The Effect of Customer Value, Price Perception, Customer Satisfaction and Switching Cost on Customer Loyalty- An Empirical Study of Hypermarket

• Main Authors: Huei-Chu Chian, 簡惠珠
• Other Authors: Shuang-Shi Juang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/14346935062713813071

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 94 === Abstract The importance of hypermarket (warehouse) increases rapidly in retail-sale industry, this phenomenon can be discovered by the relationship between the decreasing GNP of Taiwan and the increasing business volume of hypermarkets. The market segment between the hypermarket and other retail-stores such as convenient store, supermarket and shopping centers is quite clear; at the same time the business purposes of hypermarket are offering a convenient environment, sufficient goods and best buys to customers. Therefore the purposes of this study were to explore the relationships among the customer value, price perception, customer satisfaction and customer loyalty; the questionnaire survey was the primary methodology to investigate their relationships and the customers of local hypermarkets were the main participants: 300 copies were distributed and both post and on-line surveys were made. These were then sorted to eliminate those with partially completed answers or invalid. As a result, 144 copies were eliminated leaving 156 (52.00%) valid questionnaires from post and 52 copies were eliminated leaving 56 (51.85%) valid questionnaires from on-line survey.