| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 103 === With the change in people's spending habits and lifestyle, has become a local discount store to buy daily necessities of people will go. Discount store industry in the face of reducing household population and community-based supermarket competition under the influence of pressure on the face of such a highly competitive, discount store industry in addition to the introduction of goods than the innovation, improve the quality of its services, it is more to promote the value of customer perception upgrade, side to increase customer satisfaction and loyalty, and avoid the loss of customers, the US Costco could have been in the major cities in western Taiwan exhibition shop, contrarian growth, there is a competitive advantage, therefore, this study explored Costco affect the value, service quality on customer satisfaction and loyalty of the hypermarkets consumer perception. This research investigates in Chiayi City Costco discount stores of consumers for the survey, with 500 copies of questionnaires distributed, among which 447 valid ones were returned and used for further analysis.
Results：1. Consumer perception of the value of discount stores are moderate, belong to the high degree of service quality, customer satisfaction are the Higher Level, belong to the high degree of customer loyalty. 2. Different personal background information in the variables of gender, work experience and other variables will affect the perceived value. 3 Different personal background information in the variables of gender, work experience, income and other variables will affect their perception of service quality. 4. Different personal background variables in the work experience, marital status, income and other variables will affect their perception of customer satisfaction. 5. Different personal background information in the variables of gender, work experience, income and other variables will affect their perception of customer loyalty. 6. Consumers perceived value discount stores, some positive impact on customer satisfaction. 7. Discount store customer service quality, some positive impact on customer satisfaction. 8. Some discount stores consumer satisfaction and positive impact on customer loyalty.
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