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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/74219

    Title: 有機食品通路、服務品質與顧客忠誠度關聯之研究
    Other Titles: Study on the relationships of organic food channel, service quality, and customer loyalty, A
    Authors: 陳憲佑;Chen, Hsien-Yu
    Contributors: 淡江大學管理科學研究所企業經營碩士在職專班
    Keywords: 有機食品;行銷組合;服務品質;顧客忠誠度;Organic Food;Marketing Mix;Service Quality;Customer Loyalty
    Date: 2011
    Issue Date: 2011-12-28 18:16:35 (UTC+8)
    Abstract: 本研究之目的在於探討消費者購買有機食品(Organic Food),在產品的通路、服務品質與顧客忠誠度之關聯。主要的研究問題為: 1、探討有機食品的服務品質對消費者忠誠度的影響;2、瞭解消費者對有機食品之消費行為,可作為市場區隔的依據;3、瞭解行銷的4P與服務品質對消費者忠誠度的影響。
    The purpose of this study is to investigate the relationships among organic food channel, service quality, and customer loyalty. The research questions for this research are: 1. to explore the impact of the service quality of an organic food store on customer loyalty; 2. to understand the customer behavior and form the basis for market segmentation in organic food industry; 3. to know the moderating effects of marketing mix on service and customer loyalty.
    This study employs survey research method. It is based on the SERVQUAL model to examine the impact of organic food store service quality on customer loyalty. Meanwhile, the research uses the marketing mix (4Ps) as moderating constructs to investigate the relationship among organic food store channel, service quality and customer loyalty.
    The research results show that four service quality dimensions: tangible, reliability, accuracy and empathy have impacts on customer loyalty, while responsiveness shows no influences. Regarding the moderating effects, the results show that the organic food specialty store, credit card acceptable, discount on combination products , convenient location as moderators do not all significantly affect customer loyalty.
    Appears in Collections:[Department of Management Sciences] Thesis

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