| Summary: | 碩士 === 國立彰化師範大學 === 工業教育與技術學系 === 94 === The purposes of this study were to investigate the service quality and customer satisfaction of 3C chain stores in Tainan from customer perspective, and to analyze the relationship between service quality and customer satisfaction. This study adopted questionnaire survey method and chose the customers of 3C chain stores in Tainan as research target. A total of 1000 questionnaires were sent and 720 valid questionnaires were returned . The effective return rate was 72%. Statistics processes such as frequency distribution, t-test for independent samples, One-way ANOVA and Pearson correlation analysis were applied. The findings of this study were as follows:
1.In the aspect of service quality, the evaluation of
clean store environment was ranked highest and
customer caring was ranked lowest.
2.In the aspect of customer satisfaction, the
evaluation of clean shopping environment was
ranked highest and commodity price was ranked
lowest.
3.For the service quality, it appeared a significant
difference among customers with different
education level, purchase frequency and purchase
time.
4.For the customer satisfaction, it appears a
significant difference among customers with
different education level, monthly earning,
purchase frequency and purchase time.
5.The customers perceiving service quality had
significant positive correlation on customer
satisfaction.
Keywords:3C chain store, service quality, customer
satisfaction
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