顾客对便利商店我服务科技系统满意度的实证研究.docVIP

顧客對便利商店自我服務科技系統滿意度的實證研究 The Empirical Study of Customers’ Satisfaction with the Self-Service Systems in Domestic Convenience Stores 摘要便利商店的普及化，已導致民眾依賴其提供的便利成為一種日常生活習慣。又由於便利商店的市場競爭非常激烈，各家業者皆極力將服務推陳出新，而強調以不限於人際服務互動接觸的電子化自助服務-自我服務科技系統就成了許多便利商店紛紛採用以提供顧客多元與效率服務的利器。鑑於自我服務科技系統的日漸普及與重要性，本研究以便利商店自我服務科技系統的顧客觀點出發，美國顧客滿意度指標（The American Customer Satisfaction Index, ACSI）模式作為本實證研究的理論基礎，探討國內顧客對便利商店自我服務科技系統的滿意度與其他變數之間的因果關係。並透過問卷以及結構方程模式檢驗假說模型。研究結果符合美國顧客滿意度指標的模式。除「顧客滿意度」對「顧客抱怨」的負向影響關係及「顧客抱怨」對「顧客忠誠」的正向影響關係並不成立。顯見顧客對便利商店自我服務科技系統越滿意，其抱怨越少，抑或越不滿意，抱怨越多，以及顧客抱怨處理是否得宜，將導致顧客忠誠度的建立在本議題並未達顯著水準。本研究亦發現顧客期望、知覺品質及知覺價值都是會有效影響顧客滿意度的重要變數。其中以「顧客期望」對「顧客滿意度」的影響最大，「知覺品質」次之，而「知覺價值」的影響則最小。研究結果亦顯示，此三項構面並間接影響便利商店自我服務科技的「顧客忠誠」。而「顧客滿意度」亦會直接影響到「顧客忠誠」，「顧客抱怨」所受的影響稍大於「顧客忠誠」。希冀藉由本研究的結果，對包括便利商店的相關業者提出建議，以作為未來推展自我服務科技系統的參考依據。 關鍵：自我服務科技多媒體資訊站美國顧客滿意度指標結構方程模式 Abstract: With the speedy expansion of domestic convenience stores during the past two decades, relying on the various convenient services offered through them has already been parts of local peoples daily life. Because the competition in the convenience store market is very fierce, all participants in this market manage to revamp their services in order to bring more values to demanding customers. Consequently, the electronic self-service platform, which emphasizes that customers can obtain services through friendly interface without contacting clerks, has been quickly developed and adopted by many convenience chain stores. This research takes the customers of the self-service platforms as subjects, analyzes the correlations between customer satisfaction and its antecedents and consequences based on the American Customer Satisfaction Index (ACSI) model, which was proposed by Fornell et al. in 1996. This research used structural equation model and the LISREL 8.54 to conduct the corresponding analysis work. The findings reconfirm that the three determinants of customer satisfaction include expectation, perceived quality, and perceived value. In addition, the r