The Research of Service Quality, Perceived Value and Purchase Intention for COSTCO Private Brand Products
碩士 === 嶺東科技大學 === 國際企業系碩士班 === 107 === In today’s wholesale market, many retailers have launched their own private brand to snatch the market, which not only increased to choose many kinds of goods for consumers, but also increased their business income. This study explores the impact of Costco’s pr...
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| Format: | Others |
| Language: | zh-TW |
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2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/z7t6p3 |
| Summary: | 碩士 === 嶺東科技大學 === 國際企業系碩士班 === 107 === In today’s wholesale market, many retailers have launched their own private brand to snatch the market, which not only increased to choose many kinds of goods for consumers, but also increased their business income. This study explores the impact of Costco’s private brand service quality on perceived value and purchase intention. This study mainly focused on the customers of Costco’s private brand in Taichung, and collected 203 valid questionnaires. The results show that service quality has a positive significant impact on perceived value, perceived value has a positive significant impact on purchase intention and service quality has a positive significant impact on purchase intention. According the above results, the study mentions the relative suggestions to further research and provides the appropriate strategy to business.
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