淡江大學機構典藏:Item 987654321/33392
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    題名: 商店屬性、顧客整體滿意度及再購意願之研究－以臺北市區百貨公司為例
    其他題名: A study of the store attributes, customer satisfaction and repurchase willingness - a case on the department store of Taipei city
    作者: 官秀梅;Kuan, Hsiu-mei
    貢獻者: 淡江大學企業管理學系碩士在職專班
    吳坤山;Wu, Kun-shan;羅惠瓊;Lo, Hui-chiung
    關鍵詞: 商店屬性;顧客滿意;再購意願;store image attributes;Customer Satisfaction;repurchase willingness
    日期: 2008
    上傳時間: 2010-01-11 04:02:21 (UTC+8)
    摘要: 近兩年來由於消費力不振及競爭者持續地加入，全世界密度最高的台灣百貨業所面臨的產業環境更加嚴峻。業者應思考如何在軟、硬體各項商店屬性的持續改善，以維持其競爭優勢。本研究希望能探討台北市區百貨公司消費者人口統計變數及生活型態對百貨商店屬性是否有影響及消費者對各商店屬性的重視程度與滿意程度的探討；並進一步探討商店屬性與顧客整體滿意度及再購意願之間的關係，此乃本研究主要目的。
    本研究從相關的文獻探討開始著手，再根據其理論基礎建立本研究之架構與假設，並選用適當的量表為研究工具，經抽取台北百貨公司消費者為對象實施問卷調查。針對回收的有效樣本433份資料，進行信度分析、敘述性統計、因素分析、集群分析、變異數分析、相關分析及迴歸分析。經實證分析和討論後，獲致主要結論如下：
    1. 不同生活型態變數對商店屬性有顯著差異。
    2. 商店屬性對顧客整體滿意度有顯著正相關。
    3. 顧客整體滿意度對再購意願有顯著正相關。
    最後，依據研究結論，對台北市百貨業者及未來研究提出具體建議，以供參考。
    In recent two years, not only the consumption is decreasing, but also more competitors entered the market. Consequently, department stores industry in Taiwan which is the most intense market in the world is facing the more severe competition. The department stores should focus on how to improve no matter on the hardware or the software to maintain the competitive advantage. This research is discussing several topics: first, the variables of the population of consumers in the department stores in Taipei, second, if the lifestyles would influence the property of department stores, third, the relation between the property of department stores and the satisfaction of consumers, and the willingness of repurchasing.
    This research started from discussing some references, then setting up the structure and hypotheses, according to the theory of the references. Also, the research used adequate measurement scales, designed a questionnaire and chose the consumers of department stores as a population. With 433 response copies, this research is discussing reliability analysis, descriptive statistics, factor analysis, cluster analysis, ANOVA, correlation analysis, and regression analysis. After analyzing and discussion, the main conclusions are as below:
    1. There is a dramatic difference between life styles and the property of the stores.
    2. There is a significant positive correlation between the property of the stores and the satisfaction of the customers.
    3. There is a significant positive correlation between the satisfaction of the customers and the willingness of repurchasing.
    To sum up, this research is coming up with some suggestions to the general merchandise industry as references.
    顯示於類別:[企業管理學系暨研究所] 學位論文

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