量販店服務價值之研究

A Study of Hypermarkets Service Value

為補足先前研究探討提升量販店業服務價值之缺口，本研究旨在彙整不同觀點之服務價值文獻與衡量構面，並對國內不同量販店業進行受測者（顧客）問卷調查與資料分析，以瞭解不同公司之顧客對服務價值不同構面所產生之認知差異性為何，進而發現提升服務價值之關鍵因素。本研究針對南部地區家樂福、大潤發，及好市多三家知名量販店的顧客進行抽樣調查，家樂福蒐集200份、大潤發蒐集100份、好市多蒐集150份，共取得450份有效問卷。研究結果發現，服務價值之不同變數（含實體效益、心理效益、貨幣成本、非貨幣成本）在家樂福，大潤發及好市多等三大量販店公司之顧客之平均值有所差異。另外，以上三大量販店公司之顧客對其服務價值不同變數認知優先順序有所差異，例如大潤發在實體效益、心理效益、貨幣成本及非貨幣成本等四個變數之平均值皆高於家樂福與好市多。家樂福之心理效益與非貨幣成本等二個變數之平均值高於好市多。好市多則在實體效益與與貨幣成本等二個變數之平均值高於家樂福。進一步地，本研究發現家樂福、大潤發，及好市多等三大量販店公司之合計平均值分析結果，實體效益最高，貨幣成本次之，其次依序為非貨幣成本及心理效益。此研究結果可作為提升量販店業服務價值關鍵因素之參考依據。最後，本研究提出管理意涵、命題發展，及針對量販店業者提出四項提升服務價值之經營管理策略相關建議。

To bridge the gap of past studies in the service value of hypermarket, the purpose ofthis research is attempting to summarize literature and dimensions of different perspectivesof service value. Besides, this research attempts to investigate the customers of domestichypermarket and understand the customer’s perceived difference of service value, and findsthe key factor of increasing service value. In this study, a sample survey conducted forCarrefour, RT-Mart and Costco customer to collect 200 Carrefour, RT-Mart to collect 100parts and 150 parts to collect from Costco, a total of 450 valid questionnaires. The resultsrevealed that: there is mean different customer’s perceived difference of Carrefour,RT-MART, and Costco in different service value variables (i.e. physical effective,psychological benefits, the cost of money and non-monetary cost). In addition, there is alsocustomer’s perceived difference of different service value variables in Carrefour,RT-MART and Costco. For example, RT-Mart in the physical benefits, psychologicalbenefits, the cost of money and non-monetary costs of the average of the four variableswere higher than Carrefour and Costco. Carrefour's psychological benefits andnon-monetary costs higher than the average of other two variables Costco. Costco inphysical and monetary benefits and costs higher than the average of two variablesCarrefour. Further, the study found that Carrefour, RT-Mart and Costco such as the threecompanies combined average results of the analysis, the physical benefits, followed by thecost of money, followed by a non-monetary costs and psychological benefits. The results ofthis study can be used as hypermarkets services to enhance value of the reference keyfactors. Finally, this study proposes managerial implications, proposition development, andfor those who put forward four hypermarkets improve service value management strategyrecommendations.