查詢結果分析
來源資料
頁籤選單縮合
題 名 | 傳統市場與超級市場顧客通路選擇行為之分析--以內埔地區為例=The Analysis of Customer Channel Selection between Traditional Market and Supermarket--Take Neipu Area as an Example |
---|---|
作 者 | 蔡玲瓏; 吳佩純; 王美雲; 翁嘉孺; | 書刊名 | 遠東學報 |
卷 期 | 23:1 民95.03 |
頁 次 | 頁197-210 |
分類號 | 498.7 |
關鍵詞 | 超級市場; 傳統市場; 顧客通路選擇行為; Supermarket; Traditional market; Customer channel selection; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究先回顧文獻找出傳統市場與超級市場之營業特性,藉此區隔消費者光 顧傳統市場或超級市場之原因,並針對兩種市場的消費者,了解其選擇購買 通路之行為,以達成本研究目的。本研究採人員問卷訪問法,以屏東內埔的 傳統市場和超級市場顧客為調查對象。研究結果建議傳統市場與超級市場業 者應(一)「積極全面提昇傳統市場的環境」(二)「做好消費者意見調查,以瞭 解顧客實際需求」(三)「積極參與社區發展,關懷社區與社區領袖建立良好關 係」(四)「加強顧客關係管理,建立顧客抱怨處理系統和申訴信箱」以此作為 傳統市場與超級市場業者訂定行銷策略的重要依據。 |
英文摘要 | This research intends to find out the attributes of traditional market and supermarket. The next step is to separate two market’s customers based on their motives. And then the researchers try to understand customer’s channel selecting behavior. The study utilizes questionnaire, and authors choose traditional markets and supermarkets around Neipu area as a sample. The conclusion suggests that (1) upgrade the traditional market environments totally. (2) Collect consumer opinion to realize consumers’ real needs. (3) Traditional market and supermarket owners should take care community development and sustain good relationship with community leaders. (4) Improve customer relationship management and complaint handling system. |
本系統中英文摘要資訊取自各篇刊載內容。