| 摘要: | 連鎖藥妝店是近來發展蓬勃的一個行業，本研究針對藥妝店的商店印象、產品認知、服務態度、知覺價值、顧客滿意度、顧客忠誠度作為構面分析，瞭解店家的特性及商品與服務，以瞭解台南消費者對實體藥妝店的消費意向。本研究採用結構式問卷，研究對象為以曾經去過屈臣氏及康是美之消費者。本研究問卷發放500份，共回收500份，有效問卷率為100%。本研究之分析工具包含描述性統計分析、信度分析、因素分析、ANOVA、迴歸分析。本研究發現商店印象對知覺價值、顧客滿意度有顯著正向影響。產品認知對知覺價值顧客滿意度有顯著正向影響。服務態度對知覺價值、顧客滿意度有顯著正向影響。知覺價值對顧客滿意度有顯著正向影響。知覺價值對顧客忠誠度無顯著正向影響。顧客滿意度對顧客忠誠度無顯著正向影響。藥妝店的消費者對商店的氣氛舒適及商品陳列整齊為最滿意，所以店家可商品的擺設上多加設計。消費者對商店看到品質良好的多樣商品可作比較，容易找到想要的產品。店員與顧客交談時是否有親切感，所以店家應在訓練服務人員時特別教導。消費者對是否在商店可看到滿意的商品價格在消費時是否感到愉悅，所以店家應在促銷的商品標示明顯，因而讓消費者感到消費愉悅。是否因提供多樣化及物超所值的商品，所以店家應推出會員制的商品，以能提升顧客忠誠度。
Chain drugs and cosmetic is recently booming Industry, This research drugs and cosmetic of store Image, the products cognition, the service attitude, consciousness value, the customer satisfaction, the customer loyalty as a perspective analysis, Understand and stores of goods and services, with understands the Tainan consumer to the entity drugs and cosmetic spending intentions.This research used the structural formula questionnaire, the object were to have been to Watsons and Cosmed's consumers. This research questionnaire provides 500, altogether recycles 500, the effective questionnaire rate is 100%.This research analyzes the tool to contain the descriptive statistical analysis, the letter analysis, the factor analysis, ANOVA, the regression analysis.This research discovered Store Image to consciousness value , Customer Satisfaction has the remarkable forward influence. Products Cognition to consciousness value Customer Satisfaction has remarkable forward influence. service attitude to consciousness value, the Customer Satisfaction has remarkable forward influence. Consciousness value to Customer Satisfaction has the remarkable forward influence. Consciousness value is not remarkable to customer loyalty to no significant positive effect. Customer Satisfaction is not remarkable to customer loyalty to no significant positive effectDrugs and cosmetic Store consumers atmosphere cozy and tidy as the most satisfactory goods on display, so stores can display merchandise on more designs. Consumers to see good quality and diverse products for comparison, is easy to find the desired product. Salesclerk and when customer conversation whether has the warm feelings, therefore the shop owner should in the training service personnel time taught specially. Consumer to whether can see in the store satisfaction commodity price when expense whether feels joyful, therefore the shop owner should be obvious in the promotion commodity indication, thus lets the consumer feel the expense is joyful. Because whether provides diverse and the thing ultra valve commodity, therefore the shop owner should promote the commodity which the member makes, by can promote the customer loyalty. |
