The Study on Relationship Benefits of Platinum Tier Customer in a Shopping Mall

• Main Authors: Ya-Wen Yang, 楊雅雯
• Other Authors: Tsuen-Ho Hsu
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/50452378280572552689

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === Nowadays, the whole world faces the financial Tsunami and the economical declining. It makes consumers behave conservatively and causes the fiercer competitions on retails market. Department stores had important positions on retailing market in Taiwan. However, there are more and more shopping malls to join at this market and decrease the profit share. Moreover, it forces retailing market to be redistributed. Thus, how to survive in the adverse circumstances of retailing market? It tests the operator''s wisdom and affects the long-term development in Taiwan. Large-scale entertainment shopping malls have the main revenue from merchandising, dining and amusements. They are always focusing on entire guest level. Those shopping malls do know the loyal customers are the key points to promote the market share and achieve or beyond the performance in this kind of competitive environment This research utilizes the Means-End Chain pattern to finds out critical factors concerning relational benefit and relational quality. Interviewing with 20 dream mall’s platinum members is applied to know their purchasing reasons and analysis the related essential factors between interview contents and relational benefits. The results of this research shows the re-purchasing willing of platinum members to provide the improvement suggestions on commodities adjustment, facilities, equipments and service qualities and marketing in the future.