| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 98 === This study investigated the impact of perceived shopping convenience and service quality on loyalty of 7-eleven customers in Kaohsiung City and Kaohsiung County. The data in the present study was collected from 314 questionnaires returned and analyzed with regression model. The results demonstrated that the effect among perceived shopping convenience, service quality and customer loyalty is positive. What is more, the interaction between perceived shopping convenience and service quality significantly had a positive effect to customer loyalty. Based on the findings in the present study, there are suggestions in the following: 1.the service providers of convenience store may emphasize on shopping convenience regardless of locations of store establishment, varieties of products and time saving of shopping to satisfy the customers with their shopping needs, making the costumers truly experience the convenience of shopping. This may also reinforce the degree of customers’ satisfaction, contribute to the customer loyalty, 2.the providers of convenience stores can focus on the overall service attitude and quality to establish a sound committed relationship between customers and service providers, develop a long-term confidence and elevate the image and reputation of the convenient stores via the word-of-mouth of customers to establish a feeling of being considerably valued for customers, and facilitate customers’ loyalty though the effects of genuine promises and sincere affection,3.the service providers may conduct a variety of promoting sales and discounting activities according to customers’ true needs, proceed with marketing strategies based on market segment to attract the customers and take advantage of customers’ curiosity and tendency of comparing to build a long-term shopping loyalty of customers.
|
|---|
