隨著平均每人所得提高，國人也越來越重視時間的利用，便利商店漸漸地便成為消費者日常生活中的一環，這也讓消費者更重視商家能否提供他們便利且快速的服務。因此，商品價格不是消費者唯一的購買考量，消費者知道，「便利」是要付出一定的代價。這時，便利商店就應該注意到要滿足顧客不會只是24小時經營店面那麼簡單，而應該加快發展更便利且完善的服務來滿足消費者。本研究希望能發掘消費者所偏好便利商店的服務屬性，了解消費者對於便利商店的潛在需求為何，藉此來企劃與開發便利商店新型的顧客服務。研究結果供便利商店業參考，希望能夠使便利商店業多花些心思在顧客偏好的服務，而非一昧的增加本身所提供的便利服務，想必這對便利商店也是一大利多。本研究就是針對便利商店的消費者所接觸到的服務，作一最佳滿意服務組合，了解消費者所重視的服務屬性，進而設計出更符合顧客喜好的新型服務，讓消費者有忠誠度之外還能增加便利商店的收益。本研究利用聯合分析發現整體受測者最重視的屬性為「顧客得知消費訊息的管道」。最喜歡的便利商店服務組合：「顧客得知消費訊息的管道：店內提供商品型錄供顧客自行翻閱；店內的硬體設施：提供顧客可使用的生理功能設施；緊急時交易方式：顧客自行進店內選取商品；代收和出租服務：提供代收服務；結帳方式：店員服務。」。再分別依性別和消費時段來找出各層別所重視的屬性及所偏好的水準。 Along with more higher average income of everybody, the people also focus on the usage of the time more and more.The convenience stores have become one part of the consumers’ daily life gradually, which lets the consumers more care about if convenience stores can provide them convenient and fast services.Therefore, the merchandise price isn't one only thing consumers will considerate when they buy something.The consumers know 「convenience」and must pay certain price.At this time, the managers of convenience stores should note to want to satisfy customers not only open for 24 hours, but also should speed development of more convenient and perfect services to satisfy consumers.This research hopes find the most important attribute of convenience store that consumers care about, understanding the latent needs of consumers to convenience store, then planning and developing the new-type customer service of convenience store.The results of the research provide the convenience store industry some references, hoping to make the convenience store industry creates some service that the customers care about, rather than increase services stubbornly.These actions must benefit the convenience store industry.This research focus on the services of convenience stores that the consumers contact with, makeing the best satisfying combination and understanding the most important service attributes that the consumer care about.Then designing new services to match the customer favour, let the consumers have the loyalty and increase the income of the convenience store.This research used conjoint analysis to find the most important service attributes that the Whole repliers care about is「the channel that the customers get information of the consuming」.The most favorite convenience store service combination of the Whole repliers：「the channel that the customers get information of the consuming：provide the merchandise catalog to provide customers to browse by theirself in the store；The hardware facilities in the store：Providing the physiology function facilities customer can use；The trade modes when customers urgent：The customers enter the store and selectss merchandises by theirself；The collection and rent service：Provide the collection service；Settle up mode：The clerk serves」.Then find the most important service attributes and the preferred levers that according to the sex and the consumption time respectively again each layer.
