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題 名 | 臺灣糖業公司木材製品價格促銷及服務品質之研究=The Price Promotion and Service Quality of Wood Products at the Hypermarket of Taiwan Sugar Company |
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作 者 | 劉建麟; 徐俊雄; 張煜權; 陳載永; | 書刊名 | 林產工業 |
卷 期 | 26:2 2007.06[民96.06] |
頁 次 | 頁73-84 |
分類號 | 482.8 |
關鍵詞 | 木材製品; 價格促銷; 服務品質; 顧客滿意度; 購買意願; Wood products; Price promotion; Service quality; Customer's satisfaction; Purchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以台南縣台糖量販店(Taisuco)為研究案例,目的在於瞭解量販店之木材製品價格促銷及服務品質,對顧客滿意度及購買意願之影響。結果發現,價格促銷、服務品質、顧客滿意度與購買意願等四變項,存在相關性而互相影響消費的行為,且量販店的木材製品價格促銷及服務品質對顧客滿意度有正向影響,而顧客對木材製品之滿意度與購買意願亦有顯著正向關係。同時,顧客的購買意願會因事前滿意度的增加,進而影響其間的表現,即顧客滿意度愈高,服務品質與購買意願相對愈高。現階段量販店業者推廣的促銷活動,以降價促銷的方式,顯然並非受訪者最重視的消費需求行為,而消費行為更重視顧客在接受企業提供的服務時,可能得到的對待與保證,是否符合顧客期望的程度,包括專業知識與能力、解釋問題、服務態度等。從顧客的認知品質、認知價值與期望著手,再透過感官效益、服務品質反應度、價格搜尋行為的促進,將決定顧客的購買行為。本研究建議量販店以服務品質提升著手,落實教育訓練,培養專業知識與能力,加強解說解釋的技巧,提升服務態度讓顧客感動,而購買行為即可增加。其次,價格促銷以價格搜尋比價的方式進行,滿足顧客的認知需求行為。 |
英文摘要 | In order to discuss whether customer satisfaction and purchase intention would be influenced by price promotion and service quality for the wood products in hypermarket. The process of selling wood products was investigated at the hypermarket of Taiwan Sugar Industry Company. Through the factor analysis and multiple regression analysis, the relations among those 4 factors were examined. The results showed that customer satisfaction, purchase intention, price promotion and service quality would correlate with each other. Price promotion and service quality would increase the satisfaction of customer that would stimulate the purchase intention. According to the multiple regression analysis, repurchase intention of customer and the service quality would increase if the customer's need was satisfied during the last purchase time. On the contrary, a special discount of price won't be the most popular way to promote the marketing. The content of service and guarantee of product quality coupled with the expectation of customer through providing the professional knowledge, problem-solving and service attitude were the customer's most concern about. Since repurchase intention would be governed by the product quality and value of customer's expectations, the repurchase intention would be ignited through good experience of purchase, good response of service and reasonable price-comparison. |
本系統中英文摘要資訊取自各篇刊載內容。