便利商店鮮食購買動機、滿意度與忠誠度之研究

CHUR > College of Management > Industrial Management > Seminar Papers > Item 987654321/28823

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Title:	便利商店鮮食購買動機、滿意度與忠誠度之研究
Authors:	馬恆 ma, heng
Contributors:	工業管理學系 Industrial Management
Keywords:	便利商店;鮮食;購買動機;滿意度;忠誠度 convenience store;fresh food;purchase motives;satisfaction;loyalty
Date:	2012
Issue Date:	2014-06-27 00:10:12 (UTC+8)
Abstract:	在台灣，2010 年統一超商鮮食類營業額高達188 億元，打敗麥當勞，拿下國內速食連鎖通路的冠軍寶座，鮮食產品成為連鎖便利商店業者差異化需求發展主軸。本研究以問卷調查幫助決策者衡量消費者對連鎖便利商店鮮食之產品購買動機、滿意度與忠誠度之關聯性，提供業者發展鮮食行銷策略之參考。調查對象以曾經食用過便利商店鮮食產品之消費者做為母體，採便利抽樣法，發放450 份問卷，有效問卷392 份。研究結果發現吸引消費者至連鎖便利商店購買鮮食的動機多為便利性，可看出消費者的訴求為快速又方便，購買動機、滿意度與忠 In 2010, the revenue of fresh food department in 7-ELEVEN had reached NTD 18.8 billion in Taiwan, and 7-ELEVEN had defeated McDonald’s to become number one fast food chain store nationwide. Therefore, fresh food had become the main development of all the
Appears in Collections:	[Industrial Management] Seminar Papers

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