题名

商店形象與服務補救對顧客滿意之影響：以量販店爲例

并列篇名

Impacts of Store Image and Service Recovery on Customer Satisfaction: Evidence from Hypermarket Industry

DOI

10.29698/FJMR.200905.0006

作者

劉財龍(Tsai-Lung Liu)

关键词

量販店 ； 商店形象 ； 服務補救 ； 顧客滿意 ； hypermarket ； store image ； service recovery ； customer satisfaction

期刊名称

輔仁管理評論

卷期/出版年月

16卷2期（2009 / 05 / 01）

页次

119 - 158

内容语文

繁體中文
中文摘要

本研究旨在探討量販店建立商店形象與服務補救對顧客滿意之影響，以補足先前研究缺口。經由回收家樂福、大潤發、愛買吉安，及好市多等四家知名量販店顧客之400 份問卷，並配合多元迴歸分析驗證各研究假說。研究結果發現：(1)量販店之便利性、商品齊全性、商店氣氛及良好服務等商店形象，對顧客滿意（含賣場環境、服務人員、商品、價值）有正向顯著影響；至於經常性活動則對顧客滿意無顯著影響。(2)量販店之財務補償、精神補償、人員態度等服務補救，對顧客滿意有正向顯著影響；至於處理時間則對顧客滿意無顯著影響。據此，本研究對國內量販店業者提出七項經營管理策略之相關建議。
英文摘要

The research explores the impacts of hypermarket store image and service recovery on customer satisfaction to bridge the gap of past studies. 400 questionnaires were collected from four famous hypermarkets' customers (i.e., Carrefour, RT-Mark, Geant, and Costco) and were analyzed by multiple regressions to examine the research hypotheses. The results were found: (1) Hypermarket provides a greater purchasing convenience, goods completeness, store atmosphere and better service that have significant positively impact on customer satisfaction (i.e., sales environment, service person, goods and value), but frequent activity doesn't have significantly impact on customer satisfaction. (2) Hypermarket store provides financial and spiritual service compensation of service recovery that has significant positively impact on customer satisfaction, but customer waiting recovery timing doesn't have significantly impact on customer satisfaction. In sum, this research provides seven suggestions of strategic management for domestic hypermarkets.
主题分类 社會科學 > 管理學
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被引用次数
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