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A Study of the Relationships among Marketing Strategy and Repurchase Intention of Customers in Taipei Jhong Jheng People Sports Center
Purpose: The research was to investigate the demographics of customer. Then exploring differences between demographic variants of customer and marketing strategy were discussed. Furthermore, Stepwise Multiple Regression was used to predict repurchase intention of customers Methods: The subjects of the study were five hundred and two customers in Taipei Jhong Jheng People Sports Center on 23th of February till 13th of March, 2011. A self-developed questionnaire "Questionnaire of marketing strategy and repurchase intention of customers in Taipei Jhong Jheng People Sports Center" was used as the research instrument. Descriptive statistics, one-way ANOVA, t-test, Stepwise Multiple Regression were computed for data analysis. The results were derived as followed: 1.The customers at Taipei Jhong Jheng People Sports Center were mostly male, 20-29 years old, with college or university degree, monthly income was mostly below NT$10,000. 2. Sex, age and education level of demographic variants showed significant variance in marketing strategy dimension. 3. statistical methods of Stepwise Multiple Regression can predict consumers repurchase frequency: professional services, software and hardware of the equipment, and convenient transportation options will be explained the repurchase intention. Based on the research results, it is suggested that marketing strategy can strength the professional services in the future. Taipei Jhong Jheng People Sports Center can keep the quality of professionalism and improve those software and hardware of the equipment. The important thing is maintaining consumers and escalating customers' repurchase intention.
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