Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/51566
|
| Title: | 3C連鎖通路消費者購買決策、知覺服務品質與滿意度及忠誠度之關係研究-以全國電子為例
Research of the relationship among consumer purchase decision, perceived service quality, satisfaction and loyalty in 3c chain stores：a case study of the e-life mall |
| Authors: | 林政儒
Lin, Cheng Ju |
| Contributors: | 祝鳳岡
林政儒
Lin, Cheng Ju |
| Keywords: | 連鎖店
消費者行為
服務品質
滿意度
忠誠度
Chain Store
Consumer Behavior
Service Quality
Satisfaction
Loyalty |
| Date: | 2009 |
| Issue Date: | 2011-10-11 16:52:03 (UTC+8) |
| Abstract: | 隨著數位化科技發展迅速，導致數位化產品快速在市場上崛起，加上國人生
活水準提高，對生活品質也越加重視，因此許多科技大廠紛紛快速推出新穎的產品吸引消費大眾，造成市場激烈的競爭，由於商機龐大伴隨而來的則是3C 通路業的競爭。台灣3C 連鎖通路的興起，產業結構已由末端零售通路取代產品供應商主導市場，越來越多人認為掌握通路便能掌握市場，這使新加入的3C 通路業者紛紛以連鎖店的形態出現，試圖擴展企業版圖與市場佔有率，加上顧客導向的時代來臨，消費者的購買力增加，在選購產品的同時，已不再只單一考慮產品品質因素，因此3C 通路業者必須更進一步了解消費者的購買決策，提高服務品質並創造顧客的滿意度，進而讓顧客產生忠誠度，才能提高競爭力在市場中勝出。
本研究探討3C 消費者「購買決策」、「知覺服務品質」、「滿意度」及「忠誠度」之關係及影響因素並以全國電子為例，回收有效問卷320 份，運用敘述性統計、因素分析、變異數分析、信度分析、T 檢定及迴歸分析，將資料進行統計分析獲得假設驗證。
研究結果如下：
一、消費者「購買決策」與「顧客滿意度」具有顯著相關性。
二、消費者「購買決策」與「顧客忠誠度」具有顯著相關性。
三、「服務品質」與「顧客滿意度」具有顯著相關性。
四、「服務品質」與「顧客忠誠度」具有顯著相關性。
五、「顧客滿意度」與「顧客忠誠度」具有顯著相關性。
六、不同人口統計變數在消費者「購買決策」具有顯著差異性。
七、不同人口統計變數在「服務品質」具有顯著差異性。
八、不同人口統計變數在「顧客滿意度」具有顯著差異性。
九、不同人口統計變數在「顧客忠誠度」具有顯著差異性。
The rapid development of digital technologies has accelerated release of digital
products in the market. With the improvement in living standards, domestic people are
paying more attention to their living quality. Many high-tech manufacturers are thus
dedicated to developing new and innovative products to satisfy consumer demands,
resulting in an increase of competition in the 3C industry. The structure of the 3C
industry has also changed with the rise of 3C chain stores. Retail stores which used to
be at the end of the supply chain have gradually taken the place of suppliers to
dominate the market. Believing that dominating channels means dominating the
market, many 3C retailers have been established in the form of chain stores to expand
their business and market share. In this customer-oriented era, consumers have greater
purchase power and no longer consider one single factor in the choice of products.
Therefore, 3C chain stores need to understand consumers’ purchase decision, so as to
effectively enhance their service quality, create customer satisfaction, induce customer
loyalty, and remain competitive in the market.
This study investigated the relationships of “purchase decision”, “perceived
service quality”, “customer satisfaction”, and “customer loyalty” among 3C
consumers. The research sample comprised of 320 valid responses from consumers of
E-Life Mall. These responses were analyzed using descriptive statistics, factor
analysis, analysis of variance, reliability test, t-test, and regression analysis to test the
proposed hypotheses.
The research results are as follows:
1. A significant relationship exists between “purchase decision” and “customer
satisfaction”.
2. A significant relationship exists between “purchase decision” and “customer
loyalty”.
3. A significant relationship exists between “service quality” and “customer
satisfaction”.
4. A significant relationship exists between “service quality” and “customer
loyalty”.
5. A significant relationship exists between “customer satisfaction” and “customer
loyalty”.
6. Consumers with different demographic variables have significantly different
“purchase decisions”.
7. Consumers with different demographic variables have significantly different
perceptions of “service quality”.
8. Consumers with different demographic variables show significantly different
levels “customer satisfaction”.
9. Consumers with different demographic variables show significantly different
levels “customer loyalty”. |
| Reference: | 一、中文文獻
1. 中華民國連鎖店協會資訊網 (2006)，http://www.tcha.org.tw/
2. 王文科、王智弘譯 (1999)，焦點團體訪談-教育與心理學適用，台五南書
局，台北。
3. 李幸模 (1995)，連鎖加盟店Q&A，商周文化事業，台北。
4. 林玫玫 (2005)，服務品質與顧客滿意度關係之研究，經營管理論叢，第一屆管理與決策學術研討會特刊，頁287-294.
5. 林振順 (1990)， 連鎖店主持人特質、策略選擇、績效關係之研究-以餐飲業為例，國立台灣大學商學研究所碩士論文。
6. 林陽助 (2003)，服務行銷，新陸書局，台北。
7. 林靈宏 (2003)，消費者行為學，五南圖書出版公司，台北。
8. 洪佩幸 (2007)，菸品消費者行為之研究，東海大學工業工程與經營資訊研究所碩士論文。
9. 郭儼頡 (2009)，產品品質、服務品質與價格對顧客滿意度與忠誠度之影響-以半導體設備商個案公司為例，國立成功大學企業管理研究所碩士論文。
10. 詹雅婷 (2005)，台中市咖啡連鎖店消費者行為研究論文。
11. 廖雅娟 (2006)，探討百貨業服務品質、顧客滿意度、顧客忠誠度之相關研究-高雄市百貨公司為例，高苑科技大學經營管理研究所碩士論文。
12. 戴照煜 (1988)，加入特約經營的利弊，突破雜誌，第37 卷，第2 期，頁29-34。
13. 謝文雀 (2001)，消費者行為，第九版，華泰書局，台北。
14. 簡子原 (2008)，3C 量販店服務品質及顧客關係對顧客滿意度及忠誠度之影響-以燦坤、順發及全國電子為例，佛光大學管理學研究所碩士論文。
15. 顏聖豪 (1984)， 連鎖經營控制之研究-系統分析法，政治大學企業管理研究碩士論文。
二、英文文獻
1. Anderson, E. W. and M. W. Sullivan (1993).“The Antecedents and Consequences
of Customer Satisfaction for Firms”,Marketing Science, Vol. 12, No. 2,
pp.125-143.
2. Anderson, E. W. and Sullivan, M. W. (1994).“The Antecedents and
Consequences of Customer Satisfaction for Firm”, Marketing Science, Vol. 12,
pp. 25-43.
3. Armistead, C. G. (1985).“Design of Service Operations：Operation Management
in Service Industries and the Public Sector”, New York：John Wiley & Sons, Inc..
4. Bendapudi, N., Leonardl and Berry (1997).“Customers Motivations for
Maintaining Relation-ships with Service Providers”,Journal of Retailing, 73, pp.
15-27.
5. Bhote, Keki R. Beyond (1996).“Customer Satisfaction to Customer Loyalty-The
Key Greater profitability”,American Management Association, New York, pp.
31-90.
6. Binter Mary J. (1990).“Evaluating Service Encounters：The Effect of Physical
Surroundings and Employee Responses”, Journal of Marketing. 54(2), pp. 69-82.
7. Bolton, R. N. and Drew, J. H. (1991).“A Multistage Model of Customers
Assessment of Service Quality and Value”, Journal of Consumer Research, 17,
pp. 375-384.
8. Boulding, William, Ajay Kalra, Richard Staelin, and Valarie A. Zeithaml (1993).
“A Dynamic Process Model of Service Quality: From Expection to Behavioral
Intentions,” Journal of Marketing Research, 30(February), pp. 7-27.
9. Bowen, J. T. and Chen, S. L. (2001).“The Relationship Between Customer
Loyalty and Customer Satisfaction”,International Journal of Contemporary
Hospitality, 13, pp. 213-217.
10. Cardozo, R. N. (1995).“An Experimental Study of Consumer Effort, Expectation
and Satisfaction” Journal of Marketing Research. 21, pp. 224-249.
11. Carlsmith, J. Merrill and Elliot Aronson (1963).“Some Hedonic Consequences of
the Confirmation and Disconfirmation of Expectancies”, Journal of Abnormal
and Social Psychology. 66, pp.151-156.
12. Carman, J.M., & Kenneth, P. (1973). Marketing: Principles and method, Chicago:
Richard D. Irwin. 7th ed. pp. 200-206.
13. Cassel, C. and Eklof, J. A. (2001).“Modeling Customer Satisfaction and Loyalty
on Aggregate Levels：Experiences from the ECSI Pilot Study”,Total Quality
Management, 12 (7/8), pp. 834-841.
14. Churchill, Gilber R., Jr and Surprenant. C. (1982). An Investigation into the Determinants of Consumer Satisfaction. Journal of Marketing Research 19
November, pp. 491-504.
15. Cronins, J. J. and S. A. Taylor (1992).“Measuring Service Quality：A
Reexamination and extension”,Journal of Marketing 56 (July), pp. 55-68.
16. Cronroos, C. (1982).“A Applied Service Marketing Theory”, European Journal
of Marketing, July, 33.
17. Crosby and Philip B. (1979). Quality Is Free：The Art of Marking Quality Certain,
New York：New American Library.
18. Dabholkar, P. A., Torpe, D. I. ntz, J. O. (1996).“A Measure of Service Quality for
Retail Stores”, Journal of the Academy of Marketing Science, 24 (Winter), pp.
3-16.
19. Day, G. S. (1997).“Maintaining the Competitive Edge：Creating and Sustaining
Advantage in Dynamic Competitive Environments”,In Wharton on Dynamic
Competitive Strategies. By George S. Day and David Reibstein. New York. John
Wiley, pp. 48-75
20. Day, Ralph L. Perreault and William P. Jr. (1977).“Extending the Concept of
Consumer Satisfaction in Advance in Consumer Research”, Association for
Consumer Research, pp. 149-154.
21. Demby, Emamuel (1974).“Psychographics and Form Where It Comes in
Lifestyle and Psychographics”, Wells, W. D. (ed.), AMA, Chicago.
22. Dick, A. S. and Basu, K., (1994).“Customer Loyalty：Toward an Conceptual
Framework”,Journal of Academy of Marketing Science 22, No. 2, pp.99-113.
23. Engel J. F, Blackwell R. D and Miniard P. W. (2001). Consumer Behavior, 9th
ed. pp. 83.
24. Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1995).“Consumer
Behavior”,8th ed., Orlando, FL：Dryden Press.
25. Etzel, M. J., B. J. W., and W. J. S. (2001). Marketing Management 12th ed.
Irwin：McGraw Hill.
26. Evans, James R., Lindsay, William (1996). The management and Control of
quality.
27. Festinger Leon (1957).“A Theory of Cognitive Dissonances”, Stanford
University Press, Stanford, C A.
28. Folkes, Valerie S. (1984).“Consumer Reactions to Product Failure：An
Attribution Approach”, Journal of Consumer Research. 10, pp. 398-409.
29. Fornell, C. (1992).“A National Customer Satisfaction Barometer：The Swedish
Experience”, Journal of Marketing, 56 pp. 6-21.
30. Frederick, N. (2000).“Loyalty. com：Customer relationship management in the
new era of internet marketing”,McGraw-Hill, pp. 261-274.
31. Garvin, D. A. (1983). What does“Product Quality”really Mean, Sloan
Management Review, 26(1), pp. 25-43.
32. Griffin, J. (1996).“Customer Loyalty”,New York：Simon and Schuster Inc.
33. Gronhold, L., Martensen, and Kristensen, K. (2000). The relationship between
customer satisfaction and loyalty：Cross-industry differences. Total Quality
management, 11, pp. 509-516.
34. Gronroos, C. (1982). An Applied Service Marketing Theory Journal of
Marketing, 16：pp.30-41.
35. Gronroos, C. (1982).“A Service Quality Model and Its Marketing
Implication.”,European Journal of Marketing Vol.18, No.1, pp. 36-44.
36. Hallowell, R. (1996).“The Relationship of Customer Satisfaction, Customer
Loyalty and Profitability：An Empirical Study”,International Journal of Service
Industry Management, pp. 27.
37. Hansemark, Ove C. and Marie A. (2004).“Customer Satisfaction and
Retention：The Experiences of Individual Employees”,Managing Service Quality,
14 (1), pp. 40-57.
38. Helson, Harry (1964).“Adaptation-Level Theory”, Harper and Row, New York.
39. Heskett, J.L., Thomas O. Jones, Gary W. Lovemen, W. Earl Sasser and Leonard
40. Heskett, James L. (1994). Thomas O. Jones, Gary W. Loveman, W. Earl Sasser
Jr., and Leonard A. Schlesinger,“Putting the Service-Profit Chiain to
Work”,Harvard Business Review. Pp. 164-174.
41. Jones, T. O., and Sasser, W.E., Jr. (1995).“Why Satisfied Customers
Defect”,Harvard Business Review, Vol. 73, No. 6, pp. 88-99.
42. Juran, J. M. (1974).“A Universal Approach to Managing for Quality”,Quality
Progress, pp. 19-24.
43. Justice R. & Judd R. (1989). Franchising. South-Western Publishing Co.
44. Keaveney, Susan M. (1995).“Customer Switching Behavior in Service Industries:
An Exploratory Study,” Journal of Marketing, 59(April), pp. 71-82.
45. Kolter, P. (1998).“Marketing Management：Analysis, Planning Implementation
and Control”,7th ed., New Jersey：Prentice Hall International Inc.
46. Kotler, P. (1997). Marketing management-analysis, planning, implementation
and control (9th ed.). Englewood Cliffs. New Jersey: Prentice-Hall.
47. Kotler, P. (1998). Marketing management：Analysis Planning, Implementation
and control. 9th ed. Englewood Cliffs, New Jersey：Prentice-Hall.
48. La Tour, Stephen A. and Nancy C. Peat (1979). Conceptual and Methodological
Issues in Consumer Satisfaction Research. in William L. Wilkie (ed.), Advance
in Consumer research. 6, Association for Consumer Research, pp.431-439.
49. Labarbera, Priscilla A. and David Mazursky (1983).“A Longitudinal Assessment
of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive
Process, Journal of Marketing Research, 20(November), pp. 393-404.
50. Lee, Jonathan, Janghyuk and Lawerence F. (2001).“The Impact of Switching
Costs on the Customer-Loyalty Link：Mobile Phone Service in France”,Journal
of Services Marketing, 15 (1), pp. 35-48.
51. Letinen, Uolevi and J. R. Lehtinen (1982).“Service Quality：A Study of Quality
Dimensions”, unpublished working paper, Helsinki： Service Management
Institute, Finland OY.
52. Levitt (1972).“Production-Line Approach to Service,”Harvard Business Review,
Vol.50, pp.41-52.
53. Martin, W. B. (1986).“Defining What Quality Service Is for you？”Cornell Hotel
& Restaurant Administration Quarterly, 16 (4), pp. 32-88.
54. Maslow, A. H. (1954). Motivation and Personality., N. Y. Harper and Row.
55. Nicholls, J. A. F., Gilbert, G. R., and Roslow, S. (1998).“Parsimonious
Measurement of Customer Satisfaction with Personal Service and the Service
Setting”,Journal of Consumer Marketing, Vol. 15, No. 3, pp. 239-253.
56. Nicosia, F. M. (1968). Consumer Decision Processes：Marketing and Advertising
Implication, Prentice-Hall, New Jersey.
57. Oliver R. I. and W. S. Desarbo (1988).“Response Determinants in Satisfaction
Judgment”, Journal of Consumer Research. 14, pp. 495-507.
58. Oliver, R. I. (1980).“A Cognitive Model of the Antecedent and Conequences of
Satisfaction Decision”, Journal of Marketing Research. 17 (6), pp. 460-469.
59. Oliver, R. L. (1993).“Cognitive, Affective, and Attribute Base of the Satisfaction
Response ”, Journal of Consumer Research, 20, pp. 418-430.
60. Oliver, R. L. (1997).“Satisfaction：A Behavioral Perception the Consumer”,New
York：Irwin / Mcgraw-Hill, pp. 418-430.
61. Oliver, R. L. (1999).“Whence Consumer loyalty？”,Journal of Marketing, Vol.
63 (Special Issue), pp. 33-44.
62. Ostrom, A. and D. Iacobucci, (1995).“Consumer Trade-Offs and the Evaluation
of Services”, Journal of Marketing, Vol. 59, pp. 17-30.
63. Parasuraman, A. Zeithaml, V.A., and Berry, L. L. (1996).“The Behavioral
Consequences of Service Quality”,Journal of Marketing, 60, pp. 31-46.
64. Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1985).“A Conceptual Model
of Service Quality and Its Implication for Future Research”, Journal of
Marketing, Vol.49, pp. 41-50.
65. Parasurman, A., V. A. Zeithaml, and L. L. Berry (1988).“SERVQUAL：A
Multiple-item Scal for Measuring Customer Perception of Service Quality”, Journal of Retailing, 64：pp. 12-40.
66. Pepper, D., and Rogers, M. (1997).“The One to One Future：Building
Relationship One Customer at a Time”Bantam Doubleday Dell Publishing.
67. Peter, J. P., and Olson, J. C. (1990).“Consumer Behavior and Marketing
Strategy”,Richard D. Irwin Inc.
68. Pfaff, M, (1977). The Index of Consumer Satisfaction Measurement Problem and
Opportunity, The Conceptualization of Consumer Satisfaction and
Dissatisfaction, H. Keith ed., Cambridge, Marketing Science Institute.
69. Prus, A. and Brandt, B. D. (1995).“Understanding Your Customers”, Marketing
Tolls 2, No. 4, pp. 10-14
70. Reichheld, F. F. and W. E. Sasser, Jr. (1990).“Zero Defections：Quality Comes to
Service”,Harvard Business Review 68, No 5, pp. 105-111.
Review, Mar./Apr., 1994, pp. 164-174.
71. Richins, Marsha (1983).“Negative Word-of-Mouth by Dissatisfied Consumers:
A Pilot Study,”Journal of Marketing, 47(Winter), pp. 68-78.
72. Rohrbaugh, J. (1981).“Operationalizing the Competing Value Approach：
Measuring Performance in Employment Service”, Public Productivity Review, 5
(2), pp. 141-159.
73. Sasser, Earl W., Paul Olson R., and Daryl Wyckoff D. (1978).“Management of
Service Operation：Text and Cases”, Allyn and Bacon Inc,.
74. Schewe, C. D., & Smith, R. M. (1983). Marketing: Concepts and applications
(2th ed.)(pp. 415).New Youk: McGraw-Hill.
75. Schiffman, L. G. and Kanuk L. L. (1991).“Consumer Behavior”,New Jersey：
Prentice-Hill, 2nd ed.
76. Schiffman, L. G. and Kanuk L. Z. (2000). Consumer Behavior, 7th ed., Prentice
Hall, New York.
Schlesinger., “Putting the Service-Profit Chain to Work,” Harvard Business
77. Selnes, F. (1993).“An Examination of the Effect of Product Performance on
Brand Reputation, Satisfaction and Loyalty”,European Journal of Marketing, 27
(9), pp. 19-35.
78. Spreng, R. A., MacKenzie, S. B. and Olshavsky, R. W. (1996).“A
Re-examination of the Determinants of Consumer Satifaction”, Journal of
Marketing, 60, pp. 15-32.
79. Spreng, R. A., MasKenzie, S. B. Ollhavsky, R. W. (1996).“A Reexamination of
the Determinants of Consumer Satisfaction”Journal of Marketing 60, pp. 15-23.
80. Stern, L. W., &EI-Ansary, A. (1988). Marketing channels. (pp. 223-228).
Springfield, New Jersey: Prentice-Hall.
81. Stum, David L and Alain Thiry (1991).“Building Customer Loyalty”, Training and Development Journal, Vol. 45, pp. 34-36.
82. Takeuchi, H., and J. A. Quelch (1983).“Quality Is More Than Marking A Good
Product”, Academy of Management Review, 17 (4), pp. 455-466.
83. Thibaut, J. W. and Harold H. Kelly (1959).“The Social Pychology of Group”,
New York：John Wiley and Sons, Inc.
84. Walter, C. Glenn, and Gordon Paul W. (1970).“Consumer Behaviors：An
Integrated Framework”,Homewood III, Richard D. Irwin Inc.
85. Wiley, J. W. (1991).“Customer Satisfaction：A Supportive Work Environment
and Its Financial Cost”,Human Resource Planning Vol. 14 No. 2, pp.117-127.
86. Williams, Terrell G. (1982).“Consumer Behavior Fundamental and Strategies”,St.
Paul Minn：West Publishing Co.
87. Woodside, A. G., Frey, L. L. and Daly, R. T. (1989). Linking Service Quality,
Customer Satisfaction and Behavioral Intention, Journal of Health Care
Marketing 9 (4), pp. 5-17.
88. Zaltman, G. & Wallendrof, M. (1983).“Consumer Behavior Basic Findings and
Management Implications”,Journal of Marketing, 59 (3), pp.622-624.
89. Zeithaml, V. A., and Binter, M. J. (1996).“Service Marketing”, McGraw Hill,
New York. |
| Description: | 碩士
國立政治大學
商管專業學院碩士學位學程(AMBA)
96380021
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0096380021 |
| Data Type: | thesis |
| Appears in Collections: | [管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 002101.pdf | 1080Kb | Adobe PDF2 | 6027 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
