The Effect of Perceived Value on Customer Satisfaction and Loyalty-A Case Study of Taoyuan Fruit and Vegetable Wholesale Market

• Main Authors: Chiang, Chi-Wan, 江基萬
• Other Authors: Chuang Che-Jen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/zs79wg

碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 106 === In recent years, the government has actively counseled various local fruit and vegetable wholesale markets to optimize in all aspects, hoping to provide high-quality agricultural products in a fair, just, and open environment, and provide a reasonable price mechanism for both parties. How to improve the customer satisfaction, increase loyalty, and create competitiveness so as to create a win-win situation among farmers, suppliers, and consumers are urgent issues. In this study, the subject of Taoyuan City Fruit and Vegetable Wholesale Market underwriters as the main questionnaire survey, sent a total of 500 questionnaires, a total of 432 effective samples were retrieved, the effective recovery rate of 88.16%, the data obtained using SPSS statistical software for data processing and analysis, statistical methods include description Sexual statistics, factor analysis, reliability and validity analysis, cross-analysis, demographic variables and multiple regression analysis were used to test their hypotheses. The empirical study found that there are two important conclusions. First, the relationship between price perceived value and customer loyalty is partially mediated by customer satisfaction. Second, quality perceived value and customer loyalty is mediated by customer satisfaction.