The Relationship of Service Quality, Customer Satisfaction and Customer Loyalty in the Industry of Hypermarkets - Take Pingtung for Example

• Main Authors: Yen-Ying Lu, 呂彥瑩
• Other Authors: Alexander Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/26032613384393869412

碩士 === 國立屏東科技大學 === 農企業管理系所 === 96 === Taiwan hypermarkets have entered a mature stage that their markets overlapped and the profit of individual chain store decreased. While under the intensive pressure of competition with other industries, how to lower the cost, to keep customers, and to enhance the profitability have become the main tasks for hypermarkets to achieve sustainable development. This study adopted the Retail Service Quality Scale (RSQS) developed by Dabholkar, Thorpe, and Rentz to analyze the industry of hypermarkets in Pingtung. A sampling survey with a questionnaire was used to understand the customers’ satisfaction at the service quality provided by the hypermarkets and their loyalty to the hypermarkets. This study also aimed at giving suggestions to managers of hypermarkets in order to make effort to some changes of specific service procedure and improve the parts of service quality that customers care most. The main conclusions of this study based on a practiced survey were as follows: 1.RSQS could be applied to the industry of hypermarkets which emphasize low price and self-service. 2.The service quality that hypermarkets’ consumers perceived had significant influence on customers’ satisfaction; “Physical Appearances”, “Company Policy”, “Convenience” and “The Interaction between Employees and Customers” were those dimensions consumers stressed in order when they evaluated their satisfaction at hypermarkets’ services. 3.The service quality that hypermarkets’ consumers perceived had significant influence on customers’ loyalty; “Convenience”, “Company Policy” and “Problem Solving” were those dimensions consumers stressed in order when they evaluated their loyalty to hypermarkets. 4.Customers’ satisfaction had significant influence on customers’ loyalty. 5.Many variables, including “Gender”, “Age”, “Connubiality”, “Numbers of Family Members”, “Average Monthly Family Income”, “Profession”, “The Frequency of Purchasing in Hypermarkets” and “Average Amount of Purchasing per Time”, had significant influence on the service quality that consumers perceived.