| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 91 === Service convenience has become more and more important for customers, but com-paratively little scholarly research has been aimed on this subject to conduct empirical research and to establish perfect construction, but recent years in the relationship marketing the subject of the relationship between customer satisfaction and service convenience was comparatively untouched. This research attempts to discuss the rela-tionship between service convenience and customer satisfaction, and finds how demographic variables and customer’s individual shopping style influence the service convenience. We will take hypermarkets as the research object, and find the relationship between service convenience and customer satisfaction in the hypermarket industry in order to help the hypermarket industry improve operations.
First, this research finds seven factors of service convenience about hypermarkets. These factors include: post-sale assistance convenience, transaction fast convenience, software＆hardware convenience, one-shop convenience, information collection con-venience, contact convenience, and distance＆traffic convenience, and we find besides transaction fast convenience and contact convenience all factors have an influence on overall service convenience. The software＆hardware convenience has the biggest in-fluence on overall service convenience, and next is post-sale assistance convenience and one-shop convenience.
Secondly, this research uses the factor analysis to find five dimensions of customer shopping style. These dimensions include: recreational shopping, price shopping, quality shopping, practical shopping and convenience shopping. We discover that con-venience shopping dimension has the biggest influence on the customer’s perspective of overall hypermarket service convenience, and next is the practical shopping dimension. The price shopping dimension and recreational shopping dimension have the smallest influence, and the quality shopping style has no influence. But the demographic vari-ables all have no significant influence on the different service convenience perspective group.
Finally, this research discovers that the overall service convenience has a signifi-cant influence on customer satisfaction.
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