A Study of The Computer Lottery Consumers’ at the Key Factors of Choosing The Computer Lottery Dealer

• Main Authors: HO,JIA-WEI, 何嘉偉
• Other Authors: Tzu-Kuang Hsu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/v3tn47

碩士 === 中華大學 === 企業管理學系碩士班 === 103 === The purposes of this study are to survey Taichung computer lottery consumers’ importance and satisfaction at the key factors of choosing the computer lottery dealers,and to find out the key manage factors to be improved, in order to provide relevant suggestions for Taichung lottery company, the dealer and future researches. Questionnaire survey method was adopted in this study. Questionnaires were given to 200 Taichung computer lottery consumers. There were 193 valid respondents. All collected data were analyzed by IPA analysis method with SPSS statistics software. The conclusions are as follows: 1. Currently ,Taichung computer lottery consumers’ importance and satisfaction at consumers choosing the key factors of the computer lottery dealers are both above the mid level ,between average/important and satisfied/no comment. 2. The overall satisfaction of the key factors of the Taichung computer lottery consumers’ choosing the computer lottery dealers of the key factors is higher than importance. 3. Consumers choose the key factors of the Taichung computer lottery dealer construct sequence is Service quality,Store consciousness value, Consumer relationship, Product marketing. The six main key factors are the following: The store staff can be trusted, The store's service personnel will remain polite and good attitude towards customers, when customers have problems, The store will make immediate treatment , The store staff have sufficient expertise to answer customer questions (odds play, how to play all kinds of games, etc.), Store staff can provide services or information (awarding numbers, activities and other customer information needed to properly ), The store's opening hours can meet customer needs. 4. There are significant differences on satisfied of the key factors of choosing the computer lottery dealer Product marketing, Service quality, Consumer relationship from different educational degrees. 5. There are significant differences on satisfied of the key factors of choosing the computer lottery dealer Consumer relationship,from different occupations. 6. According to the IPA model analysis, priority factors for dealers to be improved are “The store merchandise is very easy to win prizes (small prizes continuously)”. This is the key factor when consumers choose the key factors of the computer lottery dealers. Based on the conclusion of this study, suggestions for Taichung lottery company, dealer are as follows: 1. Taichung lottery company should design the products that can be given a higher winning rate, in order to make consumers feel guite easy to win prizes (small prizes continuously). so that dealers can manage favorably. 2. Dealers should improve " Priority to improve Area" that is (I) make the environment clean and tidy and comfortable,(Ii) the store to buy fixed line and space planning to be comfortable,(Iii)opening time without a break in the middle,(Iv) Service staff required to wear clean, upright appearance,(V) the need to provide a clear description of the types of goods and services (trade total of 9),(F) the services provided reliable (trade phone orders, awarding services, etc.),(Vii) the need to provide immediate-type lottery with goods,(H) the need to provide more diverse and seasonal merchandise (with immediate-type products),(Ix) Goods subject to the trend of social welfare (to buy goods there is the feeling of love do),(J) staff need proactive and I maintain good interaction (chat greeting ... etc),(Xi) initiative to provide goods stores required information and services (overweight, lottery today, a new game, jackpot, etc.).