軍 割引賣場 利用者 滿足度 調査 및 改善方向에 관한 硏究 : 中領以下 現役 및 軍家族을 中心으로
iv, 68 p.
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Enterprise environment is going to be changed from center of production to center of marketing for satisfying custemer's requirements. But military market system dosent pursuit like this style for military customers. Therefore this research investigated the satisfaction of military customer and analyzied alternative idea for improving the effectiveness of military shopping mall operations. The subject of study for analyzing this objectivity is the marine corps active duty officers, non-commissioned offiers, civillians and families related to this members. The survey area was limited that This peoples lived in a marine corps working areas. The surmary of this study that identified through the investigation of military shopping mall customer's satisfaction relating military tax-free item and forsale item are the same as following. The first, military families are more satisfied military Shopping mall operating, as a result of survey items, military families are not satisfied 9 items, but active duties are not Satistied 14 items. This results are shown that active duties less satisfied than his families because of Knowing well military current situation. In accordance with this result we should take a proper step for rasing the morale of member of the armed forces. The second, soldiers and his families dissatistactions are common. They have high credibility of productions quality but do not crediblity low credibility of service to the customers. This resylts are shown to be followed new action for improving service method at military shopping mall. The third, military shopping mall is operating and controlling as the system of military administration. This function is a Simple function for buying and selling between customer and seller. It is fallen behind that current market system pursuit for customer's satisfaction. Therefore military shopping mall will pursuit customer's convenience and welfare breaking from the convention. The forth, the jostling life of today for modern people want to get a convenient purchasing system. It is adapted to the military man and his family according to improving their life style. For example the telephone ordering system, order and deliver system and Internet orders were become comonly in general public. But military purchasing system is money to money still now. We should change this style purchasing system to coincide general public purchasing system for soldiers and his family convenience and make better distribution structure between customer and military shopping mall. In conclusion the satisfaction pursuiting customers is the same military or not. Therefore we should improve the system of military buying and selling for customer's convenience. This will be effected directly the morale of soldiers and his family and improving his family budget.