The Research of Interaction Among Service Quality, Customer Satisfaction and Repurchase Intention- Sampling From OK-MART Convinient Store at Fongshan City Kaoshiung R.O.C.The Research of Interaction Among Service Quality, Customer Satisfaction and Repur

• Main Authors: CHUNG, YI-WEI, 鍾乙瑋
• Other Authors: Shieh
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/26713259412247542207

碩士 === 高苑科技大學 === 經營管理研究所 === 97 === Abstract Convenient store survives in a fiercely competitive market in Taiwan. From market share, “7-11” takes the majority and “Family-Mart” takes 2nd rank, “Hi-Life” takes 3rd rank followed by “OK.” However “how to meet customer satisfactory and further enhance company competitive advantages through the successful service strategy ”is a very important issue for any convenient store which needs to survive by limited resources and business scale like OK convenient store and also the key issue we need to study. From this research, we will focus on the study of how service quality leads to customer satisfactory, how customer satisfactory stimulates the repurchase intention and further find the correlation within service quality, customer satisfactory and repurchase intention. In the meanwhile, we will study how life style and demographic variables influence customer satisfactory. This research will serve service quality, life style and demographic variables as independent variable and customer satisfactory as an intermediate variable then repurchase intention as dependent variable. We take all consumers of “OK” convenient stores located in Kaohsiung as population, we design 400 copies of questionnaire and 350 valid questionnaires returned. The returned rate is around 87.5%. From statistics analysis, we gain following important findings. 1. There is a significant impact of service quality on customer satisfaction of bill payment service. 2. There is a significant impact of customer satisfaction of service on overall repurchase intention. 3. Customer satisfaction serves as mediating variable between service quality and overall repurchase intention was partially supported. 4. The significant impact of life style variables on customer satisfaction of bill payment service was supported. 5. The significant impact of demographic variable on customer satisfaction of service was partially supported. Keywords: service quality, customer satisfaction, repurchase intention, life style