顧客對便利商店自我服務科技系統滿意度的實證研究

The Empirical Study of Customers’ Satisfaction with Self-Service Systems in Domestic Convenience Stores

便利商店的普及化，已養成民眾將其提供的便利服務視為日常生活的一部份。由於便利商店的市場競爭非常激烈，各家業者皆極力將產品與服務推陳出新，而強調以不限於人際服務互動接觸的電子化自助服務-自我服務科技系統就成了許多便利商店用以提供顧客多元服務的利器。有鑑於自我服務科技系統的日漸普及與重要性，本研究以便利商店自我服務科技系統的顧客觀點出發，應用美國顧客滿意度指標模式作為本實證研究的理論基礎，探討國內顧客對便利商店自我服務科技系統的滿意度與其他變數之間的因果關係，並透過問卷以結構方程模式檢驗假說模型。本研究結果發現顧客期望、知覺品質及知覺價值都是會有效影響顧客滿意度的重要變數。其中以「顧客期望」對「顧客滿意度」的影響最大，「知覺品質」次之，而「知覺價值」的影響則最小。研究結果亦顯示，此三項構面並間接影響便利商店自我服務科技的「顧客忠誠」。而「顧客滿意度」亦會直接影響到「顧客忠誠」，「顧客抱怨」所受的影響稍大於「顧客忠誠」。希冀藉由本研究的結果，能對便利商店的相關業者有所助益，以作為未來推展自我服務科技系統的參考依據。

Because fierce competition, all participants in the convenience store market manage to bring more values to customers by adopting electronic self-service platforms. This research takes the customers of self-service platforms at convenience stores as subjects, analyzes the correlations between customer satisfaction and its antecedents and consequences based on the American Customer Satisfaction Index model. By applying structural equation model, this research reconfirmed that the three determinants of customer satisfaction include expectation, perceived quality, and perceived value. Besides, this research revealed that customer satisfaction has positive impact on customer loyalty and customer complaint does not correlate with customer loyalty. Hopefully, the findings can provide guidance for businesses to revamp and promote their self-service technologies in the future.