| Summary: | 碩士 === 佛光大學 === 管理學系 === 96 === In the past few years, because of the growth of economic, increase of incomes and the higher purchasing ability in Taiwan, people have been getting more demand on the products and services of hypermarkets. Under such a highly competitive environment, how do hypermarkets stand out in this area? It all depends on how to maintain good interaction between sellers and buyers. Therefore, we are targeting on Tsann Kuen, Sunfar and Elifemall these three hypermarkets as our objects. Furthermore, we adopt survey questionnaire in order to understand more about the consumer’s behaviors in hypermarkets.
This research is mainly to study the relation in how “service quality” and “customer relationship” relate to “customer satisfaction” and “customer loyalty”. We consulted related information all around the world; find out how to build up a criterion for “service quality” and “customer relationship” in accordance with “customer satisfaction” and “customer loyalty” in 3C hypermarkets. Use above as a reference to collect data. We aimed at people who live in Taipei, Yilan and Tainan as sampling and we sent total 550 copies of questionnaires through the way of convenience sampling. Also, by interviewing people directly or sent a questionnaire to people via Internet to complete these questionnaires.We refer to effective data using “factor analysis”, “analysis of variance”, “correlation analysis” and “regression analysis” methods in order to check this hypothesis of our research.
Each result from our analysis shows positive relevance, from low correlation to high correlation. However we found that the four factors of service quality “interaction between staffs and customers”, “professional service”, “environment and facilities”, “staffs’ attitudes” all will affect customer’s satisfaction positively through the Regression Analysis.Furthermore, this research indicated that the “interaction between staffs and customers” and “staffs’ attitudes” of service quality would affect customer’s loyalty positively.
As regards to customer relationship of “additional service” and “convenient procedures”, it will affect the customer’s satisfaction. Also, the “content of products” and “convenient procedure” will affect the customer’s loyalty.Thus it can be seen that the factors of “service quality” and “customer relation” will affect customer’s satisfaction and loyalty positively in 3C hypermarkets.
Keywords: Service quality, customer relationship, customer satisfaction, customer loyalty.
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