[[alternative]]The Research of Perceived Value, Service Quality and Customer Satisfaction Influence on Customer--Costco as an Example

[[abstract]] 隨著民眾消費習慣與生活形態之改變，量販店已成為民眾購買生活用品必去的地方。量販店業在面臨家戶人口減少及社區型超商競爭影響下，面對這樣的高度競爭壓力，業者除了引進較創新之商品，提升其服務品質之外，更要推動顧客知覺價值之提升，方能夠增加顧客滿意度與忠誠度，避免流失顧客。美國好事多能在台灣西部各大城市相繼展店、逆勢成長，實有其競爭優勢，因此，本研究主要在探討好市多量販店消費者知覺價值、服務品質對顧客滿意度與顧客忠誠度之影響，並以嘉義市好市多量販店之消費者為調查對象，共發放500份問卷，扣除不完整與無效問巻，有效問卷447份。 研究結果：一、量販店消費者知覺價值屬於中等程度，服務品質屬於中高程度，顧客滿意度屬於高等程度，顧客忠誠度屬於中高程度；二、不同個人背景資料變項中之性別、工作經驗等變項均會影響其知覺價值；三、不同個人背景資料變項中之性別、工作經驗、月收入等變項均會影響其服務品質知覺；四、不同個人背景資料變項中之工作經驗、婚姻狀況、月收入等變項均會影響其顧客滿意度知覺；五、不同個人背景資料變項中之性別、工作經驗、月收入等變項均會影響其顧客忠誠度知覺；六、量販店消費者知覺價值對顧客滿意度有部分正向影響；七、量販店消費者服務品質對顧客滿意度有部分正向影響；八、量販店消費者顧客滿意度對顧客忠誠度有部分正向影響。[[abstract]] With the change in people's spending habits and lifestyle, has become a local discount store to buy daily necessities of people will go. Discount store industry in the face of reducing household population and community-based supermarket competition under the influence of pressure on the face of such a highly competitive, discount store industry in addition to the introduction of goods than the innovation, improve the quality of its services, it is more to promote the value of customer perception upgrade, side to increase customer satisfaction and loyalty, and avoid the loss of customers, the US Costco could have been in the major cities in western Taiwan exhibition shop, contrarian growth, there is a competitive advantage, therefore, this study explored Costco affect the value, service quality on customer satisfaction and loyalty of the hypermarkets consumer perception. This research investigates in Chiayi City Costco discount stores of consumers for the survey, with 500 copies of questionnaires distributed, among which 447 valid ones were returned and used for further analysis. Results：1. Consumer perception of the value of discount stores are moderate, belong to the high degree of service quality, customer satisfaction are the Higher Level, belong to the high degree of customer loyalty. 2. Different personal background information in the variables of gender, work experience and other variables will affect the perceived value. 3 Different personal background information in the variables of gender, work experience, income and other variables will affect their perception of service quality. 4. Different personal background variables in the work experience, marital status, income and other variables will affect their perception of customer satisfaction. 5. Different personal background information in the variables of gender, work experience, income and other variables will affect their perception of customer loyalty. 6. Consumers perceived value discount stores, some positive impact on customer satisfaction. 7. Discount store customer service quality, some positive impact on customer satisfaction. 8. Some discount stores consumer satisfaction and positive impact on customer loyalty