購買行為、滿意度、忠誠度及回流度之探討—以泰國DoiKham食產品為研究案例

A Study of “DoiKham” Food Product Purchasing Behavior and Satisfaction, Loyalty and Retention in Thailand

Patcharee Mukda(Patcharee Mukda)

指導教授 ： 李培齊

亞洲大學/管理學院/經營管理學系碩士班/碩士(2011年)

摘要

5這研究主要目的在探討消費者個人因素(需要、人格及知覺) 如何將其產品符合運用在對消費者購買行為的滿意度。此研究以泰國的DoiKham產品做為研究案例，其主要探討有關消費者滿意度如何引領其忠誠度及回流度。本次調查在泰國透過抽樣300張問卷進行。並利用敘述統計學計量方法來描述人口特性和分析基本特徵，以瞭解人口特性和消費者購買行為間的百分比，並利用回歸分析來測試變異數之間的關係。其結果顯示，回答者大多為女性消費者、21-29歲有學士學位、月收入在泰銖5,001-10,000間。對於大部份的購買行為來說， 平均一個月一次購買DoiKham的產品並花不超過300元的泰國銖，而DoiKham的果汁是所有填答者最喜歡的購買產品。本研究結果顯示發現在全部個人因素和消費者滿意有重要關係。在部分DoiKham 產品範圍屬性和消費者滿意之間有一種重要的關係。消費者滿意度及消費者回流及忠誠度有非常重要的直接高度關聯性，部分顯示發現消費者滿意度和消費者滿意及消費者忠誠度繼續扮演回流的主要角色。

關鍵字

購買行為 ； 泰國DoiKham食產品 ； 消費者滿意度 ； 消費者忠誠度

並列摘要

The purpose of this study to identify - these personal factors (needs, personality and perception) and how they correspond to product attribute in support of customer satisfaction in purchasing behaviour. This type of research paradigm is tailor-made for the study of the DoiKham product range in Thailand and how related levels of satisfaction can/do lead to loyalty and retention. A survey was conducted through a multi-stage sampling technique a total of 300 questionnaires completed in Thailand. Descriptive statistics are used to describe the basic features of demographic characteristics and analysis cross percentage between demographic characteristics and their purchasing behaviors. Regression analysis was used to test the significant of relationship among variables. Based on the result, that the vast majority of respondent is female and is 21-29 years old and have bachelors’ degree. The most of personal monthly income is 5,001-10,000 in Thai Baht. For normal purchasing behavior, the most of respondent purchased DoiKham at once a month and amount spent is less than 300 in Thai Baht and fruit juices were the most preferred product to purchase from all responses. The finding results indicated that there is a significant relationship between all personal factors and consumer satisfaction. There is a significant relationship between partial DoiKham product range attributes and consumer satisfaction. There is a highly significant related to customer satisfaction and customer retention through customer loyalty and also a direct positive relationship is found between customer satisfaction and customer retention that satisfaction and loyalty continue to play major roles in consumer retention.

並列關鍵字

purchasing behaviour ； DoiKham food product in Thailand ； consumer satisfaction ； consumer loyalty

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