| Summary: | 碩士 === 淡江大學 === 管理科學研究所 === 85 === Title of Thesis: The Study of Customer Satisfaction and Customer
Total pages:96 Loyalty for Retail Industry - A
Case on the Department Store of Taipei City.Key
Words: Customer Satisfaction, Customer Loyalty.Name of
Institute: Tamkang University Graduate Institute of Management
ScienceGraduate Date: June, 1997
Degree Conferred: MBAName of Student: Chih-Kang Han
Advisor: Ph.D. Wen-Shyan ChouAbstract: The key of the
enterprise''s success is not high-technology but
customersatisfaction in the competitive market. In order to
provide the satisfyingmerchandise and service, the enterprise
must take the initiative in exploringcustomers'' want and need.
The goal is to let all of the customer to be loyalistsand has an
advantage in the market. This research takes the department
storeastarget, in attempt to explore the resources of customer
satisfaction, as wellas its relation with customer loyalty.The
summary of research findings is as follows:1. The dimensions of
customer satisfaction about the department store include: (1)
service, (2) merchandise, (3) corporate image, (4) convenience ,
(5) facilities.2. There are significantly differences in
customers'' important consequences and customer satisfaction
among these dimensions.3. The dimension of service, merchandise,
and corporate image are the resources of customer
satisfaction.4. There are significantly differences in customer
satisfaction among different department stores. All of the
department store are divided into four competitive groups
and each of them can''t attain the customers'' standard.5. There
are strong connections between customer satisfaction and
customer loyalty.
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