| Summary: | 碩士 === 育達科技大學 === 行銷與流通管理所 === 102 === Taiwan popular water station industry has developed for years, from the previous spring water refilling station to a vending-machine-type water station; now, it has developed to a store-type water station with a transparent show window. Thus it is obvious that the Taiwanese demand for water quality is not only about the “taste” but also takes consideration of the “aesthetics or appeal”, “cleanliness”, as well as the transparency and visibility of the water purification process. Only by catering to these can the consumers whose needs improve continuously be satisfied.
At present, most water stations on the streets are located in the open air and water bottles are also directly exposed to the sun, thus the water source, sanitation and health concerns indeed bring great worry to consumers.
The research discusses that the company utilizes a large commercial RO water purification device to produce drinking water by filtering tap water and the water production process and water bottles are placed in an enclosed room with a transparent show window to display the process. In addition, the vending machine is designed as a lovely robot to draw people’s attention. The research takes water station consumers as the survey subject, asking for their perception and inputs. Through the statistical package software of SPSS, the research conducts result analysis of questionnaire data and adopts relative statistical methods such as descriptive statistics, reliability analysis, validity analysis, regression analysis, etc. to get the following conclusions:
The selling method via the transparent show window can meet the consumers’ desire to know the facts and details so as to improve satisfaction and loyalty. Thus, the water station companies are encouraged to improve their service quality no matter on hardware, software or service personnel’s attitude, for all these aspects will affect the consumers’ perception and their satisfaction and loyalty toward the brand.
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