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不同購物價值的消費者對商店滿意度之比較研究 = A Comparison...

國立高雄大學亞太工商管理學系碩士班

不同購物價值的消費者對商店滿意度之比較研究 = A Comparison of Consumers’ Satisfaction with Storesbetween Different Shopping Values

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Comparison of Consumers’ Satisfaction with Storesbetween Different Shopping Values
作者:	黃麗君,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2008[民97]
面頁冊數:	80面圖，表 : 30公分;
標題:	顧客滿意度
標題:	Customer Satisfaction
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/41415784047284621174
附註:	指導教授：黃明新
附註:	參考書目：面54-68
摘要註:	在零售產業裡，顧客滿意度乃是企業獲利的主要來源。然而，在相同環境下，不同購物價值消費者(享樂型和功能型)對於零售商店滿意度卻有所不同。本研究目的在於提出顧客滿意度前因後果之整合架構，其中以商店氣氛、產品多樣化和銷售人員表現為前因變項；接著，以再光顧意願、顧客忠誠度和正向口碑為後果變項，進一步探討享樂型和功能型消費者間的差異。問卷發放乃以曾在大型零售商店購買的消費者作為調查對象，期間共回收有效問卷501 份。本研究利用結構方程模式檢驗變數間的參數估計值，並透過巢式模式(nested model)探討享樂型和功能型消費者之間的差異。由結構方程分析結果發現，商店氣氛、產品多樣化和銷售人員表現會正向影響顧客滿意度，且顧客滿意度會正向影響再光顧意願、顧客忠誠度和正向口碑。此外，巢式模式的分析結果指出，商店氣氛和銷售人員表現會讓享樂型消費者產生較高的顧客滿意度。另外，顧客滿意度會對享樂型消費者帶來較高的再光顧意願、顧客忠誠度和再光顧意願。研究結果希望能提供零售業者發展合適的行銷策略，促使企業獲得更高的利潤。 Customer satisfaction is a main source that the firms make profit in a retail setting. The two categories of hedonic and utilitarian consumers behave differently when presented with the same shopping environment. The purpose of this research is to study the antecedents and consequences of customer satisfaction. Antecedents to satisfaction has focused on store atmosphere, assortment and salesperson performance. Consequences to satisfaction has focused on repatronage intention, customer loyalty and positive word of mouth. Further, this study examines the differences between hedonic and utilitarian consumers in selected constructs.The survey was collected from the consumers of retail store, which are interviewed with questionnaires. A total of 501 participants complete the required information. This study used structural equation modeling (SEM) to examine the path estimates among constructs, and nested structural equation models are conducted to test the difference between hedonic and utilitarian consumers. This study finds store atmosphere, assortment and salesperson performance have positive and significant impact on customer satisfaction, and customer satisfaction is positively significant associated with repatronage intention, customer loyalty and positive word of mouth. The results of nested models indicate that both store atmosphere and salesperson performance affect hedonic consumers’ customer satisfaction more strongly than utilitarian consumers. Besides, the results indicate that customer satisfaction affect hedonic consumers’ repatronage intention, customer loyalty and positive word of mouth than utilitarian consumers.

不同購物價值的消費者對商店滿意度之比較研究 = A Comparison of Consumers’ Satisfaction with Storesbetween Different Shopping Values
黃, 麗君

不同購物價值的消費者對商店滿意度之比較研究 = A Comparison of Consumers’ Satisfaction with Storesbetween Different Shopping Values / 黃麗君撰 - [高雄市] : 撰者, 2008[民97]. - 80面 ; 圖，表 ; 30公分.
指導教授：黃明新參考書目：面54-68.
顧客滿意度Customer Satisfaction

不同購物價值的消費者對商店滿意度之比較研究 = A Comparison of Consumers’ Satisfaction with Storesbetween Different Shopping Values
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330 $a 在零售產業裡，顧客滿意度乃是企業獲利的主要來源。然而，在相同環境下，不同購物價值消費者(享樂型和功能型)對於零售商店滿意度卻有所不同。本研究目的在於提出顧客滿意度前因後果之整合架構，其中以商店氣氛、產品多樣化和銷售人員表現為前因變項；接著，以再光顧意願、顧客忠誠度和正向口碑為後果變項，進一步探討享樂型和功能型消費者間的差異。問卷發放乃以曾在大型零售商店購買的消費者作為調查對象，期間共回收有效問卷501 份。本研究利用結構方程模式檢驗變數間的參數估計值，並透過巢式模式(nested model)探討享樂型和功能型消費者之間的差異。由結構方程分析結果發現，商店氣氛、產品多樣化和銷售人員表現會正向影響顧客滿意度，且顧客滿意度會正向影響再光顧意願、顧客忠誠度和正向口碑。此外，巢式模式的分析結果指出，商店氣氛和銷售人員表現會讓享樂型消費者產生較高的顧客滿意度。另外，顧客滿意度會對享樂型消費者帶來較高的再光顧意願、顧客忠誠度和再光顧意願。研究結果希望能提供零售業者發展合適的行銷策略，促使企業獲得更高的利潤。 Customer satisfaction is a main source that the firms make profit in a retail setting. The two categories of hedonic and utilitarian consumers behave differently when presented with the same shopping environment. The purpose of this research is to study the antecedents and consequences of customer satisfaction. Antecedents to satisfaction has focused on store atmosphere, assortment and salesperson performance. Consequences to satisfaction has focused on repatronage intention, customer loyalty and positive word of mouth. Further, this study examines the differences between hedonic and utilitarian consumers in selected constructs.The survey was collected from the consumers of retail store, which are interviewed with questionnaires. A total of 501 participants complete the required information. This study used structural equation modeling (SEM) to examine the path estimates among constructs, and nested structural equation models are conducted to test the difference between hedonic and utilitarian consumers. This study finds store atmosphere, assortment and salesperson performance have positive and significant impact on customer satisfaction, and customer satisfaction is positively significant associated with repatronage intention, customer loyalty and positive word of mouth. The results of nested models indicate that both store atmosphere and salesperson performance affect hedonic consumers’ customer satisfaction more strongly than utilitarian consumers. Besides, the results indicate that customer satisfaction affect hedonic consumers’ repatronage intention, customer loyalty and positive word of mouth than utilitarian consumers.
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