近年來，隨著臺灣經濟的發展，臺灣流通環境已由通路末端的零售業取代產品供應商主導市場的局面。量販店的興起，引爆通路革命，民眾購物消費開始走向「自助式、低價、一次購足」的大型化賣場時代，然而由於量販店家數不斷的增加，在競爭激烈的環境下，量販店如何抓住顧客的消費需求，創造顧客高滿意度，進而能再次光臨，成為忠誠顧客，為現今量販店最為重視的課題。本研究嘗試以消費者的觀點與感受，分析顧客對新竹市量販店的設施、價格、及服務水準的滿意程度、瞭解新竹市量販店顧客上門的主要原因，與不同變數對顧客滿意程度的影響，以提供量販店未來的發展方向，供各企業主作為參考。本研究針對新竹市民眾發出1000份問卷，回收有效問卷530份，並採用敘述統計分析、變異數分析、t檢定、信度分析進行實證分析。研究發現：消費者選擇量販店的考量依序為停車方便、離家近、有禮卷等因素，因此業者在選擇開店位址時應該注意是否有足夠的停車場供消費者使用、店址是否離消費者住家太遠，此外也可藉販賣或贈送禮卷作為促銷的方式以提高營業績效。

In recent years, with the development of economy in Taiwan, the traditional retail stores have already been replaced by the shopping malls in the big city of Taiwan. Within the appearance of shopping malls, the customers prefer to buy what they need in just one time. However, because of the increasing shopping mall, it is the more and more important to understand what customers need, to rise the customers satisfaction, and to make the customers visit the mall again. To meet to this purpose, this study is set to analyze whether the customers are satisfied with the quality of the products, the price, as well as the service, and understand what affect the customers' decision making in shopping such as demographic factor, the customer's habits, etc. The study results can be used to the improvement of operations of the shopping malls. This study takes five shopping malls in Hsin-Chu city as the case study.This study sent out 1000 questionnaires in Hsin-Chu city, retrieve 530 valued questionnaires, and analyze the data with descriptive analysis, analysis of variance, T test, and confidence analysis using SPSS package. It found that the customers considered the most important factor was parking spaces, the distance from their houses, gift coupons, etc. Therefore, of the operators should focus on the availability of parking spaces, location of a new mall. Besides this, they can use the gift coupons as promotion tool to rise marketing shares and the profits.