Influence of Service Innovation, Brand lmage, Customer Satisfaction and Cus-tomer Loyalty: An Empirical Study of Chain Convenience Stores in Tainan
| Autor: | Yeh, Hsiao-Hua, 葉小華 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Service sectors are currently the mainstream driving power of local industries in Taiwan. In view of the total annual turnover of 246 billion NTDs earned by the operators of chain convenience stores listed in the statistics announced by the Directorate General of Budget, Accounting and Statistics of the Executive Yuan ROC, compared with the total annual turnover amounting to 203.5 billion NTDs in 2010, the growth is gradually increased year by year. However, with the violent competition and homogenization among convenient stores, to innovate service quality and marketing methods is increasingly important. In retrospect of the past growing process to incessantly promote service industries, service innovation is a critical element for sustainable business management. According to the statistics of service industries, whenever customer loyalty to a business organization is in-creased by 5%, the profit can be roughly increased from 25% to 90%. Therefore, how to innovate service and brand image through a firm effectively satisfying consumers and promoting customer loyalty to brand with in-creased turnover for a firm has become the goal for various firms to strive for. In this study, there are four brands of convenience stores (7-ELEVEN, FamilyMart, Hi-Life, OK) on Tainan taken as the sampling matrix. Based on the theories of service innovation, in the perspective of consumers, it aims to explore the influential correlations among brand image, customer satisfaction and customer loyalty. It is expected the results reached by this study are available for the reference made by the operators of chain con-vene stores. In this study, the consumers used to patronize any single store of the said four brands of chain convene stores are selected as experimental subjects. It aims to explore the influential correlations separately between service and brand image, between service innovation and customer satisfaction, between brand image and cus-tomer satisfaction, between customer satisfaction and customer loyalty, between service innovation and customer loyalty and between brand image and customer loyalty, together with the correlation modes between service innovation and customer satisfaction exerted by brand image, between service innovation and customer loyalty exerted by customer satisfaction, and between brand image and customer loyalty exerted by customer satisfaction. Also, the mediating effect between brand image and customer satisfaction is inspected. The experiment is conducted by random questionnaire surveys. There are totally 600 questionnaires delivered with 593 valid replies received. Questionnaire survey results are compiled and analyzed by SPSS. Hypotheses are verified through AMOS linear structural equations. Keywords: Service Innovation、Brand lmage、Customer Satisfaction、 Customer Loyalty、Chain Convenience Stores |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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