關係行銷、服務品質與顧客價值對顧客忠誠度之關聯性研究－以台南都會區量販店為例

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Title:	關係行銷、服務品質與顧客價值對顧客忠誠度之關聯性研究－以台南都會區量販店為例
Other Titles:	RESEARCH ON THE RELATIONSHIP AMONG RELATIONSHIP MARKETING, SERVICE QUALITY, CUSTOMER VALUE AND CUSTOMER LOYALTY--TAKE THE HYPERMARKETS IN TAINAN AS EXAMPLE
Authors:	吳婷怡 Wu, Ting-yi
Contributors:	管理科學研究所陳孟修 Meng-shiou Chen
Keywords:	顧客忠誠度;量販店;顧客價值;服務品質;關係行銷 hypermarket;customer loyalty;customer value;service quality;relationship marketing
Date:	2005
Issue Date:	2015-07-31 15:39:05 (UTC+8)
Abstract:	在今日社會中，因為環境變遷與工作忙碌，因此大多數的上班族無法經常採買日常所需，必須在空閒的時間才能購買，此時量販店所扮演的角色就顯得異常地重要。顧客在量販店內除了可以一次購足所需商品，還有更多品牌可供選擇，而且價格也比市面上一般售價便宜。因此民眾的購物重心漸漸地由傳統市場轉移到量販店上，也造就了量販店如雨後春筍般地出現。　　　本研究之目的在於探討量販店關係行銷、服務品質與顧客價值對顧客忠誠度之關聯性研究，係採用問卷調查法，並以台南都會區量販店之消費顧客為研究對象，共發出500份問卷，由於是親自到現場發放，因此回收全數500份問卷，其中扣除15份無效問卷，有效問卷為485份，而有效回收率為97%。　　　本研究假設可分為四部份：第一部份是個人特徵在各變項間之差異，第二部份是各研究變項間之相關性，第三部份是不同集群間在各研究變項上之差異情形，第四部份是各研究變項間之影響關係。　　　在本研究中是採取SPSS統計視窗軟體作為統計分析的工具，針對樣本資料做了如下的分析方法：因素分析、信度分析、描述性統計、t檢定分析、單因子變異數分析與事後多重比較、Pearson相關分析、集群分析、典型相關分析、迴歸分析等方法。　本研究主要發現如下：1.量販店顧客的個人特徵(性別、婚姻狀況、不同量販店、教育程度、職業、平均每月到量販店的消費次數、顧客平均每次到量販店消費時間、顧客平均每次到量販店的消費金額)在對關係行銷、服務品質、顧客價值與顧客忠誠度的感受程度上有顯著差異。2.量販店之關係行銷、服務品質、顧客價值與顧客忠誠度等各兩兩研究變項間皆有顯著正相關。3.量販店顧客在關係行銷、服務品質、顧客價值與顧客忠誠度各研究變項間皆有顯著典型相關。4.量販店顧客在集群一(低度認知水準)、集群二(中度認知水準)與集群三(高度認知水準)對顧客忠誠度上皆有顯著差異。5.量販店之關係行銷、服務品質、顧客價值對顧客忠誠度皆有顯著正向影響。　　　再依據上述結論，提出相關建議以提供量販店業者作為發展行銷方式之參考。　　Due to changes of environment and busy working in today’s society, most of office staff can not buy their daily needs only if they have leisure time. Thus, hypermarket is becoming a crucial role for their life than ever. 　　　Customers can not only buy all products they need, but also all kinds of brands they can choose. Furthermore, price in hypermarkets are cheaper than other markets. Thus, people change their mind to buy things in hypermarkets gradually and boost the development of hypermarkets.　　　The goal of this research is to find out the relevance and how do hypermarkets’ relationship market, service quality and customer value affect customers’ loyalty.　　　By using questionnaire survey, the customers of hypermarkets in down town Tainan were the target to be asked. 500 questionnaires were returned. Among all of these questionnaires, fifteen of these were invalid, 485 were valid and the valid return rate was 97%.　　　The research can be divided into four parts: first part is the differences of personal characteristics between each variation. Second part is the relevance of each variation. Third part is different situation of each variation between various clusters. Forth part is the effect between each variation.　　　Analysis of Statistics Package for Social Science software as an analyzing tool was used in the research. According to the sample data, analyzing methods are as follows: Factor analysis, Reliability Analysis, Descriptive Statistics, t-test, one-way ANOVA, Least significant difference, clustering analysis, canonical correlation analysis, Regression analysis…etc.　Major conclusion of the research:1.Personal characteristics of hypermarkets’ customers (gender, marriage status, different hypermarkets, education level, occupation, and average times per month, hours, and costs for the customers to shop in the hypermarket.) influence relationship marketing, service quality, customer value and customer loyalty and cause obvious variations.2.According to each variation, a hypermarket customer has obvious positive relevance with relationship marketing, service quality and customer loyalty.3.According to each variation, a hypermarket customer has obvious canonical correlation with relationship marketing, service quality, customer value, and customer loyalty.4.Hypermarket customers’ loyalty have obvious difference in cluster 1(low perception), cluster 2 (middle perception) and cluster 3 (high perception).5.Hypermarket’s relationship marketing, service quality and customer value have obvious positive effect to customer loyalty.　　　According to the conclusion, we propose relative suggestions for the administrators of hypermarkets as a reference to develop their marketing way.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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