碩士 / 中國文化大學 / 生活應用科學系碩士在職專班 / 102 / The purpose of this study was to investigate the purchase habits, customer satisfaction and loyalty of customers who bought quality certified frozen grass shrimps in Taoyuan County. Convenient sampling was employed for data collection. Six hundred questionnaires were distributed to customers at discount stores and supermarkets in Taoyuan area. A total of 576 valid samples were collected with a valid return rate of 96%. The content of questionnaire included: demographic information and scales related to customer buying habits, satisfaction and loyalty. The collected data were analyzed using the following statistical methods: descriptive statistics, one- way ANOVA , and Pearson correlations. The results showed that female customers aged 26 to 45, married with children, with college/university educational backgrounds and family income equals to NT$40,000 dollars or more, working at industrial/commercial related service industries, are the major consumers of quality certified frozen grass shrimps. As for Taoyuan customers’ purchasing habits of quality certified frozen grass shrimps, the top one was percentage of rating the degree of agreement on product quality as “agreed” and “highly agreed” which added up to 77.4%, followed by 74.8% of rating the degree of trust on stores as “agreed” and “highly agreed”, which indicated that customers have a higher degree of acceptance on quality certified frozen shrimps, and store images may affect customers’ buying motivation. Customer’s "purchasing habits" varied due to differences in age, marital status, educational background, family income, and expense of previous purchase. As for the "customer satisfaction" aspect, a total of 64.8% of respondents reported as “agreed” and “highly agreed” with the product quality of quality certified frozen shrimps, which indicated higher customer satisfaction. The second highest ranking was found with consistency of product specifications. A total of 63.7% reported as“agreed” and “highly agreed” with product consistency, indicating the importance of quality consistency on customer satisfaction. In addition, customer satisfaction varied with age and marital status. As for "customer loyalty" aspect , respondents who reported as“agreed” and “highly agreed” with the intention to purchase again accounted for 76.3%. The same group also reported as“agreed” and “highly agreed” with recommendation to others accounted for 64.9 % , which showed that customers with higher customer loyalty are more likely to recommend to others. Customer loyalty were affected by customer age, marital status, occupation, family income, and costs of previous purchase. Pairwise positive correlations were found among purchasing habits, customer satisfaction, and customer loyalty.
Keywords: quality certified frozen grass shrimps, purchasing habits, customer satisfaction, customer loyalty
| Identifer | oai:union.ndltd.org:TW/101PCCU1115029 |
| Date | January 2014 |
| Creators | Chen-Hung Wang, 汪震宏 |
| Contributors | An-Hung Fu, Huei-Shen Lin, 傅安弘, 林慧生 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 105 |
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