應用模糊層級分析法於連鎖藥妝店之服務品質及促銷知覺價值評估研究

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Title:	應用模糊層級分析法於連鎖藥妝店之服務品質及促銷知覺價值評估研究
Authors:	裴文 Pei, Wen
Contributors:	企業管理學系 Business Administration
Keywords:	模糊層級分析法;模糊德菲法;連鎖藥妝店;服務品質;促銷知覺價值 fuzzy Analytic Hierarchy Process;Fuzzy Delphi Method;chain drugstores;service quality;perceived value of promotion
Date:	2009
Issue Date:	2014-06-27 10:31:57 (UTC+8)
Abstract:	近年來，連鎖藥妝店在台灣的市場上逐漸佔有重要的地位。連鎖藥妝店業者也紛紛投入行銷資源，以期獲得較大的市場，了解消費者對服務品質及促銷知覺的認知則是行銷策略的重要環節。消費者對於服務品質及促銷知覺的認知價值則是較無形的，不易衡量的，也會有較多個人主觀因素及模糊的觀念在其中。本研究利用Parasuraman , zeithaml and Berry（1988 ) 所提出SERVQAL 量表及Dabholkar , Thorpe and Rcntz (1996）發展的服務品質構面，並加入陳瑩郿（2003 In recent years，chained drug -cosmetic stores have become more and more widespread in Taiwan.These stores put lots of effort in marketing in order to get higher market shares.TO understand customers， point of view in service quality and promotion percepti
Appears in Collections:	[Department of Business Administration] Journal Articles

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