A Study on the Relationships of Organic Food Channel, Service Quality, and Customer Loyalty

• Main Authors: Hsien-Yu Chen, 陳憲佑
• Other Authors: 吳錦波
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23641504024985424990

碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 99 === The purpose of this study is to investigate the relationships among organic food channel, service quality, and customer loyalty. The research questions for this research are: 1. to explore the impact of the service quality of an organic food store on customer loyalty; 2. to understand the customer behavior and form the basis for market segmentation in organic food industry; 3. to know the moderating effects of marketing mix on service and customer loyalty. This study employs survey research method. It is based on the SERVQUAL model to examine the impact of organic food store service quality on customer loyalty. Meanwhile, the research uses the marketing mix (4Ps) as moderating constructs to investigate the relationship among organic food store channel, service quality and customer loyalty. The research results show that four service quality dimensions: tangible, reliability, accuracy and empathy have impacts on customer loyalty, while responsiveness shows no influences. Regarding the moderating effects, the results show that the organic food specialty store, credit card acceptable, discount on combination products , convenient location as moderators do not all significantly affect customer loyalty.