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系統識別號 U0026-0812200912065613
論文名稱(中文) 連鎖便利商店服務品質、顧客滿意度、顧客忠誠度關係探討-以屏東北部地區為例
論文名稱(英文) The relationship between service quality, customer satisfaction and customer loyalty in convenience stores in northern Ping Tung area
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 94
學期 2
出版年 95
研究生(中文) 張展旗
研究生(英文) Chan-Chi Chang
電子信箱 airmen.23@yahoo.com.tw
學號 r4793131
學位類別 碩士
語文別 中文
論文頁數 89頁
口試委員 口試委員-康信鴻
口試委員-蔡東峻
指導教授-張海青
中文關鍵字 顧客忠誠度  服務品質  顧客滿意度 
英文關鍵字 customer  service quality  customer satisfaction 
學科別分類
中文摘要 近年來,由於台灣市場轉變為服務業經濟,零售業發展迅速,市場競爭更為激烈,而在台灣大街小巷皆可看見便利商店的存在,以台灣前十大便利商店營業據點相除以人口,其密度以超越流通業最發達的日本,居全球之冠。隨著便利商店的開放與競爭的增加,便利商店業者不但要吸引新客戶、使顧客感到滿意,更重要的是如何留住舊有的客戶,因為吸引新客戶的成本遠高於留住舊有客戶所需的成本,因此業者提高消費者對於公司的忠誠度則成為經營上的重要課題。
本研究提出六項假設,並利用問卷的方式來驗證,以台灣三大連鎖便利商店為調查對象,分別為統一7-11、全家、萊爾富便利超商。採用ANOVA、T檢定、典型相關、皮爾森相關分析、迴歸方法、LISREL研究方法來分析人口變數與服務品質期待程度及滿意程度之間的相互關係,以及服務品質滿意度、顧客滿意度及顧客忠誠度之間的關係。本研究結果發現其中一項假設不一定成立之外,其餘五項假設均成立:(1)服務品質期待程度與滿意程度之間有顯著性的影響(2)服務品質期待程度與人口統計變數有顯著性影響(3)服務品質滿意程度與人口統計變數有顯著性影響(4)服務品質對顧客滿意有顯著性影響(5)顧客滿意度與顧客忠誠度之間有顯著性影響。






英文摘要 The market shifts into service-based economy in Taiwan. The retail industry grows rapidly and the competition’s quite keen. The convenience stores are far and wide. If we make the function (top 10 convenience store sites / population), we can find that the density goes farther than Japan which works distribution industry well and we are tip one worldwide. With the increasing of opening and competition, convenience store businessman has to create the way which appeals to new consumers, satisfies customers and achieves the key point of keeping old friends. In that the cost of attracting new consumers is much higher than keeping old friends, we focus on a big issue – how to rise customers’ royalty to the convenience stores.
My research puts forward six hypotheses and examines with questionnaires. The research bases on 7-11 HI-Life, Familymart. I analyze the relationship among population variation, quality expectation value and satisfaction level with the tools of ANOVA, T-test, Pearson analysis of relation, Cononical correlation and LISREL.
The result stands for five assumptions and against one.
(1) significant influence between service quality expectation and satisfactory level
(2) significant influence between service quality expectation and demographics variance
(3) significant influence between service quality satisfaction and demographics variance
(4) significant influence between service quality and consumer satisfaction.
(5) significant influence between consumer satisfaction and consumer royalty






論文目次 目錄
中文摘要 I
英文摘要 II
圖目錄 IV
表目錄 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與市場狀況 2
第四節 研究限制 3
第五節 研究流程 3
第二章 文獻探討 5
第一節 服務品質 5
第二節 服務品質的構面與衡量方式 14
第三節 顧客滿意度相關文獻探討 22
第四節 顧客忠誠度相關文獻探討 24
第五節 服務品質、顧客滿意度和顧客忠誠度之相關研究 26
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
第三節 研究變數 28
第四節 問卷設計 31
第五節 統計分析方法 32
第四章 資料處理與分析 33
第一節 信度與效度分析與因素分析 33
第二節 顧客基本資料分析 36
第三節 顧客對服務品質期待程度與滿意程度之排序分析 39
第四節 服務品質認知差距的探討 43
第五節 不同背景顧客在服務品質期待程度的探討 45
第六節 不同背景顧客在服務品質滿意程度之差異分析 53
第七節 服務品質滿意度對於顧客滿意度及顧客忠誠度的影響分析 62
第五章 結論與建議 75
第一節 研究結論 75
第二節 研究限制 78
第三節 對後續研究建議 78
參考文獻 80
附錄:本研究問卷 85
參考文獻 中文文獻
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