零售業者在面臨競爭激烈的產業環境下，相似的行銷活動其效果差距逐漸縮小，滿足顧客的需求亦成為重要的訴求點，期望透過提升顧客滿意度來維持優勢。本研究針對零售商店的顧客滿意度進行探討，研究樣本為南部地區的消費者，以問卷填答方式，透過SPSS12.0與AMOS7.0兩套統計軟體，探討零售產品、商店位址與商店設施對顧客滿意度之影響。研究結果發現零售產品與商店位址對顧客滿意度確具有顯著正向的相關性，而商店設施與顧客滿意度間不具有相關性，此外研究中商店設施為中介因子的影響並不顯著。對零售業者而言，提升產品的品質與種類、商店位址的便利性是維繫、增加顧客滿意度的首要任務。 Nowadays, the retail industry is facing intense competition. The Marketing effect is decreasing due to similar marketing activities, so the most important thing is to meet customer’s need. The purpose is to maintain advantage by enhancing customer satisfaction. This study explored on customer satisfaction of the retail industry. Collecting data by distributing questionnaire of customers in Southern Taiwan, this research uses SPSS12.0 and AMOS7.0 to analyze the relationships among retail product, retail location, retail facility and customer satisfaction in the retail industry. The results showed that the relationships among retail product, retail location and customer satisfaction are significant, but relationships between retail facility and customer satisfaction are not significant. The practical intention of these results are discussed, particularly retailers need to improve the service of retail product and retail location as a means to enhance customer satisfaction.
