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題 名 | 百貨公司消費者購買行為及滿意度之研究--以桃園市遠東百貨為例=Study on Consumers' Purchasing Behavior and Their Satisfactory in the Department Store--Take the Far East Department Store in Taoyuan City as an Example |
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作 者 | 王島華; | 書刊名 | 中華工商專校學報 |
卷 期 | 18 1999.03[民88.03] |
頁 次 | 頁91-100 |
分類號 | 496.34 |
關鍵詞 | 百貨公司; 購買行為; 滿意度; 服務品質; Department store; Purchasing behavior; Satisfactory extent; Service quality; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究乃利用問卷調查方式,針對桃園地區消費者調查,其目的在探討百貨公司 消費者購買行為及滿意度,希望其研究結果能有效幫助業者訂定最佳行銷策略,使業者能在 日益競爭環境下,維持競爭優勢。本研究結果發現:在消費者購買行為方面包括消費者在選 擇百貨公司時,最主要的考慮因素為服務品質、打折促銷的方式最能吸引顧客上門、消費者 通常在下午及晚上的時段逛百貨公司等。在滿意度方面較滿意項目包括商品品質、商品種類 齊全程度、商品組合與搭配等項目,較不滿意的地方包括整潔、停車的便利性、商品價格、 服務人員能迅速服務顧客等項目。 |
英文摘要 | Theis study in to use questionnaire to survey the consumers' purchasing behavior and their satisfactory in a department store in Taoyuan area. This research result can be used to help the owner to find a more efficient way in their sales strategy so as to keep their superiority over other stores under this competitive markets. In the part of purchasing behavior of consumers, the results showed that the consumers preferred to go to the department store where it has the best service quality and the discount sales promotion. Usually, consumers would like to shop there in the afternoon and the results also showed that consumers were satisfied in the quality of their products, the variation in the category of the products, and the arrangement of the assembly of the related products. The less satisfaction fields included the order and cleanness, convenience in the parking place, the price of the products, and prompt service to the client by the serviceman. |
本系統中英文摘要資訊取自各篇刊載內容。