A Study on the Relationships among Sale Promotion, Store Image, Customers'' Satisfaction and Loyalty: From Q Square to Agricultural Retailing
Date Issued
2014
Date
2014
Author(s)
Chang, Ren-Hao
Abstract
The economy develops rapidly in these years, wich has changed consumption habits, people pay more attention to consumer environment and recreational fun. For instance, customers would love to enjoy in shopping with pleasure. The retailing is as inseparable as daily life because all merchandise sold to final consumer through all kinds of retail stores.
Davis (1981) considered promotion as an auxiliary sale behavior, attempting to induce consumers to purchase under limited time. Dodds et al. (1991) pointed more positive impression of the store image, the higher the willingness of consumers to buy. The promotions can attract the consumer to increase purchase intention and good store image can make the consumer produce a positive impression. This study aims to investigate the effect of store image between customer satisfaction and loyalty.
Taipei Q Square is set as the access object and structural equation modeling (SEM), fuzzy set / qualitative comparison analysis (fs / QCA) are used to verify the hypothesis. The results found that promotion had a significant effect on customer satisfaction and customer loyalty, and store image has a significant impact on customer satisfaction, but no significant impact on customer loyalty. Eventually, it will provide franchisees, traditional market or farmer’s market the operational reference basic according to substantial evidence result in the future.
Subjects
京站
促銷
商店印象
顧客滿意度
顧客忠誠度
結構方程式(SEM)
模糊質化比較法(fs/QCA)
Type
thesis
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