A Study on the Interrelationship among Service Recovery, Brand Image, Customer Satisfaction, and Customer Loyalty degree—An Empirical Study on Different Types of Hypermarkets in Tainan

• Main Authors: Chuang, Ya-Fen, 莊雅棻
• Other Authors: Lee, Ming-Shing
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ny5b8x

碩士 === 遠東科技大學 === 創新設計與創業管理研究所 === 106 === As Taiwan’s economy grows in recent years, hypermarkets have predominated the markets of daily necessities. According to the data compiled by the Department of Statistics, Ministry of Economic Affairs, the retail trade had a turnover of 338.5 billion, which hit a record high in 2017. Among others, the turnover of hypermarket chains even reached 17.9 billion in August, 2017. Under such intense competitions of market circumstances, it is essential that a corporation establish a good brand image so that consumers are satisfied with service quality and stay loyal to its brand. Hence, this study explores, from the perspective of consumers, the interrelationship among hypermarkets’service recovery, brand image, customer satisfaction, and customer loyalty. It is hoped that this study provides hypermarket dealers with strategic guidance on how to meet consumers’ needs and boost customers’ satisfaction as well as loyalty in terms of service recovery and brand image. The study population includes different types of hypermarkets in Tainan, i.e. PX Mart, Carrefour, and Costco. The study subjects are consumers who have been to one of the above-mentioned hypermarkets. 450 questionnaires are sent out, and 430 of them are valid. SPSS 22.0 is employed as a major tool for data collection and analysis. The findings of the study are as follows: 1.Service recovery has a significantly positive effect on brand image. (partially valid) 2.Service recovery has a significantly positive effect on customer satisfaction. (partially valid) 3.Brand image has a significantly positive effect on customer satisfaction. (partially valid) 4.Customer satisfaction has a significantly positive effect on customer loyalty. (partially valid) 5.Service recovery has a significantly positive effect on customer loyalty. (partially valid) 6.Brand image has a significantly positive effect on customer loyalty. (valid)