An Empirical Study on Relationship Among Trade Area Feature, Store Managerial Strategy and Customer Satisfaction-For the Example of Department Store Trade Area

• Main Authors: Wan-Ling Hsu, 許琬苓
• Other Authors: Yung-shen Yen
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/yzz865

碩士 === 靜宜大學 === 企業管理研究所 === 93 === The purpose of this study is to identify the relationship among trade area feature, store managerial strategy and customer satisfaction. Since the industrial structure change, consumer behavior switching and the WTO lead the retail structure large-sized. Today the retail competition from a single into collectivization. This study will use empirical methodology to research the relationship among trade area, retailing store and consumer. In proprietor investigate the influence between trade area feature and department store to surrounding retail stores performance. In consumer investigate the influence among trade area feature, store strategy and customer satisfaction. Moreover investigate the differences between the two types trade area in above relationships. The study conclusion recommend retailer in managerial strategy. This research adopts a questionnaire survey to get the related measurements of consumers. The number of effective questionnaires is 418 out of 500(Chung-you commercial center is 214 and Chung-kong commercial center is 204). The number of effective store’s questionnaires is 70 out of 100(Chung-you commercial center is 37 and Chung-kong commercial center is 33). The conclusion of this research demonstrates: (1) the trade area feature has positive affect to surrounding retail stores performance, (2) the department store has positive affect to surrounding retail store performance in the strategy of goods and planning, (3) the trade area feature has positive affect to customer satisfaction, (4) the department store strategy has positive affect to customer satisfaction, (5) the surrounding retail store strategy has positive affect to customer satisfaction in goods features, store planning, personnel service and consuming process, (6) the difference lies in trade area feature, department store to surrounding retail store performance of different types trade area, (7) the difference lies in trade area feature, store strategy and customer satisfaction of different types trade area.