| Summary: | 碩士 === 僑光技術學院 === 管理研究所 === 93 === The retailer style includes department store, hypermarket, supermarkets, convenience stores, cooperative union, traditional markets and shopping mall in Taiwan. This thesis wants from the supermarkets to make the further discussion. And this research core achievement by customer loyalty. The choice business retail sales distribute of Sinon Supermarkets in middle area is the research object, and attempts to segment Sinon supermarkets customer loyalty type. According to Wisher (2002) pointed out, the customer loyalty type has four kinds, includes: true loyalty, latent loyalty, spurious loyalty, and low loyalty. This article Sinon supermarket weights basis of customer loyalty type.
First of all, segments customer loyalty of situation the Sinon supermarket participants by the Cluster Analysis and the Analysis of Variance, the result shows：the true loyalty customer has 146 people, the latent loyalty customer has 203 people, the spurious loyalty customer has 26 people, and the low loyalty customer has 225 people. Afterwards, to Chi-Square inspect the different loyalty customer type makes an analysis to the population statistic characteristic and the customer to response the sinon supermarket execution marketing strategy, in population statistic characteristic aspect by “ whether has the member card “, ” the occupation “, ” the family average month income ” and ” equally each time expends the amount ” to present has significant difference.
The different loyalty customer type marketing strategy draws up, in the true loyalty customer aspect, frequently pays great attention to demand of the housewife; in the latent loyalty customer aspect, increases customer repurchase of times; in the spurious loyalty customer aspect, enhances the student to repurchase intention and the trust feeling; in the low loyalty customer aspect, enhances customer of the purchase attitude and the consumption behavior; in addition, the suggestion firm should continue to insist checks to the product quality, strengthens the cashier speed, enhances the product type diversification, the increase community populace interacts, the maintenance at present price the way or the adjustment, strengthens the Professional Baseball Star to match the way, and frequently propagandizes the customer to use the supermarket website, and can often inspect and the improvement carries out marketing strategy.
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