The Study of Grocery Retail Store Loyalty in Taiwan

• Main Authors: Chen, Yi-Tso, 陳奕佐
• Other Authors: Tsai, Ya-Ling
• Format: Others
• Language: en_US
• Published: 102
• Online Access: http://ndltd.ncl.edu.tw/handle/07762111444725445313

碩士 === 南台科技大學 === 商管專業學院 === 101 === There are more and more grocery retail stores rise up and they are all competitive to each other. Customer's purchasing decisions also become sensitive, people compare the diversifications of products and prices and sometimes the environment of the store. It is important for a grocery retail store to master the store loyalty. The study intents on investigate the relationship between grocery retail stores perceived customer's loyal behaviors and customers perceived such behaviors in grocery retailing area in Taiwan and mainly in southern area. Begin with literature reviews that contain customer relationship management, customer and store loyalty, this study conclude the following research objectives: on the condition that all grocery retail stores are very much alike in pricing, variety of goods, display, service, and efficiency of operation, will the customer loyalty and customer relationship management influence the store loyalty? From the research analysis result, it appears that customer loyalty and customer relationship management both have the effect on gaining store loyalty. In order to develop a long-term relationship with customers, to reinforce the feeling that customers feel about the store can determine whether they will come back or not.