Customer satisfaction or customer delight? The case of 7-ELEVEn Taiwan

• Main Authors: Chi-ya Huang, 黃琪雅
• Other Authors: Shih-hao Wu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/08072407129699236567

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === 　　The trend of consumption becomes steady in Taiwan, and more retail formats appear. The quick expansion of service market has increased the competition for service firms. In order to enhance own competitive advantages, service firms not only emphasize marketing, promote various kinds of marketing strategy, and provide different innovative products and diverse services, but also establish mutual interests and long-term relationship with customers. This study is to clarify whether customer satisfaction or customer delight holds a stronger effect on brand love and affective commitment, and ultimately has a positive impact on repurchase intentions and customer citizenship behavior in the convenience store industry. Consisting with prior studies, the author suggests that customer delight is an important construct which has a positive impact on brand love and affective commitment which leads to repurchase intention and customer citizenship behaviors. 　　The model is tested in the convenience store industry. Consumers with experiences of purchasing at 7-ELEVEn are chosen as research subjects. Questionnaires are distributed through personal interview and internet through the convenience sampling method. A total of 468 effective questionnaires are collected. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows: 1. In the convenience store industry, customer satisfaction plays a critical role in driving brand love and affective commitment. Therefore, the company should strive to improve customer satisfaction. 2. Affective commitment is the important driving factors of repurchase intention. Therefore, the company should invest resources to build affective commitment. 3. Repurchase intention has a positive impact on customer citizenship behaviors. Customer citizenship behavior can be triggered when companies enhance customer satisfaction and affective commitment.