Customer Satisfaction in the Chain Convenience Store Industry: The Role of Store Image and Service Quality

連鎖便利商店客戶滿意度之商店印象及服務品質的角色研究

10.29931/MR.200703.0003

許正芳(Cheng-Fang Hsu)

客戶滿意 ； 商店印象 ； 服務品質 ； 連鎖便利商店 ； Customer Satisfaction ； Store Image ； Service Quality ； Chain Convenience Store

行銷評論

4卷1期（2007 / 03 / 01）

19 - 39

英文

客戶滿意被認爲是一個企業成功的主要因素，這個研究主要是在於深入了解客戶滿意、商店印象與服務品質間的關係，特別是針對台灣的連鎖便利商店，作一個深入的研究。本研究的資料將以台灣的連鎖便利商店的顧客作爲資料收集的來源。本研究將透過收銀櫃檯，產品多樣化，商店環境與價格的因素來證明客戶滿意、商店印象與服務品質間具有正面影響的關係。

Customer satisfaction has been recognized as the predominant factor in a business organization's success. This research is the assistance in extending the understanding of the relationship between customer satisfaction, store image, and service quality. The considerable interest is both to practitioners and academics in the management of chain convenience store industry. The objective is to identify the factors of store image and service quality that are positively related to customer satisfaction. Using data collected from chain convenience stores in Taiwan, the findings indicate that store image and service quality with the performance of cashier, product variety, store environment, and price are positively correlated to customer satisfaction.

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