The Relationship between Service Quality, Customer Satisfaction and Loyalty in 3C Physical Store - A Case Study of Tsannkuen Commpany in Taiwan

• Main Authors: LU, SHAN-WEI, 呂尚瑋
• Other Authors: XU, JIA-WEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/h79997

碩士 === 東南科技大學 === 產業經營管理研究所碩士班 === 108 === The Department of Statistics,MOEA pointed out in the industry newsletter that "the fingertip business opportunities are pretty good! Taiwan's e-shopping industry has grown by an average of 7.4% in the past seven years",the changes with technology and consumer shopping patterns,the no storefront retail industry is the turnover main force of growth in the e-shopping industry; and the Ministry of Economic Affairs' newsletter "The fact-finding report of wholesale, retail and catering business in 2018", also proves the rise of e-commerce will affect and test the operational performance of entity stores, increase stores and expand sales channels has been slowed down included; therefore, how to combine place marketing and business circle development, and transforming to focus on experience and applied storefront, or to strengthen interaction with members for enhancing customer loyalty etc., that is also an important management issue for the research to focus on "how to enhance customer loyalty for enhance 3C product sales entity stores' turnover". This study is based on the onsumers from physical sales of storefront Tsann Kuen Xinzhuang, Banqiao and Taishan districts. Through the relevant literatures such as service quality, customer satisfaction and loyalty to established the research structure and design questionnaire. 430 questionnaires were send out by convenience sampling. After removing invalid questionnaires, 392 valid questionnaires for a further analysis of descriptive statistics, reliability, validity, variance and regression. The results show that service quality and customer satisfaction is positively related to customer loyalty in aforementioned districts, and also achieved the hypothesis verification of this study. Through the results of this study correspond to the business strategy of Tsann Kuen 3C, build customer satisfaction and proceed to build customer confidence and loyalty for effectively improve sales entity stores' turnover through local characteristics and service quality improvement. service quality improvement can effectively increase customer satisfaction and loyalty to the store, and suggest that Tsann Kuen 3C should establish a complete education and training, provide a good sales space and service signs and friendly professional reception staff, establish a good communication channel, and improve member analysis and the local marketing propaganda mechanism for Tsann Kuen 3C management reference.