顧客知覺品質、滿意度及再購意願之研究－以購買Molten產品學校為例

Abstract

本研究目的在探討Molten顧客知覺品質、滿意度及再購意願之關係，以曾經購買及使用Molten產品之高中、國中與國小學校體育組長為研究對象，採用問卷調查法蒐集相關資料，問卷內容包含：學校背景變項、知覺品質、滿意度及再購意願四大部份，共發放350份問卷，回收問卷279份，其中有效問卷277份，有效問卷率99.3%。回收資料以描述性統計、獨立樣本t檢定、單因子變異數分析、雪費事後考驗、皮爾森積差相關及多元逐步迴歸等統計方法進行資料分析，所得結論如下：一、Molten顧客大多擁有運動校隊、參與全臺運動聯賽經驗，校長對於體育活動支持程度偏高；二、在產品品質、產品多樣性方面較獲得顧客認同，而售後服務方面則需再加強；三、不同產品用途、全國賽事參與情形、校長對體育活動支持程度的Molten顧客在知覺品質、滿意度及再購意願上均有顯著差異；四、知覺品質、滿意度及再購意願間均有中度至高度的相關性存在；五、知覺品質及滿意度對於再購意願具有顯著的預測能力，其中又以「產品滿意度」對再購意願最具影響力。根據以上結果，Molten公司除了應維持產品品質外，若能針對售後服務及與顧客關係再多花些心力，將能更加鞏固舊有顧客，透過口耳相傳亦能再開拓新的客源。

The purpose of this study was to investigate the relationship of Molten customers’ perceived quality, satisfaction and repurchase intentions. The study used questionnaire as the method, subjects were customers who ever bought and used the products of Molten. The valid samples are 277, the statistical techniques are descriptive statistics, independent-samples t-test, one-way ANOVA, Scheffe’s posterior comparisons, Pearson’s correlation coefficients and multiple Regression. The major findings were follows: 1.Most of these schools who bought Molten products are keen on sports activities; 2.The more satisfied parts are product quality and various products , the least one is the after-sales service; 3.The customers’ background influence their perceived quality, satisfaction and repurchase intentions; 4.There is a high unique relationship among the perceived quality, satisfaction and repurchase intentions; 5. Perceived quality and satisfaction have positive impacts on repurchase intentions, and the most influential factor is the “product satisfaction”. Based on the above results, For Molten Company, it is important to maintain the quality of products, do more on after-sales service and the relationship between company and customers. The old customers’ satisfaction will be increased and they might spread the information to new customers.