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    題名: 以ECSI架構探討百貨公司化妝品顧客滿意度
    其他題名: A study of customer satisfaction in department store's cosmetics buying behavior - the perspective of ECSI
    作者: 何鈺淇;Ho, Yu-chi
    貢獻者: 淡江大學國際貿易學系國際企業學碩士班
    張俊惠;Chang, Chun-hui
    關鍵詞: 公司形象;顧客期望;知覺價值;人員服務品質;知覺實體品質;顧客滿意;顧客忠誠;ECSI;Corportation Image;Customer Expectation;perceived value;Service Quality of Software;Service quality of Hardware;Customer Satisfaction;Customer Loyalty
    日期: 2008
    上傳時間: 2010-01-11 01:37:33 (UTC+8)
    摘要: 隨著國人生活水平的提昇,百貨公司已經成為台灣最重要的零售通路。另外,愛美是人的天性,化妝品產業是ㄧ種與美麗相關的傳統產業,隨著社會風氣的改變,現今的女性對於化妝品的認知為民生必需品,而不是奢侈品。因此化妝品的消費者日益增加。因此化妝品已經成為各家百貨公司最獲利的產業。因此本研究將針對台灣百貨公司化妝品的購買滿意情形進行研究。
    本研究係以修正ECSI指標(European Customer Satisfaction Index)作為本研究主要的研究架構。本研究有兩個研究結論: 對於在台灣百貨公司購買化妝品的顧客而言
    1. 顧客期望、人員服務品質、知覺價值均對顧客滿意有影響,其中知覺價值影響顧客滿意最深。
    2. 顧客滿意是影響百貨公司購買化妝品重要的中介角色。
    With the improvement of countrymen`s standard of living,department stores have become the most important channel in retailing.In addition, aestheticism is the nature of humen。Cosmetic industry is a traditional industry related to“beatuty”。As social propensity acculturated, nowadays for women, cosmetics are regarded as the necessary,not the luxury.Therefore, the consumers of cosmetics increase gradually.As the result of it, department store`s cosmetics are the most profitable industry in each department store.Therefore, this study discuss the satisfaction of department store`s cosmetics buying behavior。
    The conceptual framework of this study is based on the revised ECSI model.There are two results from this research: in Taiwan department store`s cosmetics` market
    1. Customer expectation、service quality of software、perceived value influence customer satisfaction.Among them, perceived value influence customer satisfaction the most.
    2. Customer satisfaction is the most important mediator in department store`s cosmetics buying behavior.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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