DIY居家修繕賣場的服務品質、顧客滿意度與行為意向之關聯

Abstract

美國最大專業零售商Home depot成立至今，一直將顧客服務作為其經營的優先順位，尤其當DIY居家修繕產業開始面臨市場飽和與激烈競爭時，服務的差異化就成為贏得消費者的成功關鍵因素，台灣主要的DIY居家修繕賣場廠商特力屋、Homebox、IKEA等近年來也開始積極地進行服務品質上的提升與服務改造。 本研究發現DIY居家修繕賣場較一般零售業具有更特殊之服務內容與服務流程，因應其所販售之DIY動手做商品，產生專業型員工的需求與諮詢相關服務，同時結合零售與裝修服務的作業流程，使得第三方廠商也參與於整體服務流程內。而有鑑於過去在DIY居家修繕賣場服務品質相關文獻之缺乏，欲探索性地建構DIY居家修繕賣場的服務品質構面，推論DIY居家修繕賣場不同於其他產業的獨特服務品質構面。接著，探究DIY居家修繕賣場的服務品質、顧客滿意度與行為意向之間的關係，了解若DIY居家修繕賣場服務品質提升，是否能夠帶來顧客滿意，甚至影響顧客行為意向，此外，顧客滿意度的提升是否同時對行為意向造成影響。最後，檢驗顧客整體滿意度，可否扮演中介因子的角色，對服務品質與顧客的正負面行為意向產生中介的效果。 研究對象以全台灣的DIY居家修繕賣場消費者為樣本，透過網路進行施測，共計354份有效問卷。因素分析結果驗證本研究架構推導之「商品特性」、「賣場形象」、「賣場服務人員」、「裝修服務人員」與「DIY教育推廣」五個服務品質構面的假設。階層迴歸分析結果發現，「服務品質」對「顧客整體滿意度」與「正面行為意向」皆具顯著影響力，但「服務品質」對於「負面行為意向」則僅有部分構面為顯著正相關。「顧客整體滿意度」對於「正面行為意向」及「負面行為意向」具有顯著相關，但「顧客整體滿意度」作為服務品質與行為意向之中介因子時，僅對「正面行為意向」具部分中介效果。管理實務上，DIY居家修繕賣場的服務品質改善可從員工發展計畫、賣場形象重新規劃、積極推廣DIY教育活動，並加強售後維修流程的控管，將能夠有效提升顧客保留率，對企業經營績效有所助益。

Home depot, the largest specialty retailer in the U.S., has regarded customer service as its management priority since beginning. In particular under the pressure of market saturation and fierce competitions, it is crucial for DIY home improvement stores to differentiate their service for winning customer loyalty. In recent years, many major DIY home improvement companies in Taiwan, such as Test Rite, Home box and IKEA, have also tried hard to reengineer their service processes, improve their service delivery, and ensure service quality. The research on how to improve the service quality for DIY home improvement industry was limited. This study attempts to examine such quality issue by (1) designing proper measurement instrument on service quality dimensions for DIY home improvement firms; (2) investigating the relationships among service quality, costumer satisfaction and purchasing intentions; (3) examining the moderating effects of customer satisfaction over service quality and behavioral intentions. Three hundred and forty-five survey results were collected from the Internet on customers of Taiwanese DIY home improvement companies. The results of factor analysis confirm the five service quality dimensions including product attributes, store image, in-store service personnel, renovation specialist, and DIY educational promotion. The results of hierarchical regression analysis indicate that service quality is positively correlated to customer satisfaction and positive behavioral intentions; customer satisfaction is significantly correlated to positive behavioral intentions and negative behavioral intentions, while partially moderates the relationship between service quality and positive behavioral intentions. The following managerial implications are further suggested. DIY home improvement stores could improve their service quality through employee development schemes, redesigning store image, promoting DIY education activities, and strengthening the control of after-sales service process.