快速時尚品牌之消費者滿意度研究─以ZARA及UNIQLO為例

A Study on the Customer Satisfaction of Fast Fashion Brands-Take ZARA and UNIQLO as Example

10.30001/JIES.201212.0003

張少玟(Shao-Wen Chang)；朱維政(Wei-Cheng Chu)；邱淑萍(Shu-Ping Chiu)

快速時尚 ； 消費者滿意度 ； Fast Fashion ； customer satisfaction ； ZARA ； UNIQLO

美容科技學刊

9卷4期（2012 / 12 / 01）

43 - 57

繁體中文

本研究的目的是探討台灣消費者對快速時尚品牌之滿意度，並以ZARA及UNIQL為例，分析不同族群消費者間之滿意度差異，以提供品牌業者擬定行銷策略之用。本研究根據對快速時尚品牌之4P分析、SWOT分析及相關文獻探討，擬定問卷量表進行368份問卷，抽樣誤差5.1％、效度KMO值為0.848、總量表信度Cronbatch’s α 值為0.906。研究結果顯示女性、26~35歲、月收入30001~45000元及服務業等族群消費者對快速時尚品牌之滿意度，均顯著的比其他同類變項族群消費者低。此外，消費者對廣告行銷層面之滿意度最低，僅達普通滿意程度，值得品牌業者的重視。

The purpose of this study is to investigate the customer satisfaction of fast fashion brands taking ZARA and UNIQLO as examples. The differences among various customer groups were analyzed for providing business owner to program their marketing strategy.The questionnaire was prepared based on the 4P analysis, SWOT analysis and relative paper reviewing in this study. 368 subjects were completed with 5.1% sampling error, 0.848 KMO of validity and 0.906 Cronbatch's α value of reliability. The results were shown that the groups of female, age from 26 to 35, salary from 30001 to 50000 NTD and service occupation are of significant lower than others of the same group in satisfaction of fast fashion brands. Besides, it is worthy of emphasis for brand owner that customer satisfaction in advertising and marketing are lowest and only reach ordinary level.

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