The Research on Antecedents of Commercial Center Loyalty: An Example of Tunghai Commercial Center in Taichung
| Autor: | LIU,GUAN-FU, 劉冠甫 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Nowadays, people engage in daily consumption and shopping all the day. Commercial center, in which many shops locate nearly, gather people together. And the commercial center will be different because of its geographical or cultural factors. The minister of economics had categorized them into six types, such as arts leisure, historical street, landscapes leisure, characteristic industry, gifts purchase and cultural industry. After a decade, new type – university commercial center is proposed, which is the main topic of this thesis. Not only does commercial center satisfy customers purchasing needs, but also try to build up its own brand image. Before deciding which product to buy, customers may decide which commercial center to go first. This study organized the key success factors from past research to explore how a commercial center attracts customers. Commercial center image, space arrangement, administration, service providing, and marketing and promotion were included as antecedents in the current study. Questionnaire method was used to collect data in Tunghai University commercial center, to verify the relation among customer perception, attitude toward Tunghai University commercial center, and loyalty. Totally 234 questionnaires were collected. This study aims to understand the administration of university commercial center and its success factors. The results showed that commercial center image and the administration indeed exerted a positive impact on customer satisfaction and loyalty. However, the effect of space arrangement did not reach statistical significance. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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