| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === In the TCFA (Taiwan Chain Store & Franchise Association) yearbook 2002 pointed out that convenience stores have become an indispensable part of our daily life in the modern society. They satisfied the multi-dimensional service needs of consumers leading to a channel revolution and brought about a life style change. The convenience stores continue to supply innovational services and commodities upon the continuous market demand changing. To satisfy consumers’ multi-dimensional needs, the convenience stores have been supplying new service commodities. Take Uni-President 7-ELEVEN as an example, it has developed telephone card service, courier service, copy service, public bus stored-value card supply service. In addition, starting from 1997, it began providing home delivery service for flower and goods around the country. Furthermore, bill payment service and photo developing service were provided since 1999. Due to the characteristic of 24 hours operation in the convenience chain stores, bill payment services, once dominated by the banking industry, were gradually moved to the convenience chain stores. For instance, the total bill payment services of the three leading national convenience chain store brands namely 7-11, Family Mart, and Ok, accounted from 12,141 transactions in the year 2001, increased to 34,121 transactions in the next year, and jumped to 62,488 transactions in the year 2003. With a triple growth rate, bill payment service has undoubtedly become the most salient service commodity in the convenience chain stores. The purposes of this bill payment service study are to understand the impact of bill payment service quality upon customer satisfaction, the impact of customer satisfaction upon overall repurchase intention, and the relationships among service quality, customer satisfaction, and overall repurchase intention, as well as the influences of life style and demographic variables upon customer satisfaction.
The independent variables of this study include service quality, life style, and demographic variables. Customer satisfaction serves as mediating variable, and overall repurchase intention is the dependent variable. An empirical study was conducted to test the model by selecting the consumers who have bill payment service purchase experience in the three convenience chain stores, 7-ELEVEN, Family Mart, and OK, within Taipei city and county. Total 700 confirmatory surveys were sent out. Surveys completed by the respondents were 596 with returned rate %85.14. Among those 596 surveys, 511 were useful. The effective returned rate is 85.74% upon 596 surveys. To test the hypotheses, a great number of statistic analysis methods were used. Through examining the data, this study provides the following findings:
1.There is a significant impact of bill payment service quality on customer
satisfaction of bill payment service.
2.There is a significant impact of customer satisfaction of bill payment
service on overall repurchase intention.
3.Customer satisfaction serves as mediating variable between bill payment
service quality and overall repurchase intention was partially supported.
4.The significant impact of life style variables on customer satisfaction of
bill payment service was supported.
5.The significant impact of demographic variable on customer satisfaction of
bill payment service was partially supported.
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