The study of the quality of service and purchase motivation to the customers purchase decision-acase of 3cchain home appliances

• Main Authors: Yang Chi cheng, 楊積成
• Other Authors: 舒榮輝 博士
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/78434468837055809269

碩士 === 開南大學 === 企業與創業管理學系 === 96 === ABSTRACT: In the 21st century, the commercial, technique, economic and society are transition fast overall. The gobal information industry is in the competitive environment. If the information industry processes in the markets, it should establish everlasting competition environment. It must develop new customers, in addition, to maintain good relationship with the prime customers permanently, and it is become a focus in any aspect. Hence, how to maintain a good relationship with customers and customers be willing to choice the dealer is extremely important to the imformation industry. The study using the quality of service, purchase motivation, purchase decision to investigate every aspect applied in the information industry. Through the study, the purchase decision would effect the 3C chain home appliances by the service of quality and reliable, reflection, validity, and empathy; the purchase decision would effect the 3C chain home appliances by the information, convenience, safe, and entertainment required in purchase motivation; the purchase decision would effect the 3C chain home appliances by the marriage, income and occupation; and tangibility in the service of quality, the gender, age and the level of education in demographic variable would not effect the purchase decision in 3C home chain appliances. The result of the above analysis, hope to be contribut ive the information industry to understand the relationship of the quality of service, purchase motivation and the customer purchase decision, to develop new customers and maintain a good relationship with the customers.