Title:
AN EMPIRICAL ANALYSIS OF THE JOY OF PURCHASING GASHAPON AND CUSTOMER SATISFACTION SURVEY

Authors:
Shun-Hsing Chen*, Yang-Ju Chen and Xin-Ying Xu, Taiwan

Abstract:
In recent years gashapon is now all the rage. It becomes trending topics in Taiwan market. This study can see gashapon not only in the gashapon store but also in front of the convenience store, shopping mall, and even in the department store. There are many people standing in front of the gashapon machines. People of all ages and sexes are raring to have a try. Where the origin of gashapon comes from? Why people so appeal to gashapon? What kind of reasons affect purchase motivation? This study relies on professional literature and in-depth discussion to confirm 15 service quality elements of consumer perception. Then used it to design a questionnaire to discuss how important of customer perception and customer satisfaction. This study collected 155 questionnaires and introduce the result in to the revised Performance Evaluation Matrix (PEM). Then consider demographic variables and compare the difference of the placement. This study found out that 2 elements in the “Maintenance Zone”, 12 elements in the “Improvement Zone”, and only one element in the “Priority Improvement Zone”. The thing that needs to improve is the price of the gashapon. Customers think that the price is too high and expect gashapon’s price could be adjusted.