| Summary: | 碩士 === 國立高雄師範大學 === 成人教育研究所 === 104 === Abstract
This study aims to explore the relationship of the present state among product customer satisfaction, perceived professional sales behavior and repurchase intention, and to analyze the differences on different background variable product customer satisfaction, perceived professional sales behavior and repurchase intention.
Taking ten administrative regions of Kaohsiung City, and together with customers from Kaohsiung Jewelry Trade Association as the research objects, and conducting questionnaire by purposive sampling method. A total of 600 questionnaires were delivered and recycled 550 questionnaires, 538 questionnaires were effective which rated 98% of effective rate.
All acquired data were input to statistical analysis by using methods of descriptive statistics, T-Test, One-way MANOVA, Pearson performance difference correlation analysis and stepwise multiple regression analysis. The results are as follows:
I. At all levels of product customer satisfaction, product warranty is being the most satisfied part, and product quality comes the next.
II. At all levels of sales behaviors, customer-oriented service tops the list and then is followed by product promoting orientation.
III. Overall customer repurchase intention belongs to the upper level and most customers are willing to purchase again.
IV. Different frequencies of purchasing have significant differences on service customer orientation and product promotion orientation, while there is no obvious difference on product customer satisfaction and repurchase intention.
V. The higher product satisfaction and more active professional sales behavior of sales, there will be a relative increase of opportunities of consumers' repurchase intention.
VI. Product quality has a high predictive power on consumer repurchase intention, the explanatory power reaches as high as 45%.
Key words: traditional jewelry shop, customer product satisfaction ,
perceived professional sales behavior,
repurchase intention
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