| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 95 === Retailer such as Carrefour in Taiwan attracts many similar enterprises to compete with each other in sharing this market by stressing the price and quality of products and services of hypermarkets. The service quality, store image, and complaints’ perceptions have become to be important causes to promote customer satisfaction to increase trusts each other in order to attract many higher loyal customers. This study discusses and analyzes the subject that the service quality, store image, and complaints’ perceptions may significantly promote customer satisfaction levels and further affect customers’ trusts, and build higher customer loyalty for retailers on the basis of the service function elements of the store (service quality, store image, and complaints’ perceptions).
The survey questionnaires were sent to students who are studying in the university or college in Taichung area as consumers of hypermarkets, and the collected data from them were examined and analyzed by making use of the statistical methods.
The results of this study show that (1) there has a positive effect correlation between the service function elements of the store (service quality, store image, and complaints’ perceptions) and overall customer satisfaction levels; (2) there exist significantly positive effect correlations between customer satisfaction levels, customers’ trusts, and customer loyalty; (3) the key effect factors of the customer loyalty are customers’ trusts, customer satisfaction levels, service quality, store image, and complaints’ perceptions; (4) the key effect factors of the intention of repurchase are ability, customer satisfaction levels, tangibles, service, distributive justice, and interactional justice; (5) there exist higher positive correlations between customer satisfaction levels, customer loyalty, and purchase frequencies each month for consumers; (6) the higher is customer loyalty, the higher is the expenditure of the consumer on the hypermarket each month; (7) one demographic variable as sex has significantly different perceived feelings on overall customer satisfaction levels and customers’ trusts, and the trust level of the female customer for the hypermarket is significantly higher than that of the male customer for the hypermarket. The above analytical results can be regarded as a reference for the operation decision-making of the management on hypermarkets.
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