寵物服務業顧客知覺服務品質、滿意度與忠誠度之研究—以台北市飼養寵物之消費者為例

Abstract

從Pet Care Services in the U.S.在2006/06發表的調查報告中表示，2005年美國的寵物照顧服務市場達363億美元，預估寵物服務業在未來將繼續以6％左右的幅度增長，同時具有發展潛力的市場為東歐與亞洲。為了解推動寵物服務相關產業快速成長與發展的主要原因，我們可從社會人口結構的改變作一探討，Meadows & Flint (2006)認為，在工業化社會下，生育率的降低以及家庭關係的淡薄，都將導致寵物扮演一個更重要的心理角色。而近年來以寵物為主題型態的體驗服務快速興起，也充分突顯出寵物享有與人相同的地位，並成為一股新興的消費風潮。 鑒於寵物服務產業的發展潛力與創新的服務內容，因此引發本研究對國內寵物服務業的研究動機之ㄧ。另外，寵物服務市場的服務對象雖為寵物，但實際決定服務內容與感受服務品質的主要對象是寵物的飼主，故本研究在探討國內服務業的服務品質相關文獻後，發現並無針對寵物服務業的顧客服務品質認知之研究，故此為本研究的研究動機之二。 本研究以「寵物服務業顧客知覺服務品質、顧客滿意度及顧客忠誠度之研究」為方向，由顧客的角度切入，探討可能會影響寵物服務業的服務品質關鍵因素為何？並探討顧客知覺服務品質、顧客滿意度與顧客忠誠度彼此間之重要關係，以進而提出可供寵物服務業者經營之參考建議。 從本研究的實證結果顯示，針對顧客知覺服務品質的三個構面：「互動品質」、「實體設備品質」、「結果品質」分別對顧客滿意度呈顯著相關，顯示顧客知覺服務品質對顧客滿意度有正向顯著性的關係， 其相關性解釋程度達80%以上。其中這三個構面的影響程度是互動品質＞實體設備品質＞結果品質，以「互動品質」對「顧客滿意度」的影響性最高，故「互動品質」為影響顧客滿意度最顯著之知覺服務品質的因素。

同時，顧客滿意度對顧客忠誠度亦具有極顯著的影響，其相關性解釋程度達60%以上。即顧客對寵物服務業的整體顧客滿意度愈高，顧客再次購買的意願就愈高，表示顧客忠誠度也會提高。

According to a research of Pet Care Services in the U.S.in Jun,2006，the American’s Pet care service market is about 363 millions dollars in 2005 and the growth rate of pet care service will be reach to 6% in the future. In addition，the East Europe and Asian market will become the potential market on pet service business..In order to understand the main reason of why pet service developing and growing so fastly，we may do a research on the changes of population in a society. Meadows & Flint (2006) said that the low birth rate and the link of family members becoming not closely all caused the result of that pets will play a very important role nowadays..Moreover，there are so many new pets business appearing in the market and becoming a new trend.

One of the purpose on this study is based on the fact of the potential development and the creative service content on pet service business. Also，even the pet service is only to serve pets，but the owner can decide the service content and feel the service quality Therefore，the other purpose of this study is to understand that how customer perceived service quality on the pet service.

This study is to discover which key factor of service quality that might influence the pet service business and to find the realationships between customer satisfaction and customer loyalty on the pet service business.The findings are: (a) Perceived service quality is an important driven factor of satisfaction. (b) Customer satisfaction has obvious and direct effect on repurchase intention, and customer loyalty.