• 藍色版面
  • 綠色版面
  • 橘色版面
  • 粉紅色版面
  • 棕色版面
帳號:guest(120.119.126.29)          離開系統
字體大小: 字級放大   字級縮小   預設字形  

詳目顯示

本論文引用網址:     
研究生: 茶氏曹
研究生(外文): Tra Thi Thao
論文名稱: The impact of store image on customer satisfaction: The customer psychology of Pho 24 noodle chain in Ho Chi Minh city, Vietnam
論文名稱(外文): The impact of store image on customer satisfaction: The customer psychology of Pho 24 noodle chain in Ho Chi Minh city, Vietnam
指導教授: 楊晴安
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 金融與風險管理系碩士班
論文出版年: 2011
畢業學年度: 99
語文別: 英文
論文頁數: 85
中文關鍵詞: Store imagereliabilitysecuritypricecustomer satisfactioncustomer psychology in Vietnam.
外文關鍵詞: Store image, reliability, security, price, customer satisfaction, customer psychology in Vietnam.
相關次數:
  • 被引用:0
  • 點閱:5
  • 評分:*****
  • 下載:0
  • 書目收藏:0
Research issues of this thesis is " The impact of store image on customer satisfaction : The customer psychology of Pho 24 Noodle chain in Ho Chi Minh City”
This thesis is to analize the effect of store image, reliability, security, price, customer psychology on the customer satisfaction for the Noodle 24.
The researching method is used to build, measure the measuring levels ands audit the theoretical model including two steps of main research: preliminary research and official research. Of which, the official research by the quantitative method with the technique of gathering data and interview through a questionaire and interviewing sample n=200. The gathered data shall be setttled by SPSS 16 software. The two said researches shall be executed in HCMC on the researching objects, who are the customers of the Noodle 24 store in HCMC.
Through the study to propose some recommendations regarding the case the company’s marketing strategies of the Noodle 24 chain in the future.


Research issues of this thesis is " The impact of store image on customer satisfaction : The customer psychology of Pho 24 Noodle chain in Ho Chi Minh City”
This thesis is to analize the effect of store image, reliability, security, price, customer psychology on the customer satisfaction for the Noodle 24.
The researching method is used to build, measure the measuring levels ands audit the theoretical model including two steps of main research: preliminary research and official research. Of which, the official research by the quantitative method with the technique of gathering data and interview through a questionaire and interviewing sample n=200. The gathered data shall be setttled by SPSS 16 software. The two said researches shall be executed in HCMC on the researching objects, who are the customers of the Noodle 24 store in HCMC.
Through the study to propose some recommendations regarding the case the company’s marketing strategies of the Noodle 24 chain in the future.


TABLE OF CONTENT

ABSTRACT  i
Acknowledgements  ii
TABLE OF CONTENT  iii
LIST OF FIGURES  v
LIST OF TABLE  vi

CHAPTER 1 INTRODUCTION  1
1.1  Background of the problem  1
1.2  Motivation of the study  2
1.3  Purpose of the research  4
1.4  Research Structure  4

CHAPTER 2 LITERATURE REVIEW  5
2.1  The store image  5
2.2  Customer Psychology  6
2.3  Customer Satifaction  8
2.4  The relationship between store image, customer psychology and Customer Satifaction  10
2.5  Introducetion about Pho 24 noodle chains in Ho Chi Minh city - Viet Nam  11

CHAPTER  3 : DATA AND METHOLOGY  17
3.1 Research Design  17
3.2 The factors in the model  18
3.3  Research model  20
3.4  Sample size  22
3.5  Analysis tools  22


CHAPTER 4: EMPIRICAL FINDINGS AND ANALYSIS  24
4.1 Information Sample of the customer  has been used in Pho 24 noodle chain in  TP.HCM-VietNam  24
4.2  Statistics describing the scale:  25
4.3 Scale testing  Testing using Cronbach Alpha  26
4.4  Exploratory Factor Analysis  28
4.5  General research model  31
4.6  Regression analysis  33

CHAPTER 5: CONCLUSION  38
5.1 Conclusion  38
5.2 Some recommendations  39

References  42
Appendix 1 Questionnaire survey  45
Appendix 2 Descriptive variables  51
Appendix 3 The result Cronbach’s alpha statistic  59
Appendix 4 The result exploratory factor analysis  68
Appendix 5 The result analysis of person corrlations, regression model  77
Appendix 6 List Pho 24 at overseas  82
Appendix 7 List some store Pho 24 in HCM city  84














LIST OF FIGURES


Figure 1: Research model of Semeijn.Riel. Ambrosini (2004)  6
Figure 2: Research model of Mehrabian and Russell’s approach to environment spychology  7
Figure 3: Reseasrch model of Parasuraman  9
Figure 4: Model of relationship between store image, customer psychology and Customer Satifaction.  11
Figure 5 : Quantity store of Pho 24  15
Figure 6: Proposed research model  21
Figure 7: Result of analysis about Sex  24
Figure 8: Result of analysis about Age  24
Figure 9: Result of analysis about occupation  25
Figure 10: Research model is modified  31













LIST OF TABLE


Table  4.17: The result Cronbach’Alpha of factor P2.Q2.4 – Customer Psychology- Security  65
Table  4.18: The result Cronbach’Alpha of factor P2.Q2.5 – Customer Reliability (CR)  66
Table  4.19  : The result Cronbach’Alpha of factor P2.Q2.6 – Customer Satisfation(CS)  67
Table 2.1: Quantity  store of Pho 24  14
Table 2.2 : Compare the nutrient composition between 24 and Pizza, Hamburger  15
Table 2.3 : The main products of the Pho 24  16
Table 3.1: The research steps  17
Table 3.2:  Scale Store image (SI)  18
Table 3.3: Scale Customer Psychology- Courtesy  (CPC)  19
Table 3.4 :  Customer Psychology-Price  19
Table 3.5 : Customer Psychology- Security    (CPS)  19
Table 3.6 : Customer Reliability (RC)  20
Table 3.7 : Customer Satisfation(CS)  20
Table 4.10 : The result analysis SPSS about The following promotion forms Customer refer the most  57
Table 4.11:  The result analysis SPSS about  Customer know Pho 24  58
Table 4.12: The result analysis SPSS about The following feature is important to customer when choosing Pho 24  58
Table 4.13      Descriptive Statistics  59
Table 4.14 The result Cronbach’Alpha of factor P2.Q2.1-10 Store image (SI)  61
Table 4.15 The result Cronbach’Alpha of factor P2.Q2.2 Customer Psychology -Courtesy  (PC)  62
Table 4.16 The result Cronbach’Alpha of factor P2.Q2.3 Customer Psychology- PRICE  63
Table 4.20 The result KMO and Bartlett''s Test  71
Table 4.21 The Results factor analysis  74
Table 4.22 - KMO and Bartlett''s Test  The level of customer satisfaction  78
Table 4.23: Correlations  33
Table 4.24 : ANOVA analysis  35
Table: 4.1 Sex- Please us know your sex  52
Table: 4.2-Age  52
Table: 4.3 occupation  53
Table: 4.4 -your current precidence  53
Table: 4.5 Monthly revenue  54
Table: 4.6  The result analysis SPSS about Customer usually spend in Pho 24  54
Table: 4.7 - The result analysis SPSS about The times customer eat Pho 24 in a month  55
Table: 4.8  The result analysis SPSS about Beside pho 24 the customer have visited store  55
Table: 4.9 The result analysis SPSS about Customer choose Pho 24 because of  57



References
1.Aaker, D.A. 1996. Building strong brand. The Free Press.
2.Andreassen, T. W. and Lindestand, B. (1998). “The effects of corporate image  the information of customer loyalty of service marketing”. P
3.Bernd Stauss and Patricia Neuhaus (1997). “The qualitative satisfaction model”, International Journal of Service Industry Management, Vol.8 No.3, pp.236-249.
4.Buttle, F. (1996). “Servqual: Review, Critique, Research Agenda”, European Journal of Marketing, Vol.30, pp.8-32.
5.Cronin, J.J. and Taylor, S.A. (1992). “Mearing Service Quality: A Reexamination and Extension”, Journal of Marketing, Vol.56(July), pp.55-68.
6.Diane F. DiClemente *, Donald A. Hantula “Applied behavioral economics and consumer choice” Department of Psychology, Temple University, Weiss Hall, Philadelphia, PA 19122, USA.
7.Gronroos, C. (1984). “A service quality model and its marketing implications”, European Journal of Marketing, Vol. 18 No. 4, pp. 36-44.
8.Hausknecht and Douglas (1990). “Measurement Scales in Consumer Satisfaction/Dissatisfaction”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 3, 1-11.
9.Hoang Trong and Chu Nguyen Mong Ngoc (2008), Data analysis with SPSS,  Hong Duc Publish.
10.Hunt, S., Sparkman, R., & Wilcox, J. 1982. The pretest in survey research:  Issues and preliminary findings. Journal of marketing Research, XIX, 269-273
11.Janjaap Semeijna, Allard C.R. van Rielb,*, A. Beatriz Ambrosini “ Consumer evaluations of store brands : effects of store image and product attributes.
12.Janjaap Semeijna, Allard C.R. van Rielb,*, A. Beatriz Ambrosini “Consumer evaluations of store brands:effects of store image and product attributes”.
13.Jones and Sasser (1995). “Why Satisfied Customers Defect”, Harvard Business Review, November-December, 88-99.
14.Keller, K. L. 2003. Straegic brand management: Building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, N. J.: Prentice Hall.
15.Kivela, J., Inbakaran, R., Reece, J., 2000. Consumer research in the restaurant environment. Part 3: analysis, findings and conclusions. International Journal of Contemporary Hospitality Management 12 (1), 13–31.
16.Kotler, P. and Keller, K.L. (2006). “Marketing Management”, Pearson Prentice Hall, USA.
17.Kotler, P., Bowen, J.T., 1996. Marketing for Hospitality and Tourism. Prentice-Hall, Upper Saddle River, NJ.
18.Lawrence L. Garber Jr.a,*, Eva M. Hyatta, Richard G. Starr Jr “Measuring consumer response to food products”, 2001.
19.Marieke L. Fransen , Bob M. Fennis , Ad Th. H. Pruyn , Enny Das  “Rest in peace? Brand-induced mortality salience and consumer behavior”
20.Mehrabian, A., Russell, J.A., 1974. An Approach to Environmental
21.Mooij Marieke K. de, Consumer behavior and culture : consequences for global marketing and advertising.
22.Nayga, R.M., Capps, O., 1994. Impact of socio-economic and demographic factors on food away from home consumption: number of meals and type facility. Journal of Restaurant and Foodservice Marketing 1 (2), 45–69.
23.Nayga, R.M., Wanzala, M.N., 1996. Food away from home expenditures in the United States: a county level analysis. Journal of Restaurant and Foodservice Marketing 1 (3/4), 39–51.
24.Nguyen Khanh Duy (2007), The method of analysis, Economics Teaching Program, Fulbright 2007-2008.
25.Nick Johns, Ray Pine “ Consumer behaviour in the food service industrya: a review ” pp 122-125
26.Oliva, William O. and Bearden (1995). “The Relationships Among Consumer Satisfaction, Involvement, and Product Performance: A Catastrophe Theory Application”, Behavioral Science, Vol.40, pp.104-132.
27.Oliver, R.L. (1993). “A conceptual model of service quality and service satisfaction: compatible goals, different concepts”, Advances in Service Marketing and Management, Vol.2, pp.65-85.
28.Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). “A conceptual model of service quality and its implications for future”, Journal of Marketing, Vol.49, pp.41-50.
29.Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). “SERVQUAL: A multiple-item scale  for  measuring  consumer  perception  of  service  quality”,  Journal  of  Retailing, Vol.64, pp.12-40.
30.Pettijohn, L.S., Pettijohn, C.E., Luke, R., 1997. An evaluation of fast food restaurant satisfaction: determinants, competitive comparisons and impact on future patronage. Journal of Restaurant and Foodservice Marketing 2 (3), 3–20.
31.Psychology. MIT Press, Cambridge, MA.
32.Rajeev Batra University of Michigan Pamela Miles Homer California State University, Long Beach “The Situational Impact of Brand Image Beliefs”.
33.Robinson, S. (1999). “Measuring Service Quality: Current Thinking And Future Requirements”, Marketing Intelligence and Planning, Vol.17, pp.21-32.
34.Simon J. Bell “Image and consumer attraction to intraurban retail areas:An environmental psychology approach”, 1998.
35.Wan-I Lee a, _, Chih-YuanChang b, Yu-LunLiu “Exploring customers’ store loyalty using the means-end chain approach”.
36.Werner Pfannhauser and Markus Reichhart Graz University of Technology,Institute of Food Chemistry and Technology and Pfannhauser Consultants KEG, “Consumer Attitude and Food Choice’, 2003.


 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
* *