| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 98 === The objective of this study was to find out the satisfaction for customer purchasing of packaging beverage, and what the factors customer cared, their purchasing habits, and the characteristics that retrieved from the demographic statistics. The subjects tar-geted on the consumers who ever purchased any kind of packaging beverage from any one of the six chain store beverage in Taya, Taichung County, Taiwan. By convenience sampling, totally 300 copies of questionnaire have been sent out, and returning 289 copies. The effective sampling counted as 287 copies, the effective returning rate was 99.31%.
The findings are as following:
1. Customer purchasing packaging beverage were significantly female, 31-40 of age, college or university graduates, industrial employee, and their monthly income were between 30001 to 40000 NT dollars.
2. It was occupation and customer satisfaction that reveal remarkable differences ac-cording to variables of demographic statistics.
3. It was gender, occupation, and customer loyalty that show significant variances ac-cording to demographic statistics variables.
4. Customer with different purchasing frequencies demonstrates noticeable differences when compared with customer satisfaction.
5. It was customer satisfaction that influences repurchase intention and recommendation intention of customer.
It is hoped that the results can be heeded by chain store beverage owners, and take it as a reference for better understanding of customer purchasing behavior and further-more increasing customer satisfaction and loyalty.
Key Words: chain store beverage, purchasing behavior, customer satisfaction, re-purchase intention, recommendation intention
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