Recently, people get more and more stimulations from mass media. It changes not only people?s life patterns but also people?s consumption habits. GMSs become the main choice for customers due to having completely items, one-stop shopping, lower price and convenience. However, GMSs are saturated in Taiwan. Enterprises need to listen to the customers and provide mechandise which can meet their needs. After satisfying the customers, business can eternally last and bring new consumers. Therefore, this research takes the customers who consume from GMSs as target, try to find out the relationship among customer importance, customer satisfaction and customer loyalty. I hope the findings may serve the managers to refer. This study designed questionnaire is to get primary materials and obtained 491 data. This paper gets the following findings: 1.According to factor analysis, setting up six factors to measure service quality and store image. 2.What the public and students focus are very different. The managers can offer more superior service to their focus customers. 3.According to analysis of importance-satisfaction, we will know the distribution features about GMSs. 4.Cluster analysis divided customers into three groups: mild users, medium users and heavy users.
