善用行銷策略組合提昇客戶滿意度及忠誠度－以國內某冷凍水產業者為例

Use Marketing Strategy Mix to Enhance the Customer Satisfaction and Loyalty in Frozen Seafood Industry

蔡志明(Tsai, Chih-Ming) ； 陳柏璋(Chen,Po-Chang)

《管理資訊計算》 7卷特刊1 (2018/08) Pp. 101-114

https://doi.org/10.6285/MIC.201808_7(S1).0011

摘要

冷凍水產食品是冷凍食品的一大類，以水產原料處理為主。近年來隨著消費者愈來愈重視食品安全，政府除積極推動食品安全追溯追蹤管理系統外，業者亦自發性的改變如強化產業資訊的蒐集、或轉型為觀光工廠、或加強與下游客戶之間的關係等，以確保水產食品之安全與品質，以藉此來提昇顧客滿意度與忠誠度。本研究針對國內某大型冷凍水產業者之下游企業客戶，透過問卷分析來驗證該企業目前的行銷策略組合－產品、價格、通路、推廣，與整體客戶滿意度及客戶忠誠度彼此間關係所建立的各項假設檢定，並針對不同客戶的屬性與類別進行差異分析。 研究結果顯示：1.產品面的產品品質對整體客戶滿意度具有正向影響。2.價格面對於客戶滿意度具有正向影響。3.通路面的傳統通路對整體客戶滿意度具有正向影響。4.推廣面的推銷人員專業度與推銷人員態度對整體客戶滿意度具有正向影響。5.整體客戶滿意度對客戶忠誠度具有正向影響。6.不同客戶營業型態、不同交易頻率對各種行銷組合皆沒有顯著性差異；不同的客戶營業地區則對產品類別、訂價策略及折扣、倉儲效率有顯著性的差異；不同客戶營業規模則對訂價策略及折扣、推銷人員信任度有顯著性的差異；不同交易規模則對訂價策略及折扣有顯著性的差異。最後，針對研究結果對個案公司提出實務上之建議，作為該企業未來在經營策略與行銷策略規劃的參考依據，也作為冷凍水產業者之參考。

關鍵字

冷凍水產 ； 行銷組合 ； 客戶滿意度 ； 客戶忠誠度

並列摘要

Frozen seafood is one of the largest categories of frozen food industry. Accompanied with the more concerns paid to food safety by end-customers in recent years, the government established traceability and management system of food safety, unified descriptions of aquatic products in order to take duly monitor on aquatic goods. In addition to above, the suppliers of aquatic products have also proactively upgraded capability on information collection, transformed into factory tour to attract more business opportunities, built the dialogue platform with customers so as to strengthen the implemented policy of food safety and enhance competitiveness in the industries. This study was conducted by a domestic leading frozen aquatic supplier of Taiwanese company who collected the feedback of questionnaires from its overall customers in order to establish the long-term management policy and planning of marketing strategy. By verifying the customer satisfaction and customer loyalty on marketing strategy of product, price, place, promotion, the assumed difference of customer attributes and categories for cross-analysis were referenced together with the questionnaire results of narrative statistics and variation analysis. The study conclusion indicated as below. 1. Product quality, Price, Traditional channel, and Professional level & attitude toward customers of sales staff have positive impacts on overall customer satisfaction. 2. Overall customer satisfaction has a positive impact on customer loyalty. 3. We also proposed some practical recommendations to this company in building its business strategy and marketing planning in the future.

並列關鍵字

Frozen Seafood ； Marketing Mix ； Customer Satisfaction ； Customer Loyalty

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