The Study of the Relationship among Perceived Value, Perceived Quality,Perceived Sacrifice and Customers’Loyalty on the Fresh Foods Commodity of Costco wholesale in Taiwan

• Main Authors: Chia-Chun Chi, 紀佳君
• Other Authors: Te-Tai Feng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/29243812790083948709

碩士 === 大葉大學 === 管理學院碩士在職專班 === 97 === Loyalty is a profit index for enterprises.To identify the the relationship among perceived quality、perceived sacrifice、perceived value and loyalty on the fresh foods commodity of Costco wholesale in Taiwan,this study took Costco consumers as the study object.This study was proceeded by convenience sampling,and investigated by questionnaire in five Costco wholesales in Taiwan.422 questionnaires were handed in within the 450 questionnaires granted；the rate of recall is 93. 8%.The valid rate is 89.5% after deducting 403 invalid ones. The research is analyzed through SPSS software which includes descriptive statistics,reliability , validity analysis, ANOVA and regression model as the way of compiling statistics.By regression analyses, we got the following results: 1.Perceived quality positively and significantly influence perceived value and loyalty. 2.Perceived value positively and significantly influence loyalty. 3.Perceived sacrifice decreases positively and significantly perceived value and loyalty. 4. Perceived value mediates the relationship between perceived quality and loyalty. Therefore,perceived quality has a significant role in influencing the consumers’ perceived value and loyalty. And perceived quality is an effective way to increase the consumers’ perceived value and loyalty.Finally, we put forward concrete thories and marketing actual situation by the basis which is above-mentioned.