服務知覺價值多構面量表之實證研究

An Empirical Study of Multi-Dimensional Scale on Service Perceived Value

張淑青(Su-Ching Chang)

知覺價值 ； 顧客滿意 ； 服務知覺價值多構面量表 ； perceived value ； customer satisfaction ； multi-dimensional scale of perceived ； value on a service-SERV-PERVAL

企業管理學報

63期（2004 / 12 / 01）

95 - 119

繁體中文

由於品質不再是競爭優勢之清楚來源，顧客價值取而代之被視為主要的競爭優勢來源，「顧客價值」因而成為本世紀相當熱門的行銷研究新議題。許多行銷研究者主張知覺價值是一個難解及複雜的構念，價值如何加以量化？如何客觀衡量？均成為行銷研究者所關切的重點。因此，發展信度、效度俱佳之衡量顧客價值量表，遂成為行銷研究者努力的目標。本研究目的首先引據Petrick (2002)所發展之服務知覺價值多構面量表(SERV-PERVAL)，針對速食餐廳的顧客進行實證，藉以檢測該量表之信度與效度，並經由文獻回顧建構服務知覺價值與顧客滿意之因果關係並加以驗證，研究分析結果提供餐飲服務業者作為有效提升顧客滿意之參考與建議。

Since quality no more has been regarded as a clear source of competitive advantage, while customer value has taken place of being regarded as main source of competitive advantage, thus ”customer value” is becoming to be a very popular new issue of marketing research in this century. Many marketing researchers proposed that perceived value is an elusive and complex concept. How to make it quantitatively? How to measure it objectively? Many marketing researchers concerned about these two key points, the marketing researchers' objective are to develop a scale with good reliability and validity on measuring customer perceived value. The purpose of this article is to retest the reliability and validity in according with the multi-dimensional scale of perceived value on fast restaurant service (SERV-PERVAL) developed by Petrick (2002), construct and test the cause-effect relationship between perceived value and customer satisfaction as well. On the basis of research results, the ample and concrete managerial suggestions are offered to related service providers for upgrading customer satisfaction.

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