| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 86 === The purpose of this study is to explore the relation between customer satisfaction and brand loyalty by analyzing several characters of brand loyalty. We propose a relationship model. It is not only need to describe the general positive relation between customer satisfaction and brand loyalty but also used to explain some negative relations between them. And, it will help the business to conclude best marketing stratagems.
A linear learning method of brand loyalty is used in this model. It is constructed in two steps: first of all, we set the probability of purchase as the index of brand loyalty; secondly, integrate customer satisfaction by analyzing the effect of the parameters in the model and studying the learning theory and consumer behavior. Our major results are:
1. The dimensions of the effect of customer satisfaction on brand loyalty should contain the "speed "factor besides the amount and the direction factors.
2. The rate of increase of brand loyalty will be slower when the value of parameters (β+λ) is close to 1 or the frequency of purchase is lower with the same increment of customer satisfaction, so the efficiency in marketing is lower.
3. This model shows that there might be a negative relation between customer satisfaction and brand loyalty if β1+λ1<β+λin the model. And the increase of customer satisfaction will result in the decrease of brand loyalty in this situation.
4. This model also shows that the marketing stratagems (4P: Product, Price, Place, Promotion) might be used to affect the expect value of brand loyalty in long-term.
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