如何改善服務品質來提高消費者之購買意願－以連鎖超市為例

How to Enhance Customers’ Purchasing Intention by Improving Service Quality－A Case Study of the Supermarket Chain

楊佳靜(Jia-Jin Yang)

指導教授 ： 蘇綉惠 ； 楊浩偉

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2013年)

摘要

「服務至上」之於零售業為相當重要的服務指標。為了提供一個能滿足整體顧客群的服務，零售業者積極專研設計出一套完善的服務標準。然而，服務品質是屬難以捉模的概念名詞，且深受個人與大眾心理層面、社會趨勢與全球化發展等各種複雜因素影響。從既有相關文獻中提及，當顧客內心對某一品牌企業產生個人期許或受傳播媒體、促銷活動…等內外在因素影響而提高或降低期望時，若業者無法提供符合顧客期許的服務，便會產生服務認知差異。有鑑於此，本研究目的旨在發展出一套專屬於連鎖超市使用的服務品質量表，並用於衡量現今連鎖超市的服務重要性與滿意度的服務品質之間是否具有顯著差距；根據SERQUAL服務品質量表與RSQS服務品質量表來發展連鎖超市的服務品質量表；針對台中某大型連鎖超市為研究母體，以連鎖超市的內部員工為內部消費者，進行問卷發放，共400份問卷，總回收問卷為400份，有效問卷為300份；運用重要性績效分析法（Importance-analysis method, IPA）對連鎖超市的服務品質執行績效與顧客的服務重視項目進行衡量，以利於協助連鎖超市業者改善不足之處，並能提出有效的營銷經營策略。

關鍵字

重要性績效分析法（IPA） ； 顧客忠誠度 ； 服務品質 ； 顧客重視度

並列摘要

Satisfying customers’ service demands was the main service index in retail industry. Retailers tried to design a service standard to provide suitable service to satisfy customers. However, there might be a gap between customers’ expectation and perceived service. Therefore, the purpose of the study was to explore the difference between the importance and satisfaction of service quality in the supermarket chain. Only few studies discussed the gap between customer expectation and perceived service in the supermarket chain. The researcher distributed 400 questionnaires at 20 supermarket chains in Taichung. The Importance-Performance Analysis (IPA) which was the main measurement in this study would be used to measure the difference between the importance and satisfaction of service quality. The researcher expected to assist retailers to provide effective and efficient marketing strategies and improved service performance.

並列關鍵字

Importance-Performance Analysis (IPA) ； customer satisfaction ； Service quality ； customer importance

參考文獻

Addis, Michela & Morris, B. Holbrook (2001). On the Conceptual Link between Mass Customisation and Experience Consumption: An Explosion of Subjectivity. Journal of Consumer Behavior, 55-66.

Anderson, E. W. & Sullivan, M. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 125-143.

Anderson, E. W. (1998). Customer satisfaction and word-of-mouth. Journal of Service Research, 1-14.

Anderson, J. L. & Bouma, J. (1973). Relationships between saturated hydraulic conductivity and morphometric data of an argillic horizon. Soil Science Society of America Journal, crops.org.

Bitner, M. J. (1992). Evaluating service encounters: The effects of physical surroundings and employee response. Journal of Marketing, 69-582.