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研究生: 陳雲靖
研究生(外文): Yun-Ching Chen
論文名稱: 7-ELEVEN業者營造之購物便利性、服務品質對於顧客忠誠度影響之研究
論文名稱(外文): The impact of established shopping convience and service quality of 7-ELEVEN proprietos on customer loyalty
指導教授: 楊一峰
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 經營管理研究所
論文出版年: 99
畢業學年度: 98
語文別: 中文
論文頁數: 121
中文關鍵詞: 便利性 服務品質 顧客忠誠度
外文關鍵詞: convienceservice qualitycustomer loyalty
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本研究以大高雄地區(高雄縣市)統一便利超商之顧客為研究對象,探討統一便利超商業者營造之購物便利性、服務品質對於顧客忠誠度影響之研究,並以問卷調查法篩選樣本進行施測,經回收問卷整理後,有效樣本為314份,採用因素、信度、相關及階層回歸等方法進行統計資料分析,而本研究分析結果顯示業者營造便利性、業者營造服務品質與顧客忠誠度間具有顯著之正向影響,此外;業者營造便利性和業者營造服務品質的交互作用,亦對顧客忠誠度間具有顯著之正向影響。基此,綜合本研究結果,提出以下幾點建議:(1)便利商店業者應重視整體購物之便利性,無論是地點設置、商品多元及節省購買時間等,均應滿足顧客之購物需求,讓購買之顧客真正體現業者所提供之購買便利性,當可增強顧客之滿意度,讓顧客有再次光臨的動機,進而提升顧客之忠誠度。(2)便利商店業者應重視整體服務態度與品質,讓顧客與業者間建立彼此良好的承諾關係,並藉由顧客間口耳相傳與推薦他人來提高便利商店之形象與聲譽,建構長期屹立不搖的服務品質與消費者信心,讓顧客感受到有極度被重視的感覺,並藉由內心忠實承諾與感情知覺效果,來提升顧客的忠誠度。(3)便利商店業者應依顧客實際需求,不斷進行各項促銷及折扣活動等行銷策略來吸引顧客,藉由顧客的滿意與比較之心理因素,建立顧客長期穩固的忠誠購買行為。

This study investigated the impact of perceived shopping convenience and service quality on loyalty of 7-eleven customers in Kaohsiung City and Kaohsiung County. The data in the present study was collected from 314 questionnaires returned and analyzed with regression model. The results demonstrated that the effect among perceived shopping convenience, service quality and customer loyalty is positive. What is more, the interaction between perceived shopping convenience and service quality significantly had a positive effect to customer loyalty. Based on the findings in the present study, there are suggestions in the following: 1.the service providers of convenience store may emphasize on shopping convenience regardless of locations of store establishment, varieties of products and time saving of shopping to satisfy the customers with their shopping needs, making the costumers truly experience the convenience of shopping. This may also reinforce the degree of customers’ satisfaction, contribute to the customer loyalty, 2.the providers of convenience stores can focus on the overall service attitude and quality to establish a sound committed relationship between customers and service providers, develop a long-term confidence and elevate the image and reputation of the convenient stores via the word-of-mouth of customers to establish a feeling of being considerably valued for customers, and facilitate customers’ loyalty though the effects of genuine promises and sincere affection,3.the service providers may conduct a variety of promoting sales and discounting activities according to customers’ true needs, proceed with marketing strategies based on market segment to attract the customers and take advantage of customers’ curiosity and tendency of comparing to build a long-term shopping loyalty of customers.

5.5  績效與渴望和期望差異模式………………………………  58
2.3.6  服務品質的衡量構面………………………………………  58
2.4  研究假設之建立……………………………………………  62
2.4.1  便利性與忠誠度之理論發展與假設………………………  62
2.4.2  服務品質與忠誠度之理論發展與假設……………………  64
2.4.3  業者營造便利性與服務品質息息相關……………………  66

第三章  研究方法……………………………………………………  69

3.1  研究架構……………………………………………………  69
3.2  研究對象……………………………………………………  70
3.3  問卷發展與統計方法………………………………………  72
3.3.1  問卷設計……………………………………………………  72
3.3.1.1  問卷抽樣方法………………………………………………  72
3.3.1.2  問卷預試與修正……………………………………………  73
3.3.1.3  正式問卷調查………………………………………………  73
3.3.2  問卷量表發展與設計………………………………………  74
3.3.3  資料分析與統計方法………………………………………  76
3.4  問卷信度與效度分析………………………………………  77
3.5  量表信效度分析……………………………………………  79
3.6.1  業者營造便利性量表………………………………………  79
3.6.2  業者營造服務品質量表……………………………………  81
3.6.3  消費者忠誠度量表…………………………………………  83

第四章  實證分析……………………………………………………  85

4.1  相關分析……………………………………………………  85
4.1.1  各研究變項之分析…………………………………………  86
4.1.2  相關係數研究統計分析……………………………………  87
4.2  階層複迴歸分析……………………………………………  90
4.2.1  理論關係與結果呈現………………………………………  91
4.2.2  本研究與先前相關文獻比較………………………………  92

第五章  結論與建議…………………………………………………  94

5.1  結論…………………………………………………………  94
5.1.1  業者營造購物便利性與顧客忠誠度為正相關……………  95
5.1.2  業者營造服務品質與顧客忠誠度為正相關………………  95
5.1.3  便利性與服務品質之交互作用對顧客忠誠度之影響……  95
5.2  研究貢獻與建議……………………………………………  96
5.2.1  研究貢獻……………………………………………………  96
5.2.2  研究建議……………………………………………………  97
5.3  研究限制與未來研究建議…………………………………  98
5.3.1  研究限制……………………………………………………  98
5.3.2  未來研究之建議……………………………………………  99

參考文獻  ………………………………………………………………  100

附錄  ………………………………………………………………  115
表目錄
表1.5.1  預計問卷實施之大高雄地區統一便利超商店名及地址………  24
表3.3.1  問卷預試之大高雄地區統一便利超商店名及地址……………  73
表3.3.2  正式問卷實施之大高雄地區統一便利超商店名及地址………  74
表3.6.1  本研究業者營造便利性構面因素分析表………………………  80
表3.6.2  本研究業者營造服務品質構面因素分析表……………………  82
表3.6.3  本研究顧客忠誠度構面因素分析表……………………………  84
表4.1  本研究亦建議進行敘述性相關分析表…………………………  85
表4.2.1  階層複迴歸分析…………………………………………………  90
表4.2.2  總結表……………………………………………………………  91
圖目錄
圖1.2.1  統一便利超商展店家數統計圖……………………………………  17
圖1.2.2  統一便利超商市佔率統計圖………………………………………  17
圖1.2.3  臺灣民眾喜好前往超商購物調查統計圖…………………………  18
圖1.4.1  研究流程圖…………………………………………………………  23
圖3.1.1  研究架構圖…………………………………………………………  70
圖3.3.1  本研究理論模型架構圖……………………………………………  75


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