摘要
本研究的目的，在於分析影響家樂福顧客的消費滿意因素，並聚焦於顧客在店內的購物體驗。我們認為「便利性、賣場環境、自我一致性」會型塑顧客體驗，因此本研究擬驗證這三個因素是否與消費者滿意度相關。其中，自我一致性被認為會影響顧客體驗以及消費滿意度，但是還鮮少在大型超級市場中被驗證過。本研究採用問卷調查法，有效樣本數共計260份，大部分填答者的年齡落在21到40歲之間。本研究之問卷參考前人的研究而編制，並經過100份問卷的前測，再修正而成。同時在線上及現場發放正式問卷於台北、高雄及台南。各個變數測量都經過確認性因素分析，並獲得良好的信度及效度。實證數據採用結構方程模式檢測，研究結果發現：賣場環境與顧客滿意度具顯著正向線性相關；自我一致性與顧客滿意度具顯著正向線性相關；便利性與顧客滿意度具正向線性相關，但不顯著。綜而言之，本研究發現顧客體驗的一些因素對於家樂福的顧客滿意水準具有顯著地影響力，而且本研究的填答者多數為年輕族群，也正是家樂福前景看好的顧客群之一。本研究的成果強化了顧客滿意度的文獻，也提供家樂福些許管理意涵。
關鍵詞：大型超級市場、家樂福、台灣零售業、顧客滿意度、賣場環境、自我一致性
Abstract
The purpose of this study is to analyze factors affecting customer satisfaction in Carrefour with a focus on customer experiences while shopping at the stores. Three factors—convenience, environment and self-congruity, which are believed to form customer experiences—were examined. Among these factors, self-congruity has rarely been tested in supermarket stores; yet it is considered an important factor affecting customer experiences as well as customer satisfaction. To identify the relationship between these three factors and customer satisfaction, a survey was conducted with a sample of 260 respondents; most of them are 21- 40 years old. The questionnaire was developed from previous research and was pilot tested with 100 respondents. The questionnaire was then revised and distributed both online and in person in three big cities in Taiwan, including Taipei, Tainan, and Kaohsiung. The data was analyzed by AMOS software using Structured Equation Method (SEM). We found that environment and self-congruity have statistically significant positive relationship with customer satisfaction. Convenience also had positive relationship with customer satisfaction; however this relationship was not statistically significant. Our findings showed that elements that form customer experiences have significant influences on level of customer satisfaction in Carrefour. The focus of this study on young customers also has meaning as they are a promising group of customers in Carrefour. The findings of this study also strengthen the previous studies of customer satisfaction and also have managerial implications for Carrefour.
Keywords: Hypermarket, Carrefour, Retail Industry in Taiwan, Customer Satisfaction, Environment, Self–congruity.