A study of Marketing strategy,Service quality and Customer satisfation on the production of Yuanchang peanut.

• Main Authors: Chen, Mei-Ling, 陳美菱
• Other Authors: Hsu Chun-Shuo
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/65268414427245551080

碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 99 === The main subject of this study is the customers who purchased Yuanchang peanuts .It is based on the questionnaire compiled from the literature, using purposive sampling to survey local industry, Yuanchang peanut ,element of marketing strategy, service quality and customer satisfaction degree of relationship. In this study, statistical software SPSS12.0 factor analysis, reliability analysis and regression analysis, data analysis, by maximum likelihood and varimax rotation method, the eigenvalue is greater than 1 factor. Marketing strategy dimensions are 5 groups of factors are to be renamed, the service quality dimensions are 4 factors to be renamed, respectively, dimensions of customer satisfaction factors were also 2 groups to be renamed. According to regression analysis showed that: For the "service professional satisfaction" with the significant predictors of marketing strategy and service quality factor is the "thoughtfulness factor" of the highest, followed by "quality policy factor", the third is the "order strategic factor", " pricing strategy factor "Home IV; for" product quality and price satisfaction "with the significant predictors of marketing strategy and service quality factors" thoughtfulness factor "of the highest, followed by" professional prompt factor "The third is the" channel strategy factor "," quality strategy factor "Home IV.