| Abstract: | The industrial structure of our country has already made the transition from the manufacturing industry to the service industry. The traditional retail channels are unable to meet the modern needs from service quality and convenience aspects. This results in that the convenient stores have emerged in urban district and on school campus. It is realized that customer satisfaction is the major attribute to customer loyalty and customer loyalty is essential to the long-lasting growth of the company. This study focuses on analyzing the level of customer satisfaction from customer?s viewpoints and perceptions on the campus convenient store by statistical methods, using importance-performance analysis to improve customer satisfaction, and using a conditional probability-based modeling to predict the sales trend. The findings can be used for service improvement by the management , thereby lifting the level of customer satisfaction as well as increasing the profit. This research uses three constructs within the questionnaire, i.e., ?Store neatness and Cleaness?, ?Service Attitude?, and ?Mechanize Plan?, to measure customer satisfaction.
By using SPSS for Windows 13, the following research findings are obtained: (1)the average values of 12 questions have reached ?good? or ?better?, (2)beverage and drinks are consumed most frequently, (3)the majority of customers for this convenient store are students, (4)the factors of gender and allowance source do not have significant influence to three constructs as well as the level of customer satisfaction, and (5)the ?Service Attitude? construct has higher influence to the level of customer satisfaction.
By using importance-performance analysis, the following research findings are obtained: (1)no service items fall in the first quadrant with high importance and high level of satisfaction, suggesting that the merchant should actively create certain key superiority, (2)there are five service items in the quadrant with high importance but low level of satisfaction, suggesting that they are the key items to merchant management for priority improvement, (3)two service items are in low importance and low level of satisfaction, suggesting that it is necessary for these two services? existence, and (4)seven service items are perceived with high level of satisfaction but low importance, suggesting that the merchant skips the needs to invest excessive efforts on these services.
The results of sales trend analysis are with the following: (1)the overall expenditure of better satisfaction and worse satisfaction customer groups will gradually decrease in the future in the time zone 1(8:00AM-1:00PM), (2)the overall expenditure of better satisfaction customer group will be able to continue in the future in the time zone 2(1:01-6:00PM) and zone 3(6:01-10:30PM). |
