1. Introduction

2. Literature Review

3. Hypothesis

4. Research Method

5. The Questionnaires

6. Results & Discussion

• Date: 2007 August

• The first store: NTNU branch in Taipei

• Service: Rent Box

Japan Boxes Shop

Hong Kong Checker Depot

格仔鋪

China King Box

• The main concept is “share rent”It costs you only $1358-$1858 to rent a box

Surrounding by many new competitors

How can Check Fun beat them?

How can Check Fun win customer loyalty?

• Perceived performance is defined as beliefs regarding the products attributes, levels of attributes, or outcomes. ( Calotte, Woodruff, and Jenkins 1987)

• Performance as a direct antecedent of satisfaction (e.g, Oliver 1980; Oliver and DeSarbo 1988)

• Customer satisfaction is widely recognized as a key influence in the formation of consumers' future purchase intentions (Taylor and Baker, 1994)

• Customer loyalty as been and continues to be defined in some circles as repeat purchasing frequency or relative volume of same-brand purchasing (Tellis, 1988). In Oliver(1997)

• In Oliver’s six representations of satisfaction and loyalty suggests that satisfaction is an ingredient of loyalty but only one of its components

SatisfactionLoyalty

Overall Satisfaction

Customer Loyalty

Customer Loyalty

Perceived performance

•Staff Service•Environment•Product

Perceived performance

•Staff Service•Environment•Product

H1 (+)

H2 (+)

H3 (+)

Perceived performance is positive related to customer satisfaction

Customer satisfaction is positive related to customer loyalty

Perceived performance is positive related to customer loyalty

• Randomly select our samples on the internet or interviewed the shoppers in Check Fun

• Collect totally 97 samples and 44 samples are valid

0 10 20 30 40

16-20

21-25

26-30

above31

5

31

6

2

Age(all)

The distribution of sex The age of samples

23%

77%

• The samples are mostly students with disposable income arranged from NT5,001 to NT 10,000

0 10 20 30 40

Office holder or military

Student

Information industry

Business man or service

Freelance

4

32

2

5

1

Occupation

0 10 20 30

belowNT.5000

NT.5001-10000

NT.10001-15000

NT.15000-20000

aboveNT.20001

6

23

5

2

8

Income

0 5 10 15 20 25 30

0

1

2

3

above4

1126

52

0

Frequency of shopping per month

• The frequency of visiting Check Fun is about once a month

• Most of the customers do only window shopping

0 5 10

NT.0

NT.200

NT.400

NT.1000

93

65

23

22

Spend at Check Fun per month

• Evaluate the data collected with

five point Likert Scale

• Average the quantified figures in each segment

• ANOVA of model 1

• The sample regression of model 2

Model 1 SS d.f. MS F test P-value

Regression .104 1 .104 1.245 .271

Error 3.518 42 .08375

Total 3.622 43

Model 2Estimator of coefficient

Standard error t P-value

Constant -1.619 .867 -1.866 .069

Performance .658 .146 4.495 .000

Satisfaction .741 .248 2.994 .005

• Reasons of low repurchase intention– Check Fun is a disorganized store– The products do not have a theme– Customers can always find cheaper products on the

Internet• Comments

– Improve the quality control– Select more interesting goods – Do more classification– Mark the price more clearly– Make a clearer positioning