STUDY ON CUSTOMER SATISFACTION, STORE IMAGE AND RE-SERVICE QUALITY

Abstract

The distributors in Taiwan has now changed from traditional direct distributors and agents to chain distributors. Due to the rise of the domestic chain channel industry, when consumers purchase computers and peripheral products, electronic communication products and consumer goods, they will not only consider the product brand, but also the channel provider's brand, goodwill and return services. The emphasis on quality has also gradually increased.

  This study takes the store image (physical store and e-store) considered by consumers when shopping, how is the service perception of the computer, communications, and consumer electronics (3C) product return and exchange (as re-service), and whether they are satisfied with this service.

The results of the study found that the store image of distributors is positively correlated with consumer satisfaction. The store image of distributors is positively correlated with the quality of logistics services for returns and exchanges. The quality of logistics services for returns and exchanges is positively correlated with consumer satisfaction.