| Summary: | 碩士 === 中國科技大學 === 企業管理系 === 107 === In view of the increasing highly competition among Taiwan hypermarkets, the enterprises hope to reinforce their competitiveness by enhancing the Customer Satisfaction. As Store Image, Perceived Quality and Perceived Value are the important issues of customer behavior, and RT-MART is one of the standard enterprise in the market, therefore, this study will investigate whether Store Image, Perceived Quality and Perceived Value of RT-MART positively affect the Customer Satisfaction, thus it also extend to analyze the relative study of Customer Satisfaction.
The study used a convenience sampling questionnaire survey and the research objects are from those who shopped at RT-MART in Taipei and New Taipei City with. 550 distributed questionnaires and 502 valid questionnaires collected in February, 2019 by means of SPSS and AMOS as statistical tools for descriptive statistics, reliability and validity analysis, independent sample T test and single factor variance analysis, Pearson Correlation analysis and regression analysis.
The major findings are as follows: First, Store Image positively affects the Perceived Value, Customer Satisfaction and Perceived Quality. Secondly, Customer Perceived Quality positively impacts the Perceived Value and the Customer Satisfaction. Third, Customer Perceived Values are positively correlated to the Customer Satisfaction. The fourth, the Perceived Value has a partially significant mediation effect between the Store Image and Customer Satisfaction.
Finally, this study issue management implication and research suggestions to provide the enterprise practical strategies and further research reference.
|
|---|
