The Sales Center of A New Venture of Post Office: Its Atmospheric Cues and Impacts on Customer Purchasing Behavior

• Main Authors: Meei-ching Pan, 潘美卿
• Other Authors: Yi-ging Tsai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/63tnpc

碩士 === 實踐大學 === 企業創新與創業管理研究所 === 98 === The Chung Hwa Postal Services Company restructured as a company in 2003 in response to the doctrine of privatizations. The company then committed to being innovative and to be different since that time. By utilizing its national networking channel, the company further established several Sales-centers, of which are viewed as a signal of innovativeness. Branches that accommodate the Sales-center are similar to those retail stores, in which the atmosphere may significantly influence people’s behavior as much literature advocated. It is reasonable to infer that, behaviors of participants (servants and customers) could be affected by the atmosphere of a healthcare institute in the context of healthcare services. This research assumes that the Retailing atmosphere may affect customer emotion, customer perceived value, and associated loyalty toward the Sales center. This means a good atmosphere in the Sales center may help raising customer’s perceived value and loyalty. In addition, customer emotion will not only produce better achievements and creativity, but also further strengthen customer’s satisfaction and loyalty. The study aimed at the influence of sales center atmosphere on customer emotion, on customer’s perceived value and customer loyalty. Using a structured questionnaire as measure instrument, this research gathered 159 responses from customers from a several sales centers. Statistical analyses include t-test, One-way ANOVA, Pearson relation, and regression to reveal the associations between sales center atmosphere, customer emotion, customers’ perceived value, and loyalty. Research finding suggests that sales center atmosphere can be used to predict the levels of customer emotion, customer perceived value, and customer loyalty. This research also finds that customer emotion mediates the relationship between sales center atmosphere and customer’s perceived value, customer’s perceived value mediates the relationship between ’s customer emotion and customer’s loyalty, and the relationship between sales center atmosphere and customer’s loyalty. This research concludes that sales center atmosphere is an important factor to explain and predict customer’s loyalty, whereas both customer emotion and perceived value of customers have mediating effects. Creating a warm sales center atmosphere may help easing the negative stereotype of a sales center, narrowing the psychic distance between sales center employees and customers. This research urges the top management team of sales center to care the emotion of both customers and by creating and maintaining agreeable atmosphere.