服務品質、知覺價值對回購意圖之研究─以好市多量販店為例

The Research of Service Quality and Perceived Value on Repurchase Intentions: Costco as an Example

楊美香(Mei-Hsiang Yang) ； 陳威有(Wei-Yu Chen)

《全球科技管理與教育期刊》 9卷3期 (2020/09) Pp. 56-78

https://doi.org/10.6617/GTME.202009_9(3).0004

摘要

量販量店市場競爭激烈，價格策略不再是最重要。而業者為了吸引顧客，必須在服務與知覺價值上都能讓顧客滿意且有再次回購意願，因此本研究探討量販店顧客服務品質、知覺價值與回購意圖之相關性。本研究共發出450份問卷，有效問卷為415份，有效問卷回收率92.2%。資料經描述統計及逐步迴歸分析，所得結論如下：1.服務品質對回購意圖有顯著預測力；2.知覺價值對回購意圖有顯著預測力。

關鍵字

好市多 ； 服務品質 ； 知覺價值 ； 回購意圖

並列摘要

It is highly competitive at the moment in the warehouse supermarkets. The price strategy is no more the most important. In order to attract customers, the warehouse supermarkets need to improve the service quality and perceived value to encourage a repeat consumption. The purpose of this study is to investigate the relationships among the service quality, perceived value, and repurchase intentions of the consumers in Costco. A total of 450 questionnaires were distributed for customers and 415 valid questionnaires were returned (resulting 92.2 percentage of response rate).The data would be analyzed through Descriptive Statistics, and Stepwise Regression Analysis. The resulting conclusions of this study are listed as follows: 1. Service quality has the significant prediction to repurchase intentions. 2. Perceived value has the significant prediction to repurchase intentions.

並列關鍵字

Costco ； Service Quality ； Perceived Value ； Repurchase Intentions