三大都會郊區消費者對黃金飾品店滿意度與忠誠度之研究

A Study on the Satisfaction and Loyalty of the Consumers for Gold Accessory Stores in Three Metropolitan Suburban Areas

林子堯(Tzu-Yao Lin)

指導教授 ： 吳天方

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

隨著時代潮流的轉變，人們對於黃金的消費需求也跟著轉型。從過去買黃金保值的觀念，逐漸轉變為追求流行時尚的精品。由於消費大眾的心態轉變，傳統黃金飾品店的經營者將不能固守陳舊的經營模式，必須一改過去守株待兔的心態，轉為主動積極的滿足顧客服務需求，進而強化顧客的再購意願是黃金飾品業者必須重視的問題。本研究以顧客滿意度與顧客忠誠度之影響，探討國內黃金飾品店的顧客滿意度、顧客忠誠度之間的關聯性。本研究採用量化方式收集資料進行統計分析。回收的問卷使用t檢定和變異數分析法探討不同人口統計變項(性別、年齡、學歷、居住地、職業、婚姻狀況、購買用途、購買次數等)對顧客滿意度與顧客忠誠度影響的差異。本研究共發放問卷600份，發放對象為購買黃金飾品之ㄧ般消費者。回收數量為532份，其中有效問卷為510份，有效回收率為85%。經由分析得到下列結果：一、黃金飾品店顧客的人口統計變項中，顧客滿意度僅在居住地、購買用途上有顯著影響。二、黃金飾品店顧客的人口統計變項中，顧客忠誠度僅在購買用途、購買次數上有顯著影響。三、黃金飾品店顧客滿意度與顧客忠誠度有顯著相關。

關鍵字

黃金飾品店 ； 顧客滿意度 ； 顧客忠誠度 ； 顧客關係 ； 消費者

並列摘要

With the change of time and tide, the demand for gold also changes. People bought gold under the conception of preserving their fortune in the past. But now gold purchase is only a move for fashion. The traditional gold accessory stores has to change radically for their consumers have changed totally. The sellers need to change their old marketing style, and turn their outdated ways into some stimulating ones, or passive ways into active ones. How to satisfy the requirements of customers and intensify their re-purchase intention for more gold accessory products is a very important issue for the keepers of this field. Customers’ satisfaction and loyalty will influence their purchase behavior. Based on this point, the study will focus on the relationship between customers’ satisfaction, loyalty and re-purchase intention of gold accessory products. Quantitative method has been adopted for data collection and content analyses of the research. Approaches such as statistical t-test and analysis of variance (ANOVA) have been taken to study the differentiations of demographical data on customers’ satisfaction and loyalty. The study distributed 600 questionnaires to survey shoppers or consumers of gold accessory products. 532 questionnaires were returned. Thus, 510 valid questionnaires have been collected and the effective return rate of this survey is 85%. After a careful statistical analysis, this study has found：(1) Gold accessory stores demographical variables, customer satisfaction only has significant effect on location, and purchase purpose. (2) Gold accessory stores demographical variables, customer loyalty only has significant effect on purchase purpose and frequency. (3) The customers’ satisfaction and loyalty of Gold accessory stores influence their repurchase intention significantly and correspondingly.

並列關鍵字

Gold accessory stores ； Customer’ satisfaction ； Customer’ loyalty ； Customer relationship ； Consumer

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