性統計、因素分析、信度分析、效度分析、成對樣本t檢定、ANOVA單因子變異數分析、相關分析以及重要性績效分析(IPA)。由數據資料顯示，台中生鮮連鎖超市所提供之服務品質與顧客所預期與實際感受中存在著顯著差異，並得知店家所提供之服務有過多或不足之問題存在，以致無法全然符合顧客的需求。最後，本研究之分析結果將協助台中生鮮連鎖超市業者更加瞭解顧客所需求之服務品質，並提供經營策略之建議以及如何改善自身服務品質。

關鍵字

服務品質 ； 經營策略 ； 重要性-績效分析 ； 顧客滿意度

並列摘要

Researchers of service quality often suggested that customers’ perception of purchasing importance would likely affect their satisfaction. In the past, service quality of customers has been described in the literature to capture its multidimensionality. However, the aim of this study attempted to explore how customer importance and customer satisfaction in fresh supermarket chain of Taichung were related. This study was comprised of four parts of questionnaires concerning customer information, customer importance and customer satisfaction. 410 customer of fresh supermarket chain participate in this study. Descriptive statistics, factor analysis, reliability analysis, validity analysis, paired T-test, One-Way ANOVA and Importance-Performance Analysis (IPA) were utilized in quantitative analysis of questionnaire. Finally, the results of this study would lead to better understanding of customers’ service quality in fresh supermarket chain, as well as the result can be useful to the operators of fresh supermarket chain to establish better marketing strategy.

並列關鍵字

Importance-Performance Analysis(IPA) ； Service Quality ； Customer Satisfaction ； Marketing Strategy

參考文獻

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