門市設計意象形塑對消費者滿意度影響之研究：‎郵政品牌新形象塑造

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題名:	門市設計意象形塑對消費者滿意度影響之研究：‎郵政品牌新形象塑造 The Impacts of Store Design Image Shaping on Consumer Satisfaction Research : ‎Postal Brand New Image Creation
作者:	林鈺華
貢獻者:	全球品牌與行銷碩士在職學位學程
關鍵詞:	商店設計商店意象商店氣氛消費者滿意度 store design store image store automosphere customer satisfaction
日期:	2020
上傳時間:	2020-08-24 12:53:35 (UTC+8)
摘要:	外在經營環境的瞬息變化下，企業如何提供讓顧客恆常的滿意策略是極重要的一環，而顧客首要接觸到企業的就是商店，透過商店設計意象形塑品牌理念，連結消費者內心意圖，愉快的評價將使之產生偏愛之情緒，得到顧客的傾心與忠誠。對於商店環境的設計，大企業投入很多時間、精力與金錢，創造有效的商店環境以獲得顧客的青睞，投入時仰賴室內或建築設計專業者進行，形成創造理想的另一個變數。本研究企圖從設計專業領域、商店設計意象、顧客滿意度中整合商店視覺元素，使門市整體印象在改善過程中，變成實際可評估、建構的步驟。研究結果顯示，門市商店的設計意象的改善形塑，可以用空間組成元素設計表現的因子來評估，對於顧客滿意度的提升程度；依統計分析研究，對於企業追求的科技數位化、創新的形象及大企業形象亦有所幫助，驗證結果均為顯著。雖本研究以郵政局屋改善為例，研究結果顯示收到良好對照效果，但本研究可引用至其他門市連鎖商店之改善模式，逐一由構面檢驗商店意象的形塑，甚或時下流行的DIY嚮往自己動手裝修者，亦可引用本研究構面檢視，是為本研究之貢獻。 Under the rapid changes in the external operating environment, how companies provide customers with a constant satisfaction strategy is a very important part, and customers are the first contact with the company is the store, through the design of the store image to shape the brand concept, connect consumers' inner intentions, Pleasant evaluation will cause it to have a preference mood and gain customer cordial and loyalty. For the design of the store environment, large companies invest a lot of time, energy and money to create an effective store environment to gain the favor of customers. When investing, they rely on interior or architectural design professionals to form another variable for creating ideals. The purpose of this research is to integrate the visual ele-ments of the store from the design professional field, store design image, and customer satisfaction, so that the overall impression of the store will become a practical step that can be evaluated and constructed during the improvement process. The research results show that the improvement of the design image of the store, it can be evaluated by the design performance factors of the space components, and completed the degree of im-provement of customer satisfaction.According to statistical analysis research, the Digital and Innovative image of the technology pursued by the company, the image of Large Enterprises is also helpful, and the verification results are significant. Although this study takes the improvement of the Post Office as an example, the research results show that it has received a good control effect, but this study can be cited to the improvement model of other store chain stores, one by one by facet inspection of the shape of the store image, or even the popular DIY those who aspire to do their own decoration can also refer to the research facets of this study. It is the contribution to this research.
顯示於類別:	[行銷碩士學位學程] 博碩士論文

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