The Relationship among Perceived Price, Perceived Quality and Perceived Value to Customer Satisfaction and Customer Loyalty - a Case Study of Popsicle Industry in Hualien
| Autor: | Chen-Chiu Chen, 陳振球 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 When summer comes sales of popsicle rises steeply. Large traditional factories with lots of financial resources grab the business opportunities by cooperating with discount stores and convenient stores, since preservation of popsicle requires low temperature. Common popsicle producers also join the market to compete with them, and they expand their market share by the way of home delivery. This study enrolled a popsicle producer as subject to investigate various perceptions of his clients on such as prices, delivery time, tastes, and hygiene when they purchase ice products, in order to figure out whether the clients feel the ice products worth the prices, further measure their satisfaction, their willingness of re-order and that of future praise marketing, and so on. Correlation between aspects and their influence on each other was figured out through statistics methods. The results were presented to the ice producer for reference. This study issued questionnaires by mail. Total 1500 questionnaires were sent to the clients and 488 were recycled, of which 468 were effective which comes to 31.2% of response rate. Statistical data shows clients’ high satisfaction on the ice products and high willingness of re-ordering and recommending them to their relatives and friends. The result greatly acknowledges to the producer. However, the clients expressed low satisfaction on two items, melted ice products and product shortage, which should be improved by the producer. The empirical findings of this study are: (a) perceived monetary price has negative effect on perceived value, while the effect of perceived non-monetary price on perceived value is not significant; (b) perceived product quality has positive effect on perceived value; (c) perceived value has positive effect on clients’ satisfaction; (d) clients’ satisfaction has positive effect on willingness re-order and praise recommendation. Of which, perceived monetary price has the most significant effect on perceived value, indicating clients most concern prices of the ice products when considering the value of their purchase, followed by quality. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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