The Research On Customer Experience Affect Customer Relationship Capital Factor In The Case Of General Nutrition Centers

• Main Authors: Wen-Kai Hsiao, 蕭文凱
• Other Authors: Mei-Chun Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/09586215007418989975

碩士 === 萬能科技大學 === 經營管理研究所 === 95 === Because the people living standard promote, the environment values healthily, making the biotechnology industry technique innovation, care the food industry market to expand;Pursuing the health is an owner common wishes, and be subjected to influence of the SARS in 2003, urged the people for the healthy body and enhanced the value of the immunity power, so the domestic manufacturer developed a series of and healthy merchandise and service, but manufacturer still stay around to take selling as the market current conditions of the purpose, and didn't real yet was establishment currently in caring the entity thoroughfare of the food and customer amity of the relation and the management.This research choose GNC’s store in Taiwan for research object, the study GNC’s store characteristic of product influence customer relationship, and whether attendant will also influence customer's cognition and the loyalty for the GNC’s product or not. This issues wants to inquire into of the subject “The Research On Customer Experience Affect Customer Relationship Capital Factor In The Case Of General Nutrition Centers”, adoption quality research of the enterprise interview(the Business Field Interview) on the spot, interview GNC’s five leaders of retail sales, also compile with related reference after collecting related opinion data, and design a questionnaire quantity form.The questionnaire issues 11 of retail sales establish for a year above in Taipei County City, the recovery questionnaire number carries on statisticsing analysis for 141s. By the result of regression analysis, the attendant and characteristic of product present positive correlation of showing to Relationship Capital , and using factor analysis to distinguish 2 factors of attendant ; the characteristic of product to distinguishes 7 factors ; Relationship Capital to distinguishes 6 factors, In addition, the result of ANOVA show that , demographic statistics influence the attendant and the characteristic of product. The research find that, "the profession and the service attitude" and"memory degree" of the attendant are higher at present, the better Relationship Capital is. It explain that, GNC`s store must be still emphasis on the profession and the service attitude of the attendant particularly, and attendant to the memory degree of the customer, and take attendant as core competence. Care the characteristic of product is higher at present, the better Relationship Capital is. It explain that, in addition to focus on service with professional, and also focus on pricing strategy and the category and amount of the product, even is the dissemination and the evaluation of the product public praise.