| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 101 === ABSTRACT
The purposes of this research are to study the degree of the consumer satisfaction in the domestic women footwear retail services business, via investigation, to describe the most valuable service items of such business, and to construct the management opportunities grid and competitive matrix toward the industry. Within this research, we set up “product, price, channel, and shopping experiences” as four dimensions representing the industrial core competences, summarized 25 most valuable service items, and accordingly, undertook a correspondent questionnaire investigation as well.
We used the brands Daphne and the market leader Belle as the main researching targets, and set these two major women footwear brands as the research scope. By questionnaire investigation, we collected the basic data regarding the consumer recognition toward the importance of each service item and the correspondent satisfaction. After the statistic analysis, we discussed the core competencies of the women footwear retailing services, and then constructed the management opportunities grid and the competitive matrix. In conclusion, the research proposed the competitive strategies referred to the women footwear retailing business, and suggested directions for Daphne Group to enhance its core competencies.
The research has collected 121 effective sample questionnaires. After analysis, we discovered that: (1) The 10 most valuable service items are as follows: comfort and fitness, after sale warrant (return, change and repair), reasonable price, capacity to keep warmth, anti-sliding and safety, breath capacity of the shoes, frequency of the promotion campaigns, cost effectiveness, trendiness and fashion, availability for cross-store return and change; and (2) The conclusion of this research recommended that the items Daphne Group should improve the most are respectively: availability for cross-store return and change, capacity to keep warmth, and breath capacity of the shoes.
Through the resource re-allocation and management, Daphne can remove these three core competencies from the 1st quadrant to the 2nd quadrant, so as to fulfill its customer demand and increase the degree of the customer satisfaction.
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