The Research On The Performance Of Convenience Store And Post Exchange 626 In Hualien: A Case Study Of Post Exchange Management

• Main Authors: CHAO,KUN-CHIH, 趙坤池
• Other Authors: 賀力行
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/18748183321077877309

碩士 === 中華大學 === 科技管理學系(所) === 96 === Sustainable development is the ultimate goal for all organizations. This is a time where competitiveness means everything, as all organizations and businesses are engaged in the elevation of service quality. Service quality is crucial to the satisfaction of customers, and the two together lead to success. In response to regional security and strategy adjustments, revolution in military affairs is staged. One obvious consequence is that armed forces are required to reform their organizations and are downsized. Post exchanges are challenged by the sharp decrease of customers and the possibility of being replaced by chain convenience stores, as this is a trend in the armed forces. While post exchanges suffer from the drop of revenue, units responsible for the benefits and welfare of soldiers shall take actions to respond to competition, to integrate resources, to reform management mechanism to enhance the competitiveness of post exchanges, and to respond to competitors flexibly. These efforts will result in sustainable management and benefit men and women in uniform. This is a cross-sectional relevance research using structured questionnaires to collect information. Convenience sampling is employed for the research, and Post Exchange 626 in Hualien is the empirical research target. The research analyses the different levels of customer satisfaction in exchange posts and convenience stores in military bases. 278 valid samples were collected. Based on post exchanges, convenience stores, customer satisfaction, service quality, and customer traits, the research studies the relevance between customer satisfaction and services quality of post exchanges and convenience stores in military bases. Questionnaires collected were processed by SPSS 10.1. The descriptive analyses of statistics and relevance produce the following results: (1) no significance detected in age or rank difference; (2) the service quality of convenience stores is higher than that of post exchanges; (3) customers are more satisfied with convenience stores than post exchanges. Unlike previous researches, this research is based on the operation of post exchanges and convenience stores in air force bases, and expects to conduct a cross analysis of service quality and customer satisfaction, to find out the advantages and disadvantages of post exchanges. The finding will facilitate the search of niches and create a win-win situation. Keywords: service quality, customer satisfaction, quality control