| Summary: | 碩士 === 大漢技術學院 === 流通與行銷管理研究所 === 104 === With the boom and changes of economic activities in society, material life and consumers enjoying novel styles of consumption styles have evolved gradually. In order to seize the massive business opportunities created by the upswing in competition and ward off the fierce competition from peers. In addition to providing consumers with a basic and comfortable shopping environment and proactive attention to their needs, how marketplace operators enhance service quality and provides excellent services as well as strengthen customer loyalty has become an important marketing strategy today. Therefore, this study has conducted research on how satisfied consumers were with the service quality of said marketplaces. The research subject was A-Mart in Hualien. Questionnaire surveys were first conducted to identify the key factors that affected service quality. Statistical analysis was then carried out using SPSS to examine the key factors that affected service quality. research results not only provide a reference to the operators for service quality improvement in order to increase the service value, but can effectively improve consumers’ loyalty to the marketplace.
Key findings of the current study are as follows:
1.The research hypothesis of this study was validated by the data analysis in Chapter 4. Service quality and customer loyalty correlated positively at A-Mart in Hualien, which showed that improving service quality could enhance customer loyalty. If the operator improved the speed of checkout and service attitude, customers would be more satisfied, which in turn would more positively affect their loyalty. Hence, we recommend that the operator of A-Mart enhance its service quality internally to effectively strengthen the customer loyalty, so the business can lower its operating cost and create steady profits in order to reach the goal of winning more repeat customers.
2.An analysis of the “basic information” (of the population surveyed) revealed that the fundamental demographic of the marketplace was made up of young adults with moderate and high education as well as steady income. There was also a significant number of women shopping at the marketplace, therefore, it can target what women need on a daily basis, and identify the time and purpose for shopping or the needs of its shoppers. As long as the marketplace enhances its service quality and improves the effectiveness of its advertising, as well as gaining a better understanding of the needs of its customers and satisfies them, it will therefore provide quality service.
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