THE RELATIONAL ANALYSIS OF PASSENGERS REQUIREMENTS ANDRETAILING FUNCTIONS FOR LUXURY-GOODS SHOPPINGS IN TERMINALS
| Autor: | NI YING HSU, 徐妮瑩 |
|---|---|
| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 With the driving impetus from the fashion industry, the consumption of luxury goods has penetrated the global market vastly. The luxury-seeking consumer behavior in niche markets mostly relates to the demand for conspicuous and status values. However, seldom articles are conducted to measure consumer behavior in these enclosed terminals even though the niche market has been important with respect to the passenger satisfaction, the airport retailing, and the airport revenue. The study objective is to explore and examine the relationship matrix between consumer requirements and duty-free-shop features for the luxury-goods shopping in the terminals at Taiwan Taoyuan International Airport. The approach methodology is based on both grey relational analysis and quality function deployment to discover and examine the retailing functions for the luxury-goods purchases. The analyzed data shows the first priority of duty-free-shop features for passenger importance is the exclusive luxury, not the luxury variety which is the first by clerk importance. The result shows that the most important characteristic of boutique stores are clerk profession, exclusive luxury, luxury awareness, genuine attitude, and mass media in sequence. After adding the unequal weightings of passengers’ needs, the characteristic of boutique stores are prioritized as ‘clerk profession’, ‘exclusive luxury’, ‘genuine attitude’, ‘active suggestion’, ‘luxury awareness’ in sequence. Some priorities of characteristics (like active suggestion from clerk and luxury quality) are promoted by the weighting algorithm. The result shows that the boutique duty-free shops have closely met the passengers’ shopping requirement on sales clerk service, DFS marketing, store design, and lusury goods values. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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