Consumer Characteristic, Store Image and Store Loyalty---An Empirical Study of Gas Station
Dr. Chi-Kuo Mao
|關鍵字:||消費者特性;商店印象;商店忠誠度;加油站;consumer characteristic;store image;store loyalty;gas station|
This study based on the consumer viewpoints of gas stations in Taipei city and Taipei counties aims to construct the store image dimensions of gas stations, explore the correlation between the store image and different consumer characteristic, analyze the difference between the importance and the satisfaction on the attribution of consumer store image, and look into whether the aggregation of store image will directly affect the consumer loyalty. According to the results, the study gives the proprietors of the gas stations the practical advice for reference. The study induces the attributions of store image into six dimensions. With the related theory records and industry characteristic of gas stations, the six dimensions expand 21 attributions. Using the method of Likert Type to measure the visited parties’ impressions on the importance, satisfaction and aggregation of store image. A total of 448 effective questionnaires are collected. After analyzing the statistical materials of those questionnaires, they are sorted into 6 main factors: “products”, “convenience”, “facilities”, “attendant and his service”, “organization” and “promotion”. The top five consumers’ measurements in the important of store image are: oil quality, oil price, supplying the hygiene and clean toilet, marking clearly the fire-fighting equipment and safety and exact oil quantity. While the top five measurements on the satisfaction of regular-visiting gas stations are: the duration of business hours, the diverse types of payment, the popularity of brand, the shortest distance near his home/workplace and oil quality. As for the difference between the importance and the satisfaction on the attribution of consumer store image, this study finds that the average of the importance is higher than the evaluation of the satisfaction. In one word, how consumers assume the importance of the store image attributions is much higher than how they really feel. The operators still have room to improve the related important attributions. The results show that there’s a distinct difference between various characteristics and the importance of store image among consumers. Meanwhile, it is found that there’s a clear difference between various characteristics and the satisfactions of store image among consumers. In addition, it shows that there’s a remarkable difference between the importance and the satisfaction on the attribution of consumer store image. Furthermore, the different store aggregation image of consumers definitely has positive correlation with store loyalty.
|Appears in Collections:||Thesis|