Offensive or Defensive? Marketing Strategies on the Customer’s Relationship Quality in Chain Convenience Stores in Taiwan

• Main Authors: Ting Han Chen, 陳廷漢
• Other Authors: W. C. Chen
• Format: Others
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/22uew7

碩士 === 長庚大學 === 工商管理學系 === 103 === Since the first 7-ELEVEN in Taiwan opened in 1980, the new era of retail channel has been launched. After 33-year rapid development, transnational and local brands have participated in one after another. At present, there are over 10,756 chain convenience stores around the island. The density of the stores is almost the top in the world which reveals the incredible operational capacity. For each chain system, with the increase of numbers of store and severe competition, market approaches saturation, each industry needed to think about is what kind of marketing strategy to response. On the one hand, each chain convenience stores must continue developing new customers and markets by “offensive marketing strategies”; on the other hand, it should maintain current customer by “defensive marketing strategies”. However, for customers, The strategy perception degree of chains convenience store have taken are Especially in the face of repurchase or otherwise, Chains convenience store usually will adopt a series of strategies and measures of tangible and intangible additional values and remedy values to try to keep the old customers. However, from the perspective of customers of chain convenience stores, what kind of marketing strategy has positive influence on the relation quality perception of customers and chain convenience stores ? The question becomes the motive of this research. Therefore, through the development of research infrastructure, this research want to reach for research purposes: To investigate the chain of convenience stores have taken “offensive marketing strategies” and, “defensive marketing strategies” when customers face to repurchase, customer relationship quality and repurchase intention.