The Effect of Product Quality, Price Stability and Customized Service on Perceived Value, Customer Satisfaction and Purchase Intention Provided by Supermarkets

• Main Authors: Ping-JiaLiou, 劉評佳
• Other Authors: Meng-Kuan Lai
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/40549766805037580822

碩士 === 國立成功大學 === 企業管理學系 === 104 === Competitions between retailers such as supermarkets has intensified. To survive in this competitive environment, retailers have to adjust their marketing strategies to attract consumers. It is worth to mention that supermarkets have a dramatic development in the past five years, which is worth investigating. Some supermarkets in Taiwan today begin to provide customized service to reach consumers’ needs and make themselves different. In this research, the primary objective of this study is to examine the effect of customized service on perceived value, customer satisfaction, and purchase intention. In addition, the second objective is to know the influence of product quality and price stability of agrifood offered from production and marketing team on customized service, perceived value, and the further impact on customer satisfaction and purchase intention. Moreover, this study also examines the moderating effect of price consciousness on the relationship between price stability and perceived value. The results indicates that product quality, price stability, and customized service all have significant direct effect on perceived value, customer satisfaction, and purchase intention. Also, there is a positive influence between product quality and customized service based on the results in this research. Thus, the research findings can be concluded as followed. First, high quality agrifood has a positively significant impact on customers’ willingness to customized the product they purchased. Supermarkets provide customized service would effectively and directly affect respondents’ perceived value, customer satisfaction and purchase intention. Also, product quality and price stability affect perceived value, customer satisfaction and purchase intention positively.