在零售業者間競爭越來越激烈的情況下，如何調整策略並吸引消費者成了關鍵成功因素。近五年來超市變動幅度日趨增大，部分超市開始提供客製化服務以滿足不同的消費需求，主打差異化的服務進而吸引消費者光顧，值得深入探討。本研究主要兩個研究目的為：第一，探討客製化服務對於知覺價值、消費者滿意度與購買意願的影響；第二，探討產品品質、價格穩定對於知覺價值、消費者滿意度與購買意願的影響。除此之外，本研究亦探討價格意識是否對價格穩定與知覺價值產調節效果。
研究結果顯示，產品品質、價格穩定與客製化服務皆對知覺價值、消費者滿意度及購買意願有顯著影響。除此之外，本研究證實產品品質對客製化服務有正向的影響，超市提供客製化服務能有效地影響消費者知覺價值、滿意度與購買意願；產品品質和價格穩定也正向影響消費者知覺價值、滿意度及購買意願。本研究亦證實價格意識的高低對價格穩定與知覺價值具有顯著調節效果。

Competitions between retailers such as supermarkets has intensified. To survive in this competitive environment, retailers have to adjust their marketing strategies to attract consumers. It is worth to mention that supermarkets have a dramatic development in the past five years, which is worth investigating. Some supermarkets in Taiwan today begin to provide customized service to reach consumers’ needs and make themselves different. In this research, the primary objective of this study is to examine the effect of customized service on perceived value, customer satisfaction, and purchase intention. In addition, the second objective is to know the influence of product quality and price stability of agrifood offered from production and marketing team on customized service, perceived value, and the further impact on customer satisfaction and purchase intention. Moreover, this study also examines the moderating effect of price consciousness on the relationship between price stability and perceived value.
The results indicates that product quality, price stability, and customized service all have significant direct effect on perceived value, customer satisfaction, and purchase intention. Also, there is a positive influence between product quality and customized service based on the results in this research. Thus, the research findings can be concluded as followed. First, high quality agrifood has a positively significant impact on customers’ willingness to customized the product they purchased. Supermarkets provide customized service would effectively and directly affect respondents’ perceived value, customer satisfaction and purchase intention. Also, product quality and price stability affect perceived value, customer satisfaction and purchase intention positively.

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