Exploring the Relationships among Service Quality, Shopping Value and Royalty Behavior of Wet Market Customers.

• Main Authors: Yu-chih Chen, 陳玉芝
• Other Authors: Chi-Tsun Huang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/68883449352751587718

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === Driven by the focus on customer orientation and the intensity of global competition, firms have recognized shopping value as the most important marketing concept in the 21st century. Two decades ago, the importance of hedonic and utilitarian shopping value has been proposed by marketing and consumer researchers. Since then, more recent studies have further investigated the phenomena of experience economy. Service quality has been proved as a key driving factor of satisfaction by many studies. Satisfaction can be anticipated to favorably influence both customer’s purchase intention as well as those with whom the customer has word-of-mouth (WOM) contact. There are many scholars research the relationship among service quality, customer satisfaction, and customer loyalty, and most of them put WOM and repurchase intention together to be the observed index of customer loyalty. This study separate WOM and repurchase intention from customer loyalty, and clarify the relationships among service quality, customer satisfaction, WOM, and repurchase intention. This study took wet market as research setting to investigate the relationships among service quality, shopping value, customer satisfaction, and behavioral intentions. As hypothesized, only incomes have a great effect on service quality and shopping value. The effects that service quality has on shopping value are centered on relationship aspect. This represents that customers in wet market can’t shopping without relationship. We hope the research results in this study can provide contributions to marketing and consumer research.