| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 93 === Abstract
This research aims at discussing the purchasing effects of customer behavior on customer satisfaction and customer loyalty through an empirical study of frozen prepared foods.
Questionnaire survey was used as a major method to the research. 218 Valid samples were obtained by stratifies sampling. Data were analyzed by descriptive statistics, T-test, factor analysis, one-way ANOVA, and multiple regression analysis.
The confined results came out of the customer satisfaction can be attributed to three factors: product benefits, convenience, and safety.
The customer satisfaction could be influenced by the demographics varieties from both the age and family structure. The customer loyalty could be affected by the demographics varieties from sex and family structure. Customers loyalty gets higher if customers are satisfied. The customer satisfaction will be affected by the customer behavior varieties from customer motivation of three factor, active personality , and product usage strength. The customer loyalty will be influenced by the customer behavior varieties from customer motivation of three factor, active personality, consumption frequency and product usage strength.
Key words： customer behavior purchase, customer satisfaction , customer loyalty, frozen prepared foods.
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