| Summary: | 碩士 === 台南應用科技大學 === 國際企業經營系碩士班 === 102 === With the remarkable advances in science and technology, customers are more demanding in the service quality. Consumers nowadays prefer a more convenient mode of service supply.Under the circumstances, warehouse supermarkets which are well-known and have been operated overseas for decades increase rapidly in Taiwan. They offer customers a better quality of life. This study aims at the customers of Carrefour in Taiwan and analyzes its competitive advantage in the hope that the findings of this study will be a great benefit to the marketing strategy and to the increase of the market share in the future.The purpose of this study is to explore the relationship among enterprise image, service
quality, switching cost, customer satisfaction and customer loyalty for Carrefour company. A questionnaire survey was conducted to fulfill this purpose using a sample of 290 effective questionnaires gathered from customers in five service areas of Carrefour company at Tainan branch. The analysis of statistics such as independent-samples t test, one-way ANOVA,regression analysis and path analysis were used to analyze the data.The main results of this research are as follows.
1. Service quality and switching cost have a significantly positive effect on customer
satisfaction respectively.
2. Enterprise image, switching cost and customer satisfaction have a significantly positive effect on customer loyalty respectively.
3. Service quality is the main factor to influence customer satisfaction.
4. Customer satisfaction has the most significant influence on customer loyalty.
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