| Summary: | 碩士 === 靜宜大學 === 企業管理研究所 === 97 === At present, people speculate the reserves of crude oil all over the world can only exploit about 40.5 years, natural gas can exploit about 63.3 years and coal can exploit about 147 years. In recent years,the global rise of environmental awareness, it indirect let the enterprises begin to afford more social responsibilities and implement the concept of social marketing.Thus, it has a prevalence on the concept of green marketing, and a number of small and medium-sized and even large enterprises are taking part in this trend. Of course, Taiwan is not exception, for example, the convenience stores chain use shopping bags of green environmental protection and the Environmental Protection Administration policies limits the using of plastic bags.
In recent years, with the development and growth in domestic services sector, the four major convenience stores chain format even though has been gradually became mature on its type of operation, but according to the statistics in comparison to other types such as department stores, supermarkets, hypermarkets and other general retail merchandise stores, convenience stores chain from 2001 to 2006, there are still a stable growth rate. So in this study ,it takes examples from the four major convenience stores chain consumers in the middle section of Taiwan, and use questionnaire survey method to explore the relationship with convenience stores’ green marketing, consumer satisfaction and consumer loyalty.
This study recycled a total of 578 valid questionnaires and used SPSS Windows 12.0 statistical software for statistical analysis tools through factor analysis, reliability analysis, describes statistical analysis, hierarchical regression analysis, one-way ANOVA and the path coefficient analysis . Finally, empirical results show that the convenience stores’ green marketing will be positive direct influence on consumer satisfaction and loyalty, consumer satisfaction will be positive direct influence on consumer loyalty, consumer satisfaction plays an intermediary role between the convenience stores’ green marketing and consumer loyalty. Then, the different degree of consumer involvement in environmental protection will interfere the relationship between consumer satisfaction and consumer loyalty.
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