||企業聲譽、商店形象對顧客知覺價值、顧客忠誠度之影響 - 以統一超商為例
||The Effects of Corporate Reputation and Store Image on Customer Perceived Value and Customer Loyalty - An Empirical Study of 7-Eleven in Taiwan
||Executive Master of Business Administration (EMBA)
customer perceived value
台灣地區連鎖便利商店，密集度為全球最高，產業內的競爭激烈且同質性高，而業者也面臨都會商圈飽和、成長緩慢、顧客忠誠下降的現象。為了在競爭激烈的市場中生存與獲利，業者致力於縮短顧客搜尋與結帳的時間，導入物超所值之平價化商品，為顧客節省時間和金錢，以降低知覺成本。近幾年，業者更改變經營思維，提升附加價值，提供多項附加服務。而透過產品或服務提供的過程，是否藉由顧客對產品或服務品質的知覺，及縮短顧客搜尋與結帳時間和提供平價化商品為顧客節省成本，以降低知覺成本，因此可以傳遞更多的顧客知覺價值? 而顧客知覺價值的增加，是否進一步增進顧客忠誠度? 對便利商店業而言，是極為重要的議題。
本研究主要的目的在探討企業聲譽、商店形象、服務品質、知覺成本等構面因素對於顧客知覺價值與顧客忠誠度之影響及各構面因素上之差異與互動關係。本研究以台灣統一超商公司作為研究對象。問卷以便利抽樣方式，發出550 份，並以其中有效問卷418份進行統計分析；所得研究結果發現: (1.)企業聲譽、商店形象正向影響服務品質；企業聲譽、商店形象負向影響知覺成本；其中以商店形象影響服務品質與知覺成本的重要性程度最大。(2.)服務品質正向影響顧客知覺價值，知覺成本負向影響顧客知覺價值；其中以知覺非貨幣成本影響顧客知覺價值的重要性程度最大。(3.)顧客知覺價值正向影響顧客忠誠度；其中以象徵性價值影響顧客忠誠度的重要性程度最大。
Taiwan has the highest density of convenient stores in the world. In this industry, the competition is fierce and there is high degree of similarity. Every retailer is facing the same challenges including saturated market, slow growth, and loss of customer loyalty. In order to survive and gain profit in this competitive market, convenience store retailers are striving to reduce perceived cost, shorten customer’s search and check-out time, and introduce affordable value added products to save customers money. In the recent year, retailers even change their operating mindset to increase their added value and provide many value added products and service. Through the process, are there more customer perceived value conveyed to customers by the perception of product or services, and by industry’s efforts of shorten search and check-out time to provide affordable value added products to save customers money? Also, will the increase of customer perceived value therefore build more customer loyalty? These are very critical topics for convenient store retailers.
For customers to distinguish the service industry where there isn’t much difference, is through the corporate reputation. It is an essential tool to build image to attract and retain customers. There are few studies on the impact of corporate reputation and store image on customer loyalty. This is one of the motives of this study.
The purpose of this study is to examine the effects of corporate reputation, store image, service quality and perceived cost on customer perceived value and customer loyalty, and the differences and interrelations of these variables.
The target of this research is the President Chain Store Corporation, the leading convenience store retailer in Taiwan. 550 questionnaires have been issued, and a total of 418 were received and completed. After statistical analysis and study of these questionnaires, the findings are:
(1)Corporate reputation and store image positively influence service quality, while negatively influence perceived cost. Store image has the highest degree of affecting the service quality and perceived cost.
(2)Service quality positively influence customer perceived value, while perceived cost negatively influence customer perceived value. Perceived non-monetary cost has the highest degree of affecting customer perceived value.
(3)Customer perceived value positively influence customer loyalty. Symbolic value has the highest degree of affecting customer loyalty.
摘 要 I
誌 謝 IV
目 錄 V
表 目 錄 VII
圖 目 錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 顧客忠誠度的定義與重要性 5
第二節 顧客知覺價值對顧客忠誠度的影響 9
第三節 服務品質、知覺成本與顧客知覺價值的關係 11
第四節 企業聲譽對服務品質、知覺成本的影響 13
第五節 商店形象對服務品質、知覺成本的影響 16
第三章 研究方法 20
第一節 研究架構與研究假設 20
第二節 變數之操作性定義、衡量及問卷設計 21
第三節 抽樣與問卷發放 26
第四節 資料分析方法 26
第五節 前測問卷結果 27
第四章 資料分析與結果 29
第一節 敘述性統計分析 29
第二節 主要構面之信度檢定 35
第三節 人口統計變項對各構面之差異分析 39
第四節 構面因素間之互動關係 46
第五章 結論與建議 59
第一節 研究結論 59
第二節 實務上的建議 61
第三節 研究限制與後續研究之建議 63
附錄一 問卷 72
表 目 錄
表2-1. 顧客忠誠度之衡量變數 7
表3-1. 顧客忠誠度之衡量問項 21
表3-2. 顧客知覺價值之衡量問項 22
表3-3. 服務品質之衡量問項 23
表3-4. 知覺成本之衡量問項 23
表3-5. 企業聲譽之衡量問項 24
表3-6. 商店形象之衡量問項 25
表3-7. 人口統計變項之衡量問項 25
表3-8. 前測問卷信度分析結果 28
表4-1. 人口統計變數之次數分配表 30
表4-2. 企業聲譽各變數之敘述統計量 31
表4-3. 商店形象各變數之敘述統計量 32
表4-4. 服務品質各變數之敘述統計量 33
表4-5. 知覺成本各變數之敘述統計量 33
表4-6. 顧客知覺價值各變數之敘述統計量 34
表4-7. 顧客忠誠度各變數之敘述統計量 35
表4-8. 企業聲譽之信度檢定分析表 36
表4-9. 商店形象之信度檢定分析表 36
表4-10. 服務品質之信度檢定分析表 37
表4-11. 知覺成本之信度檢定分析表 37
表4-12. 顧客知覺價值之信度檢定分析表 38
表4-13. 顧客忠誠度之信度檢定分析表 39
表4-14. 不同性別在各研究變數之差異分析 40
表4-15. 不同年齡層在各研究變數之差異分析 41
表4-16. 不同平均月薪資在各研究變數之差異分析 42
表4-17. 不同居住地區在各研究變數之差異分析 43
表4-18. 不同職業別在各研究變數之差異分析 44
表4-19. 不同教育程度在各研究變數之差異分析 45
表4-20. 人口統計變項之差異分析彙整表 46
表4-25. 企業聲譽、商店形象對服務品質之影響 48
表4-26. 企業聲譽、商店形象對知覺非貨幣成本之影響 50
表4-27. 企業聲譽、商店形象對價格之影響 51
表4-28. 企業聲譽、商店形象對服務品質、知覺非貨幣成本與價格之影響 52
表4-29. 服務品質、知覺成本對象徵性價值之影響 54
表4-30. 服務品質、知覺成本對功能性價值之影響 55
表4-31. 服務品質、知覺成本對象徵性價值、功能性價值之影響 56
表4-32. 顧客知覺價值對未來再購、偏好、推薦他人之影響 57
表4-33. 本研究假設驗證彙整表 58
圖 目 錄
圖1-1. 研究流程圖 4
圖3-1. 本研究之研究架構 20
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