The Inference of Store Image、Perceived Value and Customer Expectation on Customer Satisfaction

• Main Authors: Pei-hsuan Chen, 陳沛璇
• Other Authors: Tsuen-ho Hsu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/fc26x8

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 96 === In the era of competition, if enterprises want to keep a stage of sustainable operation, they must build great customer satisfaction. As for general department stores, in order to aim to attain customer satisfaction, the store image is very important. Especially the products homogeneity of department store is too high. Therefore, dealers have to not only offer products which could meet customer''s demand, but also have to provide good service, attractive advertising, imposing building, pleasant shopping atmosphere and even the reputation of the company. All of the above are factors of forming the store image, and these factors will influence the establishing of customer satisfaction as well. In addition to store image, the department store dealer have to still understand how the customer attains expectation and value from the stimuli of store image, it’s just because the relationship of customer perceived value, customer expectation and customer satisfaction is quite close. The goal of this study is to understand its relationship of those variables, and we expect that our result can provide department store dealer advices of marketing strategy. This study finds that the relationship between store image and customer satisfaction, the explanatory power is more complete after adding mediate variables. It shows that if dealer wants to reach customer satisfaction, they have to through establishing of expectation and cognition of value, to transmit store image to customer, further, enhance their customer satisfaction toward the department store. Experiment results shows that besides maintaining quality of products, the dealer should offer customers more affectionate sense. We suggest that the dealer should focus on strengthening marketing or advertising which customers generally think comparatively insufficient to improve the store image of customer towards department store. Then it can enhance customer expectation, increase the perceived value while the customer does shopping in the department store. Moreover, the contribution of this study is to explain the roles of customer expectation between store image and customer satisfaction. Meanwhile, this study also filled the deficiency of the relation and research gap between the store image and perceived value.