(2005)
Abstract
In the pas several years, the Taiwan marketing channel environment has replaced product supplier dominance situation by the marketing channel terminal of the retailer industry. The hypermarket industry acts the strong character in market channel. It not only has repidly revenue growth, but many enterprises stride in this industry. These changes have caused the high homogeneous hypermarket industry competition more shapely. Therefore, the traditional marketing tactic has not suitableto current situation, and provide the commodity and the services which satisfy customer that can ensure enhance the customer loyalty and guarantee the market superiority status.
This paper attempted to explore the store image, customer satisfaction, and customer loyalty relationship, and examined wether have significant influence among them in the Taiwan hypermarket industry. We also developed a conceptual framework for discuss the customer satisfactin whether play intermediate role between store image and customer loyalty by examining four null hypothesis and using path analysis establish the whole structure. We will implement above anlysis result provide the hypermarket industry in futher marketing strategy directions and suggestions.
Introduction .................................
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si* (Penulis, Pelaku Bisnis, Trainer dan Dosen Marketing Management)
e-mail : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
*Profil Lengkap, lihat (click) di sini
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