近年來，台灣地區零售市場環境有很大的轉變，各類型銷售通路崛起，使得百貨公司不僅面臨同業間的激烈競爭，還得面對異業間的市場均分。百貨公司業者，唯有更瞭解顧客所期望之服務品質，減少顧客與業者間彼此認知的差異，才能有更佳之績效。

而台中地區在最近幾年來，相繼開設許多大型百貨公司及購物中心，百貨公司成長速度，遠超過其它城市。在百貨公司如此密集的都市裡，消費者所期望百貨公司能提供的服務機能及品質為何?而消費者的期望是否與業者所提供之服務存有落差?消費者之滿意度是否會影響其對某家百貨公司之忠誠度，即為本研究主要的研究內容。

本研究主要參考 V. W. Mitchell(1999)針對商店印象構面提出重新定義時，提出有形物質、財務、時間與便利、社會心理…等四個構面，做為調查台中地區消費者對於百貨公司商店印象之看法，並以新光三越中港店、廣三SOGO及中友百貨為研究客體。研究結果發現

1.台中地區全體消費者對於本研究之31項商店印象屬性之重視度、滿意度及缺口認知並不相同。其中消費者最重視的為「銷售人員的服務態度」、「服務人員的服務態度」、「停車的便利性」…等；而消費者最滿的為「百貨公司內外乾淨與清潔度」、「百貨公司的知名度」、「百貨公司內的裝璜與氣氛」、「商品種類及品牌的多樣性」…等；而缺口最大的為「銷售人員的服務態度」、「商品價格的合理性」、「服務人員的服務態度」、「停車的便利性」…等等。
2.各家百貨公司之消費群所重視的商店印象屬性各有所異，但大致上各消費群對於賣場內之服務及銷售人員之服務態度均是最重視的。
3.消費者對百貨公司所提供之服務是否感到滿意，會影響消費者之忠誠度，而兩者間的關係呈現正相關且具線性關係
4.在有形物質及時間與便利此二構面下，消費者對於商店印象屬性重視度和滿意度之間的認知差異，會些微影響消費者之忠誠度

The purpose of this paper is to study the customer ‘s image on the service quality and service level of the department store in the Taichung metropolitan area. The gap between the expectation of the consumers and the service level provided by the department store is crucial to be successful in terms of the numbers of customers could be generated on a continuing basis. However, there are always some room for the department store to improve the service quality and service mechanism and try to make their customers more satisfactory. This becomes the critical issue to be examined in this study.

The research methodology applied for this study more or less depend upon a study by Mitchell(1999) who indicated that the store image depends mainly on physical, financial, time and convenience and psychosocial four perspectives. Based on the Mitchell’s analytical framework, three departmental stores in the Taichung metropolitan areas, namely, Shin-Kung-Sun-Ye Taichung store, Kung-Sun SOGO store, and Dung-YU store, are taken as cases to be examined. The major summary and conclusions from this study are the followings:

(1)There exists significant differences among the, degree of emphasis satisfaction and the gap of the service quality between customers and department store on all the major 31 factors of the store image in the Taichung metropolitan area, i.e., factors including the service attitude of the service men and women, the convenience of parking, etc. are the majors factors of the highest degree of emphasis among the consumers. Whereas the factors such as the degree of cleanness inside an outside of the store, with or without brand names, the inner decorations and display, and the varieties of commodities and selections of brand names, etc are all crucial to make their customers happy and satisfactory. Last, with regard to the gap, factors including the service attitude of the service men and women, the fairness of commodity prices, and the convenience of parking, etc. are the majors factors to be considered.

(2)Although there exists significant differences among three department stores on the store images among their customers, factor such as the service attitude of the service men and women are always among the highest emphasis to be considered.

(3)There exists a positive and significant relationship of the effect of the degree of satisfaction on customer’s brand loyalty, even under the condition that there exists different department stores have different store images.

(4)The gap on the degree of both emphasis and satisfaction, under the physical and time & convenience two perspectives, have minor influences on the customers’ brand loyalty.

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