Due to the environment was not carefully preserved, the food became harmful to health gradually. Therefore, a great number of people may live a cozy life now, but far from healthy. When people learned that organic food is good for health via media, chain stores that sell organic food popped put. Although plenty of people are suspicious of the benefits of organic food, more and more customers are willing to give it a try.
When competitors continue to enter the organic food retailing business, fierce competition is inevitable. For the purpose of being outstanding in the organic food industry, companies have to do their utmost to make customer feel satisfied.
This research regards the customer satisfaction of Santa Cruz as the main object. By questionnaires, this research surveyed the performances of clerk, product, promotion, and so forth, in an endeavor to figure out which part should be monitored carefully, and try to find out the causes. Instead of questionnaires, exchanging opinions with customers is quite helpful, make this study much more complete.
Eventually, I came up with thoughts about the development of whole industry. Moreover, several recommendations with regard to salespeople, customer relationships, and business model were advanced, hoping that these advices will be useful for Santa Cruz to improve customer satisfaction.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0618107-215738 |
| Date | 18 June 2007 |
| Creators | Liu, Jen-feng |
| Contributors | Fu-yung Kuan, Tai-hwa Chow, Huei-mei Liang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0618107-215738 |
| Rights | not_available, Copyright information available at source archive |
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