形象商圈意象、服務品質之影響分析──以臺中逢甲商圈為例

Analysis of the Tmpact of Business District Image and Service Quality-Taking Taichung’s Fengjia Business District as an Example

本研究選擇大臺中地區的「逢甲商圈」為研究對象並解析形象商圈意象對於品牌忠誠度以及服務品質間的相互影響，透過商圈意象的服務品質與顧客滿意度，進而影響到重遊意願與消費行為等。研究採取問卷調查方式，針對來臺中「逢甲商圈」的觀光客進行調查，訪問250位受訪者，獲得220份有效問卷並輔之以訪談，研究結果發現：逢甲商圈的的重遊意願高，平均數最高達為3.92；而服務品質需再強化，在數位平臺上：逢甲商圈的購物年齡層廣泛，含各年齡層、整合行銷時需參考時下網路用語與廣告，建構「形象商圈」、「魅力商圈」到「品牌商圈」，為商圈永續發展奠定多元化的基礎，持續提升商圈能量。

This study selects the ''Fengjia Commercial District'' in the Greater Taichung area as the research object. Analyze the mutual influence between image business district image on brand loyalty and service quality. Through the service quality and brand loyalty of business district image, it further affects customer satisfaction and consumption behavior. The research adopts a questionnaire method to conduct a survey among tourists who come to ''Fengjia Business District''. 250 respondents are interviewed, and 220 valid questionnaires are supplemented by interviews. The research results show that: Fengjia Business District has a high willingness to revisit. , the average number is as high as 3.92; and the service quality needs to be further strengthened on the digital platform: Fengjia Business District has a wide range of shopping age groups, including all age groups. When integrating marketing, it is necessary to refer to current Internet terms and advertisements to build ''image ''Business District'', ''Charming Business District'' to ''Brand Business District'', lay a diversified foundation for the sustainable development of the business district and continue to enhance the energy of the business district.