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    題名: 零售業服務品質之研究─以台北市百貨公司為例
    作者: 婁國仁;黃志文;廖啟順
    貢獻者: 淡江大學管理科學學系;淡江大學國際企業學系;淡江大學統計學系
    關鍵詞: 服務品質;市場區隔;百貨公司;零售服務業;台北市;Service Quality;Market Segmentation;Department Store;Retail Service Industry;Taipei City
    日期: 2003-09-01
    上傳時間: 2009-11-30 13:38:09 (UTC+8)
    出版者: 臺北縣淡水鎮:淡江大學
    摘要: 由於全球零售業競爭日趨激烈,全球化的風潮下產品的差異化越來越小,企業需提供其他的價值給顧客以維持競爭力。因此,為了留住顧客,建立服務品質是企業在競爭激烈的時代下成功關鍵因素之一。本研究針對台北市百貨公司市場加以探討,試圖以服務品質為基礎變數來區隔之,並深入探索各子市場之服務品質特性、訊息來源特性,期能更瞭解消費者行為並依實證研究推論之結果,提出適當的建議。本研究以台北市民為抽樣母體,採取「分層隨機抽樣比例配置法」來抽取樣本。資料經集群分析後可將整個市場分為三大族群,分別是可靠性導向群,問題/實體導向群,便利導向群。研究結果顯示,就訊息來源上在電視廣告、報紙、雜誌廣告、公車、戶外廣告、網路廣告、店內促銷等具有顯著差異。
    The global retail industry is becoming more competitive than ever. Because of the trend for globalization, the differentiation of the commercial products is getting smaller and smaller. Under the trend, enterprises are forced to provide the extra value to customers to maintain their competitivity. Therefore, some scholars and managers are dedicated to study customer relationship management as a strong service quality is the key to success. The study focused the attention on the Taipei department store market, and selected the mixed service quality variables as the basis of market segmentation. After taking above step, we tried to investigate the characteristics of service quality, information sources among different submarkets, in order to obtain more information about the consumer behavior and it can give appropriate advice in accordance with the results. The subjects of analysis are those who live in Taipei City, have been purchased by Department store. This research is done firstly by stratified random sampling Proportional allocation to collect information. By cluster analysis the data, we can divide the department store market into three groups. Group 1 lay stress on reliability. Group 2 lay Stress on problem/physical. Group 3 enjoy the convenience. The research findings indicated information sources are significant differences in TV, newsprint, magazine , bus, outdoor, network, shop sell advertisement.
    關聯: 2003年兩岸管理科學暨經營決策學術研討會論文集,頁529-542
    顯示於類別:[管理科學學系暨研究所] 會議論文
    [統計學系暨研究所] 會議論文
    [國際企業學系暨研究所] 會議論文

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