| Summary: | 碩士 === 康寧大學 === 休閒管理研究所 === 103 === Owing to the widespread of Internet, smartphone and tablet, net shopping has become more popular. Every company aims to catch customers’ eye among various net brands of clothes; therefore, every company starts to focus on service innovation, which corporations use to response for customers’ needs and improve their service. To sum up, service innovation has positive influence on customer satisfaction and brand image.
The study aims to understand the relationship among service innovation, brand image and customer satisfaction. The framework of the study applies to Pazzo, hoping to understand the influence of customer satisfaction on customers’ favorite products and brand image.
The study is a quantitative research. The participants must have shopped at Pazzo. There are four variables in the questionnaire, inclusive of service innovation, brand image, customer satisfaction and population statistics. 400 questionnaires were issued, and 385 questionnaires were collected, including 375 valid questionnnaires. The effective response rate was 93%.
According to the statistics of sample, most Pazzo shoppers have bachelor’s degrees or higher. They are young and single, whose monthly income is less than 20,000 dollars, and most of the shoppers are famale. According to the findings, the service innovation has significant influence on customer satisfaction and brand image.
In the long run, the researcher suggests Pazzo look for the uniqueness, which distinguishes it from other brands and enhances its competitiveness. In addition, Pazzo can develop male clothing to satisfy male shoppers’ needs.
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