| Summary: | 碩士 === 清雲科技大學 === 國際企業管理研究所 === 98 === Following trend of internationalization, consumption pattern become more diversified and habit is changing. Hypermarket which provides parking lots, convenient buying and low price is substituted for the traditional retail store services which can’t satisfy customer needs. In order to expand the market share, the Hypermarket is now in the very keen competition market. Price and promotion can’t be effectively distinguished from other competitors. However, every Hypermarket use “every day low price” and “promising lowest price” as market strategies to attract customers which compresses their profit margins. In order to be difference, Hypermarket wants to keep the customers loyalty and develop long term relationship with customer. Carrefour, RT Mart and A mark continually provide their private label products to increase profit margins and develop the product and service differentiation. However, the distinguished product and service are the important factors of expansion. If Hypermarket achieves the difference which provide value price, service and character, customers would identify them with enterprise brand image. These are relative quality and relative value. The uncertainty of invisible and complexity warehouse service creates operational risk. Therefore, base on the relationship quality and relationship value to discuss the linkage between the private label image and influences consumption pattern which is the margin purpose of this study.
Hypermarket uses sales and development of private label as the most important operational result. Therefore, this study applies survey to variable, reliability and validity, factor and LISREL to prove. The result of this study offers Hypermarket to establish operational strategy. Moreover, Hypermarket can base on this study to enhance the development of private label image, customer purchasing satisfaction and loyalty.
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