服務品質、顧客滿意度與再購買意願關係之研究—以新北市家樂福量販店為例

Abstract

本研究主題為量販店之服務品質、消費者對量販店之顧客滿意度與再購買意願之關係，採用Dabholkar et al.(1996)提出之零售業服務品質量表(RSQS)五個構面。本研究共蒐集412分問卷，並利用變異數分析、相關分析、迴歸分析進行假設檢定。 本研究發現如下：(1)消費者不同每月可支配所得對於服務品質知覺之「可靠性」、「人員互動」、「問題解決」與「商店政策」有顯著差異。(2)服務品質之「可靠性」、「人員互動」、「問題解決」及「商店政策」構面對顧客滿意度有顯著正相關。(3)服務品質之「可靠性」、「人員互動」及「問題解決」構面對再購買意願有顯著正相關。(4)顧客滿意度對再購買意願有顯著正相關。

This study focuses on the relationship of service quality, customer satisfaction and repurchase intention of hypermarket, uses the retail service quality scale (RSQS) by Dabholkar et al.(1996) to measure service quality, which has five dimensions. There are 412 questionaires collected in this study and which tested by ANOVA, correlation analysis, regression analysis. The results indicate (1) income makes it significant differencesl when customers acknowldege accountability, staff interaction, problem solution, and store policy of serving quality, (2) the dimentions of the service quality - reliability, personal interaction, problem solving, and policy - are positively related to customer satisfaction, (3) the dimentions of the service quality - reliability, personal interaction, and problem solving - are positively related to repurchase intention, and (4) customer satisfaction is positively related to repurchase intention.