| Abstract |
As Taiwan's economy takes off, the number of discount stores is increasing, and the loyalty scheme is introduced to attract customers. In general, the member strategies of most discount stores only consist of discount of goods and deferred payment of large household appliances. However, the large U.S. discount stores - Costco is using different modes of operation, such as taking annual membership fee, vending different products/brands in the same industry, more of goods in one package, the most cordial manner with customers. Therefore, the objectives of this study are to survey the satisfaction of services, prices and facilities provided by Costco and to explore if there is any need for further improvement in the existing system. This study utilizes SPSS statistical software for reliability and validity analysis, descriptive analysis, Chi-square test analysis, Pearson correlation test analysis, and regression analysis. The conclusions obtained through questionnaire analysis are: (1) Demographic variables and customer maintenance are negative influential. (2) Demographic variables have a significantly negative impact on customer satisfaction. (3) Maintaining a positive relationship would increase satisfaction. (4) Customer satisfaction has a significantly positive impact on loyalty. Based on above findings, this study provides the industry some suggestions for better operation in future. |
