品質、顧客維繫導向與關係傾向對商店忠誠度影響之探討—以屈臣氏為例

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葉德鍇(Dei-Kai Yeh) 查詢紙本館藏

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論文名稱

品質、顧客維繫導向與關係傾向對商店忠誠度影響之探討—以屈臣氏為例
(The impact of quality,customer retention orientation and relationship proneness on store loyalty--the case of Watsons)

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摘要(中)

隨著消費意識的抬頭與零售環境的競爭日趨激烈，越來越多的零售業者藉由持續的品質改善策略來加強顧客維繫率，以提升企業的獲利。以往有關於品質管理方面的研究，大多著重於製造業和服務業，因此，對零售業來說，品質議題的研究仍相當稀少。另外，消費者的行為相當複雜，人格特質便是能夠解釋消費行為的參數之一。然而，有關人格特質對關係結果之影響的實證研究仍是相當稀少。依國外經驗而言，當每人平均GNP在12,000美元時點，民眾對健康與美麗的意識才會抬頭，而達15,000美元時，應是藥妝店發展盛期。在民國92年我國平均每人GNP已達13,142美元，正是連鎖藥妝店蓄勢待發的時代。所以連鎖藥妝店無不使出各種手段來吸引顧客上門。本研究希望透過實証研究，對國內連鎖藥妝業者提出相關的建議。
本研究目的於探討品質、零售商的顧客維繫導向和顧客的關係傾向對顧客承諾與購買行為的影響—以國內藥妝業龍頭屈臣氏為例。研究發現：
1.技術品質、功能品質、零售商的顧客維繫導向和顧客的關係傾向對顧客承諾具有正向影響。而關係品質對顧客承諾並無顯著影響。
2.顧客承諾對購買行為有正向影響。換言之，技術品質、功能品質、零售商的顧客維繫導向和顧客的關係傾向會透過承諾而間接影響顧客的購買行為。

關鍵字(中)

★ 技術品質
★ 功能品質
★ 關係品質
★ 零售商的顧客維繫導向
★ 關係傾向
★ 承諾

關鍵字(英)

★ relationship proneness
★ customer retention
★ functional quality
★ technical quality
★ commitment
★ relational quality

論文目次

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………………………………………………………..6
第一節商品組合…………………………………………………………6
第二節服務品質……………………………………………………. … 11
第三節互動接觸……………………………………………………….. 21
第四節顧客維繫……………………………………………………….. 27
第五節顧客的關係傾向………………………………………………...28
第六節顧客承諾………………………………………………………...36
第七節消費者購買行為………………………………………………...37
第三章、研究方法……………………………………………………….44
第一節研究架構………………………………………………………...44
第二節研究假說………………………………………………………...45
第三節變項的定義與操作化…………………………………………...48
第四節研究設計………………………………………………………...54
第五節資料分析方法…………………………………………………...55
第四章、研究結果……………………………………………………….56
第一節樣本結構分析………………….……………………………….56
第二節信度與效度分析………………………………………………..57
第三節結構方程式模型分析…………………………………………..61
第五章、結論與建議……………………………………………………67
第一節研究結論………………………………………………………..67
第二節管理意涵與研究貢獻…………………………………………..69
第三節研究限制………………………………………………………..71
第四節後續研究建議…………………………………………………..72
參考文獻………………………….…………………………………………..73
附錄一屈臣氏個人商店…………………………………………………...86
附錄二研究問卷………………………………………………..…………..88

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指導教授

李小梅、蔡明宏
(Shau-Mei Li、Ming-Hung Chua)

審核日期

2004-6-29

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