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題名 | 便利商店顧客滿意與競爭策略--南臺技術學院周邊商圈之實證研究=Customer Satisfaction and Competitive Strategy of Convenience Store--An Empirical Study of Nan-Tai Technology College Area |
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作者 | 郭德賓; Kuo, Te-ping; |
期刊 | 商管科技季刊 |
出版日期 | 20000600 |
卷期 | 1:2 2000.06[民89.06] |
頁次 | 頁165-183 |
分類號 | 496.7 |
語文 | chi |
關鍵詞 | 便利商店; 顧客滿意; 競爭策略; Convenience store; Customer satisfaction; Competitive strategy; |
中文摘要 | 本研究探討影響便利商店顧客滿意的相關因素,發展便利商店顧客滿意評量模式,並且提出改善建議與競爭策略以供廠商參考。從南臺技術學院周邊地區五家便利商店的實證研究中發現:(1)16~25歲的大專學生是便利商店的主要顧客群。(2)在市場競爭激烈的情況下,便利商店的消費者在「知覺的績效」與「顧客的期望」之間,除了少數項目之外,並無顯著落差。(3)影響便利商店業顧客滿意的主要因素可歸納為「服務態度」、「服務內容」、「服務設備」、「服價價格」、「便利性」等五大構面,其中以「服務態度」對顧客滿意的變異解釋力最大,其次是「服務內容」。(4)在便利商店顧客滿意評量模式中,「績效與期望的差距」對「顧客滿意」有顯著的正向影響,「顧客滿意」對「再購傾向」、「介紹意願」與「價格容忍度」均有顯著的正向影響。(5)不同類型便利商店的消費者,在顧客滿意上有顯著的差異。(6)不同「性別」的消費者在顧客滿意上有顯著的差異,但是不同「年齡」、「職業」、「學歷」、「家庭所得」與「零用金額」的消費者,在顧客滿意上無顯著的差異。 |
英文摘要 | This study explores the factors that affect convenience store customer satisfaction, constructs a customer satisfaction measurement model of convenience store, and proposes some suggestion and competitive strategy for firms. In an empirical study on five convenience stores around Nan-Tai Technology College, the major findings are: (1)16~25 years old students are the most important consumers of convenience store. (2)In a strong competitive market, except few items, there isn't a significant variance between customer expectation and perceived performance of convenience store. (3)The five dimensions that affect convenience store customer satisfaction are service attitude, service equipment, service content, service price, and convenience. Among of them, service attitude has the highest variance explaining ability of customer satisfaction, service content is the second. (4)In customer satisfaction measurement model of convenience store, gap of performance and expectation has a positive effect on customer satisfaction. Moreover, customer satisfaction has a positive effect on rebuy intention, recommend intention, and price tolerance. (5)There is a significant variance of customer satisfaction among five convenience stores. (6)There is a significant variance of customer satisfaction among different sex of consumers, but there isn't a significant variance of customer satisfaction among different age, profession, education, family income, and allowance of consumers. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。