| Summary: | 碩士 === 華夏科技大學 === 資訊管理系碩士在職專班 === 107 === The advancement of information technology, time-saving shopping has become the mainstream consumption pattern, consumer satisfaction is high and the degree of product variety is becoming a topic of concern to enterprises. In order to facilitate shopping, save time and compete in hypermarkets, many community-based shopping stores have been added in recent years, and business scope has been expanded to increase different shopping styles. Competing shopping stores, how to increase the repurchase rate and compete for the consumer market are issues that need to be concerned. In this study, a community-based C brand shopping store in New Taipei City was used as a research case. A questionnaire survey method SERVQUAL scale was used to send out three hundred questionnaires, using SPSS statistical software and using IPA (Importance Performance Analysis) for analysis. As a result, it was found that 1. When one service item is high in importance and satisfaction, it can meet the needs of customers, has no urgency to improve, and needs to continue to maintain service quality. 2. There are five important projects to address the increase in satisfaction and invest more resources to improve quality and enhance service levels. 3. Low attention and poor satisfaction, and five items “lower priority” are listed as points for improvement. 4. Low importance and high satisfaction, avoiding thirteen projects with “over-service”. Having good service, meeting customer needs, actively arranging resources and strengthening other services can help companies understand customer needs. It is the contribution of this research to provide services, improve quality, satisfaction and importance of the shopping environment, complete the company's marketing plan, operational objectives, improve customer repurchase rate and management decision-making indicators.
|
|---|
