A Study of Phalaenopsis Stores Service Quality and Customer Satisfaction─Take Kaohsiung City and Pingtung County as Example

• Main Authors: Chen Ya I, 陳雅一
• Other Authors: Yeong-Shenn Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/17716301865027335546

碩士 === 國立屏東科技大學 === 農企業管理系所 === 100 === The contents of abstract in this thesis： The quality and quantity of Phalaenopsis industry in our country are not only promoted year by year, but also become a model student of delicate agriculture which is developed by our government. The former Phalaenopsis scholars put their emphasis on the export market of B2B, and there are few scholars investigate the home market of Phalaenopsis. Therefore, this research plan to aim at the home market of B2C as the researching axis. To explore the correlation between the service quality and customer satisfaction of the Phalaenopsis businessmen in Kaohsiung City and Pingtung Country. The collected data are analyzed by the methods of descriptive statistical analysis, reliability analysis, factor analysis, t-test, one-way ANOVA, correlation analysis and multiple regression. The result of this research are as the followings: 1.There are significant differences between “people in different marriage conditions” and “service quality.” 2.There are significant differences between “people who have different monthly incomes” and “service quality.” 3.There are significant differences between “people in different marriage conditions” and “customer satisfaction.” 4.There is significant influence between “service quality” and “satisfaction.” Besides, there are remarkable positive correlations between every subpart. Based on the results, this research not only provides the explanation but also offers the suggestions as the followings: 1.Provide different service contents according to the customers who are in different marriage conditions. 2.Strengthen the training of the employees’ professional ability, and to promote the consistence of the Phalaenopsis stores in order to elevate the whole perceiving degrees of the people who have different monthly incomes. 3.Build the data base according to people in different conditions. Manage the data base efficiently for the purpose of elevating the whole satisfaction degrees. 4.The Phalaenopsis Flower Association of Kaohsiung City and Pingtung County should provide the on-the-job training courses frequently, and encourage the Phalaenopsis businessmen to attend the courses in order to elevate the service quality and increase the customers’ whole satisfaction degrees. Key words: Phalaenopsis, service quality, customer satisfaction