| Summary: | 碩士 === 國立高雄應用科技大學 === 工業工程與管理系碩士班 === 96 === This study attempts to investigate the issue of store image in PC retail business divided into two types composed of chain storefronts and traditionally independent storefronts based on the managerial type in Kaohsiung city, develop the scale of store image belonging to PC retail business, analyze the difference between satisfaction and importance of store image for different types of PC retail business, illustrate the relationship between store image and customer loyalty, interpret the differences between demographics and two factors including store image and customer loyalty for different managerial types of PC retail business, and propose directions of improvement for PC retailers.
At first, the factor analysis is adopted to extract four dimensions of store image: service, store ambience, convenience and promotion, and two dimensions of customer loyalty: repurchase intention and behavior, and switch behavior. Dimensions of store ambience, convenience, and promotion from importance, satisfaction and overall store image in chain storefronts through MANOVA test are all better than in traditionally independent storefronts; oppositely, only service dimension in traditionally independent storefronts is better than chain storefronts, and better performance of customer loyalty also exists in traditionally independent storefronts. Outcome from paired sample T-test interprets that difference between importance and satisfaction exists in individually different types, and gap from service dimension is the largest. For demographics and store image, three results for gender can be inferred that approximate male respondents are more than females, customer loyalty from females lower than males, and difference between importance and satisfaction are greater than males. In addition, self-built PC due to the customized service has become the major type accepted by 70% of customers; nevertheless, package PC is accepted by only 24% customers. Besides, customers’ purchasing information from internet, and friends and relatives is the major bridge to contact the mew merchandise’s information. The Pearson correlation analysis is utilized to get the result that service dimension of overall store image exists in a significant and positive correlation on customer loyalty.
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