Exploring the Measurement of Customer Importance and Satisfaction in the Supermarket Chain – A Case Study in Taichung

• Main Authors: Yi-Hsuan Shen, 沈宜諠
• Other Authors: Hao-Wei Yang)
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/67771174147181008098

碩士 === 朝陽科技大學 === 應用外語研究所 === 101 === Researchers of service quality often suggested that customers’ perception of purchasing importance would likely affect their satisfaction. In the past, service quality of customers has been described in the literature to capture its multidimensionality. However, the aim of this study attempted to explore how customer importance and customer satisfaction in fresh supermarket chain of Taichung were related. This study was comprised of four parts of questionnaires concerning customer information, customer importance and customer satisfaction. 410 customer of fresh supermarket chain participate in this study. Descriptive statistics, factor analysis, reliability analysis, validity analysis, paired T-test, One-Way ANOVA and Importance-Performance Analysis (IPA) were utilized in quantitative analysis of questionnaire. Finally, the results of this study would lead to better understanding of customers’ service quality in fresh supermarket chain, as well as the result can be useful to the operators of fresh supermarket chain to establish better marketing strategy.