台灣便利超商是許多台灣人生活中不可或缺的一部分，台灣便利商店密度達世界第二，且台灣超商零售產業四十餘年來不斷提供新型態服務，部分作法甚至成為世界超商零售產業之典範，近年會員經濟、新零售觀念深植零售業策略作法，企業也面臨一波新數位轉型的浪潮。統一超商門市數量一直都多餘全家超商，全家為彌補門市數量的劣勢，採取加強數位佈局，在2020年8月股價更首次超過統一超商競逐超商股王，統一超商也即時應對加速數位改革腳步，並推出一次APP大改版整合功能優化介面及使用功能，提早衝破千萬大關的年度會員數目標，超商數位戰正式進入白熱化階段。
本研究目的在探討台灣便利超商零售產業現行與顧客關係管理相關之策略，企業如何透過會員制並以新型態之顧客關係管理、探討超商零售業顧客關係之行銷策略、研究超商零售業會員制發展成效及從消費者觀點提出對未來超商零售業策略之建議，以量化問卷分析及訪談質性分析檢視兩大超商顧客經驗、顧客關係、顧客忠誠度上各類做法的觀點差異，得出改善溝通內容、增加會員獨享商品及優惠、善用自媒體平臺與會員交流、提升互動趣味性，為超商零售產業策略之建議。

Convenience stores in Taiwan are an indispensable part of life for many Taiwanese. The density of convenience stores in Taiwan ranks second in the world, and Taiwan's supermarket retail industry has been providing new types of services for more than 40 years, some of which have even become the world's supermarket retailer It is a model of the industry. In recent years, the membership economy and the new retail concept have been deeply rooted in the retail strategy and practices, and enterprises are also facing a wave of new digital transformation. In order to make up for the disadvantage of the number of stores, FamilyMart has adopted a strengthened digital layout. In August 2020, the stock price surpassed that of the United Superstore for the first time to compete for the super-shopping king, and the United Superstore also responded immediately. Accelerate the pace of digital reform, and launch a major revision of the APP to integrate functions to optimize the interface and use functions, and break through the annual membership target of 10 million in advance, and the supermarket digital war has officially entered a white-hot stage.
The purpose of the research is to explore the current strategies related to customer relationship management in Taiwan's convenience supermarket retail industry, how companies use membership systems and new forms of customer relationship management, to explore the marketing strategies of customer relationship in the supermarket retail industry, and to study the supermarket retail industry. The results of the development of the membership system in the industry and suggestions for future supermarket retailing strategies from the perspective of consumers are presented, and the perspectives of various practices in the two major supermarkets in terms of customer experience, customer relationship and customer loyalty are examined through quantitative questionnaire analysis and qualitative analysis of interviews. Based on the differences, it is proposed to improve the communication content, increase the exclusive products and discounts for members, make good use of the self-media platform to communicate with members, and enhance the interest of interaction, which are suggestions for the supermarket retail industry strategy.

論文審定書 i
摘要 ii
ABSTRACT iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第二章 文獻探討與理論依據 8
第一節 科技接受模式 8
第二節 顧客關係管理 12
第三節 消費者行為 18
第四節 零售業會員制經營策略相關文獻 20
第三章 研究設計與方法 32
第一節 研究架構 32
第二節 問卷調查研究法 35
第三節 焦點團體訪談法 46
第四章 資料分析結果 52
第一節 敘述性統計分析 52
第二節 信度與因素分析 60
第三節 中介效果判斷之迴歸分析 62
第五章 訪談研究分析結果 64
第一節 個案顧客關係管理分析 64
第二節 個案消費者行為分析 69
第三節 個案經營策略分析 74
第六章 結論與建議 79
第一節 研究結論 79
第二節 研究限制與未來建議 81
參考文獻 82
附錄一 正式問卷 91

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