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博碩士論文 etd-0626112-181653 詳細資訊
Title page for etd-0626112-181653
論文名稱
Title
服務品質、顧客價值對顧客滿意度影響之研究─以韓系美妝店為例
The Influence of Service Quality and Customer Value on Customer Satisfaction─ An Empirical Study of Korean Cosmetic Stores in Taiwan
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
138
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-06-16
繳交日期
Date of Submission
2012-06-26
關鍵字
Keywords
創新接受程度、顧客價值、顧客滿意、消費情緒、來源國形象、服務品質
service quality, customer satisfaction, consumption emotion, customer value, country of origin, consumer innovativeness
統計
Statistics
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The thesis/dissertation has been browsed 5732 times, has been downloaded 1 times.
中文摘要
摘要

人類對於美的追求與日俱增,根據ITIS智網化妝品產業之發展趨勢2010年統計顯示,2009年全球化妝品市場達3,474億美元,較9年前成長兩倍之多。台灣美妝產業自50年代開始蓬勃發展,至80年代為止台灣美妝產業一直為歐美日品牌所領導。90年代開始,隨著我國政策推動,市場上開始出現許多國內品牌。此時,韓國美妝品牌採文化先行產品後至的策略也大舉進軍台灣,美妝市場更為多元、競爭也更為激烈。
本研究觀察到近幾年韓國美妝品牌挾帶強烈的旋風橫掃年輕族群,在台灣多點開花,因此,本研究選擇台灣市面上規模前三大韓系美妝品牌:The Face Shop、Skin Food、Etude House作為研究範圍,試圖想了解韓系美妝店帶給消費者的價值為何,何以在激烈的台灣美妝產業擁有自己的一片天。故本研究提出四大研究目的為:
一、探討韓系美妝店之服務品質、顧客價值與顧客滿意度之關聯性。
二、探討消費情緒對顧客滿意之影響。
三、瞭解來源國形象對顧客滿意之影響。
四、分析消費者不同的創新接受程度對顧客滿意之影響。
本研究利用人員訪問及網路問卷,針對The Face Shop、Skin Food、Etude House的顧客進行滿意度調查。研究結果發現:
一、顧客價值為服務品質與顧客滿意之中介變數。
二、功利價值不同時,對顧客滿意無顯著差異;享樂價值不同時,對顧客滿意有顯著差異。
三、來源國形象對顧客滿意有顯著影響。
四、消費者創新接受程度對顧客滿意有顯著影響。
五、消費情緒對顧客滿意有顯著影響。
Abstract
The pursuit of beauty in today's society is growing day by day. According to ITIS report about cosmetic industry development trend in 2010, the global cosmetics market in 2009 reached 3,474 billion U.S. dollars, twice as much as nine years ago. Cosmetic industry in Taiwan began to flourish since 1960s. Taiwan cosmetic industry is filled with United States, European and Japanese brands until 1990s. Promoted by government policy, many domestic brands emerge in 2000s. At this point, the Korean cosmetic brands entered Taiwan, making Taiwan cosmetic market more diverse and more competitive.
The Korean cosmetic brands became more popular among the youth, and opened lots of stores. This study chose top 3 Korean cosmetic brands: The Face Shop, Skin Food, Etude House to understand what values the Korean cosmetic stores provide, and how the Korean cosmetic stores can survive and grow. So, this study has four major objectives:
1. To understand the correlation between service quality, customer value and customer satisfaction in Korean cosmetic stores.
2. To explore the impact of consumption emotions on customer satisfaction.
3. To understand the effect of country of origin on customer satisfaction.
4. To analyze the influence of different levels of consumer innovativeness on customer satisfaction.
This study uses personal interview and online questionnaire to investigate the consumers of The Face Shop、Skin Food、Etude House.The results include:
1. Customer value is a mediator between service quality and customer satisfaction.
2. Different utilitarian values have no significant influence on customer satisfaction; different hedonic values have significant difference on customer satisfaction.
3. The main effects of country of origin, consumer innovativeness and consumption emotions have significant influence on customer satisfaction.
目次 Table of Contents
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究範圍與對象 7
第二章 文獻探討 8
第一節 服務品質 8
第二節 顧客價值 20
第三節 消費者創新接受度 36
第四節 消費情緒 41
第五節 來源國形象 45
第六節 顧客滿意度 50
第七節 服務品質、顧客價值與顧客滿意度之關係 55
第八節 文獻小結與評述 56
第三章 研究設計 57
第一節 研究架構 57
第二節 研究假設 59
第三節 研究變項之操作型定義 61
第四節 實證計畫 67
第四章 產業分析與個案公司描述 69
第一節 台灣化妝品產業 69
第二節 韓系美妝店在台發展概況 76
第三節 個案公司簡介 79
第五章 資料分析與討論 83
第一節 信度分析 83
第二節 有效樣本分析 85
第三節 研究假說之驗證 94
第六章 結論與建議 103
第一節 研究結論 103
第二節 研究貢獻 106
第三節 研究限制 111
第四節 未來研究方向 112
參考文獻 113
附錄 123
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Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value. Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A., and Bitner, M. J. (2000). Services marketing: Integrating customer focus across the firm. McGraw-Hill.
Zeithaml, V. A., Parasuraman, A., and Berry, L. L. (1985). Problems and Strategies in Service Marketing. Journal of Marketing, 49(49), 33-46.

 
三、 網路部分
http://www.eolembrain.com/Latest_View.aspx?SelectID=178 男性保養調查:有保養男人更搏女人圈歡喜,EOLembrain東方快線網絡市調,2010/02/25
http://www.eolembrain.com.tw/Latest_View.aspx?SelectID=240 ,東方快線六月品牌大調查:資生堂獵獲女人心",EOLembrain東方快線網絡市調,2011/07/20
http://www.thefaceshop.com.tw/ The Face Shop官網

http://www.skinfood.com.tw/ Skin Food官網

http://www.etudehouse.com.tw/ Etude House官網
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