The Relationship between Trade Marketing Strategy of Social Enterprise and the Customer Satisfaction-A Case Study of Leezen Organic Store in Kaohsiung-Pingtung Area

• Main Author: 林依仰
• Other Authors: 高瑞新
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/6he925

碩士 === 玄奘大學 === 企業管理學系碩士在職專班 === 104 === In recent years Taiwan has seen an endless stream of food safety problems. This has caused the public to develop a sense of unease and uncertainty towards the safety of food products and has further raised doubts as to whether businesses have any sense of social responsibility or if they are merely concerned with profits. Individuals who have, by chance, found themselves at a LeeZen Organic shop may have noticed that the organization contributes a great deal to the environment while following a low-key and quiet operational philosophy that lines up with the concept of corporate social responsibility. This has been a major point of attraction for this study. For over 20 years, LeeZen Organic has developed itself by promoting such things as pesticide-free organic agriculture, earth recovery, mind purification and environmental protection, while working to gain back the trust of people and educating consumers. Following a channel marketing strategy, these concepts are used by LeeZen in an innovative operating model with a relationship between making enhancements and customer satisfaction that works to meet sustainable operation objectives. This study focuses on LeeZen Organic shops in the Kaohsiung and Pingtung area and investigates the relationship between their use of channel market strategies and customer satisfaction. Based on the research objectives mentioned above, this study uses a survey to reveal that, with respect to social enterprises, “channel marketing strategies have a significant impact on consumer purchasing motivations”, “channel marketing strategies have a significant impact on consumer level of satisfaction”, “consumer purchasing motivations have a statistically significant impact on purchasing consideration factors” and “purchasing consideration factors have a statistically significant impact on satisfaction levels”. We also provide channel marketing strategies which can be used by LeeZen for better development which is closer to the consumer public and will allow for a consumer environment in Taiwan’s where consumers are physically and mentally healthy and able to enjoy greater benefit as part of a “benign cycle”. We expect that this social enterprise, LeeZen, will be able to go further, expand wider and benefit even more consumers.