In recent years, the chain convenience store industry expanded stores very soon and keen competition in Taiwan. It's gradually full of market, each convenience store started to develop in many ways, it increase originality and marketing, even strategic alliance from different business, it supply customers with different sevice of agency. When market is gradually full of condition, from here we know, it expanded stores has't be main strategy. How to attract many customers and keep them, it will become very important topic.
The study objective is to understand that influence of service quality, customer value and brand image on satisfaction and loyalty, and that Intermediary effect, Also study to cognitive differentiations for different personal background of sample. Sampling object is the customers of three places convenience store in kaohsiung city each administrative division, this study used stratified sampling of sampling methods, total 362 questionnaires, it's all retrieve, 325 vaild questionnaires, it's 89.7% of all questionnaires. The statistical methodology for study, it used descriptive statistics, ANOVA analysis, MANOVA analysis and regression analysis to analyze result.
In accordance with analyze result, cognition of part aspect in each variables have differentiations that different personal background of samples. And cognition of samples in each variables on the convenience store that usually expends, the cognition of part aspect on service quality and brand image that have impact on customer value; those part aspect of that service quality, customer value and brand image that have impact on satisfaction; it brand image and that environment and price of satisfaction, have impact on loyalty. In intermediary effect, those part aspect of customer value have part and complete intermediary effect among service quality, brand image and satisfaction ; those part aspect of satisfaction have part and complete intermediary effect among service quality, customer value, brand image and loyalty.
This study suggest that enterprise should strengthen staffs on Initiative and service, and safeguard customer rights, also improve environment, adjust prices, and deepen customer good impression. That will make cognition of customer to riase on customer value, satisfaction and loyalty.