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系統識別號 U0026-2507201315033500
論文名稱(中文) 糖果專賣店行銷策略之研究 - 以菓風小舖為例
論文名稱(英文) The Study of Candy Specialty Store Marketing Strategy - A Case Study of Sophisca
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 101
學期 2
出版年 102
研究生(中文) 王玲真
研究生(英文) Lin-Chen Wang
學號 r07004181
學位類別 碩士
語文別 中文
論文頁數 125頁
口試委員 指導教授-祝鳳岡
共同指導教授-王明隆
口試委員-趙義隆
中文關鍵字 糖果專賣店  服務品質  認知價值  品牌形象  顧客滿意度  顧客忠誠度 
英文關鍵字 Candy Specialty Store  Service Quality  Perceived Value  Brand Image  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 隨著時代的演進,糖果的銷售點由早期傳統的雜貨店到現代的便利商店、糖果專賣店、量販店等。然而糖果愛好者的客層及人數的規模是相當龐大的,而且生產及販售的品牌也非常繁多,但針對「糖果專賣店」行銷上的探討卻很少。本研究主要以消費者的角度來探討服務品質、認知價值、品牌形象與顧客滿意度及顧客忠誠度之關係,以作為「糖果專賣店」行銷策略之參考。
本研究以擁有自有品牌之台灣糖果專賣店-菓風小舖為例,採用紙本問卷調查的方式取得資料,進行統計分析。分析方法包括敘述性統計分析、因素分析、信度檢定、t 檢定、相關分析、迴歸分析與變異數分析,來驗證本研究之假設;根據量化研究的結果,作質化的消費者焦點訪談,以期能夠補強問卷不足之處;最後提出行銷策略之建議。
本研究結果發現,菓風小舖的來店消費目標顧客主要是以女性未婚低於30歲的學生為主要客群。因菓風小舖產品雖繁多但都貼心的採個別小的包裝,消費者對於服務品質的認知是「只要有服務尌有滿意」,對「服務品質」要求不高;而「認知價值」、「品牌形象」對顧客滿意度與顧客忠誠度才是比較重要的。建議經由適時推出產品優惠折扣專案、及配合本土文化的節慶推出限定商品,強化顧客的認知價值。經由廣告,引導消費者對產品客製化包裝服務的需求,同時加強消費者對品牌的印象,提升品牌形象。研究結果顯示,消費者對菓風小舖整體滿意度及忠誠度有很高的評價,若要提高顧客滿意度,可透過品牌形象強化來操作々又若要提高顧客忠誠度可從強化認知價值下手。
英文摘要 Along with the change of time, the point of sale for candy changed from early age traditional grocery stores to modern convenience stores, candy specialty stores and hyper markets and so on. There are many candy lovers, as well as candy factories and brands, but the marketing research for ―Candy Specialty Store‖ is rare. The purpose of this study is to research the relationship among service quality, perceived value, brand image, customer satisfaction and customer loyalty, from customer’s point of view for candy specialty store marketing strategy reference
This research chooses the Taiwan candy specialty store named Sophisca which has its own brand as an example. This investigation uses paper questionnaires to obtain the information from their consumers. The methods of statistical analysis include Descriptive Statistics Analysis, Factor Analysis, Reliability & Validity, t-Test, Pearson product-moment Correlation Analysis, Regression Analysis and Analysis of Variance. The analysis is to verify the hypotheses of this study. Intensive interview with consumers is conducted after and based on the result of questionnaire survey, expecting to make up the deficiency of questionnaire. Lastly, it brings out the proposal of marketing strategy.
The result of the study indicates that major customers of Sophisca are single female students under thirty years old. Since Sophisca provides many kinds of candy products for customers, the space of Sophisca shop is limited and the candy are wrapped in small pack. Hence the satisfaction of the consumers derives from basic service. It means that customer expectation of "Quality of Service" is not high. "Perceived Value" and "Brand Image" play major roles on the effects on customer satisfaction and customer loyalty. Timely product on sales program and new product launch promotion for the consumers are recommended. Limited edition product on some regional festivals may enhance the perceived value of customers. Avertisement to bring customers' demand for customized packing service is recommended for the shop. This may also allow customers to feel more impressive with the brand and thus the brand image is enhanced. The result of the study shows that Sophisca gets good reputation on total consumers satisfaction and customer loyalty. Strengthening on brand image may enhance customer satisfaction. Better perceived value may result in better customer loyalty.
論文目次 摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 IX

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 3
第四節 個案公司簡介 5
第二章 文獻探討 7
第一節 服務品質 7
第二節 認知價值 12
第三節 品牌形象 16
第四節 顧客滿意度 19
第五節 顧客忠誠度 21
第六節 各構面關係之相關文獻 23
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 操作型定義與問卷設計 28
第四節 抽樣方法與問卷發放 35
第五節 資料分析方法 37
第四章 資料分析 40
第一節 樣本分析 40
第二節 敘述性統計分析 43
第三節 因素分析與信度檢定 49
第四節 Pearson 相關分析 58
第五節 迴歸分析 61
第六節 差異性分析 86
第七節 假設驗證 95
第五章 結論與建議 100
第一節 研究結論 100
第二節 研究建議 104
第三節 研究限制與未來研究建議 108

參考文獻 109
附錄一 正式問卷 114
附錄二 消費者焦點訪談內容記錄 119
附錄三 消費者訪談記錄彙整 121

表目錄
表 2-1-1 服務品質之衡量構面及意涵 10
表 2-1-2 SERVQUAL量表問項 11
表 3-3-1 服務品質操作型定義與問項 29
表 3-3-2 認知價值操作型定義與問項 30
表 3-3-3 品牌形象操作型定義與問項 31
表 3-3-4 顧客滿意度操作型定義與問項 33
表 3-3-5 顧客忠誠度操作型定義與問項 34
表 3-3-6 人口統計變數問項 34
表 4-1-1 人口變數統計資料 41
表 4-2-1 服務品質構面之帄均數與標準差 43
表 4-2-2 認知價值構面之帄均數與標準差 45
表 4-2-3 品牌形象構面之帄均數與標準差 46
表 4-2-4 顧客滿意度構面之帄均數與標準差 47
表 4-2-5 顧客忠誠度構面之帄均數與標準差 48
表 4-3-1 各構面之KMO值與Bartlett的球形檢定 50
表 4-3-2 服務品質構面之因素分析與信度檢定 51
表 4-3-3 認知價值構面之因素分析與信度檢定 52
表 4-3-4 品牌形象構面之因素分析與信度檢定 54
表 4-3-5 顧客滿意度構面之因素分析與信度檢定 56
表 4-3-6 顧客忠誠度構面之因素分析與信度檢定 58
表 4-4-1 Pearson 相關分析 59
表 4-4-2 Pearson 相關分析-彙整 60
表 4-5-1 服務品質、認知價值、品牌形象對顧客滿意度、顧客忠誠度構面的迴歸分析 64
表 4-5-2 服務品質、認知價值、品牌形象、顧客滿意度對顧客忠誠度構面的迴歸分析 65
表 4-5-3 服務品質對認知價值構面的迴歸分析 67
表 4-5-4 品牌形象對認知價值的迴歸分析 68
表 4-5-5 服務品質對品牌形象構面的迴歸分析 69
表 4-5-6 顧客滿意度對顧客忠誠度的迴歸分析 70
表 4-5-7 服務品質、認知價值、品牌形象對顧客滿意度(產品與服務滿意度)之迴歸分析 71
表 4-5-8 服務品質、認知價值、品牌形象對顧客忠誠度(再購與推薦意願)之迴歸分析 75
表 4-5-9 服務品質、認知價值、品牌形象對顧客忠誠度(價格容忍交叉購買)之迴歸分析 76
表 4-5-10 服務品質對認知價值的迴歸分析 81
表 4-5-11 品牌形象對認知價值的迴歸分析 83
表 4-5-12 顧客滿意度對顧客忠誠度的迴歸分析 85
表 4-6-1 不同性別在各構面因素之差異 87
表 4-6-2 不同婚姻狀態在各構面因素之差異分析 88
表 4-6-3 不同年齡在各構面因素之差異分析 89
表 4-6-4 不同教育程度在各構面因素之差異分析 90
表 4-6-5 不同職業在各構面因素之差異分析 91
表 4-6-6 不同居住地在各構面因素之差異分析 92
表 4-6-7 不同月收入在各構面因素之差異分析 93
表 4-6-8 不同受訪對象在各構面因素之差異分析 94
表 4-7-1 研究假設與實證結果-1 95
表 4-7-2 研究假設與實證結果-2 96

圖目錄
圖 1-1研究流程圖 4
圖 2-1服務品質觀念模式 9
圖 2-2服務選擇過程中過去經驗價值認知 15
圖 3-1本研究架構圖 27
圖 4-1修正後的研究架構圖 99
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