| Summary: | 碩士 === 中國科技大學 === 企業管理系 === 104 === The strong price competition cannot use in the hypermarket industry. How to meet the different needs of consumers and to strengthen of the corporate image, will enhance customer satisfaction and influence consumer behavior. Thus, these will be the key performance of the hypermarket growth. Therefore, the quality of service enterprises, customer satisfaction, post-consumer behavioral intentions and other variables become the most important factors for the hypermarket stand out in the highly competitive environment. The purpose of this study is based on Costco Hypermarket to investigate the service quality and the customer satisfaction and the post-consumer behavioral intentions.
The customer of the Hsinchu Costco Hypermarket is discussed in this study. The questionnaire uses the collecting data in the hypermarket to verify the hypothesis of the relationship for these variables. We apply the existing measurement tools of the past scholars to divide tangible service quality, unreliability, empathy, indeed and responsiveness. The customer satisfaction will be divided into quality, functionality, and price needs. The consumer behavioral intentions are also distinguished as reputation; repurchase intention; recommendation and the relationship for the variables. This study concludes that the awareness of enterprise service quality will positively affect the customer satisfaction and the consumer behavior intention.
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