| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系國際企業經營管理 === 98 === As Taiwan makes the transition and becomes from the manufacturing industry society in a service industry society taking service economy as subject, with emergence of the service trade fast too increase of convenience store. Because of under the reality of liberalization of the market, consumers have more choice space, every companies must keep progressing otherwise would be eliminated by other competitor.
The purpose of this research is probing into the service of the convenience store and customer satisfaction whether will react on its loyalty and consumption, take 7-11 of the convenience store industry of Taiwan as the research object. Probe into 7 -11 expand service range and raise efforts of corporate image can make consumer rise to will that shop buy really actively, regard convenience store of the whole family as contrast to compare. Discuss the impact on customer satisfaction and customer's loyalty of the impression of the shop among the convenience stores, analyse the relationship among the satisfaction, loyalty and customer's background.
The research results show that different education degree, job, individual income are apparent different in consumer's satisfaction, impression of the shop and customer's loyalty; Satisfaction, impression of the shop and customer's loyalty do not have apparent difference in sex of customer.
There is positive correlation between impression of the shop, customer satisfaction and customer's loyalty. For absorbing customers the chain convenience store should strengthen shop impression and satisfied demand of customer , make it produce the psychological attitude relying on, believing in, promising to the shop, and then improve will and behavior purchased again, reduce the behavior of changing the shop.
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