The Relationships among Customer Satisfaction with Establishing Business Circles, Customer Emphasis on Establishing Business Circles, and Customer Revisiting Willingness: A Case Study of Sanyi Business Circle in Miaoli

• Main Authors: Guei-Sing lo, 羅貴星
• Other Authors: Meei-Yu Ku
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/9rk4sv

碩士 === 國立勤益科技大學 === 工業工程與管理系 === 102 === Keeping abreast of the trend of economic boom and income increase, people lay more and more stress on having a lifestyle of tourism and leisure. Reconsidering their local features, the local governments in Taiwan have developed distinctive business circles. Woodcarving works that embrace features of commerce, art, practicality, and beauty have experienced the process of from the heyday of exporting to other countries, selling for the domestic market, and suffering global economic recession to establishing woodcarving museums. The process is characterized by a variation, resembling a prosperity circle. The empirical study first targets at an analysis of the three variables, i.e. “customer satisfaction with establishing business circles”, “customer emphasis on establishing business circles”, and “customer repurchasing willingness”. Through AMOS, it is then aimed to reach a model goodness fitting. It is found that the purposes of a majority of the consumers visiting Sanyi Shui-Mei Woodcarving Circle were tourism and shopping for goods as gifts. They expected the Circle to provide customer-driven service, for example custom-made woodcarving and trip scheduling. The value of the total model goodness fitting reached within the acceptable range, indicating that the empirical results matched the theoretical modeling. The application of Confidence Interval and Average Variance Extracted Methods confirmed the discriminant validity, proving that the constructs the present study found were characterized by discriminant validity. The variables of customer satisfaction with establishing business circles and customer emphasis on establishing business circles correlated positively. Customer satisfaction with establishing business circles and customer emphasis on establishing business circles did not affect customer repurchasing willingness. It is also found that most of the customers visiting Sanyi Business Circle were tourists. However, the number of the customers who revisited the Circle was small. The Circle is filled with art merchandise whose value varies dependent upon each individual. Therefore, customer satisfaction with establishing business circles and customer emphasis on establishing business circles fail to influence the customers’ revisiting and repurchasing willingness.