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博碩士論文 etd-0717106-233020 詳細資訊
Title page for etd-0717106-233020
論文名稱
Title
顧客認知品質及顧客滿意度對公司經營績效之影響—以大樂倉儲量販為例
The Effect of Customer Perceived Quality and Customer Satisfaction to Store Performance: An Empirical Case of DOLLARS
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
87
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
2006-06-24
繳交日期
Date of Submission
2006-07-17
關鍵字
Keywords
公司經營績效、顧客滿意度、零售式量販店、顧客認知品質
customer perceived quality, hypermarket, store performance, customer satisfaction
統計
Statistics
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中文摘要
隨著消費市場蓬勃發展,過去由大盤商、中盤商主導的零售市場,已經由位居通路末端的零售式量販店扮演主導者的角色。零售式量販店在市場刺激之下,競爭更趨激烈。業者除了必須以「量」多取勝壓低販售價格之外,也必須兼顧「質」的提昇,吸引消費者進行購買。
根據經濟部的統計資料,可知國內近年來無論是零售業或零售式量販業都維持正向成長的狀態。因此有越來越多的業者投入零售市場,現存的業者要如何維持原有的優勢穩定成長,並且繼續生存不被新進者淘汰取代,將是零售業者未來必須面臨的嚴峻挑戰與考驗。
本研究以國內量販店業者為研究對象,探討顧客認知品質、顧客滿意度與量販店經營績效之間的相關性與因果關係。針對量販店顧客,以發放問卷的方式衡量量販店顧客對於該量販店所認知之產品與服務品質,進一步探討認知品質與顧客滿意度之間的相關性;以及量販店顧客滿意度與量販店經營績效間的關係。
實證結果發現,在零售業中產品認知品質對顧客的產品滿意度有正向的影響,量販店業者若能提昇顧客對產品認知品質的評價,將成為提昇產品滿意度的重要因素。服務認知品質也對顧客的服務滿意度有正向的影響,員工提供顧客感到賓至如歸的服務,賣場本身必須提供正確的購買資訊,將成為提昇顧客服務滿意度的重要因素。至於顧客滿意度與公司經營績效之關係,則可能因顧客特性與消費者結構之不同而有所變動,可能是一非線性的關係。
Abstract
As the consumer market grows vigorously in recent years, the warehouse clubs and hypermarkets that were at the end of channel have replaced wholesalers to become the leaders of the retailing market. Under this circumstance, competition among all retailers is more and more fierce. The retailers must not only emphasize on “quantity” to control the prices, but also place the importance on “quality” to attract all consumers.
According to the statistical data of The Ministry of Economic Affairs, it could be concluded that whether retailing business or hypermarkets still grows positively in recent years. Therefore, there are more and more competitors entering the retailing business. How retailers maintain their own competitive advantages and avoid not eliminating through competition would be the greatest and most vital challenge for all retailers.
This research regards hypermarket retailers as the main research object, probing into the correlation among customer perceived quality, customer satisfaction and store performance. By sending out questionnaires, this research did a survey to analyze the customer perceived product and service quality. Moreover, this research also made a study of the relationship between customer perceived quality and customer satisfaction, and the relationship between customer satisfaction and store performance.
Through the real analysis, it could be concluded that product perceived quality has a positive influence on product satisfaction in the retailing business. If the retailers of hypermarket could promote the evaluation of product perceived quality, it would become a key factor to improve customer satisfaction. Also, Service perceived quality would influence service satisfaction positively. Workers in the retailing business should offer customers pleasing service and correct shopping information. These are the key factors to progress service satisfaction. As for the relationship between customer satisfaction and store performance, it might be affected by different characteristics and structure of customers. In other words, the relationship might be non-linear.
目次 Table of Contents
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象 4
第四節 研究流程 5
第二章 文獻探討 8
第一節 認知品質 8
第二節 顧客滿意度 11
第三節 商店績效評估 14
第四節 零售業 17
第五節 量販店與零售式量販店 23
第六節 個案量販店—「大樂倉儲批發」簡介 28
第七節 小結 32
第三章 研究方法 33
第一節 研究架構 33
第二節 研究變數與操作型定義 37
第三節 問卷設計 40
第四節 抽樣設計與樣本結構 41
第五節 資料分析方法 43
第四章 研究結果 45
第一節 因素分析及信度分析 45
第二節 產品認知品質、服務認知品質與顧客滿意度相關性之分析及探討 49
第三節 顧客滿意度與公司經營績效之相關性分析與探討.53
第五章 討論、結論與建議 56
第一節 討論 56
第二節 研究結論 59
第三節 研究貢獻 65
第四節 研究限制 67
第五節 管理意涵 68
第六節 未來研究方向 69
參考文獻 70
一、 中文文獻 70
二、 英文文獻 72
附錄—本研究問卷 77
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