Analyzing Service Quality and Satisfaction by Multivariate Analysis of Variance: A Case of Taiwan Tobacco and Liquor Corporation

Abstract

Due to the market openness for the competitive tobacco and liquor market, Taiwan Tobacco and Liquor Corporation has to pay attention to service quality and customer satisfaction more than before for its retailers in order to maintain its marketplace and even increase its sales. In this research, a case study at South Branch Office in Taichung City, Taiwan is conducted with the effective sample of size of 178 retailing customers through phone purchase by multivariate analysis of variance. The results show that Item 20 has the lowest satisfaction and is the only item less than the value of 3 in a 5-point Likert scale. A platform for retailers to order goods from the internet should be placed in the highest priority. In addition, the age group of 36-45 years old perceived the lowest satisfaction on Item 16, which should be the focal point. Moreover, the other focal point is that the retailers purchasing tobacco through phone purchase has the second lowest satisfaction on Item 17. The management needs to address these two issues in order to provide better service for its retailers.