顧客對便利商店自我服務科技系統滿意度的實證研究

The Empirical Study of Customers' Satisfaction with Self-Service Systems in Domestic Convenience Stores

10.29767/ECS.201006.0004

陳怡靜(I-Ching Chen)；胡學誠(Shueh-Cheng Hu)；施東河(Dong-Her Shih)

自我服務科技 ； 多媒體資訊站 ； 美國顧客滿意度指標 ； 結構方程模式 ； self service technologies ； Kiosk ； American customer satisfaction index ； structural equation model

Electronic Commerce Studies

8卷2期（2010 / 06 / 30）

231 - 258

繁體中文

便利商店的普及化，已養成民眾將其提供的便利服務視為日常生活的一部份。由於便利商店的市場競爭非常激烈，各家業者皆極力將產品與服務推陳出新，而強調以不限於人際服務互動接觸的電子化自助服務－自我服務科技系統尌成了許多便利商店用以提供顧客多元服務的利器。有鑑於自我服務科技系統的日漸普及與重要性，本研究以便利商店自我服務科技系統的顧客觀點出發，應用美國顧客滿意度指標模式作為本實證研究的理論基礎，探討國內顧客對便利商店自我服務科技系統的滿意度與其他變數之間的因果關係，並透過問卷以結構方程模式檢驗假說模型。本研究結果發現顧客期望、知覺品質及知覺價值都是會有效影響顧客滿意度的重要變數。其中以「顧客期望」對「顧客滿意度」的影響最大，「知覺品質」次之，而「知覺價值」的影響則最小。研究結果亦顯示，此三項構面並間接影響便利商店自我服務科技的「顧客忠誠」。而「顧客滿意度」亦會直接影響到「顧客忠誠」，「顧客抱怨」所受的影響稍大於「顧客忠誠」。希冀藉由本研究的結果，能對便利商店的相關業者有所助益，以作為未來推展自我服務科技系統的參考依據。

Because fierce competition, all participants in the convenience store market manage to bring more values to customers by adopting electronic self-service platforms. This research takes the customers of self-service platforms at convenience stores as subjects, analyzes the correlations between customer satisfaction and its antecedents and consequences based on the American Customer Satisfaction Index model. By applying structural equation model, this research reconfirmed that the three determinants of customer satisfaction include expectation, perceived quality, and perceived value. Besides, this research revealed that customer satisfaction has positive impact on customer loyalty and customer complaint does not correlate with customer loyalty. Hopefully, the findings can provide guidance for businesses to revamp and promote their self-service technologies in the future.

1. 賴士葆、顏永森(2004)。網際網路自助服務對顧客再購意願影響之研究。電子商務研究，2(3)，259-278。
   連結：
2. 杜念魯(民97.4.5)。複雜度高互動式kiosk應用市場-IPC業今年布局重點，DIGITIMES電子時報
3. 李清宏(民94)。Kiosk應用創意不少 值得國內業者參考，http://www.find.org.tw/0105/trend/0105_trend_friendly_print.asp?trend_id=1301
4. 林茂仁(民97.4.8)。與遠通電收合作 統一超強攻ibon，經濟日報。
5. Anderson, E. W.,Fornell, C.(2000).Foundations of the American Customer Satisfaction Index.Total Quality Management,11(7),869-882.
6. Anderson, E. W.,Fornell, C.,Lehmann, D. R.(1994).Customer Satisfaction Market Share, and Profitability: Finding form Sweden.Journal of Marketing,58,53-66.
7. Andreassen, T. W.(1999).What Drives Customer Loyalty with Complaint Resolution?.Journal of Service Research,1(4),1-41.
8. Bagozzi, R. P.(1977).Convergent and Discriminant Validity by Analysis of Covariance Structures: The Case of Affective Behavioral, and Cognitive Components of Attitude.Advances in Consumer Research,4(1),11-18.
9. Bagozzi, R. P.,Yi, Y.(1988).On the Evaluation of Structural Equation Models.Journal of Academy of Marketing Science,16(1),74-94.
10. Baron, R.,Kenny, D.(1986).The Moderator-mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
11. Bentler, P. M.(1990).Comparative Fit Indexes in Structural Models.Psychological Bulletin,107,238-246.
12. Bollen, K.(1989).Structural Equations with Latent Variables.New York:Wiley.
13. Bollen, K.,Long, J. S.(1993).Testing Structural Equation Models Sage.CA:Beverly Hill.
14. Chen, S. C.,Chen, H. H.,Chen, M. F.(2009).Determinants of Satisfaction and Continuance Intention towards Self-service Technologies.Industrial Management & Data Systems,109(9),1248-1263.
15. Chin, W. W.,Todd, P. A.(1995).On the Use, Usefulness, and Ease of Use of Structural Equation Modeling in MIS Research: A Note of Caution.MIS Quarterly,19(2),237-246.
16. Curran, J. M.,Meuter, M. L.(2005).Self-service Technology Adoption: Comparing Three Technologies.Journal of Services Marketing,19(2),103-113.
17. Dabholkar, P. A.(1996).Consumer Evaluations of New Technology-based Self-service Options: An Investigation of Alternative Models of Service Quality.International Journal of Research in Marketing,13,29-51.
18. Dabholkar, P. A.,Bagozzi, R. P.(2002).An Attitudinal Model of Technology-Based Self-Service: Moderating Effects of Consumer Traits and Situational Factors.Journal of the Academy of Marketing Sciences,30(3),184-201.
19. Dabholkar, P. A.,Bobbitt, L. M.,Lee, E. J.(2003).Understanding Consumer Motivation and Behavior Related to Self-Scanning in Retailing: Implications for Strategy and Research on Technology-Based Self-Service.International Journal of Service Industry Management,14(1),59-95.
20. Deming, W. E.(1981).Management of Statistical Techniques for Quality and Productivity.New York University.
21. Erikssona, K.,Nilssonb, D.(2007).Determinants of the Continued Use of Self-service Technology: The Case of Internet Banking.Technovation,27(4),159-167.
22. Fornell, C.(1982).A Second Generation of Multivariate Analysis: Measurement and Evaluation Praeger.New York:Praeger.
23. Fornell, C.,Johnson, M. D.,Anderson, E. W.,Cha, J.,Bryant, B. E.(1996).The American Customer Satisfaction Index: Nature, Purpose, and Findings.Journal of Marketing,60(4),7-18.
24. Fornell, C.,Larcker, D. F.(1981).Evaluating Structural Equation Models with Unobservable and Measurement Errors.Journal of Marketing Research,18,39-50.
25. Fornell, C.,Mithas, S.,Morgeson Ⅲ, F. V.,Krishnan, M. S.(2006).Customer Satisfaction and Stock Prices: High Returns, Low Risk.Journal of Marketing,70(1),3-14.
26. Gay, L. R.(1992).Educational Research Competencies for Analysis and Application.New York:Macmillan.
27. Hair, J.,Anderson, R.,Tatham, R.,Black, W.(1998).Multivariate data analysis.New York:Macmillan.
28. Hair, J.,Anderson, R.,Tatham, R.,Black, W.(1992).Multivariate data analysis.New York:Macmillan.
29. Hocutt, M. A.,Charkraborty, G.(1997).The Impact of Perceived Justice on Customer Satisfaction and Intention to Complain in a Service Recovery.Advances in Consumer Research,24(1),457-463.
30. Hoffman, K. D.,Bateson, J. E. G.(2001).Essentials of Services Marketing: Concepts, Strategies and Cases.South-Western College.
31. Homburg, C.,Furst, A.(2005).How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach.Journal of Marketing,69(3),95-114.
32. Hsu, S. H.(2008).Developing an Index for Online Customer Satisfaction: Adaptation of American Customer Satisfaction Index.Expert Systems with Applications,34(4),3033-3042.
33. Jarvenpaa, S. L.,Tractinsky, N.,Vitale, M.(2000).Consumer Trust in an Internet Store.Information Technology and Management,1(1-2),45-71.
34. Johnson, M. D.,Gustafsson, A.,Andreassen, T. W.,Lervik, L.,Cha, J.(2001).The Evolution and Future of National Customer Satisfaction Index Models.Journal of Economic Psychology,22(2),217-245.
35. Jöreskog, K. G.,Sörbom, D.(1992).LISREL: A Guide to the Program and Applications.Chicago:Scientific Software International, Inc.
36. Juran, J. M.,Gryna, F. M.(1988).Juran's Quality Control Handbook.New York:McGraw-Hill.
37. Kauffman, R. J.,Laura, L.(1994).A Value Platform Analysis Perspective on Customer Access Information Technology.Decision Science,25(5-6),767-794.
38. Konradt, U.,Christophersen, T.,Schaeffer-Kuelz, U.(2006).Predicting User Satisfaction, Strain and System Usage of Employee Self-Services.International Journal of Human-Computer Studies,64(11),1141-1153.
39. Lee, H. J.,Fairhurst, A. E.,Lee, M. Y.(2009).The Importance of Self-Service Kiosks in Developing Consumers' Retail Patronage Intentions.Managing Service Quality,19(6),687-701.
40. Lin, J. S.,Hsieh, P. L.(2006).The Role of Technology Readiness in Customers' Perception and Adoption of Self-Service Technologies.International Journal of Service Industry Management,17(5),497-517.
41. Mattsson, J.,Lemmink, J.,McColl, R.(2004).The Effect of Verbalized Emotions on Loyalty in Written Complaints.Total Quality Management & Business Excellence,15(7),941-958.
42. Meuter, M. L.,Bitner, M. L.(1998).Self-Service Technologies: Extending Service Frameworks and Identifying Issues for Research.AMA Winter Educator's Conference Proceedings: Marketing Theory and Applications
43. Meuter, M. L.,Ostrom, A. L.,Bitner, M. J.,Roundtree, R.(2003).The Influence of Technology Anxiety on Consumer Use and Experiences with Self-Service Technology.Journal of Business Research,56(11),899-906.
44. Meuter, M. L.,Ostrom, A. L.,Roundtree, R. I.,Bitner, M. J.(2000).Self-service Technologies: Understanding Customer Satisfaction with Technology-based Service Encounters.Journal of Marketing,64(3),50-64.
45. Miranda, M. J.,Konya, L.,Havrila, I.(2005).Shoppers Satisfaction Levels are not the Only Key to Store Loyalty.Marketing Intelligence & Planning,23(2),220-232.
46. Mittal, V.,Kamakura, W. A.(2001).Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics.Journal of Marketing Research,38(1),131-142.
47. Nunnally, J. C.(1978).Psychometric Theory.New York:McGraw-Hill.
48. Nunnally, J. C.,Bernstein, I. H.(1994).Psychometric Theory.New York:McGraw-Hill.
49. Parasuraman, A.(2000).Technology readiness index (TRI)-a Multiple-item Scale to Measure Readiness to Embrace New Technologies.Journal of Service Research,2(4),307-320.
50. Park, J. W.,Robertson, R.,Wu, C. L.(2006).Modelling the Impact of Airline Service Quality and Marketing Variables on Passengers' Future Behavioural Intentions.Transportation Planning and Technology,29(5),359-381.
51. Pauler, G.,Dick, A.(2006).Maximizing Profit of a Food Retailing Chain by Targeting and Promoting Valuable Customers using Loyalty Card and Scanner Data.European Journal of Operational Research,174(2),1260-1280.
52. Reichheld, F. R.,Markey, Jr, R. G.,Hopton, C.(2000).The Loyalty Effect - the Relationship Between Loyalty and Profits.European Business Journal,12(3),134-139.
53. Rothenberger, S.,Grewal, D.,Iyer, G. R.(2008).Understanding the Role of Complaint Handling on Consumer Loyalty in Service Relationships.Journal of Relationship Marketing,7(4),359-376.
54. Schneider, B.,Macey, W.,Lee, W.,Young, S.(2009).Organizational Service Climate Drivers of the American Customer Satisfaction Index (ACSI) and Financial and Market Performance.Journal of Service Research,12(1),3-14.
55. Teas, R. K.,Agarwal, S.(2000).The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice and Value.Journal of the Academy of Marketing Science,28,278-290.
56. Terblanche, N. S.(2006).An Application of the American Customer Satisfaction Index (ACSI) in the South African Motor Vehicle Industry.South African Journal of Business Management,37(4),29-38.
57. Terblanche, N. S.(2006).The Relationship Between Customer Satisfaction and Loyalty an Application of the American Customer Satisfaction Index in the South African Fast Food Industry.Management Dynamics,15(2),31-42.
58. Wang, Y. S.(2008).Assessing E-Commerce Systems Success: a Respecification and Validation of the DeLone and McLean Model of IS Success.Info Systems Journal,18,529-557.
59. Wolfinbarger, M.,Gilly, M. C.(2001).Shopping Online for Freedom, Control and Fun.California Management Review,43(2),34-55.
60. Wood, F. B.,Siegel, E. R.,Feldman, S.,Love, C. B.,Rodrigues, D.,Malamud, M.(2008).Web Evaluation at the US National Institutes of Health: Use of the American Customer Satisfaction Index Online Customer Survey.Journal of Medical Internet Research,10(1)
61. Yu, C. M.,Wu, L. Y.,Chiao, Y. C.,Tai, H. S.(2005).Perceived Quality, Customer Satisfaction, and Customer Loyalty: the Case of Lexus in Taiwan.Total Quality Management & Business Excellence,16(6),707-719.
62. Zhu, F. X.,Wymer, W. J.,Chen, I.(2002).IT-Based Services and Service Quality in Consumer Banking.International Journal of Service Industry Management,13(1),69-90.
63. 何淑熏、柯盈吟、黃瓊慧(2000)。從網路銀行自助服務探討創新對顧客價值之影響。電子商務研究，5(4)，463-483。

1. 蔡孟璇,王志宏(2021)。運用科技接受模式探討澎湖機場旅客使用自助報到服務之行為意向－兼論信任之調節效果。休閒產業管理學刊，14(1)，25-44。
2. 張瑋尹、張淑君、張俊傑(2012)。連鎖便利商店的行銷方式及消費者購物偏好之研究。運動與遊憩研究，6(3)，1-19。