| Summary: | 碩士 === 明新科技大學 === 管理研究所碩士班 === 103 === People’s living standards have been rising substantially in recent years. Instead of considering prices, consumers are gradually paying more attention to product quality and service quality. Relative quality of service has become increasingly important, with convenience stores emphasizing “diversified services” and “convenience.”High customer satisfaction is the key to finding a competitive edge in the retail industry.
This purpose of this study was to investigate the key factors affecting the service quality of 7-ELEVEn convenience stores for their reference to improve customer satisfaction degree. Using convenient sampling methods, a total of 333 questionnaires were collected from 350 customers who had just visited a 7-ELEVEn convenience store in Hsinchu. Data were analyzed via Importance-Performance Analysis, which is used to identify the degree of satisfaction with and attention to a given situation.
The study results revealed that 9 items fell into “Keep Up The Good Work” quadrant. 7-ELEVEn convenience stores have to maintain these advantaged events such as, providing a clean and convenient public place and providing a safety shopping space.7 items fell into “Concentrate Here” quadrant. It means that 7-ELEVEn convenience stores have to improve these items immediately. For example, stores have to provide high quality and relieved commodity for customers. The pragmatic suggestions of this study are used to suggest improvements to the service quality of 7-ELEVEn convenience stores.
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