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題名: 以精實思維探討目視化管理對顧客滿意度與再購意願之關係－以麥當勞為例
Lean thinking to explore the visual on the relationship between customer satisfaction and repeat purchase I ntention - to McDonald's as an example
作者: 賴俊宏
貢獻者: 精實生產管理研究所
關鍵詞: 精實思維
目視化管理
顧客滿意
再購意願
結構方程模式(SEM)
日期: 2012-07
上傳時間: 2013-11-19T06:16:25Z
摘要: 目視化管理充斥在我們日常生活中，無形中也影響我們的生活習慣及行為模式，尤其是公共場所，良好的目視化管理，減少無謂的尋找，帶來更多的方便與安全。麥當勞是速食業龍頭以全球一致的「品質、服務、衛生與價值」及「100%顧客滿意」來經營，也因其環境的乾淨，品質上的管控、良好的服務的態度，都讓顧客深深感受到被重視。但是其目視化管理的成效確是如何？至今仍未見相關研究，因此本研究以精實思維來探討顧客對麥當勞店內、店外目視化的管理滿意度，進而是否會對再購意願產生影響，就服務業而言，這是值得探討的另一課題。
本研究問卷共分為店內目視化管理、店外目視化管理、顧客滿意度及再購意願及等四個構面，以問卷為測量工具。問卷設計期間，跟指導教授和同學討論設計問卷，亦參考國內外相關文獻加以設計而成，並針對問卷題項語意模糊不清晰之詞彙再進行修訂，進而改善本研究問卷之品質。本研究以台灣中部地區麥當勞之消費群作為個案之研對象，並透過統計分析軟體SPSS-17.0 進行量表因素分析、信度分析與ANOVA，再以結構方程模式過AMOS-16探討構面間之關係。研究結果如下：
一、 「店內目視化管理」與「店外目視化管理」，兩構面彼此有顯著之相關性。表示麥當勞店外目視化管理標示程度和店內目視化管理標示程度，在顧客辨識上，具有同等相關的重要性。
二、 「店內目視化管理」及「店外目視化管理」對「顧客滿意度」有正向顯著之影響。亦即麥當勞無論是店內目視化管理標示程度越清楚，顧客滿意度越高。
三、 「顧客滿意度」對「再購意願」呈現正向關係。亦即顧客滿意度越高，再購意願也越高。
四、 無論店內或店外目視化管理，皆會以顧客滿意度為中介變數，進而影響顧客之再購意願。
Visual management in our life which indirectly affecting our habits and behavior patterns; McDonald's corporation is based on a globally consistent" quality, service, health and value" also content with "100% customer satisfaction. McDonald's environment preserves clean, quality control and good service attitude, which deservers customer’s satisfaction with McDonald's fast food operation, the excellent thinking of the customer store, shop visualization of the satisfaction repurchasing intentions, and that the services refer to the implementation of excellent service. In this study, a questionnaire applied for measurement, the questionnaire was divided into the store to visual management shop, visual management, customers’ satisfaction and repurchase intentions in four dimensions.
The design of the questionnaire participated with the guidance of professors and students, also referred from foreign literature. The items of questionnaire was clarified and revised for improving the quality of the questionnaire. The object takes McDonald's in central Taiwan as an example. In this study, both statistical analysis software of SPSS-17.0 and AMOS-16 were applied for conduct scale factor analysis and reliability analysis. The results obtained that:
A."Store visual" and "outside the shop visual", the two dimensions presented significant correlation, both McDonald's restaurant out-side the visual marked degree and in-store visual of marked degree of customer identification are important.
B."Store visual" positively impact on "customer satisfaction". McDonald's store visual of more clearly marked will extended the higher of customer satisfaction. Compared "customer satisfaction" with "repurchase intentions" revealed a positive relationship.
C."customer satisfaction" deeply effected on "repurchase intention".
描述: 指導教授:張燦明
顯示於類別:[工業工程與管理系(含精實生產管理碩士班)] 學位論文

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