飼主對寵物貓零食顧客滿意度、顧客忠誠度與再購意願之關聯性研究- 以C廠牌為例

文化大學機構典藏 CCUR > 商學院 > 企業實務管理數位碩士在職專班 > 博碩士論文 > Item 987654321/51282

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/51282

题名:	飼主對寵物貓零食顧客滿意度、顧客忠誠度與再購意願之關聯性研究- 以C廠牌為例 A Study on the Correlation between Customer Satisfaction Customer Loyalty and Repurchase Intention of Pet Cat Treats by O wners T aking C Brand as an Example
作者:	陳螢萱
贡献者:	企業實務管理數位碩士在職專班
关键词:	顧客滿意度顧客忠誠度再購意願 CIAO 寵物零食 customer loyalty willingness to repurchase Ciao pets treats
日期:	2022
上传时间:	2023-03-02 13:46:17 (UTC+8)
摘要:	全球少子化飼養寵物迅速崛起，近年來飼養寵物越來越多，相較之下飼養寵物貓的比例較飼養寵物狗增加不少，而寵物貓零食市場競爭相當激烈，因此本研究針對寵物貓零食C廠牌為探討主題，以飼養貓之顧客為研究對象，調查顧客(飼主)再選購貓零食時主觀意識的喜好程度，透過資料蒐集、分析後設計問卷，針對台灣地區的顧客(飼主)，以網路隨機方式進行問卷調查。本研究目的試圖探討顧客(飼主)如何對此寵物貓零食增加顧客滿意度、顧客忠誠度與再購意願。本研究使用問卷調查法，問卷分為兩大部分：受試者基本資料如性別、婚姻狀況、年齡、職業、教育程度、個人每月所得是否影響購買此款零食之購買行為。顧客滿意度、顧客忠誠度與再購意願之間是否互相影響。本研究結果可以發現受試者不同個人背景變項對購買行為有所差異。研究結果以提供C廠牌寵物貓零食業者在商品開發和行銷，以及後續研究者之參考。 The global trend of low birthrate has led to the rise of pets, and more and more people keep pets. There are hundreds of pets. The more popular dogs and cats are used for research. In recent years, the proportion of pet cats is compared. Compared with keeping pet dogs, the market competition of pet cat treats is quite fierce. Therefore, this study focuses on the C brand of pet cat treats as the research topic, and takes customers who keep cats as the research object, and investigates customers (owners) before purchasing cat treats. According to the subjective preference level, a questionnaire was designed after data collection and analysis, and a questionnaire survey was conducted randomly on the Internet for customers (feeders) in Taiwan. The purpose of this study is to explore how customers (owners) can increase customer satisfaction, customer loyalty and repurchase intention for this pet cat treat. This study uses a questionnaire survey method, which is divided into two parts: whether the basic information of the subjects such as gender, marital status, age, occupation, education level, and personal monthly income affect the purchase behavior of this snack. Whether the relationship between customer satisfaction, customer loyalty and repurchase intention is mutual. The results of this study can find that different personal background variables of subjects have differences in purchasing behavior. The research results are used to provide academic research and reference for subsequent researchers.
显示于类别:	[企業實務管理數位碩士在職專班] 博碩士論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	203	检视/开启

检视Licence

在CCUR中所有的数据项都受到原著作权保护.

数据加载中.....