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系統識別號 U0026-0812200912060013
論文名稱(中文) 顧客價值、價格知覺、顧客滿意度、轉換成本對顧客忠誠度影響之研究-以量販店為例
論文名稱(英文) The Effect of Customer Value, Price Perception, Customer Satisfaction and Switching Cost on Customer Loyalty- An Empirical Study of Hypermarket
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 94
學期 2
出版年 95
研究生(中文) 簡惠珠
研究生(英文) Huei-Chu Chian
學號 r0793137
學位類別 碩士
語文別 中文
論文頁數 118頁
口試委員 口試委員-莊立民
指導教授-莊雙喜
口試委員-余明助
指導教授-蔡明田
中文關鍵字 轉換成本  量販店  顧客價值  價格知覺  顧客滿意度  顧客忠誠度 
英文關鍵字 price perception  customer value  customer satisfaction  customer loyalty  hypermarket  switching cost 
學科別分類
中文摘要 量販店在零售流通業所占的比重日趨重要,可以從台灣地區國民生產毛額的下降與量販店營業額的增加看出一些端倪。而量販店除了與便利商店、超級市場、百貨公司等產業做出明顯的市場區隔外,其主要目的是希望為顧客提供一個品項齊全、物超所值、購物環境便利舒適且能一次購足達成顧客需求的商店。
本研究之目的在於探討量販店顧客價值 (customer value)、價格知覺(price perception)對顧客滿意度(customer satisfaction)與顧客忠誠度(customer loyalty)之關聯性研究,係採用問卷調查法,並以台灣地區量販店之消費顧客為研究對象,人員調查部分共寄發出300份扣除無效問卷144份共回收156份有效問卷回收率52﹪。另外網路部分(online questionnaire survey)共回收108份扣除無效問卷52份共回收56份有效問卷回收率51.85﹪。
本研究假設分為四部份:第一部份是個人特徵在各變項間之差異,第二部份是各研究變項間之相關性,第三部份是研究變項間之影響關係,第四部份為整體模式分析。在本研究中是採取SPSS統計視窗軟體以及LISREL軟體作為統計分析的工具,針對樣本資料做了如下的分析方法:t檢定、卡方檢定、單因子變異數分析、因素分析、信度分析、Pearson相關分析、層級廻歸,線性結構關係模式之衡量評估,以及整體模式建立與評估,最後進行研究架構整體模式配適分析。本研究主要發現如下:
1.量販店顧客的個人特徵(不同地區量販店顧客、平均月收入、不同地區)在對顧客價值、價格知覺、顧客滿意度、顧客滿意度的感受程度上有顯著差異。
2.量販店顧客在顧客價值、價格知覺對於顧客滿意度是呈現顯著影響。顧客價值、價格知覺對於顧客忠誠度顯著影響。顧客滿意度對顧客忠誠度是呈現顯著影響。
3.顧客滿意度對於顧客價值與顧客忠誠度之間的因果關係中介效果不存在;顧客滿意度對於價格知覺與顧客忠誠度之間的因果關係中介效果亦不存在。
4.轉換成本在顧客價值與顧客忠誠度之間的干擾效果不存在;轉換成本在顧客滿意度與顧客忠誠度之間的干擾效果亦不存在。
最後依據上述研究發現與結論,提出相關建議以提供量販店作為發展顧客忠誠度之參考。






英文摘要 Abstract
The importance of hypermarket (warehouse) increases rapidly in retail-sale industry, this phenomenon can be discovered by the relationship between the decreasing GNP of Taiwan and the increasing business volume of hypermarkets. The market segment between the hypermarket and other retail-stores such as convenient store, supermarket and shopping centers is quite clear; at the same time the business purposes of hypermarket are offering a convenient environment, sufficient goods and best buys to customers.
Therefore the purposes of this study were to explore the relationships among the customer value, price perception, customer satisfaction and customer loyalty; the questionnaire survey was the primary methodology to investigate their relationships and the customers of local hypermarkets were the main participants: 300 copies were distributed and both post and on-line surveys were made. These were then sorted to eliminate those with partially completed answers or invalid. As a result, 144 copies were eliminated leaving 156 (52.00%) valid questionnaires from post and 52 copies were eliminated leaving 56 (51.85%) valid questionnaires from on-line survey.
論文目次 中文摘要--------------------------------------------------------------------- I
Abstract-------------------------------------------------------------------- II
致謝------------------------------------------------------------------------ IV
目錄--------------------------------------------------------------------------V
表目錄----------------------------------------------------------------------VII
圖目錄-----------------------------------------------------------------------IX

第一章 緒論
第一節 研究背景-------------------------------------------------------------1
第二節 研究動機-------------------------------------------------------------3
第三節 研究目的---------------------------------------------------------------5
第四節 研究流程---------------------------------------------------------------6

第二章 文獻探討
第一節 量販業概述-------------------------------------------------------------7
第二節 顧客價值--------------------------------------------------------------11
第三節 價格知覺--------------------------------------------------------------20
第四節 顧客滿意度------------------------------------------------------------25
第五節 顧客忠誠度------------------------------------------------------------31
第六節 轉換成本--------------------------------------------------------------39

第三章 研究方法
第一節 研究架構--------------------------------------------------------------47
第二節 研究目的與假設--------------------------------------------------------48
第三節 研究變數之操作型定義與------------------------------------------------50
第四節 問卷設計--------------------------------------------------------------54
第五節 抽樣設計--------------------------------------------------------------55
第六節 資料分析方法----------------------------------------------------------56

第四章 研究結果分析
第一節 樣本資料之敘述性分析--------------------------------------------------62
第二節 各構面之因素分析------------------------------------------------------66
第三節 人口統計變數對各構面之分析--------------------------------------------72
第四節 各研究變項之相關------------------------------------------------------78
第五節 各研究變項之廻歸------------------------------------------------------81
第六節 層級廻歸分析----------------------------------------------------------84
第七節 研究架構整體模式分析--------------------------------------------------86

第五章結論與建議
第一節 研究結果與討論--------------------------------------------------------93
第二節 管理意涵--------------------------------------------------------------96
第三節 干擾變項與中介變項之推論與實務建議------------------------------------98
第四節 研究限制------------.------------------------------------------------101
第五節 後續研究建議---------------------------------------------------------102

參考文獻 -------------------------------------------------------------------103

表目錄
表1-1-1 綜合商品零售業概況----------------------------------------------------1
表2-1-1 零售業演進之相關理論--------------------------------------------------7
表2-1-2 台灣地區量販店營收概況------------------------------------------------9
表2-4-1 顧客滿意度定義彙整表-------------------------------------------------25
表2-6-1 轉換成本定義---------------------------------------------------------41
表3-3-1 顧客價值操作型定義----------.----------------------------------------50
表3-3-2 價格知覺操作型定義-----------.---------------------------------------51
表3-3-3 顧客滿意度操作型定義----------.--------------------------------------51
表3-3-4 顧客忠誠度操作型定義-----------.-------------------------------------52
表3-3-5 轉換成本操作型定義--------------.------------------------------------53
表3-5-1 本研究問卷回收情形---------------------------------------------------55
表3-6-1 可信度高低之參考值-------------------------------------------------- 57
表3-6-2 KMO值之參考標準----------.-------------------------------------------58
表4-1 網路/人員調查對各整體顧客滿意和顧客忠誠構面之t檢定表-------------------62
表4-2 人口統計變數樣本分佈情形-----------------------------------------------63
表4-3 量販店顧客對百貨公司/超級市場的購物金額、購物時間樣本分佈情形--..------65
表4-4 顧客價值之因素分析與信度分析-------------------------------------------67
表4-5 價格知覺之因素分析與信度分析-------------------------------------------68
表4-6 顧客滿意度之因素分析與信度分析-----------------------------------------69
表4-7 顧客忠誠度之因素分析與信度分析-----------------------------------------70
表4-8 轉換成本之因素分析與信度分析-------------------------------------------71
表4-9 性別對各構面之t檢定表--------------------------------------------------72
表4-10 性別對常去商店類型之卡方檢定------------------------------------------73
表4-11 不同量販店顧客對價格知覺-合理性之變異數分析--------------------------73
表4-12 不同量販店顧客對顧客滿意度-產品服務表現之變異數分析------------------74
表4-13 不同量販店顧客對顧客滿意度-公司整體表現之變異數分析------------------74
表4-14 顧客平均月收入對價格知覺-公平性之變異數分析--------------------------75
表4-15 不同地區顧客對顧客價值-服務價值之變異數分析--------------------------76
表4-16 不同地區顧客對價格知覺-合理性之變異數分析----------------------------76
表4-17 不同地區顧客對價格知覺-公平性之變異數分析----------------------------77
表4-18 不同地區顧客對顧客滿意度-產品/服務表現之變異數分析-------------------77
表4-19 不同地區顧客對顧客滿意度-整體表現之變異數分析------------------------78
表4-20 顧客價值子構面與價格知覺、顧客忠誠、顧客滿意、轉換成本之相關分析------78
表4-21 價格知覺子構面與顧客價值、顧客忠誠、顧客滿意、轉換成本之相關分析------79
表4-22 顧客忠誠子構面與顧客價值、價格知覺、顧客滿意、轉換成本之相關分析------79
表4-23 顧客滿意子構面與顧客價值、價格知覺、顧客忠誠、轉換成本之相關分析------80
表4-24 轉換成本子構面與顧客價值、價格知覺、顧客忠誠、顧客滿意之相關分析------80
表4-25 顧客價值子構面對顧客忠誠度之廻歸分析表--------------------------------81
表4-26 價格知覺子構面對顧客忠誠度之廻歸分析表--------------------------------82
表4-27 顧客價值子構面對顧客滿意度之廻歸分析表--------------------------------82
表4-28 價格知覺子構面對顧客滿意度之廻歸分析表--------------------------------83
表4-29 價格知覺子構面對顧客忠誠度之廻歸分析表--------------------------------84
表4-30 顧客價值、轉換成本對顧客忠誠度之層級廻歸檢定--------------------------85
表4-31 顧客滿意度、轉換成本對顧客忠誠度之層級廻歸檢定------------------------86
表4-32 LISREL模式分析結果----------------------------------------------------90
表4-33 理論結構模式之因徑係數與假設之驗證—中介效果--------------------------92
表5-1 研究假設實證之彙整表---------------------------------------------------93
表5-2 其他實證之彙整表-------------------------------------------------------94

圖目錄
圖1-4-1 研究流程--------------------------------------------------------------6
圖2-3-1 顧客價值三角模式-----------------------------------------------------14
圖2-3-2 總價值構成圖---------------------------------------------------------14
圖2-3-3 顧客價值地圖---------------------------------------------------------16
圖2-3-4 消費者價值架構-------------------------------------------------------17
圖2-3-5 顧客價值的層級模式---------------------------------------------------18
圖2-4-1 顧客滿意理論觀念性架構-----------------------------------------------28
圖2-4-2 ASCI顧客滿意度模型---------------------------------------------------30
圖2-5-1 忠誠度三角模型-------------------------------------------------------32
圖2-5-2 服務利潤鏈-----------------------------------------------------------36
圖2-5-3 Oliver 顧客滿意與忠誠度的六種關係------------------------------------38
圖3-1-1 研究架構圖-----------------------------------------------------------47
圖3-3-1 研究概念性架構-------------------------------------------------------53
圖4-7-1 本研究理論模式與參數結構---------------------------------------------89
圖4-7-2 已驗證之因果模式圖---------------------------------------------------91
圖5-3-1 顧客價值對顧客忠誠度的影響以轉換成本為干擾變項-----------------------98
圖5-3-2 顧客滿意度對顧客忠誠度的影響以轉換成本為干擾變項---------------------99
圖5-3-3 顧客價值對顧客忠誠度的影響以顧客滿意度為中介變項---------------------99
圖5-3-4 價格知覺對顧客忠誠度的影響以顧客滿意度為中介變項--------------------100
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二、英文部分
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