頁籤選單縮合
題 名 | 不同百貨公司類型之顧客群及其消費行為差異探討=The Study for the Diversity of Customers Consumption Behavior in the Different Types of Department Stores |
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作 者 | 簡正儒; | 書刊名 | 民意研究季刊 |
卷 期 | 202 1997.10[民86.10] |
頁 次 | 頁113-128 |
分類號 | 496.34 |
關鍵詞 | 百貨公司; 顧客知覺; 業態屬性; Department store; Customer percept; Attributes of retail type; |
語 文 | 中文(Chinese) |
中文摘要 | 本文運用顧客知覺分析百貨公司業態屬性之顧客滿意程度,依序為商品組合、人 員服務、企業形象、銷售人員專業知識、內部動線、促銷認知、商品品質、外部交通、停車 空間、商品價格水準,並依據百貨公司座落處與賣場規模大小的觀點,區分為都會區型百貨 公司與社區型百貨公司來加以區別探討。都會區型百貨公司客層傾向年輕化、大眾化,商品 組合較社區型百貨公司更具優勢; 社區型百貨公司由於停車相對便利,客層傾向高所得高年 齡層之開車族,但經營專業化定位仍有待強化。而具有主觀意識與自信的現代消費者較不重 視商品品質水準、商品價格水準、商品組合數量、人員服務、外部交通、商店企業形象,顯 示有主見的消費者更專注於能滿足個人獨特需求的產品與服務。 |
英文摘要 | This study employs the analysis of customers percept to measure the satisfied degree of customers for the attributes of the different retail types of department stores, and then the attributes of the higher degree are found, including commodities combination, service, enterprise image, professional knowledge of salesclerks, the inside route, sales promotion, products quality, the outside traffic, parking space, and the price level of products. By the location and the sale field of the department stores, this paper differentiates the local one from the metropolis ones. The customers of the metropolis ones are toward young and popularized, besides the stores dominate the local one in commodities combination very much; however, owing to the con- venience of parking space. the customers of the local one are toward the drivers whom are higher income and older, but the professional management position of the store is vague. Finally, this survey implies that the subjective and confident modern customers pay little attention to the product quality, product price, quantity of commodi- ties combination, salesclerks service, outside traffic, and enterprise image; that is say, they concentrate on whether the kind of products and service are satisfactory to individual demand or not. |
本系統中英文摘要資訊取自各篇刊載內容。