| Summary: | 碩士 === 國立勤益科技大學 === 流通管理系 === 102 === With the rapid economic development, the service sector has become the main driver of global economic growth in advanced countries. The structure of economy will continue to focus on the development of service economy in the future, and convenience store can be described as a typical representative of General Merchandise Retail Business in service industry. In this study, campus convenience store is chosen to perform its position analysis.
This study uses questionnaires designed with fuzzy linguistic variables, respectively survey the ideal of experts and perceived experience extent of consumers. Assessment criteria is divided into four dimensions, including the store planning, product sales, marketing strategy and service quality. Pairwise comparison method of analytic hierarchy process is used to calculate eigenvalues to serve as dimension weights. Finally, the order of entire questions were ranked according to the distance calculated by the weighted total utility value and then conclusions and recommendations were made by ABC analysis.
The results of this study show that the largest gap between consumers perceived experience extent and ideal of experts for campus convenience store lies in the dimension of service quality. Thus, service quality related issues should be listed in the firstly improving items.
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