零售服務新優勢：店內物流績效與展示間體驗－以IKEA為例

In-store Logistics Performance and Showroom Experiences in the Context of IKEA

面對虛擬平台的電商消費模式，傳統零售商依然使用價格與促銷做為競爭優勢的來源，忽略潛在的店內物流績效以及展示間體驗能創造顧客價值。本研究專注於店內物流績效與展示間體驗在顧客知覺價值與忠誠度效果的討論，使用現場調查法蒐集資料，並以偏最小平方法校估線性結構方程。研究結果發現知覺店內物流績效直接正向影響顧客忠誠度，此外，也藉由知覺價值間接影響顧客忠誠度。知覺價值則完全中介展示間體驗與顧客忠誠度的關係。本研究建議零售業者強化店內物流服務，同時建置展示間提供體驗行銷，這兩大服務皆能讓顧客知覺價值，進而提升顧客再度光顧與口碑推薦的忠誠行為。店內物流績效與展示間體驗正是服務業7P中的程序與實體環境的展現。

 

Facing strong e-retailing competition, traditional retailers still use both pricing and promotion to try and achieve a competitive advantage, ignoring potential in-store logistics performance and showroom experience to create customer value. This study focuses on discussing the effects of perceived in-store logistics performance and showroom experiences on customer value and loyalty. The authors conduct a field survey and use partial lease squares (PLS) to estimate the linear structure equations. The results of this study show that perceived in-store logistics performance has a direct positive effect on customer loyalty, as well as an indirect effect on customer loyalty through customer value. Furthermore, customer value completely mediates the relationship between showroom experiences and customer loyalty. Following the results, the study provides implications for practice and further research.