| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 91 === The goal of this study was hoping that we could understand which of the quality factors were basic(which we called it hygiene factors) and which factors were satisfiers which we would give the management some suggestions of marketing strategy by discussing the difference between customer’s expectation and satisfaction of the retailing store.
We adopted the idea of Earl and Donald who suggested that Herzberg’s Two-factor Theory would practice in the field of customer satisfaction in service industry and help the management on their promotion program, to get closer their customers. Thus, this study would adopt the idea as a theoretic basic of our model, and conducted the measure model of customer satisfaction, hoped that this study would provide a better marketing strategy for the retailing stores in Taiwan.
After building the structure, we used Chi-square test to separate those service quality measure items into hygiene factors and satisfiers, and then we used Linear Structure Relation (LISREL) to find out the relationship between latent variables and other variables.
The result of parameter test showed manifest variables to latent variables were all significant, thus, we would said the inner quality of our model was good. We continued to discuss the affect from those manifest variables to latent variables, and we found that in the measure model of hygiene factors, in the dimension of service quality, these two factors-“the store takes account their promise” and “the service staff is reliable” effected customer expectation the most.
In the dimension of perceived performance quality, “the store’s reputation” effected the most, then followed the “reasonable pricing” factor. In the dimension of the difference between performance and expectation, both “the store’s reputation” and “reasonable pricing” affect the most. And customer satisfaction were measured by five manifest variables, which were quality satisfaction, value satisfaction, service satisfaction, repurchase satisfaction and recommendation satisfaction, among them, value satisfaction and quality satisfaction effected customer satisfaction the most.
Besides, in the measure model of satisfiers, in service quality factors, “the service staff is well-trained” and “doing the right service at the first time” effected customer’s service expectation the most.
In the perceived performance quality dimension, “the service staff is well-trained” affected it the most; in the dimension of the difference between performance and expectation, had the same result as in the perceived performance quality dimension.
|
|---|
