Exploring the Relationship between the Outlet Mall Key Resource Characteristics, Brand Awareness and Customer Satisfaction: A Study of Consumer Viewpoint

• Main Authors: Huang, Linghui, 黃齡慧
• Other Authors: Tsai, Yi-ging
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/50304813234657059479

碩士 === 實踐大學 === 企業管理學系碩士在職專班 === 100 === With the high degree development of economy and the rising of national income, large retail department stores in Taiwan have transformed all the way from department stores, hypermarkets to shopping centers which are more than ten thousand pings. However, after twenty years of rapid development, shopping centers haven’t risen as expected and the retail market is still dominated by large department stores. But whether it is shopping centers or department stores are facing the same problem of lacking new brands, and meanwhile, repeating brands as well. How to transition and break through has become the biggest headache of the department store retailers and developers. However, with the opening of Kaohsiung 58,000 square feet, "E-DA Outlet Mall", coupled with the long established Leeco Outlet and Urban Premium Outlets Outlet in E-land which just joined. And the New Taipei City Government also announced will be the BOT model investment in 2012 to build Taiwan's largest outlet in Linkou. These all showing that outlet malls, which have been popular in Europe and the United States for years, seems to growing now in Taiwan, adding a new mode of operation for shopping center operators and developers. This study expects to achieve the following objectives: (1) analyze the outlet mall key resources characteristics in Taiwan; (2) explore the outlet mall key resources characteristics impact customer satisfaction; (3) explore stores brand awareness and enterprise brand awareness whether have moderating effect on the impact of Taiwan outlet mall key resource characteristics to customer satisfaction. This study pointed out Taiwan's shopping center competitiveness indices based on domestic research and supplemented with relevant outlet literature abroad in order to establish the theoretical framework of the outlet mall key resources characteristics. Through case studies, this study explored the current status and resource characteristics of the outlet mall in Taiwan and interviewed five consumers of two outlet malls by semi-structured interview to collect data, and get the following findings and conclusions after analyzing and comparing: (1) three-oriented key resource characteristics, including the discount-oriented resources characteristics – product assortment, convenience-oriented resource characteristics - location privilege, scale-oriented resource characteristics - space planning and management; (2) brand awareness has no moderating effect on the impact of Taiwan outlet mall key resource characteristics to customer satisfaction; (3) product discount attraction has moderating effect on the impact of Taiwan outlet mall key resource characteristics to customer satisfaction. The results not only provide developers, shopping center operators and brand reference, also suggest exploring the outlet mall key resources characteristics in Taiwan through quantitative research in the future.