The marketing strategy study of sustainable housing at urban area in Taiwan.

• Main Authors: Kai-HanChang, 張凱涵
• Other Authors: Feng-Kang Chu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/11736469972465922551

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 102 === This dissertation takes the residences of the sustainable housing at urban area in Taiwan as the study subjects and investigates the connections among the environmental quality, service quality, perceived value, customer satisfaction and customer loyalty. The network and paper questionnaire surveys focus on the residences of the Northern part of Taiwan and other cities as secondary. The number of effective questionnaire samples is 430 and the effective rate is close to 48%. The SPSS statistic software is used to analysis the sample data and resulting from the factor analysis, reliability analysis, Pearson correlation, multiple regression and analysis of variance, etc. The final conclusions and suggestions are given through qualitative interviews of actual users and the expertise of the sustainable housings. The results from SPSS have shown that environmental quality, service quality and perceived value have positive impacts toward customer satisfaction and customer loyalty. Specifically, the residential safety of the environmental quality and the responsiveness, reliability and the assurance of the service quality all have significant positive impacts on customer satisfaction and customer loyalty; perceived value has positive impact on customer satisfaction, but not on customer loyalty; service quality has positive impact on perceived value, and the customer satisfaction has positive impact on the customer loyalty. Therefore, this research paper suggests the followings: 1.the developers should contract with the reputable contractors and commission a third party to verify the quality of building; 2.vertical integration to provide customers a full set of service, especially focusing on the communication with customers; 3.manipulate architectural designs to enhance the energy saving and carbon reduction of the sustainable housings, provide energy-saving related data and retain a certain percentage of open space for customers to DIY ecological garden; 4. establish a customer service oriented system and provide a comprehensive training program for employees; 5. emphasize on quality and make it as a strong niche for the corporate brand, thereby increasing the customer loyalty.