隨著國人生活水平的提昇，百貨公司已經成為台灣最重要的零售通路。另外，愛美是人的天性，化妝品產業是ㄧ種與美麗相關的傳統產業，隨著社會風氣的改變，現今的女性對於化妝品的認知為民生必需品，而不是奢侈品。因此化妝品的消費者日益增加。因此化妝品已經成為各家百貨公司最獲利的產業。因此本研究將針對台灣百貨公司化妝品的購買滿意情形進行研究。
      本研究係以修正ECSI指標(European Customer Satisfaction Index)作為本研究主要的研究架構。本研究有兩個研究結論: 對於在台灣百貨公司購買化妝品的顧客而言
1.	顧客期望、人員服務品質、知覺價值均對顧客滿意有影響，其中知覺價值影響顧客滿意最深。
2.	顧客滿意是影響百貨公司購買化妝品重要的中介角色。

With the improvement of countrymen`s standard of living，department stores  have become the most important channel in retailing.In addition, aestheticism is the nature of humen。Cosmetic industry is a traditional industry related to“beatuty”。As social propensity acculturated, nowadays for women, cosmetics are regarded as the necessary，not the luxury.Therefore, the consumers of cosmetics increase gradually.As the result of it, department store`s cosmetics are the most profitable industry in each department store.Therefore, this study discuss the satisfaction of department store`s cosmetics buying behavior。
    The conceptual framework of this study is based on the revised ECSI model.There are two results from this research: in Taiwan department store`s cosmetics` market 
1.	Customer expectation、service quality of software、perceived value influence customer satisfaction.Among them, perceived value influence customer satisfaction the most.
2.  Customer satisfaction is the most important mediator in department store`s cosmetics buying behavior.

目錄………………………………………………………………………………   V
表目錄……………………………………………………………………………  VII
圖目錄…………………………………………………………………………… VIII
第一章 緒論…………………………………………………………………… 1
第一節 研究背景…………………………………………………………… 1
第二節 研究動機…………………………………………………………… 2
第三節 研究目的…………………………………………………………   4
第四節 研究範圍與對象…………………………………………………   5
第五節 研究流程…………………………………………………………   6
第二章 文獻探討…………………………………………………………………   7
第一節 公司形象……………………………………………………………  7
第二節 顧客期望…………………………………………………………   11
第三節 服務品質…………………………………………………………… 15
第四節 知覺價值…………………………………………………………… 20
第五節 顧客滿意…………………………………………………………  23
第六節 顧客忠誠…………………………………………………………  30
第七節 國內顧客滿意相關研究……………………………………………34
第三章 研究方法………………………………………………………………… 35
第一節 觀念架構…………………………………………………………… 35
第二節 研究假說…………………………………………………………… 36
第三節 研究變數之定義與衡量…………………………………………… 38
第四節 研究設計與抽樣方法……………………………………………… 43
第五節 資料分析方法……………………………………………………… 44
第四章 資料分析與結果………………………………………………………… 46
第一節 敘述性統計………………………………………………………… 46
第二節 信度分析…………………………………………………………… 49
第三節 結構方程模式分析………………………………………………… 50
第五章 研究結論與發現………………………………………………………… 59
第一節 研究結論…………………………………………………………… 59
第二節 研究發現…………………………………………………………… 60
第三節 研究限制與未來研究建議………………………………………… 61
參考文獻…………………………………………………………………………… 62
附錄一 研究問卷………………………………………………………………… 70
表目錄
表2-1 公司形象的定義………………………………………………………………7
表2-2 顧客期望的理論……………………………………………………………11
表2-3 服務品質的定義……………………………………………………………15
表2-4 SERVQUAL 量表……………………………………………………………18
表2-5 知覺價值的定義……………………………………………………………20
表2-6 顧客滿意的定義……………………………………………………………23
表2-7 顧客忠誠的定義……………………………………………………………30
表3-1 操作性定義、衡量問項與問項來源………………………………………41
表3-2 整體模式配適之評估………………………………………………………45
表4-1 受測者在百貨公司購買化妝品行為資料…………………………………46
表4-2 受測者的個人基本資料……………………………………………………47
表4-3 構面之衡量變數與信度……………………………………………………49
表4-4 結構方程模式之參數說明…………………………………………………52
表4-5 整體模式之配適度評估……………………………………………………53
表4-6 衡量模式之評估……………………………………………………………55
表4-7 研究假說驗證結果…………………………………………………………55
圖目錄
圖1-1 研究流程……………………………………………………………………6
圖2-1 顧客期望與知覺結論………………………………………………………12
圖2-2 顧客期望模型………………………………………………………………13
圖2-3 顧客滿意方程式……………………………………………………………25
圖2-4 瑞典顧客滿意度量表模型…………………………………………………26
圖2-5 美國滿意度指標……………………………………………………………27
圖2-6 歐洲滿意度指標……………………………………………………………28
圖3-1 本研究之觀念架構…………………………………………………………35
圖4-1 本研究整體模式之線性結構關係圖………………………………………51
圖4-2 整體模式結構關係路徑分析圖……………………………………………57

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