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標題: 商店形象、消費者滿意與消費者忠誠度關係之研究─以台中市美術園道商圈為例
The Relation of Store Image, Consumer Satisfaction and Consumer Loyalty - An Empirical Study of WuQuan Parkway Trading Area, Taichung City
作者: 陳瑞聰
Chen, Ruei-Cong
出版社: 行銷學系
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摘要: 隨著不同主客觀因素影響,導致商圈的興起與沒落。而商圈由商店組成,過去研究發現消費者對零售商店的整體形象會影響其消費行為,這些形象不僅包含實質商品,亦包括服務、環境、氣氛與便利性等價值。此外,消費者忠誠是企業永續經營的核心,而商圈內的軟硬體設施是否能讓消費者滿意並使其忠誠便是值得研究的議題。 本研究探討商店形象、消費者滿意與忠誠之關係,以台中市美術園道商圈的消費者為研究對象,共回收有效問卷267份,資料分析方法包括信度分析、效度分析、敘述性統計、結構方程式與卡方檢定。茲將本研究的主要結果說明如下: 一、商店形象對消費者商店滿意有顯著正向影響,其中商品與氣氛的形象更是決定滿意度的關鍵。因此業者在菜色上應注意品質與口味,氣氛方面則是加強商店特色與裝潢風格。 二、消費者商店滿意對消費者商圈滿意有顯著正向影響,因此業者應讓消費者擁有絕佳的消費經驗,進而對美術園道商圈感到滿意而認同。 三、消費者商店滿意對消費者忠誠有顯著正向影響,因此業者應以提高消費者滿意為優先,愈滿意的消費者則愈忠誠,愈忠誠的消費者再次購買與購買該店其它產品的意願較高,亦會向他人推薦、對價格較不敏感且轉換可能低。 四、消費者商圈滿意對消費者忠誠有顯著負向影響,原因可能在於消費者較重視實際消費經驗,包含商品、服務等,而商圈景觀、公共設施只是附屬。或是產業結構獨占性低,甚至是消費者因為消費目的、結伴人數或對象的差異導致消費者滿意卻沒有忠誠的行為。
其他識別: U0005-2707200623141700
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