A Comparatively Study of Promotion Strategy, Store Image and Customer Satisfaction－Carrefour and RT-MART as Example
| Autor: | Mei-ya Chen, 陳美雅 |
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| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 Carrefour and RT-MART play the leading roles in hypermarket industry. Why can they succeed? What are the differences between Carrefour and RT-MART’ promotion strategy? What are the customers’ impressions on Carrefour and RT-MART. These issues are worth exploring and that is also the major purpose of this study. The study was researched by literature review, questionnaire research, and professionals and experts interview. The study discussed their promotion strategy by advertising, personal selling, sales promotion and public relationship, and evaluated customers’ impression and satisfaction on Carrefour and RT-MART by after-sale satisfaction, service, merchandising, store atmosphere and convenience aspect. Finally, the study compared Carrefour and RT-MART and advanced some strategic suggestions in order to provide valuable strategies for hypermarket dealers. The results of this study are as followings: 1. Except for marital status, different store images and customer satisfaction of Carrefour and RT-MART would have different effects according to the various demographic variables samples. 2. At store image aspect, there are some significantly differences in after-sale satisfaction, service, store atmosphere and entire store image between Carrefour and RT-MART. Customers’ impression in RT-MART is better than Carrefour. 3. At customer satisfaction aspect, there are some significantly differences in every customer satisfaction measurement and entire customer satisfaction between Carrefour and RT-MART. Customers are more satisfied with RT-MART than Carrefour. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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