| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 102 === After domestic oil market liberalization, the operation competition of the gas station has been intensed day by day and the oil monopoly aspect of Chinese Petroleum Corporation (CPC) already officially walked into the history. However, this change has also indirectly affected oil supply chain ecology among the gas station entrepreneur, the oil supplier, the consumer, and the social community. In order to enable the enterprise to grow continually and operate sustainably, they must to pursue the index of correlation on the excellent quality, the higher efficiency, the good service quality, the higher customer degree of satisfaction and so on. Under the limited resources in entrepreneur how they can make full use of effects.
The general research shows that the promotion can upgrade the customer’s purchase intention. Therefore, in order to understand deeply the customer’s purchase intention, this research mainly investigates the influences on the customer’s purchase intention by three dimensions of the service quality, the promotion, and the enterprise image in order to make the gas station entrepreneur snatch initiative opportunities and obtain consumer's favors in the competitive oil market.
This research mainly investigates the consumer’s purchase intention to go to the gas station to refuel. The questionnaire survey material altogether analyzed 156 consumers to go to the gas station after refueling, in which used simple regression analysis in order to understand three dimensions of the service quality, the promotion, and the enterprise image and explore the influences on the consumer’s purchase intention. Finally based on the constructed structures as well as the real diagnosis analysis results, the conclusions and suggestions are proposed.
In summary, the main purpose of this research lies in the understanding of the influence for the three dimensions of the service quality, the promotion and the enterprise image on the customer’s purchase intention. The object of this research collects entirely as follows:
1.Research whether the service quality of the gas station has the influence on the customer’s purchase intention or not.
2.Analyze whether the promotion of the gas station has the influence on the customer’s purchase intention or not.
3.Discuss whether the gas station enterprise image relates obviously to the customer’s purchase intention or not.
4.Based on the consumer’s image to the gas station entrepreneur, analyze whether they can adjust the influence and effect on the service quality to the customer’s purchase intention or not.
5.Based on the consumer’s image to the gas station entrepreneur, analyze whether they can adjust the influence and effect on the promotion to the customer’s purchase intention or not.
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