The Pattern of Complex Management and The Innovation of Customer Value- A Case Study of Convenience Store

• Main Authors: Yin-Xu Chen, 陳胤旭
• Other Authors: Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/59684700049085014489

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === This research goal: In service industry condition, retails the entrepreneur to hold the post of between the producer and consumer''s bridge, and directly carries on the contact with the consumer.Along with various types of industry retail merchant''s vigorous development, in addition the consumer lives the personalization, the diversification as well as the market competition play of, only sells sells the sole commodity or cannot create the additional value service the store, is eliminated extremely easily by the consumer, is engaged in compound expression of store product of sale two kind of above type in the identical business place thus produces.How lives the shape the store management and the consumer as well as the customer pursue value of coincides? Why between each construction surface unifies “the relatedness” the size? How has to avoid losing the store itself unique localization? These questions speaking of adopt this kind of new state the management pattern entrepreneur, not only is a quite severe test urgently needs the thousandth of a Yuan clear item.Therefore this research draws up by the store image, the life state and customer satisfaction and the customer loyal and so on not between the isomorphism surface the connection, and auxiliary by is connected the literature design questionnaire, as soon as by way of the statistical method analysis findings, the construction suits management pattern in the compound expression store. Down to this research the compound expression convenience store consumer is an object, and investigates the tool by the questionnaire achievement, altogether provides 350 questionnaire, recycling effective questionnaire 306, the availability factor reaches 87.43%.The obtained material by the narrative statistical analysis, the regression analysis and the collinearity estimated and so on carries on statistical processing, examines and confirms this research five suppositions to establish, the findings showed: 1.Has the remarkable correlation under the compound management pattern with the customer value; Under the compound management pattern construction because of in consumer''s expense process, can strengthen the customer value. 2.When the store management replies gathers the management pattern （for example store image and life state way change）, can affect the service provider in the execution or the decision and consumer''s customer satisfaction and customer''s loyal relatedness.