| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 101 === The purpose of this study is to explore the relationship between customer satisfaction and customer importance from the perspective of customers. The study is conducted through surveys taken from customers of the Shanghai region RT-Mart as well as through the method of management opportunity grid (MOG) to examine the core competence of RT-Mart.
This study collected analysis from both local and foreign shcolars’ research papers. The 34 survey questions were based on RT-Mart’s six approaches of value services: tangibles, reliability, responsiveness, assurance, and empathy as well as discussion between RT-Mart leaders and EMBA students.
Supported by the findings of the surveys through the method of Management Opportunity Grid (MOG), the study expected to obtain customers’ satisfaction and customers’ importance to identify customers’ perspective of service on RT-Mart which are: statement 34- product safety, statement 10- sales promotion, statement 23- convenience of location, statement 25- good shopping environment, statement 26- clear direction signs, and statement 30- diversity of products. In the above six service related statements, five statements are concerned with store’s layout and specification. Therefore, the above statements portrayed the core competence of China RT-Mart.
The findings also indicated that the general Management Opportunity Grid (MOG) statement number three’s service statement contain twelve statements that are sales promotion related. The matrix as generated provides the management understanding of China’s customers’ behavior towards sales promotion.
In addition, this applied self-assessment employees and customers compared with the importance of simultaneous importance-perfomance analysis (SIPA) also utilized for examination. Supported by the findings through the method of Management Opportunity Grid (MOG), the study expected to obtain customer’s satisfaction on services quality to identify the factors that were unfavorable and ones that would provide a productive tool for management improvements. The matrix served to provide the management understanding of the true course of customer satisfation and other requirements for further improvements. Moreover, the study also concluded that the efficiency of RT-Mart’s resources arrangement is very high.
The result of this study indicated that the strenghth of China RT-Mart is the high efficiency business model in which the number one concern is customer satisfaction. Meanwhile, RT-Mart also provides the direction for team members and all its employees to improve customer satisfation through marketing strategies to obtain further recognition from all customers.
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