| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 98 === In order to make Reciprocal Beneficiary Relationship with resident, the Supermarket of Farmer’s association should integrated in dwellers’ life and provide service to them.
However, accompany with the variation of economy situations, operation ways, and consumption habits and competitive conditions, the Supermarket of Farmers’ association face the severe competition.
The most important task that the supermarket of Farmers’ association has to confront: How to keep the support by regular customer and attract new ones, and then let them can get satisfaction, recommend these services to others and finally consume in the next time.
We take the Supermarket of Farmers’ association in Hualien City as case study and make statistic analysis by conducting and analyzing questionnaire.
The main conclusions are following below:
1. Variation of population statistics has partial obvious difference on service quality of customer’s cognition, customer’s satisfaction and behavioral intention.
2. Service quality influences customer’s satisfaction obviously “ and the three factors of service quality: Concrete image, reliability and strategy of store. And these three factors will positively affect the customer’s satisfactions to Supermarket of Farmers’ association in Hualien City.
3. Service quality influences customers’ behavioral intentions obviously and the factor, concrete image of service quality will positively affect the customers’ behavioral intentions to Supermarket of Farmers’ association in Hualien City.
4. Customer’s Satisfaction has obvious impact on behavioral intention and from the research result, we could see that the satisfaction of customer obviously has positive influence on the behavioral intention.
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