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题名:	有機商店商店印象、產品認知、服務態度、顧客滿意度及忠誠度影響因素之研究-以北區里仁商店為例
其它题名:	The Effects of Store Image, Products Cognition, Service Attitude on Customer Satisfaction and Loyalty in Organic Products Shops-- A Study of the North Area of Li- Ruhn Retailing Store
作者:	陳素玲
贡献者:	黃庭鍾;張煜權
关键词:	有機商店;商店印象;產品認知;服務態度;顧客滿意度;顧客忠誠度;Organic Products Shop;Store Image;Products Cognition;Service Attitude;Customer Satisfaction
日期:	2010
上传时间:	2011-09-30T02:46:37Z
出版者:	經國管理暨健康學院;健康產業管理研究所
摘要:	科技進步，人人豐衣足食，綠色環保意識逐漸抬頭，生活不再只是吃得飽、穿得暖而已。取而代之的是，講究無農藥、無毒、吃得更健康的生活型態。於是有機商店如雨後春筍般的崛起，並在市場上佔有一席之地，雖然這些商店的產品價格，通常比一般商店的價格來得高，然而還是有特定族群去購買。在經濟不景氣的時局，多數人秉著縮衣節食的理念過生活，如何有能力在有機商店做消費，故里仁商店如何在這波經濟不景氣的浪潮下，持續穩固市場的佔有率及永續經營，也是本研究的重點之一。 本研究主要是以北區里仁商店為例，研究架構包含商店印象、產品認知、服務態度、顧客滿意度及顧客忠誠度。正式發放問卷500 份，總共回收480 份進行資料分析，回收率為96%；經過篩選的有效回收樣本共計468 份，有效回收率為93.6%。本研究之分析工具包含信效度分析、差異分析、相關分析與線性結構方程模式。人口統計變數包含性別、婚姻狀況、年齡、教育程度、職業、每個月的消費額、每個月的消費次數、最常購買的地點、認識商店的方式、購買的動機。 本研究獲致以下結果：(1)商店印象對於顧客滿意度影響並不顯著。(2) 商店印象對於顧客忠誠度影響並不顯著。(3) 產品認知正向影響顧客滿意度。(4)服務態度正向影響顧客滿意度。(5) 服務態度對於顧客忠誠度影響並不顯著。(6)顧客滿意度正向影響顧客忠誠度。本研究結果希望能提供有機商店相關業者，做為企業經營參考。 In recent years, the demand for organic products have expanded worldwide rapidly, boosted by increasing concerns about personal health, the environment and genetically modified foods. Organic products shops were rising rapidly and had its market. Although the prices of these stores were usually far more than the traditional store price high, but still had specific customer group. The purpose of this study was to understand the influential factors of customer satisfaction and loyalty, then to infer the management strategy to Li-Ruhn Retailing Store under the global recession. This study integrated the approaches of utility orientation and experience orientation to generate a framework which examined the linkage within the organic store image, products cognition, service attitude and its impact on customer satisfaction and loyalty. The stratified random sampling was applied. There were 500 questionnaires distributed, 480 copies were returned and carried on the material analysis, and the returns-ratio was 96%. The effective samples were 468 copies after screening, and the effective returns-ratio was 93.6%. The analysis tools include validity analysis, the variance analysis (ANOVA), the correlation analysis and the structure equation modeling (SEM). Demographic data included: gender, marital status, age, education, occupation, monthly purchase cost, monthly purchase times, and most purchase location, knowing store method and purchase motivation. The major conclusions of this study included: (1) store image had no significant correlation to customer satisfaction. (2) Store image had no significant correlation to customer loyalty. (3) Product cognition was positive correlation to customer satisfaction. (4) Service attitude was positive correlation to customer satisfaction. (5) Service attitude had no significant correlation to customer loyalty. (6) Customer satisfaction was positive correlation to customer loyalty. The result could provide significant reference for organic products shop in management.
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