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Title Page
Contents
ABSTRACT 10
CHAPTER 1. GENERAL INTRODUCTION 12
1.1. Reasons for choosing this topic 12
1.2. Target research 15
1.3. Object and scope of research 15
1.4. Methodology 16
1.5. Structure of thesis 16
CHAPTER 2. LITERATURE REVIEW 17
2.1. Customer satisfaction 17
2.2. Process leads to customer satisfaction 20
2.3. Benefits from increasing customer satisfaction 25
2.4. Customer Satisfaction Index model (CSI model) 26
2.5. Confectionery product characteristics 31
2.6. The previous studies 32
2.7. Factors influencing on customers satisfaction to confectionery products 34
CHAPTER 3. RESEARCH METHODOLOGY 42
3.1. Process of research 42
3.2. Preliminary research 43
3.3. Research model 43
3.4. Research design 46
3.4.1. Scale and encoding scale 47
3.4.2. Sampling Method 50
3.4.3. Analysis method 51
CHAPTER 4. ANALYSIS OF SURVEY RESULT 53
4.1. Overview of Bao Hung Confectionery Company 53
4.1.1. Labor characteristics 54
4.1.2. Consumption of product characteristics 56
4.2. Descriptive statistic 58
4.3. Cronbach Alpha 62
4.4. EFA factor Analysis 65
4.4.1. Independent variable Analysis 65
4.4.2. The dependent variables 69
4.5. The correlation and regression results 70
4.6. Detect violations of regression hypothesis 74
CHAPTER 5. CONCLUSIONS AND RECOMMENDATIONS 77
5.1. Conclusions 77
5.2. Solution 78
REFERENCES 83
APPENDICES 89
[Table 3-1] Operational definition(내용없음) 8
[Table 4-1] The utilization of the company's employees 55
[Table 4-2] The sales volume according to product category. 57
[Table 4-3] The results of Gender 58
[Table 4-4] The results of Age 58
[Table 4-5] The results of Occupation 59
[Table 4-6] The results of local 59
[Table 4-7] The result of usage levels 60
[Table 4-8] The average result of statistical 60
[Table 4-9] The result ofcronbach Alpha 62
[Table 4-10] KMO and Bartlett's Test 65
[Table 4-11] Total Explained Variance 66
[Table 4-12] Rotated Component Matrix 67
[Table 4-13] KMO result and Bartlett's Test 69
[Table 4-14] Total Explained Variance 69
[Table 4-15] Component Matrix 70
[Table 4-16] Correlations 71
[Table 4-17] The result of model reasonable testing 72
[Table 4-18] ANOVA result 72
[Table 4-19] The regression results 73
[Table 4-20] Multicollinearity phenomenon testing 74
[Figure 2-1] American customer satisfaction index model 27
[Figure 3-1] Process of research 42
[Figure 3-2] Theofficial research model 44
[Figure 4-1] The Administrative apparatus of Bao Hung Confectionery Company 54
[Figure 4-2] Histogram 75
[Figure 4-3] Scatterplot 76
[Figure 5-1] Bao Hung Confectionery Distribution Channel 79
초록보기 더보기
In recent years, Viet Nam has been changing very much, which is proved by the high growth economy and improved people lives. The living standard increases leading to the demand of consumption increasing. Each kind of goods is required not only to have good quality but also to have eye-catching design and package and various types. Confectionery product has to also meet those requirements. On the other hand, Viet Nam has participated in World Trade Organization (WTO) with the fierce competition; therefore, many enterprises can not survive due to not be able to suffer from the market pressure. However, many enterprises have surmounted challenges with the right way of business and caught opportunities and adapted to new conditions to survive and develope sustainably. Bao Hung Confectionery Co., Ltd is one of them.
The purpose of this study was to determine factors affecting customer satisfaction with confectionery products of Bao Hung confectionery co.,Ltd and measure the degree of influence of the factors to customer satisfaction..
After literature review, experts were consulted to assess the applicability of the research instrument. A questionnaire-based method was used to collect data to verify the hypotheses. Data were collected from a convenient sampling of 301 customer.
Statistic packages of SPSS version 16.0 was used to test the hypotheses of the study. The results of this study, extracted through the analysis showed that: Products design was the factor that most affected the customer satisfaction in Bao Hung confectionery company.
Implications for academics and industry were discussed. Afterwards, recommendations of the research were also proposed.
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