The Effects of Negative Word of Mouth, Store Image, Customer Satisfaction and Customer Loyalty on Repurchase Intention - A Case Study of Taiwan and Thailand's Convenience Stores

• Main Authors: CHAEMCHAMRAT, SUNISA, 林素麗
• Other Authors: CHOU, HSIU-JUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/z896rc

碩士 === 正修科技大學 === 經營管理研究所 === 105 === Due to the fastest-growing economies in the world, convenience stores have become the major shopping channel for consumers needing a quick and easy product or service. This leads to an improvement in the quality of people's lives. However, it's highly competitive environment coupled with the difficulty in controlling the spread of negative word-of-mouth (which can affect consumer buying behavior) raises important questions on how to improve the quality of service (to capture the heart of customer) and build customer loyalty (which increases repeat purchases). This paper will close the aforementioned gap by examining the relationships among the following variables in the convenience retail industry: negative word-of-mouth, store image, customer satisfaction, customer loyalty, and repurchase intention. 900 questionnaires were sent to customers of convenience stores in Taiwan and Thailand. A total of 425 and 415 questionnaires were returned, yielding an overall return rate of 94.4% and 92.2%, respectively. In addition, the SPSS 18.0 statistical software was used for data analysis. Firstly, the results show that most of the respondents are young female office workers and the majority lived in a residential area, reflecting that most of the respondents live a convenient lifestyle. Additionally, 7-11 is the convenience store that Taiwan's and Thailand's consumers most frequently visit. Secondly, the results of the statistical analysis indicates that Taiwan's and Thailand's convenience stores show a significant difference in the unfavorable effect of negative word-of-mouth on repurchase intention. There is a significant difference in the positive effect of store image on customer satisfaction, customer loyalty, and repurchase intention. There are significant positive effects among customer satisfaction, customer loyalty, and repurchase intention. Lastly, customer satisfaction and customer loyalty mediates the effect of store image and customer loyalty, and then customer satisfaction and repurchase intention. The results of the study can help make sense of the interactions among the variables and can be used as a reference point for the practitioner's business strategy. It is expected that it will be a practical contribution to the business of convenience stores and can pave a new direction for future research.