| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 106 === This study conducted a questionnaire survey for the customers of the bakery shop in Wubaochun bakery, Taichung City. The questionnaire was filled out using the online Google questionnaire. The actual number of valid questionnaires was 381, and the effective recovery rate was 88.4%. Using SPSS 22.0 software for statistical analysis. Sample analysis of consumer groups with females, Age between 30 to 35 years old, and married with young children as the main customer group. The family population is the highest of 3-5 people. In the profession , the service industry is mostly, and education levels. In the education level, mostly graduated from colleges and universities. In the average monthly income range is between 20,001-30,000.
Consumers are most satisfied with "products" in terms of customer satisfaction and the lowest score with "price" at the bakery.Accept the questionnaire test customer are most satisfied with "Recommend Others" in repurchase intention and scored lowest with " Loyal to the brand ".The results show that the research results support the research hypothesis, that there is a positive correlation between customer satisfaction and customer loyalty. Responding to female consumers mostly favorite novelty item, they can use the coupon method to understand the level of consumer satisfaction during the new product launch period to understand the market acceptance of new product development, promote customers to repeat purchases and retain original customer groups,in order to develop sources of new customers.
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