商店印象與服務品質對知覺價值、顧客滿意度與顧客行為意向影響之研究－以台隆手創館為例

The Influence of Store Image and Service Quality on Perceived Value, Customer Satisfaction and Customer Behavioral Intention-A Case Study of TokyoHands in Taiwan

王瑩瑋(Ying-Wei Wang)；鄭智豪(Chih-Hao Cheng)；吳靜宜(Ching-Yi Wu)

商店印象 ； 服務品質 ； 知覺價值 ； 顧客滿意度 ； 顧客行為意向 ； Store image ； Service quality ； Perceived value ； Customer satisfaction ； Customer behavioral intention

服務業管理評論

11期（2014 / 01 / 01）

1 - 24

繁體中文

為了解消費者對於台隆手創館之整體商店印象，並探討商店印象與服務品質對知覺價值、顧客滿意度與顧客行為意向的影響。本研究針對曾經有至台隆手創館消費之顧客，發放400份問卷，回收322份，有效問卷為300份，有效回收率為75%。採用結構方程式模式（SEM）分析各變數間的因果關係。研究結果顯示，消費者對於台隆手創館之整體商店印象，最滿意的前三項分別為：「商品品質優良」、「賣場燈光明亮」與「購物環境整潔」。其次，從LISREL的結構模型分析結果得知，商店印象對知覺價值與顧客行為意向有直接正向影響，對顧客滿意度之直接影響則不顯著，但會透過知覺價值間接對顧客滿意度產生正向影響。而服務品質對知覺價值與顧客行為意向皆有直接正向影響，對顧客滿意度之直接影響則不顯著，但會透過知覺價值間接對顧客滿意度產生正向影響。知覺價值對顧客滿意度有直接正向影響，且顧客滿意度對顧客行為意向亦有直接正向影響。本研究結果可提供台隆手創館做為未來行銷策略研擬之參考。

The purpose of the study is to identify the overall store image of customers to Tokyo Hands in Taiwan, and discuss the influences of store image and service quality on perceived value, customer satisfaction and customer behavioral intention. This research takes the sample of customers who had been shopped in Tokyo Hands. 400 copies of questionnaire were distributed and 322 copies were returned (300 copies were effective). The data was analyzed by using structural equation modeling (SEM) to explore the causal relationship between variables. With regard to the overall store image of customers to Tokyo Hands, the top three of most satisfactory ones are ”good quality of product ”, ”bright lights in the store” and ”shopping surrounding is tidy ”. In addition, the analysis results of SEM show that store image has a direct affect on perceived value and customer behavioral intention. Although it doesn't has a direct affect on customer satisfaction, there is an indirect effect on customer satisfaction via perceived value. With regard to service quality, it can directly affect perceived value and customer behavioral intention. But it doesn't have a direct affect on customer satisfaction. Finally, perceived value has a direct affect on customer satisfaction, and customer satisfaction has a direct affect on customer behavioral intention. The research results can be referenced by the manages for setting their future marketing strategies.

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