| Summary: | 碩士 === 南臺科技大學 === 商管專業學院 === 103 === With the changing times, people’s life becomes more convenient. The convenience store that emphasizes and provides convenience services is very important to function in people’s lives.
There are thousands of convenience stores in Taiwan, throughout the country and the intensity is quite high, therefore the competition is fierce among each of convenience store. In addition to a number of local and privately operation convenience stores, 7-11, Family Mart, Hi-Life and OK these four major convenience stores have the most intense competition in Taiwan.
In such a highly competitive, each convenience store sets promotion strategies, launching some promotional activities (such as discount, premiums, lottery, etc.) and providing good service quality and product quality to attract customers purchasing, and thus enhancing the customer satisfaction to build customer loyalty.
The main purpose of this research is to explore the impact of promotion strategies, service quality and product quality on customer satisfaction and customer loyalty, and also explore the relationships among constructs. The result of this study showed that all of hypothesis were supported: Promotion Strategy can positively impact on Customer Satisfaction; Service Quality can positively impact on Customer Satisfaction; Product Quality can positively impact on Customer Satisfaction; Customer Satisfaction can positively impact on Customer Loyalty; Promotion Strategy can positively impact on Customer Loyalty; Service Quality can positively impact on Customer Loyalty; Product Quality can positively impact on Customer Loyalty.
Keywords: Convenience store, Promotion Strategy, Service Quality, Product Quality, Customer Satisfaction, Customer Loyalty
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