碩士 / 淡江大學 / 企業管理學系碩士班 / 94 / This research is to investigate a comparison study of store image in chain convenience store on Taiwan and Mainland China. Additionally, it involves the evaluation of importance and satisfaction levels for them.
The research is conducted in Taipei and Shanghai. Thus, the importance, satisfaction and overall levels to the subjects can be obtained based on the questionnaire recipients. This research employs the convenience sampling method as the investigation method. The total 198 effective samples are collected in Taipei and the total 49 effective samples are collected in Shanghai. In this research, some attributes of store image are grouped into six dimensions which are products and prices, convenience, service, advertising, atmosphere, and solid equipment. The research structure contains 22 attributes which are measured by Likert scale to understand the importance level of store image, the satisfaction level of store image, and the whole store image.
Through the statistical analysis, the major results are as the following:
1. Between chain convenience store on Taiwan and Mainland China, there is significant difference in the importance level of store image. Besides, all consumers of Taiwan and Mainland China place high importance on which are “product quality is superior” and “the environment of store is clean.”
2. Between chain convenience store on Taiwan and Mainland China, there is significant difference in the satisfaction level of store image. Besides, all consumers of Taiwan and Mainland China are satisfied with “shop hours are long” and “location of store is proper” and “location is convenience.”
3. Between chain convenience store on Taiwan and Mainland China, there is significant difference in the whole store image. On the side, all consumers of Taiwan and Mainland China have whole good evaluation about “shop hours are long” and “location of store is proper.”
4. Among Taiwan and Mainland China, there is significant difference between the importance level of store image and the satisfaction level of store image.
| Identifer | oai:union.ndltd.org:TW/094TKU05121013 |
| Date | January 2004 |
| Creators | Kuo-Feng Tzeng, 曾國峰 |
| Contributors | 劉燦樑 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 61 |
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