農會生鮮超市消費者消費行為意圖影響因素之研究

The Study that is the Influence Factors of the Consume Behavior Intention of Farmers' Supermarket's Customers

蔡佩霖(Pei-Lin Tsai) ； 謝佳珍(Chia-Jen Hsieh) ； 林豐瑞(Feng-Jui Lin)

《經營管理論叢》 2007特刊 (2007/12) Pp. 227-240

https://doi.org/10.6872/OMR.200712/SP.0011

摘要

本研究旨在瞭解農會生鮮超市之服務經營概況以及服務品質、產品品質、顧客滿意度及消費者行為意圖間之影響。此間，藉由變異數分析方法探討人口背景特性在各構面之差異性。再者，進一步以典型相關分析探討消費者對於農會生鮮超市之服務品質及產品品質在其滿意度及消費行為意圖上是否具有關聯性，並且找出本研究架構中各構面間影響農會生鮮超市之主要關鍵影響因子。研究結果顯示，在農會生鮮超市消費者對服務品質、產品品質、顧客滿意度與行為意圖之認知方面可得知，認知不同的主要因素為「教育程度」及「購買次數」兩者人口背景特徵。另外，在農會生鮮市消費者服務品質、產品品質對消費滿意與行為意圖之相關方面，發現構面間均具有相關性，並且「關懷性」、「員工素質」、「保證性」、「產品品質」、「聲望」、「服務能力」、「服務內容」、「實體呈現」、「忠誠度」、「外部反應」及「可靠性」為農會生鮮市消費者服務品質、產品品質對消費滿意與行為意圖之關鍵影響因子。依此，本研究將進一步針對研究結果提出可供農會生鮮超市進行行銷策略管理意涵之參考。

關鍵字

服務品質 ； 產品品質 ； 顧客滿意度 ； 行為意圖

並列摘要

The purpose of this study is understanding the service management of Farmers' Supermarket, and the influence between the service quality、the product quality、the customer satisfaction and the customer behavior intention. Then discusses the difference in the population background characteristic in each construction by ANOVA analysis method. As well as further discusses the customer towards the service quality and the product quality of Farmers' Supermarket in its customer satisfaction and consumer behavior intention whether has the connection. Also, find the main key influential factors of between each construction surface out that can influential Farmers' Supermarket in this study. The findings of this study show that the cognition of the customer of Farmers' Supermarket towards the service quality, the product quality, the customer satisfaction and the behavior intention could know that the primary different cognition factors are the population backgrounds characteristic of education level and the purchase number of times. Moreover, the relations of the customer of Farmers' Supermarket towards the service quality, the product quality, the customer satisfaction and the behavior intention could find each construction has correlation. Furthermore, 「empathy」、「Staffs quality」、「assurance」、「products quality」、「prestige」、「service ability」、「Service Content」、「entity Presentation」、「loyalty」、「external response」 and 「reliability」 are the main key influential factors of Fanners' Supermarket towards the service quality, the product quality, the customer satisfaction and the behavior intention. According to this, this study further will aim at the findings to propose the reference of might supply Farmers' Supermarket to proceed the management of marketing strategy.

並列關鍵字

Service Quality ； Product Quality ； Customer Quality ； behavioral intention