| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 97 === This research is exploring influential factors on customer’s purchase decisions in terms of service quality and functionality, thus we chose the optical industry which is highly related to people’s daily life in Taiwan and using questionnaire to identify the key influential factors of purchase decisions and the level of importance. As the nature of Taiwan optic industry’s operation practices and business environment is unique from other countries, leaving related researches about service quality of Taiwan optical industry are extremely limited. Therefore this research is mainly basing on exploratory data research, adopting weight adjusted SERVQUAL model, analyzing proper weighting methods and then extracting the most critical inferential factors and the weighting. The purpose of research is to identify the most important factors and related influential factors of customer’s purchase decisions in the optical industry.
Key findings of this research are as below：
1. Consumers are easily influenced by products’ exterior characteristics such as price, commercials and shopping environment, as well as store image, professional competence, public praise and past experience. But when accessing the willingness of re-consumption, professional competence turns out the most important influential factor.
2. The professional competence of optometrists and service representatives is the most valuable part from consumers’ point of view.
3. The professional competence of an optometrist is interior knowledge. Optical companies rely on commercials or other media to concertize the professional competence and reinforce companies’ professional image. Transforming invisible interior knowledge into explicit appealing can help to earn customers’ trust and ground loyalty.
4. Prior the implementation of the optometry practice law, it can help to earn customers’ trust and ground loyalty if optical companies can provide specific ways of professional competence measurement for consumers and transform invisible interior knowledge into explicit appealing. After taking effect of the law, an optical company then needs to focus on reinforcing its professional competence and concertizing the ability, in order to differentiate itself from peers and raise its competiveness.
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