Uniqlo 與 GU服務品質、顧客滿意度之分析比較

Abstract

中文摘要 本研究針對日本知名服飾品牌Uniqlo與GU在台灣市場的顧客滿意度進行調查分析。研究動機源於這兩個品牌在全球市場上的快速發展，尤其在台灣擁有大量的忠實顧客。Uniqlo以其高品質且平價的基本款服飾著稱，而GU則以時尚、平價和快速反應潮流趨勢的產品受到年輕消費者的喜愛。

為了深入了解這兩個品牌在台灣市場的表現，我們設計了一項涵蓋服務品質五大構面（可靠性、回應性、關懷性、確實性、有形性）及品牌形象等方面的問卷調查。通過詳細的數據分析，我們希望找出顧客的需求和期望，識別目前存在的問題，並對兩家公司提出具體的改善建議。

研究結果顯示，GU在有形性方面表現相對較弱，產品描述和資訊需要更多完善以提升顧客購物體驗。而在服務品質方面，回應性和有形性對GU的顧客滿意度具有顯著影響。為此，我們建議GU加強員工訓練，以確保高回應度，並改進產品描述和資訊。

這次調查不僅提供了Uniqlo和GU在台灣市場的現狀分析，也為兩品牌提出了具體的改進建議，期望能進一步提升顧客滿意度和品牌競爭力。

Abstract This study investigates and analyzes the customer satisfaction of well-known Japanese clothing brands Uniqlo and GU in the Taiwan market. The motivation for the study stems from the rapid development of these two brands in the global market, especially in Taiwan where they have a large number of loyal customers. Uniqlo is known for its high-quality and affordable basic clothing, while GU is popular among young consumers for its fashionable, affordable and quick-response to trend products.

In order to gain an in-depth understanding of the performance of these two brands in the Taiwan market, we designed a questionnaire covering five aspects of service quality (reliability, responsiveness, caring, certainty, and tangibility) and brand image. Through detailed data analysis, we hope to find out customers' needs and expectations, identify current problems, and make specific improvement suggestions for both companies.

Research results show that GU's performance in tangibility is relatively weak, and product descriptions and information need to be more improved to enhance customer shopping experience. In terms of service quality, responsiveness and tangibility have a significant impact on GU's customer satisfaction. To this end, we recommend that GU strengthen employee training to ensure high response rates and improve product descriptions and information.

This survey not only provides an analysis of the current situation of Uniqlo and GU in the Taiwan market, but also provides specific improvement suggestions for the two brands, hoping to further enhance customer satisfaction and brand competitiveness.