| Summary: | 碩士 === 中國文化大學 === 生活應用科學研究所 === 97 === Fresh food lunch service is one of the most distinguishable service items of convenience stores. Sales of delicatessen foods contributes to 10% to 15% of the total business income of convenience stores, and is growing year on year. Each and every convenience store, therefore, is endeavoring to create fresh food lunch boxes that can best satisfy consumer demand, believing that this product could become a “Golden Goose” and ensure competitiveness and sustainable development.
The research was conducted through a “survey” methodology, targeting consumers who have tried the 18℃ fresh food lunch boxes. Using a convenience sampling method, we distributed a total of 570 questionnaires to people in business districts or specific commercial areas in Taipei City and Taipei County. A total of 520 questionnaires have been returned, and the response rate is 91%. After excluding invalid or incomplete questionnaires, we have obtained 495 valid questionnaires, equaling 86.8%. The research instruments include: 1. Basic Personal Information 2. Customer Satisfaction Questionnaire 3. Customer Loyalty Questionnaire 4. Word-of-Mouth Questionnaire. All information collected was analyzed through various statistical methodologies including frequency allocation, percentage, average, standard deviation, t-test, ANOVA, Pearson Correlation Coefficient and multiple regression methodology, etc. The results of the research are:-
1. On reviewing the valid samples, we found that 7-ELEVEn was the most frequently visited convenience store by survey respondents. As for the frequency of purchase, 39.2% of consumers had purchased the product once or more than once in a week, while 7.1% of consumers did so every day or for every meal. The results of our analysis also show that consumers are willing to purchase the 18℃ fresh food lunch boxes in person. The top three reasons for purchasing the product are: (1) convenience (2) promotional activities (3) good price.
From the research, we also discovered that consumers paid high attention to food quality. Nearly 90% of consumers shared the view that, to improve the quality of the product, they would accept alternative preservation methods such as 4℃ cold storage (44.4%), 65℃ heat preservation (29.7%) or -18℃ frozen storage for the food. (10.1%).
2. The research results show that consumers are most pleased with the facts that “to ensure the freshness of the food, 18℃ Fresh Food Lunch Boxes will be destroyed if not sold within 24 hours”, and “18℃ Fresh Food Lunch Boxes have received both CAS( certified agricultural standards ) and HACCP( hazard analysis critical control point ) certification”. This fact suggests that consumers recognize the efforts made by suppliers to improve the quality of the 18℃ Fresh Food Lunch Boxes.
3. The average score of the 5-item scale on “Customer Loyalty” is 2.74, showing that the level of customer loyalty to 18℃ Fresh Food Lunch Boxes is between “fair” and “disagree”.
4. In terms of “Word-of-Mouth” communication (WOM Communication), consumers’ “Communication Intention” is lower than their “Communication Identity”. In other words, consumers of 18℃ Fresh Food Lunch Boxes are not prepared to proactively recommend the product or re-diffuse the information.
5. There is a significant positive correlation between “Customer Satisfaction” and “Customer Loyalty”.
6. “Customer Satisfaction” has a significant positive correlation with “Word-of-Mouth Communication”.
7. “Customer Loyalty” has a significant positive correlation with “Word-of-Mouth Communication”.
8. Both “Customer Satisfaction” and “Customer Loyalty” show predictability to “Mouth-of-word Communication”.
Based on the results of this research, high loyalty of consumers would positively elevate their satisfaction level. Consumers with higher loyalty also demonstrate a higher preparedness for word-of-mouth communication.
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